Monday, October 3, 2022

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    Home appliance ad spend surges on the back of home improvement trend

    The UK is set to become the third-fastest-growing ad spend market for home appliances across 12 key territories, including China, Germany and the US, with projected average annual growth of 14% between 2020 and 2023.

    The prediction is made in the latest ad spend forecast from Zenith and comes as the white goods sector posts a remarkable comeback, with home appliance advertising expected to surpass its pre-pandemic peak as early as 2023.

    Home appliance boom

    • Consumers are splashing out on cookers, washing machines and dishwashers like never before after prioritizing home improvements with money saved from socializing and holidays.

    • This has propelled the sector ahead of advertising as a whole in 2021, with a further 6% annual growth rate for home appliance spend projected through 2022 and 2023.

    • Home appliance brands are reaping the rewards of this shift in priorities with their collective advertising expenditure jumping from £3.4bn in 2020 to £3.5bn in 2021 – far ahead of the £3.5bn spent in 2019 and with better results still to come in 2023, when the figure should hit £4.4bn.

    Digital drives demand

    • In common with most sectors, digital will power the bulk of this growth, increasing its share of home appliance ad spend from 55% in 2020 to 57% in 2023 in the process.  

    • In turn, brand building and e-commerce are driving 10% annual growth in digital ad spend, predominantly in online video, native advertising and social media.

    • In particular, paid search has been a focus for brands as they seek to reach consumers in the short window between product failure and any replacement purchase.

    • Home appliance brands have been quick to seize the opportunities of e-commerce, rising rapidly from just 23% of sales in 2019 to 32% in 2020. This outpaces the market as a whole, where e-commerce penetration stood at 16% and 21% respectively.

    Television holds its own

    • Amid this digital focus, television still holds sway as an important brand-building channel, with home appliance brands allocating 29% of their marketing budgets to the medium in 2020 and 7% on out-of-home (OOH), outpacing the market as a whole where the equivalent figures were 24% and 7%.

    • Looking ahead, Zenith expects OOH spending by home appliance brands to grow at 8% per annum through to 2023, outpacing television on 6% growth per year. 

    India and Russia emerge as kitchen superpowers

    • While mature markets remain relatively sedate, consumers in Russia and India are driving the sector forward with first-time purchases, hitting growth rates of 18% and 16% a year between 2020 and 2023.

    • This strong paper performance must be set against steep declines of 15% and 22% during the pandemic.

    • By contrast, the slowest growth rates are expected in Germany, Switzerland and Italy, where annual growth in home appliance ad spend will be no more than 4%.

    In Zenith’s own words

    • Zenith UK business director Tommy Wong said: “Ad spend was down last year as some advertisers struggled to keep up with demand, and therefore scaled back spending.

    • “The good news is we have seen a recovery this year: spends in 2021 to date have been approximately 36% higher than that seen in 2020 over the same period. We expect this to continue as the housing market continues to be buoyant. However, short-term supply and logistical challenges may continue to impact the market.”

    • Jonathan Barnard, head of forecasting at Zenith, said: “In most markets, the increased appetite for home improvement is incentivizing home appliance brands to step up their communications activities substantially.

    • “Most of this growth is going to digital channels to support increased e-commerce activity, but traditional media such as television and OOH will remain essential tools for maintaining mass brand awareness.”

    • Earlier this summer Zenith, part of the Publicis Groupe, projected UK ad spend would grow 13.5% in 2021 to exceed pre-pandemic levels.

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