Marketing has evolved over the last several decades from marketing to many, marketing to some and now marketing to one. With advancements in technology and the growth of digital media and addressability, precision marketing is now a reality.
Malaysia’s Generation Z is the generation that grew up with the internet for all of their lives. They make up 26% of Malaysia’s population and have unique characteristics that set them apart from the Millenials and Baby Boomers, particularly in the way they consume content and relate to brands.
With Southeast Asia’s (SEA) consumer goods market valued at almost US$100 billion, it is rapidly becoming a choice destination for growth opportunities. In 2018 alone, SEA registered sales value growth of +3.4% as compared to 2017, and this growth is nearly double of that for the previous year.
Today, the 'value' of a sport is primarily based on TV viewership and attendance. For women’s sport, it is widely assumed that ‘the attendance and viewing is just not there.’ While these traditional yardsticks are an important trading currency, our research shows that women's sport has broader engagement, influence and value.
The Nielsen Digital Ad Ratings Benchmarks report, which accessed more than 3,000 digital campaigns since its launch in Southeast Asia in 2015, found that in the first half of 2017, more than nine in 10 (93%) digital ad campaigns leveraged mobile and mobile achieved an on-target reach equal to or higher than digital or desktop benchmarks for all but two reported age benchmarks.
VOD services are undoubtedly transforming the way audiences consume video, so it’s important to tune in to what’s driving engagement around the world. Our recent online global survey found that while several strong motivating factors will support continued growth, there are a few barriers to be mindful of, too.
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.
VOD programming allows consumers to watch what they watch, when they watch and how they watch. And today, nearly two-thirds of global respondents (65%) in a Nielsen online survey in 61 countries say they watch some form of VOD programming, which includes long- and short-form content.
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?
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.
Is your digital advertising reaching the right consumers? From pageviews to video views, click-through rate to impressions, traditional forms of digital measurement have a major flaw – they leave media buyers and planners wondering “who saw my ad?”.
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.
Television maintains its foothold as the media platform of choice for the majority of media viewers in Southeast Asia, however, burgeoning connected device ownership and expanding social media engagement and interaction are fuelling demand across the region for ‘always-on’ media.
From keeping tabs on friends via social media to skipping lines at the store by shopping online, technology continues to reshape our everyday habits. And it's changing when, where and how we watch video programming.
We’re living in a world of 24/7 connectivity. We access content on our own terms, and we like it that way. But while this flexibility can be a benefit to us, it represents a huge challenge for brands and content providers vying for our attention.
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.
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.
Today’s consumers face a growing array of devices and ways to encounter content–giving them the choice to connect anytime, anywhere. Given that more than 90 percent of Americans tune in to the radio each week, understanding how this fits into consumers’ total engagement will help marketers best reach their audience.
Marketers who can connect with sports fans have a captive audience. That’s because sports fans are connected and passionate when they’re engaged. And for sports like football, which compete with the holiday shopping season for attention, it’s crucial to deliver the right message in the right environment at the right time.
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.
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.
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.
While the DVR has become a staple in 50 percent of U.S. homes and has helped changed the way consumers watch video, it’s not the only way consumers can watch on their own terms. Homes without the additional hardware can also watch on their own terms thanks to expanding VOD accessibility.
A product launch is a critical time to drive awareness and brand favorability—even more so when focusing the launch on a specific market. So as it prepared to launch its Starbucks Refreshers, Starbucks teamed up with SheKnows.com in order to connect with an ideal audience for its launch.
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.
Advertising spend continues to rebound globally, though increases slowed in the first quarter of 2013. According to Nielsen’s quarterly Global AdView Pulse report, global advertising grew just 1.9 percent to $76.6 billion from the first quarter of 2012.
In the spectrum of evolving media, nothing is growing faster than the adoption of portable devices and the consumption of content on these devices. At the same time, traditional TV remains vibrant and continues to thrive.
A significant part of the world’s advertising dollars is wasted because companies are unable to accurately track campaign resonance and reaction. Neuroscience, the study of the brain and nervous system, can address this age-old need.
2012 closed out on a positive note for the ad industry: globally, ad spend increased 3.2 percent year-over-year to $557 billion. A strong third quarter, which saw growth of 4.3 percent, helped drive the annual uptick. Ad spend growth then receded to a more modest 2.5 percent in the fourth quarter.