This document discusses the findings of a study on content-led marketing. It finds that:
1) Content-led marketing is most effective when the brand involvement is fully transparent, as this leads to heightened engagement without rejection.
2) Properly executed content-led marketing that matches the editorial quality is seen as trusted and can shift opinions towards the brand.
3) Integrating the brand within content narratives leads to a powerful positive emotional impact and increased brand perceptions more so than non-integrated content.
The Guardian Research: The Guardian Guide to ContextIAB Europe
This document discusses how context affects the effectiveness of advertising. It summarizes research showing that ads placed in a relevant editorial context on trusted media platforms are more likely to be viewed, trusted, and act upon. The impact of context varies by industry - for example, relevant travel content makes travel ads more informative and appealing, while relevant finance content especially increases perceived relevance. Overall, contextual relevance consistently boosts ad perceptions and effectiveness across different media environments and categories.
This document discusses how context affects how people perceive advertisements. It summarizes research showing that ads placed in a relevant editorial context on trusted media platforms are more effective, leading to higher brand recall and more positive perceptions. Specifically, the research found ads placed alongside travel content saw up to 40% increases in perceived benefits and relevance, while finance ads saw 56% higher relevance ratings. The document advocates considering contextual relevance when planning ad campaigns to maximize effectiveness.
Getting smart with ad data and measurement nov 16Ian Gibbs
Data is transforming marketing for the better and worse. What can publishers, brands and marketers do to make sure they're planning and measuring using the data that matters?
The company you keep looks at why context matters, especially in an age where there is an attention deficit, and quantifies the newsbrand context effect among the 20 million regular readers of national newsbrands.
Yahoo In Flow research - the real effect of native and content marketingPatrick Hourihan
This document summarizes research into how consumers engage with content and native advertising on digital platforms. It includes:
- Interviews and exploratory research with industry experts and users to understand engagement in content "flows".
- Eye tracking and surveys of over 9,000 respondents across 4 countries testing how 41 different ad formats performed on smartphones and computers.
- Key findings that native ads drive more visual engagement and recall than display ads, and content targeting creates stronger brand connections. Users see a flow of content and ads rather than distinct silos.
- Imagery like photos are more effective at attracting attention in content streams than words or logos. Content marketing produces a more emotional response than other ad types when
Measuring a deeper impact... and why ad measurement matters more than ever be...Ian Gibbs
The online advertising ecosystem has been built around an unsustainable preoccupation with clicks. Why is brand impact measurement so important and how do you do it in a scaleable cost effective way?
This document discusses the findings of a study on content-led marketing. It finds that:
1) Content-led marketing is most effective when the brand involvement is fully transparent, as this leads to heightened engagement without rejection.
2) Properly executed content-led marketing that matches the editorial quality is seen as trusted and can shift opinions towards the brand.
3) Integrating the brand within content narratives leads to a powerful positive emotional impact and increased brand perceptions more so than non-integrated content.
The Guardian Research: The Guardian Guide to ContextIAB Europe
This document discusses how context affects the effectiveness of advertising. It summarizes research showing that ads placed in a relevant editorial context on trusted media platforms are more likely to be viewed, trusted, and act upon. The impact of context varies by industry - for example, relevant travel content makes travel ads more informative and appealing, while relevant finance content especially increases perceived relevance. Overall, contextual relevance consistently boosts ad perceptions and effectiveness across different media environments and categories.
This document discusses how context affects how people perceive advertisements. It summarizes research showing that ads placed in a relevant editorial context on trusted media platforms are more effective, leading to higher brand recall and more positive perceptions. Specifically, the research found ads placed alongside travel content saw up to 40% increases in perceived benefits and relevance, while finance ads saw 56% higher relevance ratings. The document advocates considering contextual relevance when planning ad campaigns to maximize effectiveness.
Getting smart with ad data and measurement nov 16Ian Gibbs
Data is transforming marketing for the better and worse. What can publishers, brands and marketers do to make sure they're planning and measuring using the data that matters?
The company you keep looks at why context matters, especially in an age where there is an attention deficit, and quantifies the newsbrand context effect among the 20 million regular readers of national newsbrands.
Yahoo In Flow research - the real effect of native and content marketingPatrick Hourihan
This document summarizes research into how consumers engage with content and native advertising on digital platforms. It includes:
- Interviews and exploratory research with industry experts and users to understand engagement in content "flows".
- Eye tracking and surveys of over 9,000 respondents across 4 countries testing how 41 different ad formats performed on smartphones and computers.
- Key findings that native ads drive more visual engagement and recall than display ads, and content targeting creates stronger brand connections. Users see a flow of content and ads rather than distinct silos.
- Imagery like photos are more effective at attracting attention in content streams than words or logos. Content marketing produces a more emotional response than other ad types when
Measuring a deeper impact... and why ad measurement matters more than ever be...Ian Gibbs
The online advertising ecosystem has been built around an unsustainable preoccupation with clicks. Why is brand impact measurement so important and how do you do it in a scaleable cost effective way?
Data Stories: a year in measurement - digital, media, ads - dec 17Ian Gibbs
The document discusses considerations for digital media, advertising, and marketing metrics in 2018. It notes a disconnect between clicks and long-term value, and the need to measure true brand impact beyond clicks. It also addresses challenges in measuring return on investment for digital spending, reconciling different ROI studies, and ensuring digital optimization. Finally, it emphasizes the importance of setting specific, measurable goals and using accurate, thorough data aligned with business objectives.
This document provides guidelines for maximizing content marketing return on investment. It finds that custom content delivers the highest engagement rates. Creating valuable, relevant content and distributing it in trusted environments, like on-domain media units, also leads to higher engagement. Adding paid social promotions can help achieve the "sweet spot" of both engagement and awareness. Interactive content like data tools and video generally perform best, with custom videos showing higher completion rates. The document recommends testing different content types and distribution strategies to find what works best.
Return On Inspiration - New World Content Marketing. Yahoo Thought Leadership...Patrick Hourihan
Yahoo’s latest thought leadership research, Return on Inspiration, focuses on what are the key influencers that drive impact through Content Marketing – and consequently, how should we look to both create great content and measure it. This was the biggest study of its kind in EMEA and incorporated:
Marketing Society expert interviews on Content Marketing to frame the challenge
Focus groups and online blogs with consumers to explore in some detail what optimal content marketing looks like
Semiotics analysis, to understand how visual clues can lead to inspiration
and finally a 4 market advanced statistical analysis to found out what content marketing brand attributes drive ROI
Keynote: Retailers as Media and Data ProvidersMediaPost
Mike Feldman, Retail Media – Team Lead, Georgia-Pacific
The trend of Retailers as Publishers continues to grow as new entrants and new capabilities come into the marketplace. How can marketers evaluate these opportunities in order to drive virtuous cycles of mutual benefit for their retailer partners, the shopper and their internal stakeholders? This presentation will dive into how Georgia-Pacific’s consumer business is navigating the trend, evaluating retail media opportunities on their total value and shifting internal roles to maximize the opportunity that retail media can provide.
The document discusses how to build an effective content marketing strategy. It recommends defining a clear strategy, focusing on engaging users with unique health and wellness content on a daily basis. It also stresses the importance of understanding customers, creating valuable content, measuring and optimizing performance based on data analytics. The overall goal is to increase a healthcare organization's brand awareness and build relationships through strategic content marketing.
Lessons from Award-Winning Brand Purpose CampaignsWARC
How is brand purpose defined? What are the different views? What do effective purpose campaigns have in common? This was presented at a #WARCxACA event in Toronto on August 1, 2018.
From building brand authority to dominating the market, what does it take to manage your brand in today’s modern world? In this safe-for-work eBook, find best practices and telling statistics on how to create and manage a successful brand.
Vanity dies hard: Make your Facebook Strategy Make SenseThinkDigital
This document provides an overview of Facebook's effectiveness as a marketing platform based on various metrics and case studies. Some key points:
- Facebook is the most important and widely used social media platform for marketers, with nearly half of marketers considering it their most important. Marketers plan to increase spending on Facebook over time.
- People spend more time on Facebook than any other website, both on desktop and mobile. Engagement is very high, with over 90% of US smartphone Facebook users checking it daily.
- Case studies show Facebook advertising can drive greater brand awareness, recall, and reach customers more cost effectively than other online channels. Close friends and family are also the most influential sources of advice.
InMobi_Infographic on The role of mobile and it's influence on back to school...InMobi
As a brand marketer, many questions need answering before you plan your mobile marketing spend. The infographic answers some key questions on the shifting trends of back-to-school shopping, consumer behaviour on smartphones while shopping and the mobile media impact on their buying decision.
DIS: State of the Industry with MailOnline: Branded Engagement: Content Marke...Digiday
Marketers have long been embedding their brand into content experiences in some ingenious ways -- and with a wide range of results. Some brands are becoming adept publishers in their own right and tapping into the more trusted nature of valuable content vs. advertising copylines. But creating great content is not trivial, nor is building a loyal audience. MailOnline CMO Sean O’Neal presents the findings of the State of the Industry Survey and discusses how brands are thinking about content marketing in a way that achieves scale. He'll also explore best practices for measuring paid, owned and earned media value.
Presenter: Sean O’Neal, global CMO, MailOnline @MailOnline
Clementine Berlioz-Arthaud of HelloFresh provides 10 tips for using social media to increase brand loyalty and retain customers. The tips include being easy to find online, educating people about the brand and products, applying the 80/20 rule to content, targeting communications to prospects and customers, rewarding engagement, delivering excellent customer service, listening to customer feedback, analyzing key metrics, and using tools to save time managing social media. Retaining existing customers through social media is an effective strategy as it is much more costly to acquire new customers.
This document provides an overview of marketing strategies for reaching Millennials. It discusses Millennials' heavy usage of screens and social media. Brands are important to Millennials and they expect transparency and rewards from branded content. Millennials prefer prepaid cards as they want to manage their money carefully and avoid debt. A new app called Perk is introduced that rewards Millennials for their time spent on mobile through games and videos by depositing funds in a digital wallet or prepaid card.
Davis Baker is a PPC team lead who discusses using principles from behavioral economics to improve PPC campaigns. He outlines four key principles - social proof, scarcity, anchoring, and framing - and how to apply each in PPC text ads. For example, with social proof showcase that others are choosing the product; with scarcity communicate urgency using countdowns; with anchoring compare benefits to the initial information; and with framing present facts in the most positive light. The goal is to tap into human irrational tendencies to influence choices by how information and options are presented.
3 Current Content Marketing Trends to Make Your Business Boom This YearAdsy
What elements should your content marketing strategy include to attract more users and ensure better communication? Check these slides to build a more effective strategy.
More details - https://bit.ly/3qMpIK1.
Global trust in advertising report, Nielsen 2013IAB México
The document summarizes the results of Nielsen's 2013 Global Survey of Trust in Advertising. Some key findings:
- Recommendations from friends and family remain the most trusted form of advertising at 84%. Owned media such as branded websites is the second most trusted at 69%.
- Trust in online and mobile advertising is increasing, with growth in trust for banners ads, online video, social media ads and mobile ads.
- Latin America reports the highest levels of trust and willingness to take action across most advertising formats.
- Humorous ads resonate most globally at 47% while real-life situations resonate more in Latin America and Asia-Pacific at 57%.
Data Stories: a year in measurement - digital, media, ads - dec 17Ian Gibbs
The document discusses considerations for digital media, advertising, and marketing metrics in 2018. It notes a disconnect between clicks and long-term value, and the need to measure true brand impact beyond clicks. It also addresses challenges in measuring return on investment for digital spending, reconciling different ROI studies, and ensuring digital optimization. Finally, it emphasizes the importance of setting specific, measurable goals and using accurate, thorough data aligned with business objectives.
This document provides guidelines for maximizing content marketing return on investment. It finds that custom content delivers the highest engagement rates. Creating valuable, relevant content and distributing it in trusted environments, like on-domain media units, also leads to higher engagement. Adding paid social promotions can help achieve the "sweet spot" of both engagement and awareness. Interactive content like data tools and video generally perform best, with custom videos showing higher completion rates. The document recommends testing different content types and distribution strategies to find what works best.
Return On Inspiration - New World Content Marketing. Yahoo Thought Leadership...Patrick Hourihan
Yahoo’s latest thought leadership research, Return on Inspiration, focuses on what are the key influencers that drive impact through Content Marketing – and consequently, how should we look to both create great content and measure it. This was the biggest study of its kind in EMEA and incorporated:
Marketing Society expert interviews on Content Marketing to frame the challenge
Focus groups and online blogs with consumers to explore in some detail what optimal content marketing looks like
Semiotics analysis, to understand how visual clues can lead to inspiration
and finally a 4 market advanced statistical analysis to found out what content marketing brand attributes drive ROI
Keynote: Retailers as Media and Data ProvidersMediaPost
Mike Feldman, Retail Media – Team Lead, Georgia-Pacific
The trend of Retailers as Publishers continues to grow as new entrants and new capabilities come into the marketplace. How can marketers evaluate these opportunities in order to drive virtuous cycles of mutual benefit for their retailer partners, the shopper and their internal stakeholders? This presentation will dive into how Georgia-Pacific’s consumer business is navigating the trend, evaluating retail media opportunities on their total value and shifting internal roles to maximize the opportunity that retail media can provide.
The document discusses how to build an effective content marketing strategy. It recommends defining a clear strategy, focusing on engaging users with unique health and wellness content on a daily basis. It also stresses the importance of understanding customers, creating valuable content, measuring and optimizing performance based on data analytics. The overall goal is to increase a healthcare organization's brand awareness and build relationships through strategic content marketing.
Lessons from Award-Winning Brand Purpose CampaignsWARC
How is brand purpose defined? What are the different views? What do effective purpose campaigns have in common? This was presented at a #WARCxACA event in Toronto on August 1, 2018.
From building brand authority to dominating the market, what does it take to manage your brand in today’s modern world? In this safe-for-work eBook, find best practices and telling statistics on how to create and manage a successful brand.
Vanity dies hard: Make your Facebook Strategy Make SenseThinkDigital
This document provides an overview of Facebook's effectiveness as a marketing platform based on various metrics and case studies. Some key points:
- Facebook is the most important and widely used social media platform for marketers, with nearly half of marketers considering it their most important. Marketers plan to increase spending on Facebook over time.
- People spend more time on Facebook than any other website, both on desktop and mobile. Engagement is very high, with over 90% of US smartphone Facebook users checking it daily.
- Case studies show Facebook advertising can drive greater brand awareness, recall, and reach customers more cost effectively than other online channels. Close friends and family are also the most influential sources of advice.
InMobi_Infographic on The role of mobile and it's influence on back to school...InMobi
As a brand marketer, many questions need answering before you plan your mobile marketing spend. The infographic answers some key questions on the shifting trends of back-to-school shopping, consumer behaviour on smartphones while shopping and the mobile media impact on their buying decision.
DIS: State of the Industry with MailOnline: Branded Engagement: Content Marke...Digiday
Marketers have long been embedding their brand into content experiences in some ingenious ways -- and with a wide range of results. Some brands are becoming adept publishers in their own right and tapping into the more trusted nature of valuable content vs. advertising copylines. But creating great content is not trivial, nor is building a loyal audience. MailOnline CMO Sean O’Neal presents the findings of the State of the Industry Survey and discusses how brands are thinking about content marketing in a way that achieves scale. He'll also explore best practices for measuring paid, owned and earned media value.
Presenter: Sean O’Neal, global CMO, MailOnline @MailOnline
Clementine Berlioz-Arthaud of HelloFresh provides 10 tips for using social media to increase brand loyalty and retain customers. The tips include being easy to find online, educating people about the brand and products, applying the 80/20 rule to content, targeting communications to prospects and customers, rewarding engagement, delivering excellent customer service, listening to customer feedback, analyzing key metrics, and using tools to save time managing social media. Retaining existing customers through social media is an effective strategy as it is much more costly to acquire new customers.
This document provides an overview of marketing strategies for reaching Millennials. It discusses Millennials' heavy usage of screens and social media. Brands are important to Millennials and they expect transparency and rewards from branded content. Millennials prefer prepaid cards as they want to manage their money carefully and avoid debt. A new app called Perk is introduced that rewards Millennials for their time spent on mobile through games and videos by depositing funds in a digital wallet or prepaid card.
Davis Baker is a PPC team lead who discusses using principles from behavioral economics to improve PPC campaigns. He outlines four key principles - social proof, scarcity, anchoring, and framing - and how to apply each in PPC text ads. For example, with social proof showcase that others are choosing the product; with scarcity communicate urgency using countdowns; with anchoring compare benefits to the initial information; and with framing present facts in the most positive light. The goal is to tap into human irrational tendencies to influence choices by how information and options are presented.
3 Current Content Marketing Trends to Make Your Business Boom This YearAdsy
What elements should your content marketing strategy include to attract more users and ensure better communication? Check these slides to build a more effective strategy.
More details - https://bit.ly/3qMpIK1.
Global trust in advertising report, Nielsen 2013IAB México
The document summarizes the results of Nielsen's 2013 Global Survey of Trust in Advertising. Some key findings:
- Recommendations from friends and family remain the most trusted form of advertising at 84%. Owned media such as branded websites is the second most trusted at 69%.
- Trust in online and mobile advertising is increasing, with growth in trust for banners ads, online video, social media ads and mobile ads.
- Latin America reports the highest levels of trust and willingness to take action across most advertising formats.
- Humorous ads resonate most globally at 47% while real-life situations resonate more in Latin America and Asia-Pacific at 57%.
12. Branded content types
• Branded topic
• Dedicated topic
• Insertion in listicle
• Mention in topic
• Articles and series
• Quizzes and games
• Social media feeds #
• Video
• Podcasts
• Live
• Established Media Brands
• Influencers
• Micro influencers
• Special issues
• Initiatives
• Video series
• Franchise