Episode 85

Optimizing Your Media Mix with Richard Kirk

Brands are spending 3X too much on social media according to new analysis of data from 140 advertisers. The research suggests social spend should drop from 13% to just 4% of media budgets, with the difference reallocated to more effective channels like TV.

This week, EssenceMediacom UK's Chief Strategy Officer Richard Kirk joins Elena and Angela to explore research on media effectiveness. They discuss why marketers overvalue digital channels, the resurgence of TV advertising, and how streaming platforms' shift to ad-supported models is changing the media landscape. Plus, hear about the UK's robust marketing effectiveness culture and what US marketers can learn from it.

Topics Covered

• [01:00] New analysis reveals major media mix imbalances

• [06:00] Why 60% of advertising impact comes after three months

• [09:00] How the Media Mix Navigator tool optimizes spend

• [13:00] UK's marketing effectiveness culture and research

• [17:00] Streaming platforms' return to ad-supported models

• [21:00] The resurgence of TV-style advertising formats

Resources:

2024 Media Leader Article

Profit Ability 2 Report

Media Mix Navigator

Richard Kirk’s LinkedIn

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