Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
Millward Brown Egypt - Creating Impact in Today's Media LandscapeKantar
#Gettingmediaright by addressing the challenges in modern media optimization. Andrzej looks at changes in the media landscape and how to ensure you use the right touchpoints and creative to engage consumers and deliver your brand objectives. Based on real examples, Andrzej discusses the proportion of media spend that should be put behind various marketing activities, the challenges of how to connect plans across media silos, and how to reduce and make sense of digital data complexity to tell a coherent, consistent, and connected multimedia story.
Andrzej Suski, Head of Media & Digital, Millward Brown
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
Millward Brown Egypt - Creating Impact in Today's Media LandscapeKantar
#Gettingmediaright by addressing the challenges in modern media optimization. Andrzej looks at changes in the media landscape and how to ensure you use the right touchpoints and creative to engage consumers and deliver your brand objectives. Based on real examples, Andrzej discusses the proportion of media spend that should be put behind various marketing activities, the challenges of how to connect plans across media silos, and how to reduce and make sense of digital data complexity to tell a coherent, consistent, and connected multimedia story.
Andrzej Suski, Head of Media & Digital, Millward Brown
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
How we are driving more brand spend into digital, focusing on the growth of programmatic as an industry through automation and how we can respond to these changes in the market with solutions.
Automation Technologies are key to growth for brands. We need to simplify the media value chain, and declutter the process
Working across a trusted online currency will the drive growth of brand spend online.
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.
Millward Brown Saudi Arabia - Marketing2020 - Organizing for GrowthKantar
The Marketing2020 study by Millward Brown Vermeer looks at the opportunities and challenges facing global marketing leaders, and gives answers on how to future-proof marketing organizations, focusing on the role of marketing in delivering the business strategy, the best way to structure the marketing department and how to build capabilities and equip marketers for success.
AdReaction Gen X, Y and Z - Engaging across generationsKantar
A new AdReaction study from Kantar Millward Brown, reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising. The study, AdReaction: Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group.
Is your marketing creating an ‘Expectation Debt’, and are your competitors now responsible for your customer's experience?
Customer Experience has taken great leaps forward as brands embrace the truth that good customer experience costs less than bad customer experience. However, for most businesses customer trust is eroded as expectations of experience fail to match the reality, forcing them to face their own ‘negative experience equity’.
At this year’s Responsibility Business Week event in the UK on Trusted brands: what behaviours help companies thrive in today's marketplace? Nick Bull, Senior Director at Millward Brown presented new research which shows that the most trusted brands in the global BrandZ Top 100 ranking have grown 170% since 2006 – almost double the rate brands with average levels of trust.
Take a look at his presentation and notes here.
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
The turbulence of the Chinese economy and stock market over the last 12 months continues to make headlines, but what has this meant for brands? Millward Brown's 10 years of the BrandZ Top 100 Most Valuable Global Brands has demonstrated that a strong brand protects the business in hard times, and enables it to recover faster.
Millward Brown and WPP have released the 6th annual BrandZ Top 100 Most Valuable Chinese Brands ranking and report. Learn how Chinese brands weathered the recent economic challenges and what impact this has had on consumer confidence and the growth of local brands.
http://www.millwardbrown.com/brandz/top-chinese-brands/2016
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013FortuneCMO, LLC
CMO Exchange panel: 'CMOs as Change Management Operators' by Steven Cook, Vince Ferraro, Maribel Garcia-Rodriguez, Lorena Harris and Filip Wouters. #CMOExchange #CMO.com
The World’s 50 Most Influential CMOs Study 2015ScribbleLive
We’re pleased to present the Fourth Annual Forbes/ScribbleLive (formerly Appinions) World’s 50 Most Influential CMOs Study in which we identify and recognize the marketing leaders who have established themselves by publishing and sharing opinions that travel and generate significant reactions. Others’ influence is based on newsworthiness, either personally or that of the companies they represent.
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsKantar
Check out the slides from the series of BrandZ webinars we held on the 23rd June 2016 presented by Doreen Wang, Head of BrandZ, and Peter Walshe, Global BrandZ Strategy Director. In these webinars Doreen and Peter take you through the key findings from the BrandZ Top 100 Most Valuable Global Brands 2016 (http://www.millwardbrown.com/brandz/top-global-brands/2016) and share lessons for future brand building that we have learnt from looking in detail at over 100,000 brands over the last 11 years. To view a recording of the webinar please click here (http://www.millwardbrown.com/global-navigation/news/news-events/webinars/2016/brandz-global-2016), and if you are interested in finding out more about BrandZ or how these learnings could be applied to your brand please contact your local Millward Brown team.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 2wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 1wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
The Ogilvy Consulting Trends for 2019 report is here!
In its sixth edition, this session features the most important trends for businesses and consumers in 2019, and includes recommendations on what you can do to take action and adapt quickly.
MoneySuperMarket.com was the first in its category to use newsbrands in a meaningful way. It was a client open to testing new things, challenging newsbrands to provide evidence that new platforms provide new opportunities.
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.
How we are driving more brand spend into digital, focusing on the growth of programmatic as an industry through automation and how we can respond to these changes in the market with solutions.
Automation Technologies are key to growth for brands. We need to simplify the media value chain, and declutter the process
Working across a trusted online currency will the drive growth of brand spend online.
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.
Millward Brown Saudi Arabia - Marketing2020 - Organizing for GrowthKantar
The Marketing2020 study by Millward Brown Vermeer looks at the opportunities and challenges facing global marketing leaders, and gives answers on how to future-proof marketing organizations, focusing on the role of marketing in delivering the business strategy, the best way to structure the marketing department and how to build capabilities and equip marketers for success.
AdReaction Gen X, Y and Z - Engaging across generationsKantar
A new AdReaction study from Kantar Millward Brown, reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising. The study, AdReaction: Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group.
Is your marketing creating an ‘Expectation Debt’, and are your competitors now responsible for your customer's experience?
Customer Experience has taken great leaps forward as brands embrace the truth that good customer experience costs less than bad customer experience. However, for most businesses customer trust is eroded as expectations of experience fail to match the reality, forcing them to face their own ‘negative experience equity’.
At this year’s Responsibility Business Week event in the UK on Trusted brands: what behaviours help companies thrive in today's marketplace? Nick Bull, Senior Director at Millward Brown presented new research which shows that the most trusted brands in the global BrandZ Top 100 ranking have grown 170% since 2006 – almost double the rate brands with average levels of trust.
Take a look at his presentation and notes here.
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
The turbulence of the Chinese economy and stock market over the last 12 months continues to make headlines, but what has this meant for brands? Millward Brown's 10 years of the BrandZ Top 100 Most Valuable Global Brands has demonstrated that a strong brand protects the business in hard times, and enables it to recover faster.
Millward Brown and WPP have released the 6th annual BrandZ Top 100 Most Valuable Chinese Brands ranking and report. Learn how Chinese brands weathered the recent economic challenges and what impact this has had on consumer confidence and the growth of local brands.
http://www.millwardbrown.com/brandz/top-chinese-brands/2016
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013FortuneCMO, LLC
CMO Exchange panel: 'CMOs as Change Management Operators' by Steven Cook, Vince Ferraro, Maribel Garcia-Rodriguez, Lorena Harris and Filip Wouters. #CMOExchange #CMO.com
The World’s 50 Most Influential CMOs Study 2015ScribbleLive
We’re pleased to present the Fourth Annual Forbes/ScribbleLive (formerly Appinions) World’s 50 Most Influential CMOs Study in which we identify and recognize the marketing leaders who have established themselves by publishing and sharing opinions that travel and generate significant reactions. Others’ influence is based on newsworthiness, either personally or that of the companies they represent.
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsKantar
Check out the slides from the series of BrandZ webinars we held on the 23rd June 2016 presented by Doreen Wang, Head of BrandZ, and Peter Walshe, Global BrandZ Strategy Director. In these webinars Doreen and Peter take you through the key findings from the BrandZ Top 100 Most Valuable Global Brands 2016 (http://www.millwardbrown.com/brandz/top-global-brands/2016) and share lessons for future brand building that we have learnt from looking in detail at over 100,000 brands over the last 11 years. To view a recording of the webinar please click here (http://www.millwardbrown.com/global-navigation/news/news-events/webinars/2016/brandz-global-2016), and if you are interested in finding out more about BrandZ or how these learnings could be applied to your brand please contact your local Millward Brown team.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 2wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 1wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
The Ogilvy Consulting Trends for 2019 report is here!
In its sixth edition, this session features the most important trends for businesses and consumers in 2019, and includes recommendations on what you can do to take action and adapt quickly.
MoneySuperMarket.com was the first in its category to use newsbrands in a meaningful way. It was a client open to testing new things, challenging newsbrands to provide evidence that new platforms provide new opportunities.
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.
Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer ...Catalyst
In partnership with London Research, Catalyst and Xaxis’ new original research and report, “Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections,” explores gaps in where consumers are spending their time and where advertisers are investing, revealing opportunities for marketers to adopt and advance omnichannel approaches to media and marketing for long-term growth.
Key takeaways:
• U.S. consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more
• Media consumption differences across key audience demographics and implications for omnichannel planning
• Brands’ mindset, approach, and recommendations for ongoing experimentation and testing into emerging platforms
• Barriers to adopting omnichannel programs and recommended solutions
• The impact of privacy and identity on consumers, advertisers, and omnichannel programs
Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social W...Michelle Killebrew
Knowledge is being created and shared at unprecedented rates. People are now sharing original content, forming and joining virtual communities, organizing activities, tapping into the advice of others and sharing experiences at scale and without boundaries. This collective knowledge is enabling people to rapidly learn, act with greater confidence and influence others in entirely new ways. In fact, social is now the #1 use of the internet, with 94% using it to learn, 78% to share knowledge and 49% to engage experts. With 2 billion social connections and more than 3 billion expressions per day, it’s fueling the emergence of a knowledge economy and empowered individuals.
As social and mobile technologies become increasingly pervasive, the opportunity to engage people in new ways is profoundly changing the way we do business. With individuals expecting to engage when and how they want, organizations are tasked with encouraging and supporting collaboration for employees, customers, partners and citizens while keeping an unrelenting focus on user experience. How can they do this, while safeguarding the integrity of both the business and the brand?
In this session, we’ll discuss:
• Building a community across various channels
• How to sustain and grow your audience and advocates
• Case studies of brands doing it right
China’s influencer marketing industry is well ahead of the rest of the world. The
advanced functionality and integration of social media, e-commerce and mobile
payments has enabled the Chinese KOL and KOC economy to grow at a pace not
seen anywhere else in the world. This growth has been accelerated by the Covid-19
pandemic and the consequent prevention measures that included closing physical
stores, dining in, in-person events and sporadic district lockdowns. These measures
have led to a significant increase in the amount of time Chinese consumers spend
on the internet. In fact, the average Chinese consumer today spends over seven
hours a day on the internet . About two-thirds of those seven hours is spent using
social or content apps, as users increasingly seek information about the world
around them through social media, influencers and friends to help make purchase
decisions.
PJdaren’s preliminary estimates suggest that from September 2021 to October 2022
there were more than 10.1 million KOLs and KOCs across China’s social media
ecosystem with a fan base of over 10,000 followers – a figure larger than anything
seen elsewhere in the world. China’s influencers published an average of 38.3 million
posts on a daily basis.
PJDAREN INSIGHTS 4
CHINA’S INFLUENCER MARKETING INDUSTRY
Introduction
According to the National
Bureau of Statistics, China’s
influencer economy grew
from CN¥241.9 billion (US$
38.5 billion) in 2018 to CN¥1.3
trillion (US$210 billion) in 2020.
It is estimated that by the
year 2025, the total market
size of China’s influencer
economy will reach CN¥6.7
trillion (US$1.035 trillion).
How to Succeed Across Channels with Omnichannel MarketingTinuiti
Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends.
The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.
EMOTIONAL CONNECTIONS ATTRACT DIGITAL MARKETERS’ BRANDING DOLLARSMediaBrix
New research findings: A 2014 Millward Brown Digital survey, which polled 300 digital marketing decision makers at Fortune 5000 companies and leading advertising agencies in the United States
As a Marketing Strategist, these days, you cannot afford to lose out on the upcoming trends. To stay ahead of the competition, adopt and integrate influencer marketing in your overall marketing strategy.
Similar to The Power of Digital in Brand Building in South Africa (20)
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...Kantar
On 24 November 2017, Martin Guerrieria, BrandZ Global Research Director at Kantar Millward Brown, presented the key findings of the first BrandZ UK Top 50 rankings at a client event in London. To access the full UK report, please visit http://www.millwardbrown.com/brandz/top-50-UK-brands
Following the launch of the inaugural BrandZ Top 50 Most Valuable UK Brands, BrandZ experts Peter Walshe and Martin Guerrieria share insights into how the most successful brands are performing and how to build healthy brands that stand the test of time.
A look at the list of the world’s most valuable brands tells the story of how Google, Facebook, Amazon, Tencent and Alibaba built globally successful brands in a period of twenty years or less. Fortune’s list of the top 50 unicorns also shows that tech start-ups are here to stay. So how are these brands born and how have they grown from embryonic ideas to global powerhouses? We shared this presentation at a recent UK event which brought together some of the brightest minds in the industry to discuss the opportunities and challenges of becoming a start-up success story and the role of brand in driving business success.
The slides from the ‘Winning with video in a multiscreen world’ webinar presented on BrightTalk on the 1st March 2017. In this webinar Daren Poole and Leila Buckley share the 5 steps to winning with multi-screen video, drawing on learnings from case studies, cognitive neuroscience and extensive research and development work conducted to launch the new Link for Video solution. To watch a recording of the webinar please use this link: https://www.brighttalk.com/webcast/9623/244837
Who are the world’s most valuable luxury brands? What are the drivers behind their value growth over the past 10 years? How have global luxury consumers’ attitudes, behavior and shopping habits changed? What is happening in the fast-growing new luxury markets? What are the branding-building action points in the future? The presentation will cover the key findings from BrandZ Top 10 Most Valuable Luxury Brands over the past 10 years, reveal the global trends in luxury, uncover the drivers behind the luxury brand’s value growth and the important brand-building implications for the next decade. The insights are drawn from the BrandZ database including information from more than 2 million consumers in 50 country markets.
THE UK Stars OF 2015’s Christmas Advertising - InfographicKantar
Millward Brown’s Christmas advertising study explores the performance of 18 of this year’s leading TV ads, testing them with consumer audiences using its AdExpress tool.
Viewers reviewed and scored each on 12 factors proven to drive sales and build a brand: Branding, Involvement, Enjoyment, Made me love the brand, Sets the trends, Persuasion, New and different information, Relevance, Believability, Different from others, Meets my needs.
The 18 ads reviewed are from brands and retailers: Asda, Argos, Boots, Burberry, Cadbury’s, Celebrations, Debenhams, dfs, John Lewis, Lidl, Marks & Spencer, Mulberry, PayPal, Sainsbury’s, Sky Movies, Very, Waitrose and Warburtons.
Advertising plays a vital role in building brands. But even the best advertising, for a well-loved brand, perfectly deployed through media, needs a receptive audience.
Consumer receptivity to advertising is our industries most precious asset – it is our oxygen.
Today I want to convince everyone here that advertising receptivity is at genuine risk and we must, together, take better care of it.
Our behaviours as an advertising industry have been more bad than good and this is turning people off. We are belching out our own version of CO2 and ruining the environment for communications effectiveness.
People are becoming less receptive to advertising and it is our own fault – that’s the inconvenient truth.
How Technology And New Platforms Are Changing Brand CommunicationsKantar
Good ads have 3 key metrics: interaction, communication and persuasion. Personal communication is becoming easier and more popular with the help of technology and Big Data. Problem- solving ads are the important part of brand communication.
Is It The Death Or Rebirth Of Digital Advertising?Kantar
Digital Ad spend has been growing steadily across the globe and in some markets now outpaces TV spend.
With this rise in spend we have also seen a steady increase in the formats and technology available to advertisers.
But are we as an industry forgetting who is at the heart of all these efforts? Are we in danger of losing consumer interest/ receptivity once and for all?
Millward Brown AdReaction: Video Creative in a Digital World Global ReportKantar
Millward Brown's AdReaction Video explores how, where and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We interviewed over 13,500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone of tablet). We also tested 20 TV as in 8 countries across TV, digital and mobile platforms.
http://www.millwardbrown.com/adreaction/video/
BrandZ Top 50 Most Valuable Latin American Brands 2015 ReportKantar
Millward Brown and WPP released the 4th annual BrandZ Top 50 Most Valuable Latin American Brands report and ranking on Wednesday, September 23. The report identifies the key forces driving brand growth in six markets in the Latin American region (Argentina, Brazil, Chile, Colombia, Mexico and Peru).
BrandZ Top 50 Most Valuable Indian Brands 2015 ReportKantar
WPP and Millward Brown have released the 2nd annual ranking and report of the BrandZ Top 50 Most Valuable Indian Brands.
See which brands have remained on the list, who the newcomers are and which industries and categories experienced the most growth. India is a complex and fast growing market and the report offers insight about the balance marketers must achieve to win consumer trust while retaining the cherished traditions and deep values of the Indian culture.
- See more at: http://www.millwardbrown.com/mb-global/brand-strategy/brand-equity/brandz/top-indian-brands
BrandZ Top 50 Most Valuable Indonesian Brands 2015Kantar
Millward Brown and WPP released the first annual BrandZ Top 50 Most Valuable Indonesian Brands report and ranking, Wednesday, August 19. The report identifies the key forces driving brand growth in Indonesia, and is an addition to the BrandZ annual rankings which include the Global Top100 Brands as well as rankings for China, India, and Latin America. - See more at: http://www.millwardbrown.com/mb-global/brand-strategy/brand-equity/brandz/top-indonesian-brands/2015
10 Ways to Build a Powerful Healthcare BrandKantar
EphMRA Pharmaceutical Marketing Conference 2015
23-25 June 2015
Amsterdam
Carolyn Chamberlain, Head of Qualitative Healthcare at Millward Brown talks about 10 ways to build a powerful brand taking insights from this year’s winners in the BrandZ Top 100 most valuable global brands 2015.
http://www.ephmra.org/event/2015-Pharmaceutical-Market-Research-Conference---23-25-June-2015-Amsterdam
En las Predicciones de Medios & Digital 2015, Millward Brown identificó las tendencias clave que impactarán con fuerza las estrategias de mercadotecnia que deberás implementar durante los próximos años para hacer crecer tu marca.
En este Webinar gratuito de 45 minutos, Jorge Alagón, CSO LatAm de Millward Brown en conjunto con nuestros invitados Gonzalo Barbieri, Research Manager LatAm de Google y Jorge Arturo Gutiérrez Díaz, Head of Media de Danone México, discutirán algunos de estos temas y su probable efecto sobre las marcas y la publicidad en nuestra región.
http://bit.ly/1MoDAhl
Millward Brown 2015 Digital and Media PredictionsKantar
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year - forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year... - See more at: http://www.millwardbrown.com/global-navigation/insights/articles-and-reports/digital-predictions/2015/2015-digital-and-media-predictions#sthash.0lE3FZhU.dpuf
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.
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.
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
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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?
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3. 3
The challenging trend of brand-building through advertising
* Survey of consumers in South Africa conducted by Kantar
** Kantar Millward Brown AdReaction 2017
76%
of people say there are more ads
than three years ago*
5 10of people say that advertising
is more intrusive/annoying today
than 3 years ago*
A N D U LT I M AT E LY C O N S U M E R S A R E A C T I N G O N T H I S :
of Gen Z in South Africa
have installed an ad
blocker**
33%
OUT OF
6. 6
“Digital offers
the opportunity
to serve an ad
to the right
person, with the
right message,
at the right
time”
Survey of consumers in South Africa by Kantar Millward Brown
3Remember seeing an online ad
that was relevant to them at that
point in time in the last week
Of those remembering seeing
advertising online claim that it
was not relevant to them
/10
4/10
7. 7
Lets fast
forward to a
market with 55%
of digital
spend…
Survey of consumers in Australia by Lightspeed
1Remember seeing an online ad
that was relevant to them at that
point in time in the last week
Of those remembering seeing
advertising online claim that it
was not relevant to them
/10
7/10
8. 8
And now a bit more of a qualitative experience…
Is this really surprising?
9. 9
The data is conclusive
Source: ComScore data for Asia
impressions served
outside the target audience
BY CATEGORY
BY AGE GROUP
S E R V E D O U T S I D E TA R G E T A U D I E N C E
5/105 7
15-24 year olds
Consumer goods
25+
Health
4
7 3
10. 10
It is important that the industry
is disciplined in understanding
which audience we have reached…
Who did I speak to and how often?
How much did the marketing activities
change consumers’ attitudinal
response to the brand?
AUDIENCE
BRAND LIFT
B
A
11. 11
56%
44%
HOUSEHOLD MAKE-UP
Base: n=251
This is not an uncommon result in
the digital landscape. Targeting is
difficult to predict and manage
across large networks
Despite targeting families with kids 44% of those
exposed had children ages 0 to 2 in their household
S. AFRICAN
FMCG CAMPAIGN
GENDER
36%
64%
Base: n=251
44%
Children
0-2 yo in
HH
E X P O S E D
Male
Female
12. 12
Some brands are going beyond online behaviour to understand
the impact of brand attitudes
Kantar TNS
ConversionModel research
identified consumers
open to staying at
Holiday Inn
The audience was scaled
by a leading Data
Management Platform to
find 25 million similar
consumers through a
look-alike model
1
The 25 million unique
cookies were added to
the media plan and
targeted directly
32
INTERNET BEHAVIOR SHOPPING BEHAVIOR
LOOK-ALIKE MODEL
Ad Ad
Ad
Ad
13. 13
The results
38%
Lift in brand
consideration
164%
Consideration lift vs. average
of all other publishers
514%
Lift in site
bookings
how can we explore further collaborations to have survey
data integrated into the DMP efforts what implications
does this have on the approach for tracking?
I guess the
key question is
14. 14
Balance “buy me now” advertising
with strategies that drive present and
future mental availability
02
15. 15
There are a
number of
reasons that
are driving
greater use
of short term
tactics in
advertising
* Source: 14th annual Spencer Stuart CMO tenure study
Growth is harder
to come by…
multinational
brands are losing
share to locals
Simplistic
understanding
of HBG: just be
distinctive and
loud!
Less time to probe
success: the
average time of a
CMO
is declining
Digital metrics
driving
success and
optimization
16. 16
Digital advertising can be measured,
and influence the consumer at specific
moments of truth
Engagement
App
Installs
DIGITAL HAS BROUGHT TO REALITY A NUMBER OF
PERFORMANCE METRICS THAT ARE EASILY AVAILABLE
Many of them can
be used for
performance-
based advertising.
This leads to short
term strategies
that are not always
related to brand
building
Click
through
Rates
Website
Visitation
17. 17
Not everything that can be measured counts,
and not everything that counts can be measured
Source: Analysis Google and Kantar Millward Brown database
0.14
0.12
0.10
0.08
0.06
0.04
0.02
0.00
-0.02
-0.04
0.067
BRAND
FAVOURABILITY
0.022
MESSAGE
ASSOCIATION
INTENT
-0.022
18. 18
0.44
0.68
2.2
0.93
1
1.06
Building strong brands is simply good business
Source: Shopcom panel data merged with equity survey responses. Based on comparing Power
and Premium scores to shopping habits of 1600 consumers. Analysis includes 65 brands in 4
categories. Low = bottom 25%, Medium = middle 50%, High = top 25%
VOLUME BOUGHT
LOW MEDIUM HIGH
PRICE PAID
LOW MEDIUM HIGH
PREMIUMPOWER
19. 19
And short-term strategies are not always as efficient
Source: IPA report. Short-termism, budget pressure and “toxic”
digital metrics: Peter Field
BEFORE NOW
Effective campaigns
presented to IPA
were short term
focused (2011)
Were short term
driven…and 45%
of the awarded!
12x
Awarded campaigns
were more efficient
than non-awarded ones
6x
Awarded campaigns
are more efficient than
non-awarded ones
10% 30%
20. 20
In the long-term, brands with a clearly defined purpose in consumers’ eyes
grow faster than others
Source: BrandZTM Top 100 Most Valuable Global Brands: 87
common brands valued in both 2006 and 2017
A better brand
purpose underpins
value 12 years’
brand value growth
57%
84%
170%
Bottom third Middle third Top third
B R A N D PU R POSE
21. 21
As Insights our value still
is to find the elements on
the brand that can help to
drive growth
THE DILEMMA
HOW TO STAND OUT FROM THE CROWD?
In 2014, Blackmores, the pioneer of the
Australian vitamin market, found itself in an
increasingly cluttered and commoditized market.
Price wars and celebrity endorsements were
the norm driving value and differentiation from
the market.
The Insight: The key to wellness isn’t a magic pill…
it’s knowledge
‘Be a Well Being’ integrated brand campaign
launched with the new brand purpose being
extended throughout the whole business
22. 22
As we know that
investing in
brand building
contributes to
drive Brand
Power and sales!
THE RESULTS
+3
percentage
point value
share increase
for Blackmores
10%
uplift in
Loyalty
25%
uplift in
conversion from
Awareness to
Trial
STRONG GAINS IN PRODUCT EFFICACY AND VALUE:
increase in ‘Is proven to work’33%
31%
27%
increase in ‘Is good value for money’
increase in ‘Would be my first choice’
24. 24
Consumers are open to advertising, but digital ads are
not viewed as favourably, especially amongst Gen Z
Source: Kantar Millward Brown AdReaction 2017
TV ADS NEWSPAPER
ADS
ONLINE
DISPLAY ADS
ONLINE
VIDEO ADS
69%
70%
62% 50%
30% 31% 28% 29%
% POSITIVE
GEN Z
SOUTH
AFRICA
25. 25
Consumers are open to advertising, but digital ads are
not viewed as favourably, especially amongst Gen Z
Source: Kantar Millward Brown AdReaction 2017
TV ADS NEWSPAPER
ADS
MOBILE
DISPLAY ADS
MOBILE
VIDEO ADS
69%
70%
62% 50%
31% 34% 27% 27%
% POSITIVE
SOUTH
AFRICA
GEN Z
26. 26
20% 22%
13% 10%
19% 19%
But this can be improved with consumer-centric
formats that give control to the viewer
Source: Kantar Millward Brown AdReaction 2017
….or we
can make
it even
worse!
SOUTH AFRICA GEN Z
Only 27%
are positive to receive
mobile video advertising
53%
are actually
highly
annoyed with it!
58%
68%
46% 47%
41% 43%
MOBILE APP REWARD SOCIAL CLICK TO PLAY SKIPPABLE PRE-ROLL SKIPPABLE VERTICAL
% P O S I T I V E
SOCIAL AUTO-PLAY MOBILE APP POP UP IN BANNER AUTO PLAY
42% 47%
S K I P S K I P
28. 28
Creativity also matters on digital…and bad creatives can drive a negative
brand impact
Source: Kantar Millward Brown Brand Lift database (over 10K
digital campaigns measured)
Aided Brand
Awareness
Online Ad
Awareness
Message
Association
Brand
Favorability
Purchase
Intent
8.7
12.9
8.3
7.4 7.7
-2.6 -2.6 -2.5
-4.4 -4.7
Top 20% Performing Ads Bottom 20% Performing Ads
Aided Brand
Awareness
Online Ad
Awareness
Message
Association
Brand
Favourability
Purchase
Intent
PERCENTIMPACTED
29. 29
11
1612
19
53
47
64
14
19
13
21
3638
47
564
13
3433
51
Gen Z Gen Y Gen X
Consumers want to be engaged and entertained
Kantar Millward Brown Ad Reaction 2017
Is funny or
humourous
Tells an
interesting
story
Has good
music
Uses special
effects
Features
augmented
reality
Features
a famous
celebrity
Features an
online/social
media celebrity
30. 30
How pre testing supported
Volkswagen with overnight
improvements
How pre testing supported Volkswagen with overnight
improvements
SILVER LION, CREATIVE EFFECTIVENESS
2,100,000
YouTube views after 1 month
95% Likes (1700 ratings)
36,000,000
views after across
all platforms
Tiguan sales increased
52,099
49,173
53,014
2014 2015 2016
-6%
+8%
Newness Brand Fit Engagement Enjoyment Brand Appeal Relevance Activation
One of the best automotive video/TVC ever tested
AND AS OPPOSED TO IN MARKET PERFORMANCE, WHEN OPTIMISING WE CAN REPLICATE ANY PUBLISHER
ENVIRONMENT AND IN ANY DEVICE!
31. 31
And in market
measurement is
able to deliver
different
perspectives of
the brand
funnel…as well
as the creative
As well as
understanding the
effect of both
First, consumers need to
be aware of a brand.
Then they need to understand
the value to them, or what the
product is used for.
The consumer forms an
opinion about the brand
Finally, the consumer decides
whether he or she is likely to
purchase the brand.
1
2
3
4
BRAND AWARENESS/FAMILIARITY
MESSAGE ASSOCIATION
BRAND FAVOURABILITY
PURCHASE INTENT
Measures the level of familiarity respondents have
with the brand (aided and unaided)
Measures the extent to which respondents
can match the messages and/or concepts in
the creative to the brand
Measures the extent to which
respondents have a positive or
favourable opinion of the brand
Measures the likelihood of
respondents to purchase the
brand in the future
The placements
(frequency…)
The Creative The formats
1 2 3
32. 32
THERE IS PLENTY OF EVIDENCE THAT MULTICHANNEL
CAMPAIGNS TEND TO BE MORE EFFICIENT
Source: Ad Age’s summary of the ARF’s “How Advertising Works Today” (2016)
which analysed 5,000 campaigns for 1,000 brands in 41 countries
But creativity needs to make the most of
the multiple channels available…
Incremental Impact of Media Channels on ROI
+19%
+35%
Number of Channels
33. 33
But creativity needs to make the most of
the multiple channels available…
…without leading to brand
fragmentation
THERE IS PLENTY OF EVIDENCE THAT MULTICHANNEL
CAMPAIGNS TEND TO BE MORE EFFICIENT
Source: Ad Age’s summary of the ARF’s “How Advertising Works Today” (2016)
which analysed 5,000 campaigns for 1,000 brands in 41 countries
Incremental Impact of Media Channels on ROI
+19%
+35%
Number of Channels
34. 34
Consistency is key
Source: Millward Brown contribution to ARF’s “How Advertising
Works Today” 2016; Analysis of 50 campaigns from 2011-
2015.
Indexed impact of different types
of cross-platform creative
strategy on equity metrics
100
148
Non-integrated Integrated
(same)
KANTAR MILLWARD
BROWN’S WORK
WITH THE ARF:
When there is a
unified approach to
the creative strategy,
the ROI is much higher
35. 35
Invest in customising for the right touchpoint
Source: Millward Brown contribution to ARF’s “How Advertising Works
Today” 2016; Analysis of 50 campaigns from 2011-2015.
Non-integrated Integrated
(same)
100
148 167
Integrated
(custom)
INDEXED IMPACT OF DIFFERENT TYPES
OF CROSS-PLATFORM CREATIVE
STRATEGY ON EQUITY METRICS
KEY TAKE OUT
Kantar Millward Brown’s
work with the ARF:
Identifying and deploying advertising ideas
(before execution ideas) is today more important than ever
But that does not mean simply
taking the same video across
…adaptation to the platform
also helps to increase impact
36. 37
Advice on measurement of marketing investment to drive better ROI…be
disciplined!
Avoid perceived
“perfect”
measurement…in
SILOS
Talk to your consumer
where your consumer is
understand the consumer
journey.
Be open to probabilistic
measures that give an
overall perspective of the
investment
Measurement of synergies
more relevant than touch
points on their own
Explore how survey
data can enrich
your internal data
What measures do you
need to drive better
targeting?
Measure what matters
(not what we can)
How can you ensure you
have the right Brand
Strategy that will drive
growth?
Use BRAND as key KPI to
measure impact…and
VALIDATE your AUDIENCE.
Use logical performance
metrics if tactical campaign
Start with what is
easy to measure, and
has great impact on
marketing
investment
Do I have a strong
advertising idea?
Is my creative strong?
Is it well integrated across
different media?
What can I measure
BEFORE I commit the
spend?
1 2 3 4