Home appliance advertising set to grow by 12.6% in 2021

Home appliance advertising set to grow by 12.6% in 2021

Home appliance advertising will increase ahead of total advertising this year, a Zenith forecast has found.

The report found home appliance advertising in twelve key markets will increase ahead of advertising as a whole in 2021, expanding by 12.6% versus 11.5% for total advertising.

In addition, Zenith predicted home appliance advertising spend will surpass pre-pandemic levels by 24% in two years’ time, growing by 6% between 2022 and 2023.

The Zenith Business Intelligence Report looked at Australia, Canada, China, France, Germany, India, Italy, Russia, Spain, Switzerland, the UK and the US, which make up 74% of total global ad spend.

The report concluded that the growth is being fuelled by  consumers still spending more time at home and using their pandemic savings to invest in home improvements, despite the relaxation of Covid restrictions.

Digital advertising has a large role to play in this, as it made up 55% of home appliance ad spend in 2020, up by 4% from 2019, which is only set to become more important as companies move into e-commerce.

Paid search, online video, native advertising and social media were highlighted as essential elements for brand building and conversion, given the way people tend to purchase home appliances out of necessity to replace a broken item.

Television and OOH media still remain important channels for home appliance advertising with home appliance brands spending 29% of budgets on TV advertising and 7% on OOH compared to 24% and 4% respectively for average brands.

Drew Erskine, global strategy lead at Zenith commented: “Successfully building brands for the long term will require agile strategies that find the balance between cultivating desire through broad communications and converting interest, often digitally, in more relevant ways.”

Zenith took into account large and small home appliances, from air conditioners, dishwashers, fridges and freezers, heaters, and kitchen appliances, to ovens, personal care appliances, vacuum cleaners and washing machines.

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