DIGITAL MARKETING HUB v2.0 - AdExchanger
DIGITAL MARKETING HUB v2.0 - AdExchanger
DIGITAL MARKETING HUB v2.0 - AdExchanger
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Digital Marketing Hub <strong>v2.0</strong><br />
BMO Capital Markets<br />
Exhibit 13. Publicis Clients’ % of Spend to Digital/IP vs. Analog by Industry Vertical<br />
Digital/IP<br />
Analog<br />
Fast Moving Consumer Goods<br />
22%<br />
78%<br />
Retail<br />
33%<br />
67%<br />
Healthcare<br />
34%<br />
66%<br />
Auto<br />
39%<br />
61%<br />
Leisure/Luxury/Energy<br />
41%<br />
59%<br />
TMT<br />
48%<br />
52%<br />
Financial Services<br />
60%<br />
40%<br />
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%<br />
Source: Publicis Groupe<br />
Marketing Impression Spending<br />
The most comprehensive forecasts for marketing impressions come from the agency<br />
holding companies’ media planning and buying units. We use WPP/GroupM’s forecasts<br />
as the baseline for our market size of impression spending. There are two reasons for this:<br />
first, GroupM is the only media buying organization that attempts to calibrate marketing services<br />
spending, and second, because GroupM is the world’s largest media buyer and by extension<br />
should have the widest view of the market. With that said, Interpublic/MAGNA data<br />
(which go back over 50 years) remains vital for any historical analysis of spending trends.<br />
And agencies like Publicis’ ZenithOptimedia and Aegis’ Carat have added important data<br />
points to help triangulate the market. Note that we pull GroupM’s figures for market research<br />
spending and instead include them in the marketing data & intelligence forecasts as we see<br />
market research as fundamentally about insights, information and data used by marketers to<br />
inform their impression budget allocations.<br />
A member of BMO<br />
Financial Group<br />
25<br />
June 7, 2012
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