VMMTV conducts research on the impact of TV program sponsoring on brands through its SPIM+ tool. It analyzes 15 sponsoring cases using surveys of 6000 people to compare brand awareness, image, and purchase intent between viewers and non-viewers. In most cases, sponsoring significantly increased brand awareness, with some cases nearly doubling spontaneous awareness. Brand image also improved for most brands, with viewers transferring positive attributes from the program. Some programs led to thousands of viewers mentioning the sponsor afterwards. In a third of cases, sponsoring significantly boosted purchase intent.
System1 Digital Ad Testing: From Short-Term Sales to Long-Term Growth System1 Group
Media has changed completely. How people make choices hasn't. Digital advertising and online content offer a boost to short-term activation, but a new appreciation of the role they can play in a broader, longer-term campaign is emerging as well. Digital content can and should work towards brand building - maintaining Fame, Feeling & Fluency and constantly refreshing a brand's distinctive assets - an objective that can only be served through 5-Star work.
The Irrationality of Measuring Brand Performance: Using Fame, Feeling & Fluen...System1 Group
Learning from behavioural science has taught us that humans think a lot less than we think they think. It demands the abandonment of the classical cognitive and persuasion-based marketing and communication models and instead, favors a simple, straightforward System 1 inspired brand-building approach governed by Fame, Feeling & Fluency:
•Fame: If a brand comes readily to mind, it's a good choice.
•Feeling: If a brand feels good, it's a good choice.
•Fluency: If a brand is recognizable, it's a good choice.
Tune in to hear Gabriel Aleixo (Managing Director - LatAm) and Alex Haubold (Research Associate) highlight how Coca-Cola deployed the highly predictive brand tracking model in Brazil to engage consumers in real time during the Rio 2016 Olympic Games. It will bring to life how Fame, Feeling & Fluency are predicting, as well as allowing, Coca-Cola Brazil to change their future!
Halfway through 2015, HEROfarm takes a step back to reflect on the ever-shifting trends in advertising, branding and marketing. Over the course of 18 slides, this report outlines 5 key developments in campaigns spanning a variety of industries that bear the potential to alter the creative marketing landscape through the rest of the year and beyond.
System1 Digital Ad Testing: From Short-Term Sales to Long-Term Growth System1 Group
Media has changed completely. How people make choices hasn't. Digital advertising and online content offer a boost to short-term activation, but a new appreciation of the role they can play in a broader, longer-term campaign is emerging as well. Digital content can and should work towards brand building - maintaining Fame, Feeling & Fluency and constantly refreshing a brand's distinctive assets - an objective that can only be served through 5-Star work.
The Irrationality of Measuring Brand Performance: Using Fame, Feeling & Fluen...System1 Group
Learning from behavioural science has taught us that humans think a lot less than we think they think. It demands the abandonment of the classical cognitive and persuasion-based marketing and communication models and instead, favors a simple, straightforward System 1 inspired brand-building approach governed by Fame, Feeling & Fluency:
•Fame: If a brand comes readily to mind, it's a good choice.
•Feeling: If a brand feels good, it's a good choice.
•Fluency: If a brand is recognizable, it's a good choice.
Tune in to hear Gabriel Aleixo (Managing Director - LatAm) and Alex Haubold (Research Associate) highlight how Coca-Cola deployed the highly predictive brand tracking model in Brazil to engage consumers in real time during the Rio 2016 Olympic Games. It will bring to life how Fame, Feeling & Fluency are predicting, as well as allowing, Coca-Cola Brazil to change their future!
Halfway through 2015, HEROfarm takes a step back to reflect on the ever-shifting trends in advertising, branding and marketing. Over the course of 18 slides, this report outlines 5 key developments in campaigns spanning a variety of industries that bear the potential to alter the creative marketing landscape through the rest of the year and beyond.
From petrol heads and gadget geeks, to fitness buffs and the everyday guy on the street, SPH Magazines Men’s Network can put you and your brand within reach of 3 million premium quality male consumers in Singapore!
The 10 key figures that will make you love Influence MarketingKevin Le Guyader
Discover the 10 key figures that will make you love Influence Marketing !
Learn more here => www.influence4you.fr
#1 : 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement...
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.
Les 10 chiffres clés qui vous feront aimer l'influenceKevin Le Guyader
Découvrez les 10 chiffres clés qui vous feront aimer l'influence !
Pour en savoir plus => www.influence4you.fr
#1 : “92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement”...
An Update on UK XMAS Ads: 'Tis the Season for Brand GrowthSystem1 Group
It's time to get into the holiday spirit - the UK Christmas ads are here! The stakes are high as brands are tasked with creating effective Christmas campaigns that not only opens consumers' hearts but their wallets too. Emotionally engaging ads from UK Yuletide have led to brand share growth; the more emotional, the more likely an ad is to create major, long-term business effects, and we've got effectiveness data to prove it. As behavioural science tells us: "Feel Nothing, Do Nothing. Feel More, Buy More".
Join David Whitelam (Head of New Client Development) and Charlotte Kiddle (Deputy Managing Director, UK) as they review consumer response to the 2016 UK Christmas adverts and see which advertisers will be rocking around the Christmas tree and which will be having a blue Christmas.
Emotion and Advertising: Lessons from the IPA's Effectiveness WeekSystem1 Group
The Institute of Practitioners in Advertising’s (IPA) Effectiveness Awards are some of the most rigorous and prestigious in the advertising calendar. Hot on the tail of the IPA’s Effectiveness Week, we will shine a light on some of the 2016 winners to understand the secret of their success, creating Fame, Feeling & Fluency for their brands.
Find out how Orlando Wood (Managing Director, BrainJuicer Labs) and Will Headley (Senior Director, BrainJuicer Labs) draw the link between emotional response and brand growth, and to learn from some of the most effective campaigns of today.
A Conversation manager faciltates conversations between consumers and between consumers and the brand. This from a strong believe that word-of-mouth is the key driver of business growht. And so...integrate word-of-mouth in everything that you do.
More people now access the Internet on mobile than via the PC, and usage of smartphones and tablets is through the roof. Yet mobile ad spending still lags behind other media. Although many brands are still ambivalent, smart brands are starting to embrace mobile advertising, and the very smartest ones are finding it to be a source of significant competitive advantage. Why? Because mobile is so personal, it is now possible to target an audience with unheard of precision. Learn how smart marketers are tapping into users' purchase intent by targeting based on their interests and achieving game-changing engagement rates along the way.
Join Pinsight Media’s Evan Conway, VP, Monetization & Strategy, and Josh Sitzer, Director, Marketing & Sales, to learn how to:
-Find customers who are most likely to buy
-Access an extremely granular audience
-Get specific offers in front of the right customer
-Drive only desired impressions
-Streamline your media buying process
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Speakers:
Josh Sitzer, Director, Marketing & Sales, Pinsight Media
Evan Conway, VP, Monetization & Strategy, Pinsight Media
Original Air Date:
April 24, 2014
Fogg perfumes marketing strategy post covid-19RidhiKochar1
We were assigned the responsibility to draw a marketing plan for the Fogg perfume (SPECIFICATIONS: Variant- Spicy Black
Quantity - 120 ml) keeping in mind the post-Covid situation.
We worked out on the 4Ps of Fogg, its STP, SWOT, competitors, and then designed a marketing plan different from its current strategy.
Review case studies in user experience from Apple, Toyota, Charmin, and Oakley that demonstrate how good UX separated the wins from the disastrous blunders. Then learn how to integrate these examples into your digital marketing, including services, techniques, and measurements to increase conversion, loyalty, revenue and profits.
Steven is currently Director of User Experience at GS&F, a marketing communications agency in Nashville,Tennessee. He now leads efforts to serve both internal needs and consumer experiences for brands by executing user research, product & campaign concepts, brand & consumer experience consulting, and creative direction.
What impact are fake news and clickbait having on consumer trust in social media? We look to find out and assess the implications for marketers and their media buying.
From petrol heads and gadget geeks, to fitness buffs and the everyday guy on the street, SPH Magazines Men’s Network can put you and your brand within reach of 3 million premium quality male consumers in Singapore!
The 10 key figures that will make you love Influence MarketingKevin Le Guyader
Discover the 10 key figures that will make you love Influence Marketing !
Learn more here => www.influence4you.fr
#1 : 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement...
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.
Les 10 chiffres clés qui vous feront aimer l'influenceKevin Le Guyader
Découvrez les 10 chiffres clés qui vous feront aimer l'influence !
Pour en savoir plus => www.influence4you.fr
#1 : “92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement”...
An Update on UK XMAS Ads: 'Tis the Season for Brand GrowthSystem1 Group
It's time to get into the holiday spirit - the UK Christmas ads are here! The stakes are high as brands are tasked with creating effective Christmas campaigns that not only opens consumers' hearts but their wallets too. Emotionally engaging ads from UK Yuletide have led to brand share growth; the more emotional, the more likely an ad is to create major, long-term business effects, and we've got effectiveness data to prove it. As behavioural science tells us: "Feel Nothing, Do Nothing. Feel More, Buy More".
Join David Whitelam (Head of New Client Development) and Charlotte Kiddle (Deputy Managing Director, UK) as they review consumer response to the 2016 UK Christmas adverts and see which advertisers will be rocking around the Christmas tree and which will be having a blue Christmas.
Emotion and Advertising: Lessons from the IPA's Effectiveness WeekSystem1 Group
The Institute of Practitioners in Advertising’s (IPA) Effectiveness Awards are some of the most rigorous and prestigious in the advertising calendar. Hot on the tail of the IPA’s Effectiveness Week, we will shine a light on some of the 2016 winners to understand the secret of their success, creating Fame, Feeling & Fluency for their brands.
Find out how Orlando Wood (Managing Director, BrainJuicer Labs) and Will Headley (Senior Director, BrainJuicer Labs) draw the link between emotional response and brand growth, and to learn from some of the most effective campaigns of today.
A Conversation manager faciltates conversations between consumers and between consumers and the brand. This from a strong believe that word-of-mouth is the key driver of business growht. And so...integrate word-of-mouth in everything that you do.
More people now access the Internet on mobile than via the PC, and usage of smartphones and tablets is through the roof. Yet mobile ad spending still lags behind other media. Although many brands are still ambivalent, smart brands are starting to embrace mobile advertising, and the very smartest ones are finding it to be a source of significant competitive advantage. Why? Because mobile is so personal, it is now possible to target an audience with unheard of precision. Learn how smart marketers are tapping into users' purchase intent by targeting based on their interests and achieving game-changing engagement rates along the way.
Join Pinsight Media’s Evan Conway, VP, Monetization & Strategy, and Josh Sitzer, Director, Marketing & Sales, to learn how to:
-Find customers who are most likely to buy
-Access an extremely granular audience
-Get specific offers in front of the right customer
-Drive only desired impressions
-Streamline your media buying process
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Speakers:
Josh Sitzer, Director, Marketing & Sales, Pinsight Media
Evan Conway, VP, Monetization & Strategy, Pinsight Media
Original Air Date:
April 24, 2014
Fogg perfumes marketing strategy post covid-19RidhiKochar1
We were assigned the responsibility to draw a marketing plan for the Fogg perfume (SPECIFICATIONS: Variant- Spicy Black
Quantity - 120 ml) keeping in mind the post-Covid situation.
We worked out on the 4Ps of Fogg, its STP, SWOT, competitors, and then designed a marketing plan different from its current strategy.
Review case studies in user experience from Apple, Toyota, Charmin, and Oakley that demonstrate how good UX separated the wins from the disastrous blunders. Then learn how to integrate these examples into your digital marketing, including services, techniques, and measurements to increase conversion, loyalty, revenue and profits.
Steven is currently Director of User Experience at GS&F, a marketing communications agency in Nashville,Tennessee. He now leads efforts to serve both internal needs and consumer experiences for brands by executing user research, product & campaign concepts, brand & consumer experience consulting, and creative direction.
What impact are fake news and clickbait having on consumer trust in social media? We look to find out and assess the implications for marketers and their media buying.
Customer Centricity requires meeting and exceeding their expectations at all digital touchpoints. Campaigns not longer work, it's about their unique interactions within the digital ecosysttem. Direct Marketing Educational Foundation Career Forum Presentation 2012
Brian Ferrario of Drawbridge, Inc. session at the Seattle Interactive Conference 2014.
Over 90% of consumers use multiple devices sequentially to accomplish online tasks, yet advertisers continue to have disjointed conversations with their customers by taking a siloed approach to digital advertising. Brands who are early adopters of smart, scalable cross-device advertising solutions have a head start in establishing and maintaining a seamless conversation with customers.
Presentation Komfo webinar 'How to utilize the social interest graph to maxim...Vera Verkooijen
Social media has provided marketeers and companies around the globe with many benefits, but at the same time many challenges; especially within content creation and marketing to your target market. Nikolaj Boserup, Consultant at BABY, will present the importance of adopting a social first mindset. Maria Balle, Digital team leader at Trollbeads, will present how they work with content globally.
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: The Role Of Technology In The Modern Creative Agency - Given by Fred Gerantabee, @GROOVEYORKCITY - Grey Group, SVP/Director of Creative Technology
Spread-it™ is the first word-of-mouth
marketing & research agency in Greece.
Through our specialized platform
we match products with the
right consumers (Agents) and create
worth-telling brand experiences.
We transform natural word of mouth
into a targeted and measurable media channel
NNOVATE FAST OR DIE SLOWLY: KoKo Vortrag gemeinsam mit unserem Kunden PRIMACOMMynewsdesk
Kommunikationskongress 2016 - Mynewsdesk/ Primacom: "INNOVATE FAST OR DIE SLOWLY - The challenges for Communicators. Why a digital Newsroom helps you to survive and thrive."
Vlamingen én jongeren kijken meer dan ooit televisie. Bovendien waren ze als tv-kijkers nog nooit zo tevreden. Waarom zijn ze zo happy? Omdat zij meer willen en meer krijgen: meer schermen én meer kijkmogelijkheden.
Niettemin blijkt dat live tv-kijken de basis blijft. Ook bij Vlaamse jongeren. Zij kijken meer lineaire tv én meer online. Dat en nog veel meer ontdek je in deze presentatie.
MEDIALAAN en InSites toonden al eerder aan dat sponsoring werkt. Het heeft dus impact op je merk. Maar deze impact kan je een duwtje in de rug geven. Hoe? Door greep te krijgen op de fit tussen jouw merk en onze programma’s.
Het Topspotsonderzoek geeft je een antwoord op de volgende vragen:
• Wat vinden kijkers van mijn spot? Raakt het hen? En welk effect heeft dat op mijn merk?
• Vinden kijkers mijn spot beter dan de gemiddelde spot? Vinden kijkers mijn spot beter dan de gemiddelde spot in mijn sector?
MMIB staat voor Multi Media Impact Barometer. Met dit maandelijks onderzoek, meten we de impact van reclame-campagnes, met een focus op TV, maar ook metingen van de andere media geven wij inzicht hoe een adverteerder zijn objectieven kan behalen.
Voor de zesde keer op rij organiseert JIM het jaarlijkse jongerenonderzoek Youthlab.
Herman Toch gaf een keynote rond jongeren onderzoek: "Diploma of passie & talent? Welke route durf jij te kiezen om jouw toekomst te bouwen?"
Voor de zesde keer op rij organiseert JIM het jaarlijkse jongerenonderzoek Youthlab.
Josh Dhaliwal director van mobileYouth, UK gaf een keynote speech over de mythes rond jongeren en jongeren marketing.
In drie verschillende televisiespots trok Hilde De Baerdemaeker de straat op om consumenten te overtuigen om vochtig toiletpapier te gebruiken. Met succes. Na de eerste campagnespot veroverde het product meteen een plaats in het hoofd van de kijker. De top of mind bekendheid steeg maar liefst met 250%, en de herkenning en toekenning steeg meteen boven het sectorgemiddelde. Eén op de twee respondenten heeft de intentie om het product te proberen.
TV Day 2013 | Humor is serious business | Insites consulting
The Impact of TV sponsoring
1.
2. At VMMTV we dispose of a specialized team for all non-
spot advertising. For the sponsoring of all premium TV
programs, this team aims at connecting the advertiserʼs
brand, the programʼs brand and the viewer of the
program. !
3.
4.
5. METHODOLOGY"
The Sponsoring Impact Monitor Plus (SPIM+) is a
research tool of VMMTV, executed by an independent
research agency, InSites Consulting. "
!
As the name indicates, the impact of program sponsoring on
the brand is the object of the study. By means of an online
post test, 400 respondents between 18 and 54 year fill in a
questionnaire. The sample is representative on age, social
class and gender for the Flemish population.!
!
The impact on the brand is measured by comparing 200
viewers with 200 non-viewers. We only report a result
when the difference between the two groups is statistically
relevant. Doing so, we can draw statistically justified
conclusions for the whole population. !
!
When multiplying these 400 with our 15 cases we get to a
number of 6000 respondents who participated to this
study."
6. BRAND IMPACT"
The impact is represented according to the ʻHierarchy of
effects Modelʼ. !
!
Think refers to the brand awareness, feel to the brand
image, do to the purchase intention and talk to the amount
of buzz.!
7.
8.
9.
10.
11.
12.
13. 3 PARAMETERS:"
"
TOP OF MIND AWARENESS !
if you think about a product, what brand do you think about first?!
SPONTANEOUS AWARENESS!
which other brands do you also know, even if only by name?!
TOTAL AIDED AWARENESS!
respondents indicate all brands they know from a list of brands!
14. RESULTS BRAND AWARENESS"
In 14 cases (93%) sponsoring has a positive and significant effect on brand
awareness: !
!
! 5 cases with an average increase of 86% in top of mind brand
awareness!
! 7 cases with an average increase of 124% in spontaneous brand
awareness!
! 2 cases with an average increase of 46% in aided brand awareness!
In 1 case, Delhaize, we did not report a significant effect. A possible
explanation for this lack of result: Delhaize has a brand awareness of
96%. !
15. EXAMPLE "
THE VOICE & SAMSUNG"
Sponsoring by means of"
"
! Billboards!
! Functional integrations!
! Online!
! Mobile!
16. BRAND AWARENESS"
SAMSUNG"
+15%
AIDED BA"
SPONTANEOUS BA"
TOMA"
+100%
NON-VIEWERS! VIEWERS!
The brand awareness increases, both the
top of mind as well as the total brand
awareness. !
17.
18. 3 BRAND IMAGE PARAMETERS"
"
1. GENERAL BRAND IMAGE!
Functional items"
This brand offers me a good price-quality ratio!
This brand is useful to me!
!
Emotional items"
I like this brand!
I feel good about this brand!
!
Symbolic items"
This brand fits my personality, who I am!
I can identify myself with this brand!
"
2. SPECIFIC BRAND IMAGE!
Brand related values such as design, expertise, etc.!
!
3. VALUE TRANSFERS OF THE PROGRAMS"
Positive atmosphere, accessible, etc.!
!
19. RESULTS BRAND IMAGE"
In 13 of the tested cases (87%) sponsoring causes a significant, positive
increase on the brand image (general and specific): !
" The general brand image: on average ½ of the items increases
after the campaign.!
" The specific brand image: a positive impact for more than ½ of the
brand related brand values!
" Transfer program values: almost 3/4 of the program values has
been transferred via sponsoring !
The 2 cases without impact on brand image are Franck Provost and
ALLO telecom, both brands with a low brand awareness.!
20. EXAMPLE "
SYTYCD & REXONA"
Sponsoring by means of"
"
! Billboards and overlays!
! Integrations!
! Preroll!
! Branding of the homepage!
! Mobile app!
21. BRAND IMAGE REXONA"
+31%" +30%" +38%"
+76%" +74%"
NON-VIEWERS!
VIEWERS!
… has a nice … is een … has a … protects me … wide variety
packaging! modern brand! cheerful and againts odors for of deodorants!
optimistic mood! 24h!
Positive impact on brand image
viewers versus non-viewers!
22.
23. TALKABILITY"
On average 46% of the viewers talk about a program after watching
it. 5% of the viewers also talk about the sponsor.!
!
For ʻThe Voice Van Vlaanderenʼ (4.250.660 viewers) this means
that 212.533 people talked about Samsung after watching the show.!
24.
25. PURCHASE INTENTION"
In 5 of the 15 tested cases (33%) sponsoring brings about a
significant positive increase of on average 22% on the purchase
intention of the sponsoring brand.!
!
26. EXAMPLE "
IDOOL & TIC TAC"
Sponsoring by means of"
"
! Billboards!
! Functional Integrations!
! Online!