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.
Ask any marketer today what his or her primary challenge is and the answer you’re likely to get is “how do I maximize the impact of my advertising campaign?” Here’s a look at the ‘3C framework’ of context, content and consumer that shows how reaction (outcomes) to ads can be amplified...
Today, the average Indian spends over two-and-a-half hours a day on their smartphones. Take a look at what men and women actually do on their devices and what the key differences are in terms of usage habits.
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.
With airtime getting costlier and digital platforms offering cheaper marketing alternatives, how can the marketer maximize returns on TV media spends? We relook the way television advertising has traditionally been carried out and identify the five key characteristics of successful TV campaigns....
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...
Advertising creativity versus advertising effectiveness has been the perennial contest for brand marketers. In the world of marketing, creativity needs to convert into sales, but do brands succeed in making their advertising campaigns as effective as they should be?
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.
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.