WWO: Big Reach Creates Future Demand

This week’s blog post from Cumulus Media | Westwood One’s Audio Active Group looks at creating future demand via two recent publications: James Hurman’s Future Demand: How Marketing to Tomorrow’s Customers Will Break Your Brand Out of the Performance Trap and Les Binet’s and Will Davis’ study Go Big or Go Home: How Small Thinking is Killing Advertising and What to Do About It. Both publications point to a number of conclusions that advertisers should be aware of: 1) Advertisers have two jobs: Convert existing demand by reaching the five percent who are in the market and create future demand via brand building focused on the 95% of consumers who are not in the market; 2) “Big media ads” (AM/FM radio, TV, and outdoor), are more effective at creating future demand because they create a greater sense of quality, popularity, and trust for brands; 3) Ads from “big media” (AM/FM radio, TV, and outdoor) stick in minds more than digital or social media ads. Over 85% of online ads don’t reach the 2.5 second Attention-Memory Threshold, according to Amplified Intelligence’s Karen Nelson-Field; 4) Don’t be afraid of “waste.” It’s the part of advertising that works. See full blog post here.