ENABLING SMART PROCUREMENT

Global TV Advertising Category - Procurement Market Intelligence Report

This procurement report on TV advertising offers key insights on the best practices for supplier selection and the strategies for category management.

  • Published: Oct 2017
  • Pages: 81
  • SKU: IRCMSTR14600
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Key Features of Report

 

Supply Market Insights
Procurement Best Practices
Cost Saving Opportunities
Pricing Models
Negotiation Strategies
Category Risk Analysis
Key Supplier Analysis
Supplier Capability Matrix

 

TV Advertising - Category Spend Analysis

According to procurement research analysts at SpendEdge, TV advertising drives social media brand engagement. With the increased number of advertisements broadcasted on TV, buyers need to emphasize on effectively engaging with their audiences to drive business outcomes. As buyers are opting for integrated marketing campaigns, there is a significant impact of TV advertising on social media brand engagement. For instance, it has been increasingly observed that a consumer who is watching an advertisement on TV will tend to search for the same brand on a secondary device (mobile devices, including laptops) simultaneously in case the person has the intent to purchase the product. Subsequently, the consumer will open the social website or application of the brand, navigate through the page, and ultimately engage with the brand. As a result, buyers are increasingly investing in TV advertisements to drive social media brand engagement across multiple regions.

The high cost of TV advertising is a major category growth constraint for the market. The cost of advertising services is increasing day-by-day. According to estimations, buyers on an average spend around 10% of their overall budget on marketing/advertising. As a result, during budgetary constraints managers opt for cost-effective channels of advertising such as the web and mobile advertising. The total TV advertising cost is based on cost of producing the advertisement and airing the TV commercial. The cost associated with airing the TV commercial depends on the time-slots. The price of prime-time, which garners highest viewership, is high; therefore, it is often not feasible for smaller brands or SMEs to advertise in this time slot. However, online advertising platforms enable brands to reach their target customers effectively at a low cost. Hence, brand managers are evaluating the options of targeting end-consumers through alternative advertising channels that act as a constraint to the growth of the TV advertising industry.

 

TV Advertising - Procurement Best Practices

One of the procurement best practices for buyers in the TV advertising market is to adopt latest trends in technology. Buyers should engage with service providers that possess technological capabilities such as programmatic buying and geo-targeting. Service providers are adopting several technologies such as programmatic TV, geotargeting, and addressable TV in-house instead of relying on media planning and buying suppliers. These technologies enable service providers to measure the effectiveness of advertisement and helps them to forecast prospective sales. Moreover, these tactics also provide cost-saving opportunities in terms of reaching target customers at a low cost.

 

TV Advertising - Procurement Challenges

According to this procurement research report, the difficulty in forecasting effectiveness of TV advertising campaigns is one of the major procurement challenges for buyers in the market. Buyers and service providers find it difficult to identify the right technique that helps to accurately forecast the efficiency of advertising campaigns. The major forecasting techniques used in estimating the effectiveness of TV advertising include qualitative techniques (Delphi method and historical analogy), time series analysis and projection (such as moving average), and causal models (such as regression and econometric method).

The demand for a product/service advertised depend on factors such as season, timing of the campaign (prime-time or non-prime time) and prevalent market conditions. As a result, buyers face issue to accurately analyze all these factors and select the right forecasting technique that would provide them with appropriate results to measure campaign effectiveness.

 

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TV advertising refers to showcasing promotional messages to mass viewers through a television network. Such advertisements are usually produced by advertisers or marketers, which are broadcasted for a limited amount of time extending from a few seconds to several minutes. This upcoming procurement research report, which is part of SpendEdge’s marketing category, would provide actionable insights on the pricing trends, growth drivers, procurement challenges and best practices, and the supply landscape in the global TV advertising market.

Category overview of the global TV advertising market

Analysts at SpendEdge consider the various segments within the market. Based on the product type TV advertising can be categorized into:

  • Content-based ads
  • Duration-based ads

Furthermore, this report also considers segmentation of the market based on both B2B and B2C end-user industries such as FMCG, banks, government, educational institutes, and telecommunications.

This upcoming procurement research report on the global TV advertising market would provide detailed insights into the continuously evolving supplier landscape to help improve source-to-contract cycle performance. Additionally, it helps sourcing professionals develop enhanced category strategies, understand supplier and market challenges, boost savings, and implement sourcing best practices.

PART 1: CATEGORY AT A GLANCE

  • TAKEAWAY 01 | Market Overview
  • TAKEAWAY 02 | Demand and Supply Snapshot
  • TAKEAWAY 03 | Key Market Dynamics
  • TAKEAWAY 04 | Supply Market Highlights
  • TAKEAWAY 05 | Pricing Insights
  • TAKEAWAY 06 | Procurement Insights

PART 2:  SCOPE OF THE REPORT

  • Category Definition
  • Research Methodology

PART 3: MARKET INSIGHTS

  • Category Spend Analysis
  • Category Maturity by Regions
  • Demand-Supply Shifts
  • Regional Demand-Supply Snapshot
  • Market Developments
  • Regional Impact of Trends
  • Key Category Growth Drivers and Corresponding Regional Impacts
  • Major Category Growth Constraints and Corresponding Regional Impacts
  • Key Current Technological Innovations
  • Major Regulatory Frameworks
  • Strategic Sustainability Practices
  • Porter’s Five Forces
  • PESTLE Analysis

PART 4: SUPPLY MARKET INSIGHTS

  • Supplier Operational Capability Matrix
  • Other Prominent Suppliers by Region: Operational Capability Matrix
  • Supplier Functional Capability Matrix
  • Other Prominent Suppliers by Region: Functional Capability Matrix
  • Key Clients/Partners
  • Supplier Cost Breakup
  • Supplier Positioning Matrix

PART 5: PRICING INSIGHTS

  • Pricing Models Snapshot
  • Pricing Models – Pros and Cons
  • Indicative Pricing

PART 6: PROCUREMENT INSIGHTS

  • Major Category Requirements
  • Major Procurement Pain Points
  • Category Sourcing Evolution Matrix
  • Procurement Best Practices
  • Cost-saving Opportunities
  • Supplier Selection Criteria
  • Category Negotiation Strategies
  • SLA Terms
  • Supplier Evaluation Criteria
  • Category Risk Analysis

PART 7: TOP FIVE SUPPLIERS

  • BBDO
  • Leo Burnett
  • Ogilvy & Mather
  • McCann
  • Saatchi & Saatchi

PART 8: APPENDIX

  • Glossary
  • Key Notes
  • About Us

Research Framework

SpendEdge presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key category influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.

INFORMATION SOURCES

Primary research

  • Procurement heads
  • Category managers
  • Sourcing consortium professionals
  • Industry experts and thought leaders
  • Procurement managers
  • Category heads of suppliers
  • Client account heads/managers
  • Client and industry consultants

Secondary research

  • Industry journals and reports
  • Periodicals and new articles
  • Category webinars
  • Internal categiry playbooks
  • Industry and government websites on regulations and compliance
  • Internal databases
  • Industry blogs/thought leader briefings

DATA ANALYSIS

SpendEdge INSIGHTS

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