Adidas marketing budget largely shifted to the Internet
Adidas wants to shift a large part of its marketing budget to the Internet. The sneaker manufacturer wants to adapt its advertising to the main target group of 14-19 year olds.
Facebook and YouTube are becoming increasingly important for advertising. Social networks are now to play a central role in new campaigns at Adiadias, as Adidas CEO Erich Stamminger told Handelsblatt. Ads and television commercials are only booked as an accompaniment.
There's a lot of money involved. The sports group invests 13 percent of its turnover in advertising every year. According to Handelsblatt, this will be around 1.5 billion euros this year. So far, a large proportion of this has been spent on TV and magazine advertising.
The reason why the brand is focusing on new media is the target group of 14-19 year olds. They spend a lot of time on social networks. Adidas is not the only company that is rethinking. Puma also recently announced that it would be doubling its investment in online marketing.
There's a lot of money involved. The sports group invests 13 percent of its turnover in advertising every year. According to Handelsblatt, this will be around 1.5 billion euros this year. So far, a large proportion of this has been spent on TV and magazine advertising.
The reason why the brand is focusing on new media is the target group of 14-19 year olds. They spend a lot of time on social networks. Adidas is not the only company that is rethinking. Puma also recently announced that it would be doubling its investment in online marketing.
