The Millward Brown Ad Reaction study delivers insights on perceptions of advertising, particularly digital formats. AdReaction 2014 explores multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.
The full study (prototype available here) will be published regularly from 2015 and will contain all the qualified data which is already published within the AGOF studies “internet facts” and “mobile facts”, e.g. gross and net reach of websites, socio-demographic and psychographic target group descriptions (structural data), market data (consumer behaviour and household equipment) and also general data regarding online usage.
United Internet Media – Multi-Screen – A Peak into the Living Room!IAB Europe
An ethnographic study with eye tracking, which investigates the distribution of attention to the various screens in multi-screen situations. In addition, these distributions are presented differentiated for multi-screen-situations with a commercial break or multi-screen-situations with ongoing TV content. Key findings: Overall, the attention is almost equally distributed in multi-screen-situations (TV 49%, digital screens 47%). Role reversal during the commercial break: significantly more intensive use of digital screens (TV 28%, digital screens 67%).
BVDW, IAB Austria and IAB Switzerland – DACH Study 2014 - Digital usage trend...IAB Europe
The BVDW, IAB Austria and IAB Switzerland study on Internet use in the DACH region was undertaken in May and June 2014. The study included the measurement of socio-demographics, media consumption, digital commerce as well as the evaluation of the online presence of brands and interaction with brands on the Internet.
The full study (prototype available here) will be published regularly from 2015 and will contain all the qualified data which is already published within the AGOF studies “internet facts” and “mobile facts”, e.g. gross and net reach of websites, socio-demographic and psychographic target group descriptions (structural data), market data (consumer behaviour and household equipment) and also general data regarding online usage.
United Internet Media – Multi-Screen – A Peak into the Living Room!IAB Europe
An ethnographic study with eye tracking, which investigates the distribution of attention to the various screens in multi-screen situations. In addition, these distributions are presented differentiated for multi-screen-situations with a commercial break or multi-screen-situations with ongoing TV content. Key findings: Overall, the attention is almost equally distributed in multi-screen-situations (TV 49%, digital screens 47%). Role reversal during the commercial break: significantly more intensive use of digital screens (TV 28%, digital screens 67%).
BVDW, IAB Austria and IAB Switzerland – DACH Study 2014 - Digital usage trend...IAB Europe
The BVDW, IAB Austria and IAB Switzerland study on Internet use in the DACH region was undertaken in May and June 2014. The study included the measurement of socio-demographics, media consumption, digital commerce as well as the evaluation of the online presence of brands and interaction with brands on the Internet.
United Internet Media – Catch Me If You Can!IAB Europe
A study of the effects of the parallel use of several screens on attention and the consequences for media planning, creation and advertising effectiveness.
AdReaction : Insights on perceptions of advertising, particularly digital for...Philippe KHATTOU
AdReaction delivers insights on perceptions of advertising, particularly digital formats. AdReaction 2014 explores multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.
Media & Telecom Champions - Presentation by Donata Hopfen, Publishing Director and Head of Management of Bild at the NOAH 2015 Conference in Berlin, Tempodrom on the 9th of June 2015.
BVDW / IAB Germany - Leibniz Choco CrunchyIAB Europe
The results of this study clearly prove that the cross-media campaign for the “Leibniz Choco Crunchy” product launch was able to positively influence the relevant indicators of advertising effectiveness, including brand awareness and recall.
IAB Europe European Video Ad Format Landscape InfographicIAB Europe
IAB Europe conducted the Video Ad Formats survey amongst approximately 700 stakeholders including publishers, agencies and advertisers across all European markets during Q1 2017. The results provide insight into the video ad formats landscape across Europe including the current usage, trends and technological specifications.
The premiere of OUTCAST on Facebook Live made media history. More importantly, the effects of FOX's intelligent social media premiere left ripples of success throughout its business.
In this case study, we learn how FOX...
- Used Brandwatch to mine social data to inform benchmarks for future programming
- Increased positive conversations around its brand and show by 320%
- Brought its business strategy to where its viewers are - on social media
A creative digital strategy talk which looked at the core areas of digital marketing outside of Web Design.
The presentation also covered good and bad examples but more importantly focused on what we believe to be the key ingredient. Understanding your target Market.
In this case study, we learn how Hill+Knowlton
- Identified the most important social posts and tracked trends in conversation
- Produced daily snapshot reports that helped inform decision-making
- Used real-time Alerts, Signals and analysis to stay ahead of potential stories
United Internet Media – Catch Me If You Can!IAB Europe
A study of the effects of the parallel use of several screens on attention and the consequences for media planning, creation and advertising effectiveness.
AdReaction : Insights on perceptions of advertising, particularly digital for...Philippe KHATTOU
AdReaction delivers insights on perceptions of advertising, particularly digital formats. AdReaction 2014 explores multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.
Media & Telecom Champions - Presentation by Donata Hopfen, Publishing Director and Head of Management of Bild at the NOAH 2015 Conference in Berlin, Tempodrom on the 9th of June 2015.
BVDW / IAB Germany - Leibniz Choco CrunchyIAB Europe
The results of this study clearly prove that the cross-media campaign for the “Leibniz Choco Crunchy” product launch was able to positively influence the relevant indicators of advertising effectiveness, including brand awareness and recall.
IAB Europe European Video Ad Format Landscape InfographicIAB Europe
IAB Europe conducted the Video Ad Formats survey amongst approximately 700 stakeholders including publishers, agencies and advertisers across all European markets during Q1 2017. The results provide insight into the video ad formats landscape across Europe including the current usage, trends and technological specifications.
The premiere of OUTCAST on Facebook Live made media history. More importantly, the effects of FOX's intelligent social media premiere left ripples of success throughout its business.
In this case study, we learn how FOX...
- Used Brandwatch to mine social data to inform benchmarks for future programming
- Increased positive conversations around its brand and show by 320%
- Brought its business strategy to where its viewers are - on social media
A creative digital strategy talk which looked at the core areas of digital marketing outside of Web Design.
The presentation also covered good and bad examples but more importantly focused on what we believe to be the key ingredient. Understanding your target Market.
In this case study, we learn how Hill+Knowlton
- Identified the most important social posts and tracked trends in conversation
- Produced daily snapshot reports that helped inform decision-making
- Used real-time Alerts, Signals and analysis to stay ahead of potential stories
Agency family tree top 10 - 2015 globalyann le gigan
>>Agency family tree top 10 - 2015 global
[r3ww.com 2015]
Revenue from company reports estimated by R3 for full Year 2014
source :
http://marketing365.mk/wp-content/uploads/2015/05/Agency-tree-global-2015.pdf
Nescafe gold crema ooh driving brand awareness and equity (slideshare)Posterscope
Research conducted by brand tracking specialists Millward Brown, in conjunction with Nestle and Posterscope. It proves how traditional OOH is still a great brand building medium which drives significant increases in brand awareness, trial and importantly brand equity for the new product Nescafe Gold Crema.
This report leverages data from TNS Connected Life and advertising expertise from Millward Brown Digital to give actionable insights when considering marketing to dads and households with children. The report also provides recent marketing examples that aim to connect with fathers.
Компанией Millward Brown совместно с компаниями Unilever и Google было проведено исследование о влиянии видео-блогеров YouTube на ключевые бренд-показатели.
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
IAB UK commissioned this piece of research to investigate how consumers really use their devices and how this impacts on purchases. The study explores device usage, habits, attitudes and motivations, what the modern device usage environment means to brands and advertising and how the use of multiple devices have disrupted the traditional purchase funnel.
adform: Global Brand Sees 20% Increase In Mobile CTR When Synchronized With T...IAB Europe
An agency that manages the digital advertising strategy of a well known, global supermarket approached Adform for media planning and buying for a promotional cross device campaign that synchronizes with national and regional TV advertising
Press Release: Advertising delivers powerful economic benefits across the EUIAB Europe
New report finds that every Euro spent on advertising powers a seven-fold boost to GDP, encourages innovation, supports employment and helps fund vital services
at Market Research in the Mobile World Europe
23 - 26 September 2014, Belin, Germany
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
The New Relevant | Media Hungary | Advertising & Digital Media | Tripylon MediaSirous Kavehercy
I gave this presentation at Media Hungary 2013 in Siofok on May 14th.
What does it mean to be “relevant”? We all have our own interpretations.
Media landscape has changed and with it our social behavior and perceptions of relevance.
This presentation discusses “The New Relevant” and presents a few case studies.
Special credits and thanks to:
www.Wefilm.nl
www.RTL.nl
www.C2B.nu
www.Froot.nl
www.WEBclusive.nl
www.klm.nl
www.DeCorrespondent.nl
www.lays.nl
------ Summary ---------------------------------------------------------------------------------------
As a company or brand, what do you do to be successful online?
SEO, SEA. apps, mobile websites, games. FB likes, and Twitter follower etc etc...?
Your audience doesn’t want channels, apps and websites, they want answers, they want service...
All communication will be irrelevant if there is no purpose.
Being "relevant" is more than just broadcasting information, it's about the ability to learn and the agility to adapt!
See the (R)Elephant!
#HUBLIONS : CAMPAIGNS FROM CANNES LIONS 2015HUB INSTITUTE
The HUB Institute, a digital think tank based in Paris, is bringing to light the main creative, innovative campaigns and ads from the Cannes Lions International Festival of Creativity, thanks to its on-site experts. #HUBLions
From the first banner ad in 1994 through the age of content and multichannel media, Adobe provides an in-depth look at digital advertising through its first 25 years of existence in this presentation.
This whitepaper will be focusing on
Video advertising as a media choice
and how the enabling technology
players can attain and sustain their
competitive edge in the marketplace.
What makes Programmatic TV a reality is exactly the same ingredients as 30 years ago: The consumer, The advertiser and of course the TV broadcaster.
But digital has changed the way the kitchen looks like, and are now in the programmatic era.
In this presentation, you’ll learn the expectations of TV consumers, advertisers and TV broadcasters and how they can embrace the programmatic opportunity now to take advantage of new TV consumption mode.
A presentation I did for the Turkish advertising association in Istanbul, November 2006. It looks at the various societal changes that have meant the rise of new ways of communication and gives examples and cases of how to use digital media to conduct your marketing communications.
Similar to Millward Brown European Ad Reaction Study (20)
DOOH Presentation by OMD for DOOH and DA WebinarIAB Europe
Following their participation in the IAB Europe webinar on DOOH and Digital Audio, OMD have put together a brief presentation taking a deeper look into their DOOH campaign for HP.
Interact 2018 - Advertising that works for everyoneIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Mark Howe, Managing Director Agencies Europe Middle East & Africa Google
Digital advertising has been helping businesses and brands grow for many years, yet the industry itself faced major growing pains over the past year. It is time for us to collectively set our ambitions higher — for consumers, advertisers, and content owners alike. In doing so, we’ll help ensure the internet remains the free, open, pluralistic place it is today and help businesses of all sizes grow. Join Google’s Mark Howe as he explores key areas of progress over the past year and outlines our vision and plans for the year ahead, as we work to build an advertising ecosystem that works for everyone.
Interact 2018 - Embracing an ever-changing future for digital advertisingIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Amelia Torode, Founder of The Fawnbrake Collective.
The importance of digital advertising to business growth will only increase – but that doesn’t make the future of digital advertising any more predictable. To thrive, businesses must embrace the continual disruption that is characteristic of the digital landscape. Brand strategist Amelia Torode examines the practical changes that they can make, in order to do so: not just executing digital transformation programmes, but building business strategies, workplace cultures and supplier relationships that are optimised for on-going change.
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a training by Wilfried Schobeiri, Chief Technology Officer, MediaMath and Matthias Matthiesen, Director Public Policy & Privacy IAB Europe
Following up on the plenary session from DAY 1 on IAB Europe’s GDPR Transparency & Consent Framework this training session presented by IAB Europe will offer the opportunity to ask any questions you may still have regarding the implementation of the Framework from the Global Vendor List to ensuring the best possible User Experience.
Interact 2018 - GDPR for digital publishers, digital agencies and advertisersIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a training by Matthias Matthiesen, Director Public Policy & Privacy and Chris Hartsuiker, Public Policy Officer, IAB Europe. Which provisions in the General Data Protection Regulation are the most relevant to digital publishers and advertisers? What is the guidance of the European Data Protection Board (former Article 29 Working party) on these topics? This training session, provided by IAB Europe will provide insight into applying the GDPR to the digital advertising supply chain.
Interact 2018 - DOOH growth and barriersIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a presentation by Meindert van den Heuvel, Managing Director Interbest Outdoor Media
Overview of the DOOH developments in the Dutch market
Interact 2018 - Creativity & Interactivity: the perfect match to win user’s ...IAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a presentation by Caroline Hugonenc, Global Vice President Research, Teads
The 10 rules to reinvent the ad experience on Mobile leveraging technology and data
Interact 2018 - Quo vadis Italy? The concentration of online time spent and t...IAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Fabrizio Angelini, CEO Sensemakers, comScore Italia
In a country still dominated by TV (with an average of 4 hours per user per day and more than 50% of media investment) online players are struggling to get consumers’ attention. While the shift to mobile is concentrating traffic on OTT, online video and entertainment players are showing great potential for growth. comScore will show the latest data and key trends in the Italian market, while Auditel will explain how it is building one of the most sophisticated cross-media measurement systems to foster market development.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
10. AdReaction 2014 www.millwardbrown.com/adreaction
SCREEN USAGE DURING THE DAY
10
0%
5%
10%
15%
20%
25%
30%
35%
40%
6am to 9am 9am to 12 noon 12 noon to 3pm 3pm to 6pm 6pm to 9pm 9pm to 12
midnight
12 midnight to
6am
TV Smartphone Laptop Tablet
11. AdReaction 2014 www.millwardbrown.com/adreaction
HIGHEST & LOWEST SCREEN MINUTES BY COUNTRY
11
Highest and Lowest
TV minutes?
Highest and Lowest
Smartphone Minutes?
Highest and Lowest
Laptop Minutes
Highest and Lowest
Overall Minutes?
Indonesia
540
Italy
317
Czech Republic
421
Japan
342
UK
148
Vietnam
69
USA
147
Italy
89
China
161
Kenya
65
Russia
158
Germany
77
Nigeria
193
France
79
Germany
137
Canada
124
12. AdReaction 2014 www.millwardbrown.com/adreaction
PROFILING THE EUROPEAN MARKETS
Screen agnostics
Hungary
Czech Republic
Slovakia
Unconvinced by tablets?
Italy
GermanyFrance
Turkey
Spain France
UKTV dominant
Smartphone = 2nd screen of choice
GermanyTurkey
Smartphone = primary screen
Italy
Laptop/ PC = primary screen
PolandRomania
Russia
13. AdReaction 2014 www.millwardbrown.com/adreaction
IT TAKES 5 HOURS TO CONSUME 7 HOURS OF
SCREEN MEDIA
13
TOTAL MINS: 417
NET MINS: 308
Shifting
65%
(Euro 68%)
Simultaneous
35%
(Euro 32%)
At different points in time At the same time
14. AdReaction 2014 www.millwardbrown.com/adreaction
OVERALL SIMILAR LEVELS OF SIMULTANEOUS
USAGE IN EUROPE
Italy
(25)
Philippines
(47)
Average
(35)
UK
France
Poland
Russia
Hungary
Slovakia
Spain
Czech
Republic
GermanyTurkey
Romania
18. AdReaction 2014 www.millwardbrown.com/adreaction
REASONS FOR SIMULTANEOUS MULTISCREENING
18
20%
25%
27%
28%
39%
42%
Need to get other things
done
Someone else has chosen
what's on TV
Just have TV on for
background noise
TV not interesting enough for
all my attention
To keep up with friends on
social media (not TV related)
To fill time during ad breaks
11%
14%
19%
24%
To follow up on a TV ad
To interact with what's
happening on TV
To discuss what I’m watching
(e.g. via social media)
More information about
what's on TV
Any Stacking Reason
85%
Any Meshing Reason
41%
21. AdReaction 2014 www.millwardbrown.com/adreaction
MILLWARD BROWN EFECTIVENESS LEARNING SHOWS
DIFFERENT CHANNELS HAVE DIFFERENT ROLES
21
Salience
Meaningful Difference
(Message)
Motivation
(Purchase Intent)
TV SmartphoneLaptop Tablet
Impact per person reached
22. AdReaction 2014 www.millwardbrown.com/adreaction
28
33
38
17 22 27 32
22
TV ads with URL
TV ads with Facebook
TV ads with
online extras
TV and online show
sponsorship
Sponsored mobile
play-along for live
TV event
Sponsored
online TV voting
for TV show
Online ads promoting
TV ad or show - pre
Online ads promoting
TV ad or show - post
MULTISCREEN OPPPORTUNITY PLOT
– MARKETING APPROACHES
Receptivity-GLOBAL
Noticed - GLOBAL
Micro-video
TV ads
promoting
mobile app
TV ads with
hashtags
TV show and mobile
app sponsorship
Interactive TV ads
25. AdReaction 2014 www.millwardbrown.com/adreaction
BE CONSISTENT
25
The campaign started with PR
around a concert set in the
town of Milligan, NE - bang in
the middle of America.
In the hour after the commercial
ran it generated the largest
increase in website traffic of any
Superbowl advertiser.
Their Superbowl
commercial acted
as an intro to the
half time show - a
celebration of
music and New
York City.
Activities
continued
throughout
January including
a viral video
during the
Grammys, and
multiple tweets
& Vines.
26. AdReaction 2014 www.millwardbrown.com/adreaction
BE CONNECTED
26
“Domino’s were on TV
and the app. It made
me get one and I love
them – it was a good
excuse to treat myself!”
“I liked that Dominos were
on TV and on the X Factor
app at the same time. They
also had a game too.”
“Domino’s adverts on X
Factor made me more
interested in their
products”
“Domino’s advertised on TV
and on the X Factor app.
It’s brilliant when you use
the app alongside the
show”
27. AdReaction 2014 www.millwardbrown.com/adreaction
BE CONSIDERED
27
Edeka (German
supermarket) ran a cute but
“safe” TV ad featuring their
variety of own brand
products
Supergeil has become a
huge viral hit and spawned
video messages to share
with friends, colleagues etc.
The TV ad achieved
relatively few views online
A much riskier, crazier
“Supergeil” (= awesome) ad
ran online – also featuring
their own brand products
28. AdReaction 2014 www.millwardbrown.com/adreaction
BE CONCISE
28
“Vivo’s television advertising
is super funny, and they have
very cool advertisements in
the brand’s social networks”
Uploads were shared online via
Facebook, other social platforms
& a dedicated website
Vivo (Brazilian telco)
promoted its good
network connectivity
with the “pegabem”
hashtag (“it’s
wonderful, it`s good`)
Their TV
commercial
encouraged
people to share
good moments
of their lives
29. AdReaction 2014 www.millwardbrown.com/adreaction
MULTISCREEN = MULTIPARTNER
29
Media
agencies
Facilitate,
orchestrate.
Be the
experts.
Creative
agencies
Ideas with
multiscreen
legs
Media
owners
Facilitate
multiscreen
planning
activities
Brands
Increase
confidence,
experience,
competence
Research
agencies
Inform,
explain,
educate,
measure
ALL
Integrate,
partner,
connect,
collaborate
We decided to speak to some of these smartphone and tablet users who also have TVs and to see how they are using these devices alongside other digital screens like laptops and PCs.
This study was conducted among 16-45 year old multiscreen users (defined as people who own or have access to both a TV AND either a smartphone OR tablet).
To make sure these were people that actually knew how to use their mobile device rather than just owning one, we conducted our short 15 question surveys via mobile interviews.
The core underlying principle of AdReaction is that brands should evaluate the multiscreen landscape by considering both the scale of screens (reach/ opportunity to contact) as well as the receptivity of people to various marketing approaches, both within and across screens.
30 COUNTRIES:
U.S.
Argentina
Australia
Brazil
Canada
China
Colombia
Czech
France
Germany
Hungary
India
Indonesia
Italy
Japan
Kenya
Korea
Mexico
Nigeria
Philippines
Poland
Russia
Saudi
Slovakia
South Africa
Spain
Thailand
Turkey
UK
Vietnam
Globally, smartphones are the most viewed screen in 25 of the 35 markets we’ve looked at.
Of the 10 where mobile is not the primary screen, 9 of those markets are in Europe.
This 4th and final chapter provides four recommendations for brand owners.
The 4 recommendations are:
1) Be Consistent – Whenever someone engages with you, whatever screen they’re using and wherever they are, your brand experience and messaging should be uniform.
2) Be Connected – Think about second-screen experiences and how your marketing can interact engagingly between screens and travel seamlessly across screens. The 3rd and 4th recommendations are new
3) Be Considered – some screens are better than others at delivering on certain objectives and in terms of communicating particular aspects of your brand’s personality. 4) Be Concise - use mobile-friendly, shareable content that entertains first, informs second
All of these recommendations are easy to make but hard to achieve in practice, so let’s now review each of those in a little more detail with the help of some examples from around the world of marketers successfully putting these principles into practice.
The biggest multi-screen opportunity is not simultaneous connections between screens, rather a consistent presence across screens, whenever and wherever someone chooses to engage with your brand.
Pepsi’s “Get Hyped for Half Time” was a successful month-long multiscreen campaign which started with a concert from country music superstar Lee Brice, and culminated in their sponsorship of the Superbowl half time show with Bruno Mars and the Red Hot Chili Peppers. It generated a greater lift in advertiser web traffic than we saw for any other Superbowl ad.
The success of this campaign lay in the laser focus for a whole month on the halftime theme – and that was executed across all screens, with a heavy digital and social emphasis.
How the campaign started, Jan 2: http://www.examiner.com/article/get-hyped-for-halftime-with-pepsi-during-super-bowl-Sunday
Halftime at the Grammys, Jan 26 http://www.youtube.com/watch?v=WzKRC8Lz6g8
Pepsi on Twitter: https://twitter.com/pepsi
Halftime intro video, Jan 31: http://www.youtube.com/watch?v=iISQEwleMuo
Halftime Vine video: https://vine.co/v/Mz052ehLprz and https://vine.co/v/MzwPWUxXBa6
The Pepsi Super Bowl Halftime Show, featured Bruno Mars and the Red Hot Chili Peppers: http://www.youtube.com/watch?v=F2i0Bc3f7jk
Bruno Mars halftime show was the most-watched in television history, with 115.3 million viewers beating both Madonna and Beyoncé.
Website: http://www.pepsi.com/
New multi-screen behaviours offer exciting opportunities for interactions between screens. Although not all brands will be able to achieve this, second screen play-alongs can be highly popular.
The Domino’s X Factor play-along app offers a roadmap for meshing success.
Not only was the app genuinely integrated with the show (users became the 5th judge on the show), it was well executed – and you could even order a pizza direct from the app! Participants in our study clearly noticed, remembered and responded very positively to the Domino’s involvement.
Considered use of screens for different purposes can take several forms – it can be used for slightly different stages in the path to purchase or for targeting different audiences.
This campaign for a German supermarket is a fairly radical example of audience segmentation BETWEEN screens.
Rather than retain a consistent marketing approach, here only the message remains the same (that Edeka have great own brand products).
The creative approaches are completely different across screens.
The TV ad is clearly ad aimed at an older more conservative demographic and features cute kids in a supermarket.
The online and viral elements featuring a 58 year old German electro pop musician called Friedrich Liechtenstein are clearly aimed at a younger more fun-loving audience. Think of it as a German version of Gangnam style with milk baths and that may give you some idea of what the video is like.
TV ad:https://www.youtube.com/watch?v=a2U6AycV-9Y
Supergeil video: https://www.youtube.com/watch?v=jxVcgDMBU94
Supergeil viral messages: http://www.edeka.de/EDEKA/de/edeka_zentrale/unterhaltung/webspecial/supergeil/supergeil_uebersicht.jsp
The 4th and final recommendation is to be concise. This is particularly important in a world where attention spans are short and people are flitting from screen to screen.
Being concise has a few benefits:
Firstly, we believe it can help overcome resistance to ads on digital screens.
Secondly, using short, mobile-friendly, shareable content is more likely to travel and be passed on.
When being concise its important that this content entertains first, informs second. Ideally both of course.
Vivo, a Brazilian telecom brand, looks to have achieved this trick with their latest campaign.
They launched a TV and social media campaign to concisely promote its benefit of good network connectivity.
The brand used the `pega bem` hashtag (which means `it`s wonderful, it`s good`) and asked consumers to post good moments of their lives with this hashtag.
It’s a fun, entertaining TV ad and the social media response has been really positive.
TV ad: http://www.youtube.com/watch?v=aRvjBVBZewk
They have a popular Facebook page: https://www.facebook.com/vivo (over 2 million fans)
They also created a web page which curates all the various pictures, videos and posts being made using the pagabem hashtag.
Finally, our qualitative practice, Firefly, also conducted some industry qualitative interviews alongside this research.
One key finding to emerge was the idea that achieving multiscreen success is not just a media planning responsibility.
So if you thought we were just addressing the media agencies and brand owners in the room – think again.
Without creative ideas with multiscreen legs, even the most sophisticated multiscreen planning will fall flat.
Without the participation of innovative and proactive media owners, delivering these campaigns can become a nightmare.
And without further research to add insight, and further integration efforts across multiple partners, we won’t fully realise the potential of the multiscreen landscape.
And of course this slide isn’t even considering the many, many intermediaries who help make all this collaboration possible.
We’ll leave you with two quotes from the research that hopefully bring this life:
“None of us really know what is going on”
“We all have only partial information.”