What marketing research needs to know about brand building in a digital ageJoel Rubinson
Presented to Toronto audience for MRIA Netgain 2015 conference. Digital, social, mobile creating marketing disruption triple play that marketing research is out of synch with
A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
What marketing research needs to know about brand building in a digital ageJoel Rubinson
Presented to Toronto audience for MRIA Netgain 2015 conference. Digital, social, mobile creating marketing disruption triple play that marketing research is out of synch with
A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
What programmatic marketing really means for researchJoel Rubinson
Understand that programmatic advertising is the biggest change since TV. It drives marketers into data driven marketing and researchers into real time systems.
Extensive research from TNS proves that social media and search data can accurately predict the results of brand tracker surveys months in advance. The implications for market research are enormous.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Online advertising vs brand building (Nielsen)Alfonso Gadea
1. Click-through rate is not the right metric to measure brand impact – virtually no relationship
exists between clicks and brand metrics or offline sales.
2. There is emerging evidence that brand metrics in response to online campaigns are correlated
with offline sales impact.
3. Online ads can succeed in driving brand impact, though success is not guaranteed and
advertisers must embrace new online branding metrics to separate themselves from the
competition.
Engage Shoppers Through Unparalleled Social AmplificationRachel Benson
“Engage Shoppers through Unparalleled Social Amplification.”
Social engagement with shoppers along the path to purchase is a top digital priority for marketers, but local execution is formidable. Learn how to make it easy through the latest techniques and technologies.
YOU’LL LEARN HOW TO:
- Identify and precisely target the right audiences using the latest social approaches
- Deliver the right messages at the right place at the right time along the social landscape
- Fully leverage your content assets in the social domain
- Attribute in-store sales, ROI and cost savings to social engagement
For more information, contact:
marketing@shoplocal.com
info@blinqmedia.com
How to Turn User Generated Content into Revenue with Ratings and ReviewsFlutterbyBarb
How to Turn User Generated Content into Revenue with Ratings and Reviews via Gigya
This white paper examines three ways brands can start effectively harnessing ratings and reviews to stimulate both new and repeat conversions: 1. Boosting brand awareness and referral traffic 2. Improving long-tail SEO 3. Building a transparent, brand-loyal community
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
What programmatic marketing really means for researchJoel Rubinson
Understand that programmatic advertising is the biggest change since TV. It drives marketers into data driven marketing and researchers into real time systems.
Extensive research from TNS proves that social media and search data can accurately predict the results of brand tracker surveys months in advance. The implications for market research are enormous.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Online advertising vs brand building (Nielsen)Alfonso Gadea
1. Click-through rate is not the right metric to measure brand impact – virtually no relationship
exists between clicks and brand metrics or offline sales.
2. There is emerging evidence that brand metrics in response to online campaigns are correlated
with offline sales impact.
3. Online ads can succeed in driving brand impact, though success is not guaranteed and
advertisers must embrace new online branding metrics to separate themselves from the
competition.
Engage Shoppers Through Unparalleled Social AmplificationRachel Benson
“Engage Shoppers through Unparalleled Social Amplification.”
Social engagement with shoppers along the path to purchase is a top digital priority for marketers, but local execution is formidable. Learn how to make it easy through the latest techniques and technologies.
YOU’LL LEARN HOW TO:
- Identify and precisely target the right audiences using the latest social approaches
- Deliver the right messages at the right place at the right time along the social landscape
- Fully leverage your content assets in the social domain
- Attribute in-store sales, ROI and cost savings to social engagement
For more information, contact:
marketing@shoplocal.com
info@blinqmedia.com
How to Turn User Generated Content into Revenue with Ratings and ReviewsFlutterbyBarb
How to Turn User Generated Content into Revenue with Ratings and Reviews via Gigya
This white paper examines three ways brands can start effectively harnessing ratings and reviews to stimulate both new and repeat conversions: 1. Boosting brand awareness and referral traffic 2. Improving long-tail SEO 3. Building a transparent, brand-loyal community
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
Digital video and tv advertising viewing budget share shift and effectivenessIAB Canada
IAB US in association with Microsoft, Yahoo and Nielsen have released this study that explores the digital video and TV landscape in the U.S.
The study includes great insights into how these two media work together as well as how shifts in spend can affect campaign CPMs and reach.
District parent session on technology today and future 2011 feb 15Brian Kuhn
a session given to parents on current trends in technology used for learning and teaching, examples shared from classrooms through video, demos of powerful free learning tools, anticipation of the future, gathered feedback on a new idea Parent Spaces, etc.
Specific Media TVAS Breakfast Event - Nielsen sectionSpecificMediaUK
Specific Media and Nielsen held a breakfast event for our clients where cross media advertising was discussed and promoted. The morning allowed us to shed some light on our exciting new TV Audience Segments project. Here are the slides that were presented on the day.
Education, Technology, and an Uncertain FutureBrian Kuhn
A keynote for the 2016 April 28th BC school cash suite user group. Take a trip to the history of knowledge storage, transmission, and sharing. Look at the history, current state, and near future of education. Reflect on the current state of technology based on artificial narrow intelligence and then speculate about an exponentially changed and disrupted future.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
Measurement and evaluation of media coverage - India - Public RelationsMoses Gomes
This presentation covers the different arguments on media coverage analysis. For a long time the Public relations industry in India has been facing one of the major hurdles on coverage analysis. Here is my perspective on how media coverage can be measured.
How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
Author and Download:
http://blog.resonateinsights.com/white-paper-motivations-in-the-marketing-mix/
What’s the difference between a consumer and a customer? Motivation.
Please, download document from original source. Document here for study purposes and personal use.
Interruptive ads are declining in effectiveness and savvy marketers are investing more in content marketing. ScribbleLive offers marketers an easy way to engage their customers and increase the top of their marketing funnel.
Confinement during the pandemic has people using social media more than ever. Therefore, this deck was created to inform social strategy and to explain the new opportunities that exist in the social realm to capitalize on increased social use
ANA programmatic-financial-fog 22-5-17Brian Crotty
A new study of programmatic media trading was released last week. The study, entitled “Programmatic: Seeing Through The Financial Fog” is a joint initiative between the primary US advertiser trade group the ANA, its Canadian equivalent the ACA, Ebiquity (EBQ.L, N/R) and Ad/Fin, and was undertaken to investigate costs and economics of programmatic advertising ecosystem. The study is relevant to digital media technology owners large (i.e. Alphabet’s Google (GOOGL, Hold) and small (i.e. The Trade Desk (TTD, N/R), to digital publishers, agency holding companies including IPG (IPG, Hold), Omnicom (OMC, Hold), Publicis (PUB.PA, Hold) and WPP (WPP.L, Hold) and providers of measurement and data services such as Nielsen (NLSN, Hold) because of the benchmarks the study provides and because of the implications the study suggests about the industry’s evolution.
Babelfish articles oct 16 mar 17 28-3-17 reduxBrian Crotty
In a world where it is increasingly difficult to keep up, let alone stay ahead, I am sharing a collection of meaty articles that passed my screens over the last 6 months. I have divided into 6 topics - The first articles in each section are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Nielsen: Brand_building_beyond_clicks Apr 2013
1. Beyond Clicks and Impressions: Examining the
Relationship Between Online Advertising and
Brand Building
Executive Summary
Advertisers increasingly think of online as a place to build their brands, but need greater
confidence that their online investments are helping them achieve their brand goals. This
paper explores both the role of online ads in brand building, as well as the best metrics for
measuring the success of Internet ads against marketers’ goals. Leveraging Nielsen’s advertising
effectiveness solutions to examine this relationship, the following conclusions will be discussed
in this paper:
1. Click-through rate is not the right metric to measure brand impact – virtually no relationship
exists between clicks and brand metrics or offline sales.
2. There is emerging evidence that brand metrics in response to online campaigns are correlated
with offline sales impact.
3. Online ads can succeed in driving brand impact, though success is not guaranteed and
advertisers must embrace new online branding metrics to separate themselves from the
competition.
Advertisers are
increasingly building
brands online
There’s an old adage that advertisers
follow consumers’ eyeballs, and over
the course of the last 10 years, there has
certainly been a remarkable rise in the
number of consumers online and the
amount of time they’re spending there.
Since 2003, the number of Americans
with Internet access has grown 34 percent
from 186.7 million to 249.3 million, ac-
cording to Nielsen. This growth has not
come in a vacuum – online has increas-
ingly become integrated into consumers’
lives – they access online at work (nearly
27 hours per user per month), on mobile
(43 percent of US adults now own smart-
phones), and even concurrently with other
media (20% of U.S. adults watch TV while
using either a PC or mobile device on a
daily basis, according to the Media Behav-
ior Institute USA TouchPoints study.)
Additionally, more and more advertising
dollars are finding their way online. In the
2011 Advertising Outlook published by
The Cambridge Group (a Nielsen com-
pany), a survey of over 300 advertising
decision-makers from a variety of indus-
tries indicates that digital budgets have
increased more than any other type of
media in 2011.
But what’s interesting is this growth is not
only from e-commerce advertisers looking
to generate web traffic or drive sales.
The Cambridge Group report also shows
that in 2011 54 percent of those surveyed
believe online ads are highly effective at
“enhancing brand/product image,” com-
pared to just 38 percent of respondents in
a 2008 version of the study. As consum-
ers have integrated the Internet into their
lives, advertisers are increasingly inter-
ested in ways to better reach consumers,
deliver messages, and build ongoing
relationships through this medium. In
other words, these advertisers are looking
to truly build their brands online.
4. 4
How do online ads
impact consumer
attitudes?
One of the key questions weighing on
advertisers’ minds is, “Are my online brand
ads working?” To answer this question,
Nielsen analyzed results from over 500
online ad campaigns measured by Nielsen
Online Brand Effect over the last year and
a half.
In short, the answer is yes. Brand ads do
on average succeed in moving the needle
for most measured Brand Effect metrics,
as shown in Figure 3.
Despite some claims that “no one pays
attention to online ads,” Nielsen research
shows that the average increase between
the control and exposed groups is highest
for Ad Recall, an indication that consum-
ers do remember exposure to an online ad
campaign. It should come as no surprise
that the first step to influencing consum-
ers through advertising is ensuring that
they notice and remember the ad itself.
The next question brand advertisers want
to answer is whether online ad campaigns
can actually change the opinions and
intentions of consumers. Following Ad
Recall, Message Association showed the
next highest average change, indicating
that online ads can also succeed in con-
veying a brand’s intended message.
Nielsen research also shows that online
ads often increase overall awareness for
the advertised brand. This is an especially
important factor in driving new product
success – clearly, consumers must become
aware of a new product before they can
buy it.
The “lower funnel metrics” – Brand Favor-
ability and Purchase Intent —are far more
difficult to influence than Awareness,
Recall and Association, given that these
metrics require a change in consumer
opinion or behavior.
4%
-1%
1%
3%
Brand
Awareness
6%
Ad Recall
Message
Association
Purchase
Consideration
Brand
Favorability
Figure 3: Average Online Brand Effect Results
Well-executed online advertising can drive branding metrics.
Source: Nielsen