Who should you include on your media plan? That’s the question media planners face on a day-to-day basis. So as we turn to 2017, how can agencies separate fact from fiction?
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?
By looking at the accuracy and efficiency of your audience delivery together, you can maximize the ROI of your media investment and run smarter digital campaigns.
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.
The rise of video-on-demand (VOD) programming choices is not only a great benefit to viewers—it also opens more opportunities for advertisers and content creators to reach them.
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...
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?
Across any type of format, trust is an important component of advertising message resonance. But no matter the format, the desired end result is the same—action.