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.
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.
93% of all adult consumers listen to radio each week. On the flipside, streaming is riding an undeniably massive growth swell. So what if radio programmers could benefit from the surge in streaming rather than fear it? Truth be told, they can.
It's fairly safe to say that podcasting is no longer a niche art. And while we know that awareness about podcasting seems to have exploded in recent years, an esteemed group of experts rebuke the notion that we’re in the midst of a podcast upwelling.
Reaching your audience is an important component of any ad campaign, but what good is ad reach if it doesn’t resonate with the audience? Effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
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?
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?
Canadians are big fans of live music. And according to Nielsen's Music 360 Canada 2015 report, more than half of Canadians claim they attended a live concert in the past year, and 17% said they attended a music festival.
At Nielsen’s annual Consumer 360 Conference, Nielsen CEO Mitch Barns and Daniel Zhang, CEO of China-based Alibaba, sat down to discuss how global companies are leveraging digital and big data for commercial gains amid growing fragmentation, technological developments and evolving consumer demand.
While the appetite for buying groceries online is at high levels around the world—more than half of global respondents are willing to give it a try—digital natives are leading the charge. These consumers have an unprecedented enthusiasm for—and comfort with—technology, and online shopping is a deeply ingrained behavior.
When Care Innovations began developing its online Health Harmony platform that helps patients, their families and physicians share health data and educational information, it found itself divided on critical product development issues. That’s where Nielsen’s website optimization solutions came into play.
Canadians are busy adjusting their shopping and buying habits as new channels and technologies emerge. And as they explore, they’re developing preferences about which products they want to buy and research online—preferences that will shape which types of online marketing outreach will resonate with them the most.
If there are any doubts that connectivity is increasingly affecting consumer behaviors and beliefs, the data should quickly put them to rest. But how important is our growing digital dependence? According to respondents in a recent Nielsen/IAB Canada study, the answer is very—and it’s only going to increase going forward.
This year’s Year in Sports Media report highlights consumers’ global love of sports, which continues to grow. 2014 was a big year for sports, beginning with the Sochi Winter Olympics and then featuring one of the most exciting World Cups ever held.
Music streaming is hot, and not just in the U.S., where levels hit new highs in 2014. In fact, all of North America is tuning is, as new data shows that artists are finding big digital success in Canada as well.
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.
The Canadian marketplace has demonstrated its commitment to integrated multi-screen campaigns as a way to drive impactful advertising experiences. While media consumption is evolving across screens, content and messaging across device type remain essential elements to campaign management.
Internet use among Canadians is high and growing. According to a 2012 eMarketer report, Canada had the highest level of online engagement in the world that year, as 77 percent of its population was engaging online. With such heavy Internet use, it’s essential that advertisers understand the impact of their online campaigns.
Only about 50 percent of all online ads are considered "viewable." That means about half of ads are never viewed. And associated spend on those ad spots could have been wasted. Understanding an ad's viewability is an important part of creating effective advertising.
Though you may already use primary and secondary media research to guide your marketing strategy, you may be missing out on key information if you’re not measuring marketing effectiveness too. So you need more information to answer some very critical questions.
In today’s digital and social media-driven world, consumers have the world at their fingertips, but are men and women’s fingers doing the same thing? A closer look highlights the differences between what engages men and women—as well as how they react (or don’t) along the way.
Based on 70 years of watching what consumers experience, and how they buy, how they act and what they do based on their consumption of content, we see a seismic shift coming in the next five years. Nowhere is this more acute than when it comes to television and video consumption.
To everything there is a season, and the music industry is no different. From holiday hits to summer jams, music trends vary with the weather. And understanding such trends can be crucial to success for artists, retailers and labels. So is there a “perfect” time to release a new album?
The 15-second ad is already “the new black,” but it has yet to achieve the same level of audience engagement as its longer predecessors. That said, advertisers must now explore this new frontier further to make short-form ads more effective, regardless of the platform.
Industry and Services and fast-moving consumer goods (FMCG) advertising continued their reigns as the macro sectors with the highest percentage growth during the first three quarters of 2013, according to Nielsen’s quarterly Global AdView Pulse report.
Global advertising spend has continued to climb, gaining 3.2 percent in the third quarter year-over-year. This quarter's growth likely reflects Asia Pacific's expanding powerhouse ad market. As this market continues to gain momentum, Nielsen will be watching to see if the global advertising market will continue to pick up speed through the close of 2013.
As the blanket of Black Friday/Cyber Monday promotions increases, the relative newsworthiness of individual promotion-touting ads decreases. This ups the challenge for marketers with respect to creating strong ad memorability and brand identity. Even in the face of these challenges, however, some 2013 Black Friday/Cyber Monday ads performed at above-average rates.
Integrated multi-screen campaigns are important today in effectively delivering a marketing message. However, client-side marketers, agencies and media sellers expect that importance to grow dramatically more important three years from now.
Advertisers agree that integrated multi-screen campaigns are going to become vastly more important in the next three years. They also plan to increase their spending on these types of campaigns. In order to achieve maximum effectiveness in these efforts, however, advertisers need to measure audience delivery, brand lift and sales impact with common metrics across screens.
Marketers continue to gradually increase their global ad spending, as expenditures grew 3.5 percent in the second quarter of 2013 and 3.5 percent on a year-over-year basis for the January-June periods of 2013 and 2012.
Marketers continue to gradually increase their global ad spending, as expenditures grew 3.5 percent in the second quarter of 2013 and 3.5 percent on a year-over-year basis for the January-June periods of 2013 and 2012, according to Nielsen’s quarterly Global AdView Pulse report.
Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign. The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago.
The demand to measure the return on investment for marketing spending accurately has never been greater. Big data holds the keys to this kingdom, but harnessing and utilizing an overabundance of quality data has not historically been an easy feat.
Ad spend remains one of the biggest and most strategic resource allocation decisions that the management of any leading consumer marketing company has to make. So the speed of change in the world of media and advertising is creating new uncertainties in the executive suite.