Brand impact of YouTube vs TV Think Insights with Google.Pim Piepers
Brand impact of YouTube vs TV Think Insights with Google.
In a nutshell
1 Overall, YouTube prerolls perform almost 40% better than TV in
terms of impact on brand metrics awareness and recall metrics
2 Both media show a comparable impact on purchase intent
3 The combination of both media does not show an additional
crossmedia synergy (as would have been expected)
4 This result however is to be seen as an artefact of the in-lab
methodology (no natural media usage = increased general attention)
5 We think so as studies conducted in a live campaign environment
clearly show a synergy effect (higher efficiency of crossmedia)
Brand impact of YouTube vs TV Think Insights with Google.Pim Piepers
Brand impact of YouTube vs TV Think Insights with Google.
In a nutshell
1 Overall, YouTube prerolls perform almost 40% better than TV in
terms of impact on brand metrics awareness and recall metrics
2 Both media show a comparable impact on purchase intent
3 The combination of both media does not show an additional
crossmedia synergy (as would have been expected)
4 This result however is to be seen as an artefact of the in-lab
methodology (no natural media usage = increased general attention)
5 We think so as studies conducted in a live campaign environment
clearly show a synergy effect (higher efficiency of crossmedia)
A companion slide deck for this chapter:
Stanton, J. M. (2013). Data Mining: A Practical Introduction for Organizational Researchers. In Cortina, J. M., & Landis, R. S., Modern Research Methods for the Study of Behavior in Organizations. New York: Routledge Academic.
Instant GMP Compliance Series for Dietary Supplements – IntroductionInstantGMP™
Since 2010, the FDA has stepped up their inspections of dietary supplement manufacturers. At least 1 in 4 of those companies inspected received a Warning Letter to improve cGMP compliance or suffer regulatory action. This prompted us to prepare a series of presentations that will focus on good manufacturing practices and cGMP compliance for dietary supplements manufacturing. It’s brought to you by the quality and manufacturing experts at InstantGMP in the hope that it will help you avoid any cGMP compliance issues in your shop.
MBA Dissertation: "Investigation into Programmatic Marketing as a More Effici...Isman Tanuri
This is my 15k-word MBA dissertation entitled "An Investigation into Programmatic Marketing as a More Efficient, Responsible and Financially Prudent Digital Marketing Practice of the Future"
Do contact me if you want a summary overview in person. I can be paid in excellent coffee.
Completed in Oct 2014
Live Communication as value added factor in marketingDagobert Hartmann
Uniplan Live Trends 2008, German marketing managers on the trends and strategies of personal communication — results of a survey of 405 companies conducted by Uniplan and the HHL-Leipzig Graduate School of Management
A companion slide deck for this chapter:
Stanton, J. M. (2013). Data Mining: A Practical Introduction for Organizational Researchers. In Cortina, J. M., & Landis, R. S., Modern Research Methods for the Study of Behavior in Organizations. New York: Routledge Academic.
Instant GMP Compliance Series for Dietary Supplements – IntroductionInstantGMP™
Since 2010, the FDA has stepped up their inspections of dietary supplement manufacturers. At least 1 in 4 of those companies inspected received a Warning Letter to improve cGMP compliance or suffer regulatory action. This prompted us to prepare a series of presentations that will focus on good manufacturing practices and cGMP compliance for dietary supplements manufacturing. It’s brought to you by the quality and manufacturing experts at InstantGMP in the hope that it will help you avoid any cGMP compliance issues in your shop.
MBA Dissertation: "Investigation into Programmatic Marketing as a More Effici...Isman Tanuri
This is my 15k-word MBA dissertation entitled "An Investigation into Programmatic Marketing as a More Efficient, Responsible and Financially Prudent Digital Marketing Practice of the Future"
Do contact me if you want a summary overview in person. I can be paid in excellent coffee.
Completed in Oct 2014
Live Communication as value added factor in marketingDagobert Hartmann
Uniplan Live Trends 2008, German marketing managers on the trends and strategies of personal communication — results of a survey of 405 companies conducted by Uniplan and the HHL-Leipzig Graduate School of Management
Uniplan Live Trends 2006 - German marketing managers on the trends and strategies of personal communication — results of a survey of 398 companies conducted by Uniplan and the HHL-Leipzig Graduate School of Management
Iab europe attitudes towards programmatic advertising report june 2016IAB Europe
Attitudes towards Programmatic Advertising:
Nearly all stakeholders including strategists, planners, buyers and operational teams across the digital ecosystem are embracing programmatic advertising and building on its potential for value creation. With only 13% of advertisers, 8% of publishers and 7% of media agencies claiming that they are not using programmatic technology, the study shows that almost everybody in the industry is now deploying some form of programmatic advertising.
Respondents named a reduction of media wastage and greater cost and trading efficiencies as the most important impacts of programmatic. The research also highlights growing recognition among the industry that as programmatic matures, it contributes to key advertising objectives such as scaling mobile campaigns and reaching consumers more effectively with branding messages.
Greater integration with wider ad measurement models and increasing sophistication beyond the click are other two other key factors driving programmatic adoption.
With benefits clearly recognised and cited in the research, and emergence of proven models, programmatic adoption is likely to continue to grow. Indeed, all stakeholders remain optimistic about the outlook of programmatic with over 90% of them citing an increase in investment over the next 12 months.
But the benefits are accompanied by challenges, and significant barriers to adoption remain. The biggest bottleneck is finding the people with the right skills and experience to navigate this brave new world successfully.
For the first time the research looked at the operational models used to execute programmatic and there is a clear evolution of programmatic strategy across markets. Advertisers start out on their programmatic journey with an independent specialist, then move to an agency or DSP and then in mature markets adopt an agency or hybrid model, i.e. a combination of more than one strategy. Similarly, publisher strategies are evolving; they start out with a hybrid model, then lean more heavily on their SSP and finally bring the expertise in-house. For agencies, the in-house agency trading desk remains dominant.
Are you ready for 'Marketing in digital age' ?Farrah Arif
Marketing in the Digital Age focuses on effectiveness of marketing in the context of today’s evolving digital business environment.
Join the conversation using #mDigitalAge on Twitter.
A Study on Brand Communication in Bangladesh Social Media.Tawhid Rahman
In today’s competitive business world, no business can survive without proper branding. Branding is therefore important to every business regardless of the size, because it helps distinguish a business from its competitors. As a key component of branding, brand communication determines whether a brand is successfully established and eventually turns a profit. Since brand communication is not free of cost, it is really hard for enterprises, especially Small and Medium Enterprises (SMEs) of Bangladesh to carry out a successful brand communication program through traditional marketing activities, which include television advertising, radio, bill-boards, newspaper etc. However, social media has evolved over the last few years to become the most affordable springboard for brand communication through engaging customers in innovative ways and making them true stakeholders in the value-creation process. Attracted by its potential to drive sales opportunities and to enhance customer engagement, companies of Bangladesh are also coming forward to embrace the full prospects of social media. This paper attempted to explore the present status, problems and prospects of brand communication through social media in the context of Bangladesh market.
This study is exploratory in nature. Duel analysis methods have been used in this research. The first one is qualitative analysis; secondary data are used from different sources to explore an overview of social media usage in Bangladesh. Furthermore, two different survey were conducted among consumers and marketers, with the aim of investigating customers’ motivation and marketers approach for using social media as a channel brand communication in Bangladesh. Finally, descriptive analysis has been done to interpret the data in order to answer all the research questions.
There is no universal communication strategy suitable for all companies, but the appropriate one may be build according to the company goals and means. Process of creating the communication strategy should focus on several targets which companies may identify by themselves or with the help of guides. One of those targets is identifying appropriate ways of engaging with the customers with the combination of Brand Awareness, Brand Engagement and Word-of-Mouth. Nowadays social media especially facebook is becoming a great tool for B2C brand communication. Recent booming of internet uses in Bangladesh enhancing this opportunity for all size of companies. They can enjoy the benefit of social media brand communication with a cost-effective way if they overcome the current challenges.
