whiskas

Mars marketing chief: TV ads are still thebest way to sell some goods, over digital

Mars is the largest manufacturer of pet food and a trendsetter inusing TV and digital advertising together.

Current split between TV and digital (all categories):
1) TV — 60%
2) Digital — 40%

Digital share by category:
1) Candy — 30%
2) Pet food — 40%+

Why the different ratio between categories? Pet food owners are easier to identify and segment which is an advantage for digital. Candy is less targetable and gains more benefit from mass reach.

Quote from Andrew Clarke -CMO/CCO @ Mars
“We can get much more targeted now with data and really understanding consumers in new and different ways. What breed of dog or cat might they have (or) their feeding patterns (for example), and therefore make sure the messages that we give them through a marketing perspective are relevant,”

Flashback. Gut check: Digital video ad spending is growing but TV still dominates

85% of video ad spend is on TV

READ NEXT

Want the latest insights from around the video advertising industry?
Subscribe to our State of the Screens Newsletter.

logo

Thank you

We have received your message and will be in touch shortly.

logo

Contact Us