Moment marketing spend set to explode in 2016


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Editor

| 11 December 2015




The first ever detailed analysis of UK moment marketing spend and strategies, published by TVTY, has found that the sector is set for explosive growth in 2016.



The study analysed the views of 200 brand-side UK marketers, each working in companies with turnovers of more than £1 million and with a collective marketing spend of £286 million. It found that a key driver for the growth of moment marketing is the need to cut through ‘digital advertising overload’. Indeed 83% of respondents said that it is more difficult to reach consumers online with relevant, targeted messages than it was a year ago.

The research revealed that the over two-thirds (67%) of brands planning to spend more on digital campaigns triggered by offline events. The travel sector was found to be using the most sophisticated moment marketing strategies while TV shows and sport were set to be the top triggers in 2016. Specifically, these popular triggers were: popular TV shows (52%); sports events (48%); financial events (40%); TV advertising (38%); and changes in the weather (33%). Almost a quarter (24%) of respondents said they would be using moment marketing to counter-attack on social media when a competitor brand’s ad is being aired on TV.

The research also showed that UK marketers already spend 23% of their digital budgets on moment marketing. Facebook was the most common channel for 73% of brands, followed by Twitter (65%) and Instagram (44%). Online video (43%) and search (40%) were also frequently used to deliver moment marketing campaigns.

“The ad-blocking debate dominated 2015 and focused attention on the need for more contextualised and relevant ads to avoid turning off weary consumers,” commented Pierre Marechal, CEO EMEA, TVTY. “It is clear brands are turning to moment marketing to do this and next year they’re spoilt for choice when it comes to major events to trigger campaigns, whether it be the Summer Olympics of Euro 2016. But the challenge now is to launch campaigns more quickly and at greater scale as we move away from the days of social media community managers. We expect to see more brands adopt more sophisticated technologies to manage their moment marketing campaigns in 2016, integrating with existing media buying platforms and programmatic systems.”