For the last decade or so, Millennials have been the generation that every brand has sought to engage as their spending power has grown. With this generation now past teenage years, however, digital advertisers are shifting their focus to the succeeding generation, Generation Z or Gen Z.
Now in place, the minimum pricing of alcohol regulation in Scotland means that a single unit of alcohol cannot be sold for less than 50p. And as a result, the stronger the drink, the more expensive it will be. So what effect might that have on consumption?
The esports industry is growing quickly, with new leagues, teams and distribution channels. And this growth is attracting new high-profile esports investment from brands, media organizations and traditional sports rightsholders.
The “input button,” an often misunderstood piece of remote control real estate, unlocks a wide range of content for consumers with an array of devices, and it’s no longer invisible to audience measurement.
The world is changing. Fast. The way we work. The way we travel. The way we watch videos and shows. The way we simply interact with each other. And because the pace of change is happening so incredibly fast, it can be hard to understand what, and just how much, change has happened over a week, month or year.
As marketers seek greater accountability in today’s increasingly omnichannel shopper landscape, demand for outcome-based ROI measurement has become more important than ever across the media, retail and FMCG industries.
When identifying how valuable sponsorships and brand activation can be in esports, it’s worth exploring the issue from the perspectives of the many stakeholders involved: leagues, franchisees and teams.
Neuroscience shows us that, when used correctly, music can put viewers and listeners in a more positive mood, leading to a greater reliance on intuition and a reduction in both critical thought and focus on detail.
This year, a range of ad execs have said digital advertising is broken and in need of repair. While they’re right to insist for better performance, their focus has been on surface issues related to the ad experience, while a larger problem lies beneath.
For the sports industry, one challenge stands above all others. How, in a truly multimedia environment, can sponsorships be accurately measured to provide a true picture of value generated for rights holders and brands?
Global sports are thriving, but media consumption is changing before our eyes. And as the media world grapples with these issues, so too must the sports industry. But these challenges aren’t the only obstacles facing the sports realm.
Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.
In a recent analysis, 37% of digital campaign ads in Canada didn’t resonate with their audience. In other words, more than one in three campaigns failed to drive any brand lift in consumer awareness, favorability or intent among consumers who saw them. Why is that?
Marketers want to know who their digital advertising reaches, no matter what screen it appears on or who sees it. That’s the clear message from recent Nielsen research about Canadian on-target rate data—an increasingly relevant metric as marketers increase their digital ad spend.
Not long ago, “watching TV” meant sitting in front of the screen in your living room, waiting for a favorite program to come on at a set time. Today, VOD programming options put the viewer in control of what they watch, when they watch and how they watch.
It’s somewhat natural for consumers to be skeptical about advertising, but when it comes to paid advertising across traditional and digital media, Canadians have a higher level of distrust than their U.S. counterparts. In fact, Canadian online respondents in Nielsen’s most recent Global Trust in Advertising survey rank among the least trusting of paid ads globally.
While marketing budgets in Canada are flat or down for many advertisers this year, spending across the digital ecosystem is on the rise, and campaigns are being used in equal measure for brand-building and performance-based campaigns.
Whether watching TV, checking emails, or flipping through a magazine, it seems like everywhere we look there’s an opportunity for advertisers to connect with us, earn our trust and deliver their message. So has all this media proliferation watered down the resonance of their messages?
The most credible advertising comes straight from the people we know and trust. And it should come as no surprise that more than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family.
Three factors form the foundation of a successful ad campaign: Reach, resonance and reaction. Reach the right audience, and ensure your advertising resonates positively so you can generate the desired reaction. Simple–right? Wrong.
When it comes to learning about which diapers are best, 44% of global respondents go direct to the people they know and trust for recommendations, which is the top source of information in every region.
Digital is gaining momentum, which has many clients asking: Should I move to an all-digital plan? “All digital” is a bold move for any marketer, with multiple factors to consider. But before you take the plunge, answer these 10 key questions.
Mobile is quickly becoming a strong factor in many ad campaigns, and as digital technology becomes more ubiquitous, it’s critical that marketers know if this medium is helping them connect with on-the-go consumers. So how are they faring in their efforts?
As the media landscape evolves, so too do the sources consumers use to find out about new products. Globally, shoppers' reliance on earned media is growing while their attention toward some paid media sources are declining.
In about four months, we’ll have officially made it to "the future"—at least according to the time-stamp on Doc Brown's DeLorean in the "Back to the Future" movie series. So now that we’re there, what will 2020 look like?
Betting on winners and never losing might sound as fictional as a time-traveling DeLorean, but a panel at the recent Consumer 360 conference discussed strategies for using big data as an almanac that can lead to big business outcomes.
Dr. Robert Heath is a professor at the University of Bath and a pioneer in establishing the value of emotion in advertising. We recently talked to him about emotional resonance, its importance and how it can be used in improving the effectiveness of advertising.
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.
We’re living in a world of 24/7 connectivity, accessing our content on our own terms, and we like it that way. Around the globe, 76% of respondents in a Nielsen online survey say they enjoy the freedom of being connected anywhere, anytime. While consumers love this flexibility, it represents a huge challenge for brands and content providers vying for our attention in a fragmented viewing arena.
Advertising, although inherently a creative process, offers many opportunities for greater efficiency. Advertising Process Control highlights the many non-creative areas that advertisers, publishers and agencies could and should work to control better to consistently improve their performance across advertising campaigns.
Advertising Process Control is an advanced state to achieve. Before you can start managing your advertising production process, you need to accurately assess where your organization is on the Advertising Process Control continuum.
Reliable genius is what you really want from your advertising. Why aren't you getting it? Probably because you don't take your advertising production process as seriously as you take many of the other processes in your company.
Digital audience measurement is getting better: measurers are on the lookout for “fraudulent” views, are working to include only “viewable” impressions, and are measuring what percentage of people reached by a campaign actually belong to the group the advertiser was paying for. So what’s next?
For many Americans, Super Bowl Sunday is more than just a football game. It’s a yearly tradition where friends and family gather, eat deliciously indulgent snacks and catch some of the most unique advertisements to grace the small screen.
After a dynamic first half of 2014, which included the Sochi Winter Olympics in Russia, the eruption of the Crimean crisis in the Ukraine, the outbreak of the Ebola virus in West Africa, and the dazzle of the World Cup Football in Brazil, the third quarter continued in a less tumultuous mode.
On Jan. 1, people around the world made resolutions to better themselves during the new year. But are consumers really—mentally—prepared to commit to change? Understanding how brains process our bad habits is the first step to success for consumers—and brands.
The idea that consumers “engage” with brands is no doubt true for a small set of consumers and a small set of high involvement categories and brands, but for the vast majority of brands, consumers are not engaged to or with brands. They’re just buying them.
The U.N. World Food Programme (WFP), the largest humanitarian agency addressing hunger around the world, faced the challenge of communicating its mission and driving people to action. But ad testing helped identify the messages that conveyed the organization's goals clearly and inspired viewers to take action.
Digital advertising continues to grow as marketers follow fragmenting audiences across screens. Within the digital medium, which has traditionally been dominated by direct response advertising, brand marketing growth is now outpacing direct response.
To better understand reach, Nielsen recently analyzed the concept of “reach efficiency” to see if advertisers are spending their dollars effectively. Despite having similar parameters and goals, the analysis found that campaigns can perform differently based on the sites they’re served on.
For over 50 years, there was only a single "app" for TV viewers. The sole function of that app—the cable or satellite company—was to stream premium video content. The facts of yesterday’s TV viewing no longer hold. There are now many TV viewing apps available. Enter "the appification of TV."
The problem with brand value is simple: no one agrees on it. The GE brand value, for example, in 2011, was variously estimated to be worth $30.5B, $42.8B, and $50.3B by different valuation services. So if valuations vary so wildly, how can CMOs and CFOs begin to understand the value they deliver with their marketing spending?
The ad industry has always been consumed with the latest trends. This should be no surprise, given that marketers and their agencies spend the better part of their days trying to create them. But nothing in advertising has generated more buzz in recent months than programmatic buying. Buying ad inventory more efficiently by applying rules to technology-enabled, automated purchases has marketers salivating.
Integrated multi-screen campaigns are changing the way the industry thinks about advertising and measurement in Canada. The shift in strategy underscores the changing needs of consumers and their ever-evolving media consumption habits.