More than $500 billion a year is spent on advertising worldwide and why not after all great researchers argue that advertising is the most powerful art form on Earth. According to ZenithOptimedia, spending on mobile advertising would increase from 50 billion U.S. dollars in 2015 to 114 billion U.S. dollars by 2018. Mobile advertising is a booming industry with tremendous possibilities.
Entering into a new year, we thought about having a look at industry’s giant advertisers. Here is a list of the companies having highest advertising budgets and smartest mobile marketing mix.
Procter and Gamble:
P&G is the biggest advertiser on the planet. In 2015,P&G spent $4.6 billion on advertising, which was $900 million more than the next largest advertiser, and more than twice as much as all but six other companies. In 2016 too P&G has been very agile about purchasing media programmatic ally. The company shifted a huge amount of its advertising budget into digital advertising in response to better ROI they have received via new media campaigns.P&G has been quite innovative in its approach- #LikeAGirl Spot is one such example.
Spending a budget of $2.34 Billion, L’Oreal is the second biggest advertiser on our countdown. L’Oreal adopted a noteworthy change when it shifted its ad strategy and focused on creating an emotional connect with the customers instead of emphasizing its products as the beauty brand. It’s flashy ads played a crucial role in making the brand more memorable. L’Oreal went more personal going mobile with mobile apps.It went digital in china on a large scale and got great response.
American multinational, GM, is definitely one of the most famous automotive brand in the world. With a budget of $2.15 billion for this year, General Motors maintained Its class apart image with it’s robust investment in marketing.Tim Mahoney, Chief Marketing Officer of Global Chevrolet and Global GM Marketing Operations Leader, agrees that brilliant marketing isn’t about budget, but about identifying your audience’s passion point. General motors while promoting its Chevrolet brand, expanded using the key strategy of including digital marketing in its marketing mix.
Johnson and Johnson:
Maintaining its budget way over the $2 billion mark, Johnson and Johnson with its ethical approach towards marketing moved towards digital advertising. The brand has been associated with promotions that inspire healthy living.They have been very active in real-time social media campaigning since 2014 and continuing the trend of innovating with time,J&J makes a move in our top 5 advertisers list.
With a plan to expand its internet marketing, Ford has come up as a leader in social media advertising. With their new media advertising efforts they have been very successful in engaging their customers.The Ford mobile banners are meant to drive consumers to their mobile site. They have been advertising smartly using graphical, multi-page mobile ads showcasing innovative designs and technology on the mobile phone.
2016 has been an year full of expansion, innovation and technological transformation for many advertisers who adopted with the advancing technology. Many successful brands used their marketing acumen in realizing the truth at an early phase. Consumers are going mobile, so should brands. With the advent of video advertising, native ads, near-field communication and augmented reality, advertising has a bright future. Almost as bright as the beautiful sunshine of a fine summer morning!
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