Media budgets can be tricky to justify internally. We sourced tips from five media and marketing experts to make those conversations easier.
This guide breaks down their advice into four key sections:
- Why is there resistance to media investment?
- How to engage effectively
- Agencies & clients: Working together
- Recommended approach
1. Why is there resistance to media investment?
Firoze Bhorat, chief marketing officer at Discovery Limited: “I wouldn’t call it resistance, but rather a sign of the times. The CMO is held accountable for margin and market share. These KPIs are underpinned by the brand. South Africa is currently facing strong economic headwinds, which makes for a challenging business environment.
In times like these, brand resilience is key. Marketers need to do more than just dust off and rerun the previous month’s media plan; they must be agile and adapt their marketing and media strategies to drive business.”
Claudelle Naidoo, CEO of GroupM Sub-Saharan Africa: “I have seen a varied list of reasons as to why some brands and businesses are resistant to media investment. Oftentimes it is due to business constraints, so marketing and/or media budgets are the first to be cut. Other expenses are often prioritised over media investment, which usually makes up a significant portion of budgets.”
Wayne Wilson, chief operating officer of tech and media, at RAPT Creative: “Resistance to media investment is typically seen from small-to-medium enterprises (SMMEs), as those businesses prioritise short-term profitability over long-term growth. Another major factor is the complexity of the media landscape that can be perceived as intimidating, leading to the lack of understanding and/or expertise which creates uncertainty about ROI from business heads.”
2. How to engage effectively
Firoze Bhorat: “To use the famous quote by John Wanamaker, ‘Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.’ The rise of digital advertising opportunities and measurement tools, which offer the ability to provide last-click measurability, makes the case for traditional marketing harder. That’s why marketers constantly seek tangible measures to demonstrate returns.
“In the short-term and day-to-day operations, performance marketing becomes the star of the show. This, however, needs to be balanced with the long-term aspects of the equation. Studies have shown over time that the right mix is required, meaning marketers need to look beyond traditional marketing-mix models and measure the direct and indirect impact on sales, i.e. the equity impact of marketing on sales.
“Analytics play a critical role in getting the balance right. CMOs need to ensure a balance in the investment of direct and indirect impact on sales and brand. Adtech and martech enable this. Investing in a mix[ed] media model capability allows marketers to predict the impact that different media investments have on various business objectives. Accountable marketing calls for this.”
Balance, collabs, and clear objectives
Reenav Modi, senior director for media at Coca-Cola Africa:
“Before launching a media campaign, it is essential to craft the media strategy based on other key elements, such as distribution, availability, and pricing. By achieving the right balance between these factors, the business is likely to experience positive results, thereby freeing up more funds for further media investments.
“Collaborating with media partners to explore uncharted territories is also crucial. We require support from these partners to generate innovative solutions that have not yet been executed. This collaborative effort will help create unique and impactful marketing strategies that can set us apart. Lastly, continuous improvements to review new tools is essential for tracking digital investment and effectiveness.”
Claudelle Naidoo: “As an industry, we need to demonstrate the value or ROI of media investment so that businesses can see the potential and returns. The approach here should be about ensuring that between agency and client, KPIs and overall investment objectives are discussed, aligned on, and tracked. Thus, ensuring that the business case on media investment ROI is very solid and closely attached to overall business vision and strategy.
“Agencies should position themselves as strategic experts who are best placed to support stakeholders to make informed investment decisions based on specialised knowledge. Agencies should be seen as an extension of the client team, therefore provid[ing] a point of view that makes sense for the brands.”
Low-risk, highly targeted approach
Wayne Wilson: “Depending on the product or service that the business sells and how these products/services can be bought, a few options could be considered, starting with [the following]:
“If the business is looking to market a product or service that can be bought online then a small, highly targeted performance campaign [could] be a very good start, because it carries very little risk.
“If the business is looking to drive store sales or foot traffic, then a more traditional approach could be suitable. Consider identifying outdoor and/or indoor media spaces in the immediate vicinity of the business, in order to reach the most suitable audience with a relatively small investment.”
3. Agencies & clients: working together
Claudelle Naidoo: “My advice to both agencies and clients is to carefully evaluate the impact that media investment will have on short-term and long-term business goals before cutting or deciding budgets. Media budgets need to be seen as an investment, and not a cost.
“While it might be tempting to cut media budgets in response to short-term financial challenges, doing so can undermine long-term success and competitive positioning. Brands should aim to maintain or strategically adjust media investments to preserve visibility, protect market share, and position themselves for recovery. Effective media strategies during tough times can ultimately lead to stronger brand equity, enhanced consumer loyalty, and a more robust market position when conditions improve.”
Prioritise the business plan
Reenav Modi: “Business first! It is essential to always prioritise creating a comprehensive business plan over a media plan. Crafting media strategies with a limited understanding of other marketing elements will inevitably lead to failure. To avoid this, ask questions if you lack the necessary information. This approach will enable agency partners to deliver more effective and tailored solutions for their clients. By placing the business plan at the forefront, you ensure that media strategies are well informed and integrated into the broader marketing objectives.”
Connect, then do what you’re best at
Firoze Bhorat: “Partner with the CMO beyond the marketing brief. There is power in asking the questions: ‘What keeps you awake at night? How can we help?’ The strongest and most impactful collaborations have often been as a result of unexpected conversations.
“Stick to your strengths — it’s refreshing to hear an agency decline a brief for reasons that it does not play them to their strengths. A lot of cognitive fuel is burnt when this does not happen. Post Covid-19, Discovery engages with a number of big and small agencies. It has been phenomenal to see how each of these agencies bring something unique to the table to enable our marketing objectives and deliverables.”
4. Recommended approach
Scott Reinders, digital media partner at Connect: “You’re a brand manager or marketing professional needing to justify your budget for media spend. It’s important to leverage data-driven insights, the role of media in driving business growth, and the strategic impact of investing in media. Here’s an approach we’d suggest you take:
a. Craft a data-driven story
“Start by emphasising the importance of measurable results when looking to spend your precious budget on media. Use data to show how media spend directly correlates with increased brand visibility, customer acquisition, and ultimately revenue for your business. For example, highlight industry benchmarks, such as how brands that invest heavily in media tend to grow faster than those that don’t. You can also point out that digital media allows for real-time performance tracking, making it easier to justify future spend, just don’t forget that allocating media budget to brand-building initiatives is important to down-funnel performance. You can’t expect your customers to convert if they are not aware of your brand or offering in the first place.
“A prime example of this is Nando’s, which has consistently leveraged data in its digital campaigns to drive engagement and brand awareness. By analysing social-media metrics and having a finger on the pulse of societal trends, it’s been able to craft targeted campaigns with measurable results. For instance, its humorous, socially relevant content taps into current events, which has led to increased social media engagement and higher online conversations. This data-driven approach to media spend shows how strategic investments can create viral content that resonates deeply with your intended audience.”
b. Position media as an investment, not a cost
“There are many decision-makers who view advertising as a cost rather than an investment. But you can shift this mindset by explaining the enduring value of building a brand through sustained media presence. Point to the lasting benefits, such as brand loyalty, stronger customer relationships, and market leadership. While media spend may appear as a short-term expense, its long-term impact is significant for brands.
“Remember: media spend isn’t just about immediate sales. MTN’s long-term commitment to media spend has enabled it to strengthen its market position and build lasting relationships with consumers across Africa, highlighting the value of continuous media investment in maintaining its position as Africa’s most valuable brand.”
c. Highlight the competitive advantage your business can gain
“In a competitive market like South Africa, brands that remain visible and engaged across multiple touchpoints are the ones consumers choose. Failing to invest in media could mean losing ground to competitors who are more aggressive in their advertising efforts. Demonstrate how your competitors are allocating budgets toward media, and the risks of falling behind in share of voice and market share if you are not investing in media yourselves.”
d. Where possible, leverage first-party data and personalised campaigns
“By investing in media that leverages first-party data, you can deliver hyper-relevant messages to an audience that is most susceptible to your offering. This not only improves audience engagement but also increases the return on media spend, making every rand spent more impactful for your business.
“Woolworths successfully uses first-party data to drive personalised campaigns, particularly through its loyalty programme. They analyse customer purchase behaviour, tailoring digital ads to specific consumer segments, offering relevant promotions and recommendations. This [has] not only improved their engagement, but [driven] in-store visits and online sales. Their integration of digital and offline data [has] allowed them to refine their media spend for maximum impact.”
e. Showcase the success stories
“I’ve provided real-world examples in some of the above points to help get you started. These concrete cases show how other brands have successfully justified and allocated larger media budgets, leading to tangible business outcomes, lending much needed gravitas to your argument.”
Carey Finn is a contributing writer to MarkLives MEDIA and MarkLives.com.
