MAM
US online ad spend to exceed print in 2012
MUMBAI: US online ad spend that grew 23 per cent to $32.03 billion in 2011 is expected to grow an additional 23.3 per cent to $39.5 billion this year, pushing it ahead of total spending on print newspapers and magazines, according to a new forecast by eMarketer.
Print advertising spend is expected to fall to $33.8 billion in 2012, from $36 billion in 2011.
eMarketer‘s previous US online advertising forecast from July 2011 was among the more bullish estimates issued during the year, yet consistently stronger-than-expected results from major industry players and the IAB/PwC through the first three quarters of 2011 contributed to the upward revision.
eMarketer principal analyst David Hallerman said, “Advertisers‘ comfort level with integrated marketing is greater than ever, and this is helping more advertisers and more large brands put a greater share of dollars online.”
“The growing amount of time consumers spend with digital platforms and advertisers‘ view of the internet as a more measurable medium, especially as the soft economy forces businesses to be more accountable with their ad dollars—are both significant contributors to digital‘s growing footprint,” Hallerman added.
Despite concerns about the economy among agencies and marketers, total ad spending in the US is expected to continue to rebound in 2012 after rising 3.4 per cent to $158.9 billion in 2011. US total media ad spending will grow an estimated 6.7 per cent to $169.48 in 2012, boosted by the national elections and summer Olympics in London, eMarketer estimates.
The research company estimates for total media ad spending growth remain slightly more confident, a result of the rapid rise of digital advertising and brands‘ continued confidence in television advertising, despite increasingly fragmented viewership and the soft economy.
Spending on TV advertising grew 2.8 per cent in 2011 to $60.7 billion, eMarketer estimates. This year, TV ad spending will grow an estimated 6.8 per cent to $64.8 billion.
In the newspaper industry, digital revenues remain a sole bright spot. US digital ad revenues for newspapers will grow 11.4 per cent to $3.7 billion, after rising 8.3 per cent to $3.3 billion in 2011. Print advertising revenues at newspapers, however, will dip an additional 6 per cent to $19.4 billion in 2012, after falling 9.3 per cent to $20.7 billion in 2011.
In case of magazines, US print ad revenues are expected to rise 0.5 per cent to $15.34 billion in 2012, up from $15.3 billion last year.US digital advertising spending at magazines is expected to grow 19.3 per cent to $3.3 billion this year, after growing 18.8 per cent to $2.7 billion in 2011.
Radio advertising spending will grow 3.6 per cent to $16.7 billion in 2012, after growing 1.3 per cent to $16.1 billion in 2011 while spending on outdoor advertisements will grow 6.3 per cent to $6.8 billion. Directories ad spending will decline 8.5 per cent to $7.5 billion this year.
MAM
Coca-cola launches ‘Har Meal Aaaah’ campaign with Mamitha Baiju
Hyperlocal film turns parotta into ‘Parotaaaaaah’ to celebrate meal moments
MUMBAI: One sip, one sound and suddenly, every meal gets its moment. Coca-cola has unveiled its latest campaign, ‘Har Meal Aaaah’, aiming to turn everyday dining into something a little more memorable and a lot more refreshing. Fronted by Mamitha Baiju, the campaign leans into Coca-cola’s iconic “Aaaah” mnemonic that unmistakable expression after the first sip reimagining it as a cultural thread that ties together food, flavour and feeling across regions. The film, rooted in Tamil Nadu’s culinary culture, spotlights the beloved parotta, playfully stretching it into “Parotaaaaaah” to capture the joy of the perfect pairing.
Conceptualised by Ogilvy and extended regionally by Studio X, the campaign blends local insight with global brand cues. It reflects Coca-cola’s ongoing strategy of embedding itself into everyday rituals, this time, not through grand occasions, but through the quiet, familiar moments around food.
The idea is simple but sharply executed: position Coca-cola not as an add-on, but as an essential companion to meals. By tapping into hyperlocal food habits while retaining a universally recognisable brand cue, the campaign aims to deepen emotional recall across diverse audiences.
Early traction suggests the approach is resonating. The campaign has already sparked organic engagement online, with memes and user reactions amplifying its reach proof that sometimes, the smallest ideas travel the furthest.
At a time when brands are competing for attention in increasingly fragmented markets, ‘Har Meal Aaaah’ takes a different route zooming in rather than out. Because in the end, Coca-Cola’s bet is clear: if you can own the moment after the first sip, you can own the meal.
