DMA REPORT – OUR THOUGHTS
The DMA Annual Door Drop Report was released last week, and the headline news is that the channel has seen growth in volume and spend for the second consecutive year.
That news is extremely positive, particularly when we consider that 2024 volumes were enhanced by General Election activity.
We’ve stated publicly on many occasions that we believe the last of the mass volume, legacy clients are starting to become a thing of the past. This has hit overall volumes in the industry considerably, and is in no small part why volumes declined consistently for some time.
Our own business has been largely unaffected by this, having built ourselves on working with national and regional brands, focused on delivering a strategically planned volume that delivers results. If anything, we encourage clients to do less door drop; do it well and do it again.
We’ve enjoyed nearly a decade of straight growth with that approach and perhaps the industry is starting to catch up – working with good size brands who see the channel as a part of their wider media plan, and who don’t need to mass distribute to every house in the UK.
There may still be some reduction from those biggest users to come, particularly with the various challenges in the market around costs, but I do think we’re starting to see a shift.
JICMAIL data, Herdify’s introduction to the market and continuing development of technology within the channel has pushed door drop into a valuable and modern media proposition for brands who need a problem solved, which other media can’t fulfil.
As we continue to strive for product improvement as well, we hope that growth in the channel becomes a regular thing, as it re-establishes itself in the modern media landscape.
Neal Dodd, Managing Director