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European marketing costs?

We're looking into launching our product in selected European countries. Criteria for selection include appetite for our product, purchasing power, and how much it costs to market/advertise in that country. It's this last factor that we surprisingly have had most trouble finding good data on.

Does anyone know of any good resources that will give us a good kind of impressions-per-euro comparison of how much it costs to advertise in each EU country? I should mention we're talking about mostly 'traditional' media here - newspaper/magazines, transport ads, etc. The digital stuff of course is much easier to figure out!

2 Replies

Peter Johnston
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Peter Johnston Advisor
Businesses are composed of pixels, bytes & atoms. All 3 change constantly. I make that change +ve.
This is too wide to answer.

Firstly there is a massive difference between B2C and B2B.
And between fields - fashion, celebrity etc.
Anyone who thinks it is a simple impressions per euro calculation is sadly naive.

Secondly there is a long tail effect here. Some companies have their head stuck in the sand and believe they still have the pulling power they did in the eighties so their prices are unsustainably high. This is particularly prevalent in some of the countries that are also slow to move into this century. We have a two-speed Europe and it shows very strongly in media.

And thirdly ads themselves are changing. There is a strong move to native advertising (what used to be product placement), advertorial and sponsored events, moving away from traditional ads. Ads are often linked to in-store promotions (indeed much advertising spend is not aimed at buyers, but at chain stores to persuade them to stock and promote products), online engagement and cross-media.
Travis Wentworth
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Travis Wentworth Entrepreneur
CEO at Langu
This is actually something I've been looking at as well. Haven't found any comprehensive sources, just figuring out the main media players in each country and lots of google translate.

More broadly though I think it's worth questioning if/why a B2C online marketplace company should be thinking about taking out print ads? For the price of an evening standard ad (?29,500 for a quarter page!) it seems like you can get SO much more exposure online, AND know who they are and where they come from and how they behave.

It seems like print ads are the domain of carmakers and phone companies - does it ever make sense for tech startups, even ones with too much investor money, to be doing them?
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