Business Today Egypt | October – November 2023, Special Edition

Advertising
enhances brand visibility, facilitates cross-promotion,
and contributes to the overall sustainability
of the production industry.
What do advertising agencies say?
“Although advertising agencies have grown
in number and the advertising giants of Tarek
Nour’s reign have changed, very few companies
still control the advertising market, especially
video production, which in some way is
a monopoly,” says Amr Ragab, CEO of Class7
Advertising Agency.
He says that brands now resort to product
placement to escape traditional ad breaks that
take up too much of the audience’s time.
“Five or seven minutes an hour are taken
from each series to show a flood of repeated
ads. Series and ads have become inseparable,”
he says.
Bakr Mohamed, a marketing specialist at
Smart Media Advertising Agency, tells Business
Today that the holy month of Ramadan
is the high season of entertainment marketing,
emphasizing that meeting the audience’s high
expectations for Ramadan is one of the biggest
challenges marketing agencies deal
with.
Ramadan boasts numerous series
and shows that leave lots of room
for advertisements, but also lots of
room for competition between these
advertisements and even between the
advertisements and the shows they interrupt.
However, the success of an entertainment
marketing campaign cannot be
easily measured by fixed standards. Each campaign
differs according to the key objectives
driving the sales and revenue, and its success
will have its unique standards.
Mohamed explains that brands track the
campaign’s impact on sales by analyzing changes
in sales volume, revenue, or market share
during and after the campaign period. This
can be achieved through sales data analysis.
“To measure the success of a marketing
campaign, we always recommend
brands assess the return of investment of
their co-marketing initiatives by comparing
the costs incurred with the outcomes
achieved. This includes evaluating the financial
impact, such as incremental sales or
revenue generated, and comparing it to the
marketing campaign cost,” Mohamed adds.
He also notes that some brands sponsor live
events and festivals that pay huge amounts of
money to gain visibility through branding opportunities,
on-site activations and promotional
campaigns, but they end up losing a lot of
money if the festival fails for any reason.
“These events often rely on advertising sponsorship
to ensure their success,” Mohamed
clarifies.
Further, brands associate themselves with
popular events to enhance their image and engage
with the audience in a live and experiential
setting.
Entertainment marketing has given companies
options greater than ever before, which
gives them the freedom to be creative and to
cater to specific consumer they want. Despite
the pressure on product and service providers
due to the competition in entertainment marketing,
companies still choose entertainment
as the best medium to reach the consumer they
need.
www.businesstodayegypt.com
November 2023
57