The InfoAdex Study of Advertising Agencies 2018 is the nineteenth edition of a global analysis that each year looks at the main subjects of the advertising sector with the advertisers and brands they work for.The agency study analyzes the “advertising investment managed” by the agencies, understanding as such the economic impact of the advertising campaigns and actions carried out by the agencies in the conventional media, in terms of the investment controlled by InfoAdex in values ​​estimated as real.The study considers investment in conventional media (television, including both national and regional channels that broadcast free-to-air and pay television, newspapers, magazines, radio, Sunday, cinema, outdoor advertising and the Internet) controlled by InfoAdex and neither investment in unconventional media nor that corresponding to research, production, agency fees, nor other investment concepts related to advertising or commercial communication are included. Logically, investment is always referred to the national scope, not counting that carried out in international media.The fundamental basis of the study is the advertising investment figures controlled by InfoAdex, valued with the methodology and criteria used in the preparation of the InfoAdex Study of Advertising Investment in Spain 2018, which handles the advertising data for 2017.ADVERTISING AGENCIESThe accounts of 31 advertising agencies that have collaborated in the study have been analyzed, and investment has been imputed to 2,381 direct brands, belonging to 610 advertisers, detected in the InfoAdex control.The investment managed by these 31 advertising agencies amounts to 2,343.6 million euros, which represents 54.4% of the advertising investment controlled by InfoAdex in values ​​estimated as real in 2017.

Relative weight of the study’s advertising agencies in the marketThe first 25 agencies that have South Africa WhatsApp Number List collaborated in the study are listed in the attached table, ordered according to their equivalent managed investment figure in 2017, according to the InfoAdex methodology.The arrival of summer implies many things. Consumers change their habits, go on vacation and modify their consumption patterns. Brands and companies have to adjust to these changes, but they must also take into account all that summer implies in risks (they have fewer staff, they tend to think that summer is less important) and opportunities. Summer should be taken advantage of, but for this you have to play with the most appropriate weapons for these dates.Just as at Christmas you play with the determining elements for the Christmas campaign, in summer you have to take into account the special characteristics of this period.

Brands and companies have to adjust their messages to the summer codes and have to position themselves also based on what their consumers do in summer.In summer, after all, we consume content differently, we use some services more than others and we give more importance to some elements over others. And so it is not surprising to discover that during the summer advertising on certain mobile services grows.This is what a study on advertising and navigation services has just shown. During the summer, as it is vacation time, there are more trips, which means that the navigation systems are used much more. Map applications are therefore popular in the summer and become the target of advertisers.The most popular apps on the market, such as Google Maps and Waze, have started to have new advertising services.

The logic is, therefore, and as they publish in marketer, that in summer more ads are seen on these devices.The numbers that explain study’s data allow these questions to be flagged. According to marketer data on the US market, 66% of smartphone app users use a navigation or map app at least once a month.Apps are also used to find where to go: they are the source of information that guides the journey. According to a study by The Manifest, 87% of the users of these apps use them to give them directions.Of all the apps, Google is the biggest player in the market. Google Maps is the most used app, with four times more users than the competition. But even among the competition, Google is present with a winning horse. The apps that compete against Maps are Apple Maps and Waze. The latter is owned by Google as well.

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