As a result of more digital entertainment options, Australians are consuming more content and changing how they consume it. Knowing the Australian entertainment consumer provides new opportunities for Australian brands to engage and connect with them on a more personal and emotional level.
Almost four-in-10 commercial radio listeners consider themselves to be 'fashion forward.' The ‘Fashion Forward’ group of listeners consists of primarily females who are appearance driven, with a higher than average household income and ready to spend it on all things image and status-related.
When it comes to alcoholic beverages, Baby Boomers (Australians aged 55+) are a segment not to be ignored. Compared with the overall Australian 18+ population, this important demographic segment certainly enjoy a drink, with more than two-thirds saying they have consumed an alcoholic beverage in the past month, compared to just over half of Millennials (aged 18-34) and 64% of Gen X (aged 35-54).
Authentic Italian grocery brands are growing in popularity. In some categories, products made in Italy have enjoyed strong sales gains over the past year driven by a rise in the number of Australian shoppers spending more on these brands. Despite this, category share for these brands is still relatively low - highlighting significant opportunities for expansion.
The market for dairy products is highly saturated, and driving new growth can prove challenging. However, Nielsen research shows that consumers who purchase cheese on a weekly basis have a very distinct profile and appealing to this group of cheese lovers could uncover new growth opportunities.
With the advancements in big data, advertisers know more about consumers than ever before. And yet, they’re still challenged with how to drive the greatest return for their marketing budgets. And we all know what happens when executives don’t see the ROI they’re expecting—they cut budgets.
A publisher’s website frames the conversation between brands and consumers. This context is powerful and can have a meaningful impact on a brand’s campaign performance. Research conducted by Nielsen revealed that the context of the carsales website, positively shifted brand metrics for automotive brands, to increase active recommendation by 50%.
One of Melbourne’s prominent independent day schools wanted to engage its core audience in a positive and constructive way so they teamed up with Fairfax Media to launch a native advertising series of articles through Fairfax Media’s Brand Discover native advertising solution.
There are a host of amazing analytics technologies and platforms that help publishers, media planners and advertisers measure the number of devices that view their content. However, the ability to provide an accurate view of how many actual people those viewing and readership metrics represent – is rare.
Advertisers try to make their ads hit home with audiences as much as possible—but there's room for improvement. Investing a little more heavily in determining how much ads resonate and working to improve campaigns accordingly have the potential to dramatically improve overall advertising effectiveness.
Ask a room full of people what drives behaviour – emotion or reason, and the answer will invariably come back in unison: emotion. Therein lies one of the many reasons Consumer Neuroscience exists: it measures the unspoken and unconscious reactions to advertising, and gives advertisers an insight into what is engaging or disengaging about their ads.
We are bombarded with thousands of visual advertising cues every day; Australians see an average of 120 TV ads per day! So it is baffling how few agencies are taking advantage of the opportunity to know - not guess - how their concepts will fare in the real world.