When we take a step back and aggregate all of our TV usage, the shift to using TV-connected devices over the past 10 years is significant.
While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
According to The Gauge, Nielsen’s total TV and streaming snapshot, broadcast gained 2 share points to represent 28% of total TV viewing in October.
The arrival of the fall TV season and the return of football (with fans) combined to drive big viewership in September, with broadcast programming gaining 2 share points to represent 26% of total TV usage.
Given the environment, it’s not surprising that many brands are exploring the prospect of bringing their marketing analytics in-house. In the face of all that’s happening in the world, it’s not an irrational notion. But it needs to be executed in the right way.
Diversity and inclusion are critical components in today’s media, and the media industry is taking note, particularly when it comes to the demand for authentic television programming featuring the U.S. Latino population.
There’s no denying the allure of securing quick sales. But conversion-oriented marketing alone falls short in supporting long-term brand success.
Nielsen’s EVP of Marketing Analytics Tina Wilson and American Family Insurance’s VP of Marketing Sherina Smith took the Brandweek stage to discuss the benefits that both short- and long-term initiatives deliver along the path to sustained brand viability.
Download the report to learn about the U.S. Latino community and how brands can tailor their dialogue with America’s greatest untapped opportunity.
Now is the time for marketers to prepare for a world without third-party cookies if they want to be able to outperform their competitors.
While influencer marketing represents a sub-category within the broader social media landscape, it’s one that brands should approach with a focus on long-term collaboration. But step 1 for any collaboration involves identifying an influencer that fits the brand’s personality and purpose.
The increasing appeal of podcasts to general audiences is exactly why brands and agencies need to be tracking engagement with them and leveraging the opportunities in their marketing strategies and campaigns.
First-party data is powerful. That’s unquestionable. But it’s limited. Why? Because it only captures the engagement that happens when a consumer is “with” the brand.