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?
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.
What’s your go-to device of choice for watching your favorite show? Device proliferation has afforded more choice than ever before, but TV remains the preferred device—and by a wide margin according to global online respondents in Nielsen’s Digital Landscape Survey.
The constant factor in viewership preferences is that the majority (74%) of Egyptians respondents claim that the biggest screen is the best screen for watching video programming. However, viewers do not focus on the screen alone as 64% of the respondents admitted to browsing the Internet while watching TV, exceeding the global average of 58%.
If you had to escape a fire, what is the one thing you would take with you? There was a time when answers varied from family photos to money. Today, however, priorities have shifted and more and more consumers in Egypt say they would respond by saying they'd take their connected device.
Few industries are as fascinating as Marketing Research. This might sound strange as research usually has a connotation of being a lot of statistics and analysis, very dry. The sole objective of research is to get to the truth of the matter, whether it is scientific, medical and marketing is no difference.