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State of the Screens

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

By January 22, 2018No Comments

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

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.