Why Being Different Still Makes a Difference Louise Ioannou
This document discusses the importance of brand salience and meaningful difference for marketing. It finds that while salience is important for growth, meaningful difference is a stronger driver of repeat purchases and price premiums. Meaningful difference encompasses a brand being unique, meeting consumer needs, and having affinity and differentiation. Magazines are identified as the most cost-effective media channel for delivering meaningful difference across all of these dimensions. The document concludes that pursuing both salience and meaningful difference through magazine advertising is important for long-term brand-building.
Cinema is an effective medium for building brands according to research from Millward Brown. Their analysis of over 180 European cross-media studies showed that cinema contributes strongly to brand awareness, love, differentiation, consideration, and recommendations. Specifically, cinema is one of the most impactful channels for creating brand salience and driving brand consideration. It also helps deliver brand love and difference more efficiently than many other media. Overall, cinema is found to be one of the most efficient drivers of key brand metrics, highlighting its role in creating powerful brands.
After Campaign 2016, Can Consumer Advertisers Learn Anything From Political C...MediaPost
Possible lessons from the campaign trail will be explored by Will Feltus, SVP for media research at National Media, the Alexandria, Virginia media agency that has handled national television planning and placement for the last three successful Republican presidential campaigns. The rare agency executive who manages both consumer and political accounts, Feltus argues that consumer and political marketing are very different. But once those differences are understood, Feltus believes both consumer and political advertisers can learn from one another.
This document provides a summary of a webinar on mobilizing customers through the purchasing funnel. The webinar was presented by Stéphanie Viriot from Gemalto and discussed Gemalto's views on mobile customer relationship management and the results of an end-user survey on perceptions of mobile marketing. The survey identified key blockers and drivers of mobile marketing from an end-user perspective. Viriot then outlined the 5 key steps to achieving success in mobile marketing and shared case studies focusing on key learnings.
The BrandAds Oscars Ad Effectiveness Study was conducted across Internet-connected devices via the proprietary software platform, BrandAds Bridge, and included 38,369 participants from around the United States. Participants described how likely they were to purchase a product or service from a particular brand by choosing a single answer from 5 choices ranging from “very likely” to “very unlikely.” Surveys were completed by the control group, those who did not watch the Oscars and by the separate exposed group after they had watched the Oscars.
Interact 2017 Short Keynote: Video & TV Advertising: State of the convergence...IAB Europe
Interact 2017 Short Keynote: Video & TV Advertising: State of the convergence by Nicolas Mignot, SVP International Key accounts Sales & Solutions, FreeWheel
Mobile marketing is becoming increasingly important for B2B companies as customers use mobile devices more for work tasks. A survey found that 80% of B2B marketers see mobile as important, with 66% saying it boosts brand reach. However, defining user experiences and lack of resources are challenges. While 10-25% of budgets go to mobile marketing, ROI is still difficult to demonstrate for many.
Why Being Different Still Makes a Difference Louise Ioannou
This document discusses the importance of brand salience and meaningful difference for marketing. It finds that while salience is important for growth, meaningful difference is a stronger driver of repeat purchases and price premiums. Meaningful difference encompasses a brand being unique, meeting consumer needs, and having affinity and differentiation. Magazines are identified as the most cost-effective media channel for delivering meaningful difference across all of these dimensions. The document concludes that pursuing both salience and meaningful difference through magazine advertising is important for long-term brand-building.
Cinema is an effective medium for building brands according to research from Millward Brown. Their analysis of over 180 European cross-media studies showed that cinema contributes strongly to brand awareness, love, differentiation, consideration, and recommendations. Specifically, cinema is one of the most impactful channels for creating brand salience and driving brand consideration. It also helps deliver brand love and difference more efficiently than many other media. Overall, cinema is found to be one of the most efficient drivers of key brand metrics, highlighting its role in creating powerful brands.
After Campaign 2016, Can Consumer Advertisers Learn Anything From Political C...MediaPost
Possible lessons from the campaign trail will be explored by Will Feltus, SVP for media research at National Media, the Alexandria, Virginia media agency that has handled national television planning and placement for the last three successful Republican presidential campaigns. The rare agency executive who manages both consumer and political accounts, Feltus argues that consumer and political marketing are very different. But once those differences are understood, Feltus believes both consumer and political advertisers can learn from one another.
This document provides a summary of a webinar on mobilizing customers through the purchasing funnel. The webinar was presented by Stéphanie Viriot from Gemalto and discussed Gemalto's views on mobile customer relationship management and the results of an end-user survey on perceptions of mobile marketing. The survey identified key blockers and drivers of mobile marketing from an end-user perspective. Viriot then outlined the 5 key steps to achieving success in mobile marketing and shared case studies focusing on key learnings.
The BrandAds Oscars Ad Effectiveness Study was conducted across Internet-connected devices via the proprietary software platform, BrandAds Bridge, and included 38,369 participants from around the United States. Participants described how likely they were to purchase a product or service from a particular brand by choosing a single answer from 5 choices ranging from “very likely” to “very unlikely.” Surveys were completed by the control group, those who did not watch the Oscars and by the separate exposed group after they had watched the Oscars.
Interact 2017 Short Keynote: Video & TV Advertising: State of the convergence...IAB Europe
Interact 2017 Short Keynote: Video & TV Advertising: State of the convergence by Nicolas Mignot, SVP International Key accounts Sales & Solutions, FreeWheel
Mobile marketing is becoming increasingly important for B2B companies as customers use mobile devices more for work tasks. A survey found that 80% of B2B marketers see mobile as important, with 66% saying it boosts brand reach. However, defining user experiences and lack of resources are challenges. While 10-25% of budgets go to mobile marketing, ROI is still difficult to demonstrate for many.
Mobile advertising is becoming increasingly important as consumers spend more time on tablets and smartphones. This report found that:
1) Clicks from mobile devices, especially retail, travel and automotive ads, are growing rapidly. Click-through rates are often higher on mobile than desktop.
2) Mobile usage both substitutes and complements desktop usage. Purchases from tablets are more likely on weekends when desktop sales decline.
3) Advertisers can reach more consumers and generate additional sales by including mobile in their campaigns across different devices and times of day.
This document provides a guide for mobile advertisers on challenges and solutions in the mobile advertising landscape. It discusses that while mobile advertising is growing, calculating ROI and finding relevant success metrics are major challenges. Advertisers want metrics that align with traditional media to measure campaign effectiveness consistently across platforms. However, most mobile publishers provide metrics like clicks and impressions that are mobile-specific and don't address brand metrics. Adopting standardized metrics like GRPs and brand lift that are used offline could help advertisers better evaluate mobile campaigns and increase mobile advertising spend.
This document provides an overview and key findings from a survey of over 200 UK marketers on the topics of retargeting, programmatic advertising, and performance marketing. Some of the main findings include:
- 95% of marketers expect programmatic ad budgets to increase or stay the same.
- 42% of marketers see social media as the hottest topic in retargeting.
- 58% of marketers plan to increase their mobile advertising budget in 2016.
- 75% of marketers feel that solving attribution is critical to marketing success.
Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-...IAB Europe
The document discusses the need for improved digital media measurement metrics that focus on effectiveness rather than just impressions or clicks. It argues that online surveys often provide misleading data due to sampling biases, and that viewability alone is not a sufficient metric as it does not measure outcomes like ad recall, attitudes, or sales lift. The document advocates for cross-platform measurement of unduplicated audiences and effective frequency to better plan campaigns across devices.
Cannes Lions Initiative Unlocking The Power of MobileEva Hasson
The document discusses four key benefits ("wins") of mobile marketing according to Bader: 1) Increased return on investment for media spending. 2) Improved in-store and shopper marketing through location-based services. 3) Enhanced loyalty and customer relationship management programs. 4) Greater consumer engagement with brands through SMS programs and mobile websites, which provide better return on investment than personal computers.
Extreme Reach Super Bowl 49 Brand Effectiveness StudyExtreme Reach
This year, a 30-second TV commercial during the Super Bowl cost about $4.5 million. And with that hefty, record-setting price tag comes a question we hear every year: which ad did the best? Which brand made the greatest impact with their Super Bowl investment? We’d like to help answer those questions.
In this study, we’ve compiled insights that reveal which brands ran the most effective Super Bowl ads based on brand lift data. We've analyzed the responses from the audience as a whole and looked at specific demographic segments as well.
Medialets H1-2014 Mobile & Tablet Advertising Benchmarks ReportMedialets
The H1-2014 Medialets Mobile and Tablet Advertising Benchmarks report includes analytics derived from more than 300 billion data points occurring between January 1st and June 30th, 2014 on Medialets' mobile and tablet ad serving platform.
The June S.M.A.R.T. report features global data from the Millennial Media platform in Q1 2013, including key advertiser trends, top verticals, campaign goals, and post-click actions. The report also features a spotlight on the Restaurants vertical.
The document summarizes key insights from Turn's Global Digital Audience Report for the third quarter of 2013. It finds that the number of brands using cross-channel advertising strategies increased 137% in 2013, with some brands increasing their ROI up to 3 times by adopting multi-channel campaigns. Data shows 60% of impressions for display, mobile, and video are in specific price ranges. The report provides insights for marketers on audience trends, advertising formats and spending across regions.
The 87th Academy Awards Brand Lift StudyExtreme Reach
The 87th Academy Awards commanded close to $2 million for a 30-second TV spot and reached a US television audience of 36M+. The Oscars have now become a spectacle for Hollywood, its fans and advertisers alike, offering a grand opportunity for brands to speak to a mass audience. Which brands won the night and came home with the advertising gold? Our Brand Effectiveness Study has all the answers.
In this study, we’ve compiled insights that illustrate which brands ran the most effective Oscar ads based on brand lift data.
Is mass media advertising on its way out?
Our study shows that advertising in traditional media (TV and press) is losing ground to digital. This trend is even more pronounced in the US. Moreover, digital is becoming more and more important in the purchase process and in consumer decision-making.
The implications for brands are major. They must move from a top-down mode of communication in which they “push” their products and services to passive consumers, to a more interactive model, in which the consumer is a stakeholder in the brand’s life and reputation.
As digital gains a foothold throughout the purchase process, including point of sale, competition between different channels will gradually give way to complementarity between physical and digital channels. Today, brands need to be present across all channels, targeting excellence in each.
Brands also need to revise their price strategies and demonstrate their real added value in a world where access to information is made much easier by technology. Competition is becoming more fluid, and the distance between established brands and new market entrants is becoming smaller. This should enable innovations to be brought to the market more easily.
Across all markets studied, recommendations by friends and experts play a deciding role in purchase decisions. These recommendations were traditionally by word of mouth – one of the oldest communications channels! Digital is becoming a part of this process, and continues to extend its influence.
Marketers are convinced of the impact that mobile can have on their business and careers. They see data as a critical element and source of competitive advantage in mobile. A survey found that over 60% of marketers plan to increase their investments in mobile next year, especially in data and analytics. Marketers believe mobile is the best way to build ROI, improve customer service, and transform their business models. However, not all marketers are prepared or have the right capabilities to leverage mobile data effectively.
Interact 2017: Is complexity the enemy of quality in advertising? IAB Europe
This document discusses the European Viewable Impressions Initiative, which aims to standardize the measurement of viewable digital advertising impressions across Europe. It outlines the initiative's goals of reducing measurement discrepancies, improving transparency, and moving towards a fully viewable digital advertising environment. The initiative will develop principles and a certification framework for viewability measurement providers and guidelines for defining a viewable digital impression. This is intended to enhance quality standards and improve confidence in digital advertising for all stakeholders.
Millennialmedia Special Report - November 2012Can Bakir
This document provides insights into mobile advertising trends within the retail and restaurant industry. It finds that the retail and restaurant vertical was the third largest for mobile advertising spending in the first half of 2012. Clothing retailers and home products brands accounted for the majority of campaigns. Most campaigns aimed to increase foot traffic and drive consumers to store locations or websites. Common post-click actions included store locators, online ordering, and viewing maps. Top performing mobile audiences included those interested in fashion, food, movies, and technology. Location-based targeting was widely used, especially for restaurant campaigns.
Mobile advertising is becoming increasingly important as people spend more time on their mobile devices. Some effective formats for mobile ads include offers consumers can save for later use, barcodes that can be scanned, and grocery coupons. Mobile banner ads have been shown to be six times more effective at generating clicks than standard online banner ads. Yahoo has found success with their "living ads" which are more interactive - viewers were 78% more likely to interact with them, twice as likely to spend more time, and purchase intent rose from 2% to 16%. Mobile advertising spending is projected to grow significantly in coming years, reaching over $20 billion by 2016.
2016 Asia Pacific mobile programmatic advertising report by VponYoshitaka Shinohara
This document provides an overview and summary of mobile programmatic advertising trends in Asia Pacific from January to June 2016 based on data from Vpon's mobile DSP, DMP, and analytics platform. Some key findings include:
- Top inventory sources in the region were China, Indonesia, and Japan, accounting for 60% of total bidable inventory.
- Banner ads remained the most common format but native and video saw stronger growth.
- Gaming and e-commerce drove most performance-based mobile advertising spending.
- Marketers cited benefits of programmatic buying like better targeting, faster execution, and real-time optimization.
Mobile Video Advertising Strengthens TV Media InvestmentsSable Mi
Mobile video advertising can be an effective complement to TV advertising by helping brands reach increasingly fragmented audiences and improve return on investment. A study found that supplementing TV ads with mobile video ads increased a brand's reach for target consumers by up to 12.7% and reduced the cost per target rating point by up to 13.7% when 15% of a TV budget was reallocated to mobile. The study also showed diminishing returns for TV-only campaigns that reached over 60-70% of target audiences.
Why being different still makes a difference - Magnetic MediamagazinemediaBE
Magnetic released Why being different still makes a difference in May 2016, a new study which explores how advertisers can use brand equity to ensure sales success and future growth.
The work confirms that salience, or top-of-mind awareness, acts as a critical growth lever, but it also shows that there are risks involved for brands which only focus on salience. Ultimately it if all brands focus solely on salience, the marketing environment becomes akin to a busy bazaar where traders simply compete for attention by seeing who can shout the loudest. They may be able to get more attention in this way, but it ignores the opportunity to seduce the potential’s customer senses by having a meaningful conversation that helps the customer understand why a certain product meets their needs, what makes it more desirable than others and, of course, engage in a good old haggle over price.
With a focus on providing high-quality, lower-cost care, the healthcare industry has been looking to the retail industry for strategies used to engage and empower consumers. Lessons learned include how to use the retail setting as a medium for providing care and how to engage consumers outside of the care setting by using technology.
What is often neglected when assessing retail industry tactics is their core competency of using data insights to motivate and incentivize changes in consumer behavior. Connected Health solutions provide streams of valuable information that can be mined and analyzed to achieve business objectives.
Perficient's healthcare and retail experts demonstrated how data can be leveraged to:
-Transform passive recipients of care into active participants in care
-Mass customize messaging aligned with population health initiatives
-Achieve outreach objectives that convert unknown consumers into patients/members
-Improve care and lower healthcare costs
Mobile advertising is becoming increasingly important as consumers spend more time on tablets and smartphones. This report found that:
1) Clicks from mobile devices, especially retail, travel and automotive ads, are growing rapidly. Click-through rates are often higher on mobile than desktop.
2) Mobile usage both substitutes and complements desktop usage. Purchases from tablets are more likely on weekends when desktop sales decline.
3) Advertisers can reach more consumers and generate additional sales by including mobile in their campaigns across different devices and times of day.
This document provides a guide for mobile advertisers on challenges and solutions in the mobile advertising landscape. It discusses that while mobile advertising is growing, calculating ROI and finding relevant success metrics are major challenges. Advertisers want metrics that align with traditional media to measure campaign effectiveness consistently across platforms. However, most mobile publishers provide metrics like clicks and impressions that are mobile-specific and don't address brand metrics. Adopting standardized metrics like GRPs and brand lift that are used offline could help advertisers better evaluate mobile campaigns and increase mobile advertising spend.
This document provides an overview and key findings from a survey of over 200 UK marketers on the topics of retargeting, programmatic advertising, and performance marketing. Some of the main findings include:
- 95% of marketers expect programmatic ad budgets to increase or stay the same.
- 42% of marketers see social media as the hottest topic in retargeting.
- 58% of marketers plan to increase their mobile advertising budget in 2016.
- 75% of marketers feel that solving attribution is critical to marketing success.
Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-...IAB Europe
The document discusses the need for improved digital media measurement metrics that focus on effectiveness rather than just impressions or clicks. It argues that online surveys often provide misleading data due to sampling biases, and that viewability alone is not a sufficient metric as it does not measure outcomes like ad recall, attitudes, or sales lift. The document advocates for cross-platform measurement of unduplicated audiences and effective frequency to better plan campaigns across devices.
Cannes Lions Initiative Unlocking The Power of MobileEva Hasson
The document discusses four key benefits ("wins") of mobile marketing according to Bader: 1) Increased return on investment for media spending. 2) Improved in-store and shopper marketing through location-based services. 3) Enhanced loyalty and customer relationship management programs. 4) Greater consumer engagement with brands through SMS programs and mobile websites, which provide better return on investment than personal computers.
Extreme Reach Super Bowl 49 Brand Effectiveness StudyExtreme Reach
This year, a 30-second TV commercial during the Super Bowl cost about $4.5 million. And with that hefty, record-setting price tag comes a question we hear every year: which ad did the best? Which brand made the greatest impact with their Super Bowl investment? We’d like to help answer those questions.
In this study, we’ve compiled insights that reveal which brands ran the most effective Super Bowl ads based on brand lift data. We've analyzed the responses from the audience as a whole and looked at specific demographic segments as well.
Medialets H1-2014 Mobile & Tablet Advertising Benchmarks ReportMedialets
The H1-2014 Medialets Mobile and Tablet Advertising Benchmarks report includes analytics derived from more than 300 billion data points occurring between January 1st and June 30th, 2014 on Medialets' mobile and tablet ad serving platform.
The June S.M.A.R.T. report features global data from the Millennial Media platform in Q1 2013, including key advertiser trends, top verticals, campaign goals, and post-click actions. The report also features a spotlight on the Restaurants vertical.
The document summarizes key insights from Turn's Global Digital Audience Report for the third quarter of 2013. It finds that the number of brands using cross-channel advertising strategies increased 137% in 2013, with some brands increasing their ROI up to 3 times by adopting multi-channel campaigns. Data shows 60% of impressions for display, mobile, and video are in specific price ranges. The report provides insights for marketers on audience trends, advertising formats and spending across regions.
The 87th Academy Awards Brand Lift StudyExtreme Reach
The 87th Academy Awards commanded close to $2 million for a 30-second TV spot and reached a US television audience of 36M+. The Oscars have now become a spectacle for Hollywood, its fans and advertisers alike, offering a grand opportunity for brands to speak to a mass audience. Which brands won the night and came home with the advertising gold? Our Brand Effectiveness Study has all the answers.
In this study, we’ve compiled insights that illustrate which brands ran the most effective Oscar ads based on brand lift data.
Is mass media advertising on its way out?
Our study shows that advertising in traditional media (TV and press) is losing ground to digital. This trend is even more pronounced in the US. Moreover, digital is becoming more and more important in the purchase process and in consumer decision-making.
The implications for brands are major. They must move from a top-down mode of communication in which they “push” their products and services to passive consumers, to a more interactive model, in which the consumer is a stakeholder in the brand’s life and reputation.
As digital gains a foothold throughout the purchase process, including point of sale, competition between different channels will gradually give way to complementarity between physical and digital channels. Today, brands need to be present across all channels, targeting excellence in each.
Brands also need to revise their price strategies and demonstrate their real added value in a world where access to information is made much easier by technology. Competition is becoming more fluid, and the distance between established brands and new market entrants is becoming smaller. This should enable innovations to be brought to the market more easily.
Across all markets studied, recommendations by friends and experts play a deciding role in purchase decisions. These recommendations were traditionally by word of mouth – one of the oldest communications channels! Digital is becoming a part of this process, and continues to extend its influence.
Marketers are convinced of the impact that mobile can have on their business and careers. They see data as a critical element and source of competitive advantage in mobile. A survey found that over 60% of marketers plan to increase their investments in mobile next year, especially in data and analytics. Marketers believe mobile is the best way to build ROI, improve customer service, and transform their business models. However, not all marketers are prepared or have the right capabilities to leverage mobile data effectively.
Interact 2017: Is complexity the enemy of quality in advertising? IAB Europe
This document discusses the European Viewable Impressions Initiative, which aims to standardize the measurement of viewable digital advertising impressions across Europe. It outlines the initiative's goals of reducing measurement discrepancies, improving transparency, and moving towards a fully viewable digital advertising environment. The initiative will develop principles and a certification framework for viewability measurement providers and guidelines for defining a viewable digital impression. This is intended to enhance quality standards and improve confidence in digital advertising for all stakeholders.
Millennialmedia Special Report - November 2012Can Bakir
This document provides insights into mobile advertising trends within the retail and restaurant industry. It finds that the retail and restaurant vertical was the third largest for mobile advertising spending in the first half of 2012. Clothing retailers and home products brands accounted for the majority of campaigns. Most campaigns aimed to increase foot traffic and drive consumers to store locations or websites. Common post-click actions included store locators, online ordering, and viewing maps. Top performing mobile audiences included those interested in fashion, food, movies, and technology. Location-based targeting was widely used, especially for restaurant campaigns.
Mobile advertising is becoming increasingly important as people spend more time on their mobile devices. Some effective formats for mobile ads include offers consumers can save for later use, barcodes that can be scanned, and grocery coupons. Mobile banner ads have been shown to be six times more effective at generating clicks than standard online banner ads. Yahoo has found success with their "living ads" which are more interactive - viewers were 78% more likely to interact with them, twice as likely to spend more time, and purchase intent rose from 2% to 16%. Mobile advertising spending is projected to grow significantly in coming years, reaching over $20 billion by 2016.
2016 Asia Pacific mobile programmatic advertising report by VponYoshitaka Shinohara
This document provides an overview and summary of mobile programmatic advertising trends in Asia Pacific from January to June 2016 based on data from Vpon's mobile DSP, DMP, and analytics platform. Some key findings include:
- Top inventory sources in the region were China, Indonesia, and Japan, accounting for 60% of total bidable inventory.
- Banner ads remained the most common format but native and video saw stronger growth.
- Gaming and e-commerce drove most performance-based mobile advertising spending.
- Marketers cited benefits of programmatic buying like better targeting, faster execution, and real-time optimization.
Mobile Video Advertising Strengthens TV Media InvestmentsSable Mi
Mobile video advertising can be an effective complement to TV advertising by helping brands reach increasingly fragmented audiences and improve return on investment. A study found that supplementing TV ads with mobile video ads increased a brand's reach for target consumers by up to 12.7% and reduced the cost per target rating point by up to 13.7% when 15% of a TV budget was reallocated to mobile. The study also showed diminishing returns for TV-only campaigns that reached over 60-70% of target audiences.
Why being different still makes a difference - Magnetic MediamagazinemediaBE
Magnetic released Why being different still makes a difference in May 2016, a new study which explores how advertisers can use brand equity to ensure sales success and future growth.
The work confirms that salience, or top-of-mind awareness, acts as a critical growth lever, but it also shows that there are risks involved for brands which only focus on salience. Ultimately it if all brands focus solely on salience, the marketing environment becomes akin to a busy bazaar where traders simply compete for attention by seeing who can shout the loudest. They may be able to get more attention in this way, but it ignores the opportunity to seduce the potential’s customer senses by having a meaningful conversation that helps the customer understand why a certain product meets their needs, what makes it more desirable than others and, of course, engage in a good old haggle over price.
With a focus on providing high-quality, lower-cost care, the healthcare industry has been looking to the retail industry for strategies used to engage and empower consumers. Lessons learned include how to use the retail setting as a medium for providing care and how to engage consumers outside of the care setting by using technology.
What is often neglected when assessing retail industry tactics is their core competency of using data insights to motivate and incentivize changes in consumer behavior. Connected Health solutions provide streams of valuable information that can be mined and analyzed to achieve business objectives.
Perficient's healthcare and retail experts demonstrated how data can be leveraged to:
-Transform passive recipients of care into active participants in care
-Mass customize messaging aligned with population health initiatives
-Achieve outreach objectives that convert unknown consumers into patients/members
-Improve care and lower healthcare costs
Conversant how the media buying process really worksJim Nichols
This document summarizes the findings of a study on how digital media buying processes work. It found that while display remains the most utilized channel, video and mobile are growing. Digital spending is expected to climb 12% on average. Many potential vendors are requested for proposals (RFPs) for new campaigns. Partner selection is highly collaborative across experience levels. Personalized media and cross-device/measurement topics are of strong interest. Sources like Ad Age, Adweek and eMarketer are top sources of industry information.
Conversant: How the Media Buying Process Really WorksConversant, Inc.
A survey of more than 600 leading agency media professionals on how the process for RFPing, planning, buying, and measuring digital media really works.
The document summarizes the key findings of a research report on the state of B2B product marketing in 2015. It found that 84% of companies invest in product marketing. The top metrics used to measure product marketing impact are new customer acquisition (89%) and increased ROI (62%). Product teams lead product launch activities for 76% of companies. Understanding buyer needs is cited as the most important go-to-market strategy. Websites and email are the most popular digital channels while trade shows dominate offline channels for lead generation.
Samir Patel - DMA Putting the fizz back into door dropsRachel Aldighieri
This document discusses holistic media planning and evaluation. It emphasizes the importance of understanding the full media ecosystem, including traditional and digital channels, and how consumers interact with multiple devices. To maximize results, media planners must take a holistic view that considers the entire customer journey across channels and measures impact on all business metrics, not just direct response. This requires employing attribution techniques like econometric modeling to understand complex channel interactions and accurately quantify total ROI from advertising.
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
Best Practices For Enhancing Vendor/Reseller RelationshipsChannelinsight
How do channel partners view their vendors? How do vendors view their partners? Is it a duel or a dance? How far can manufacturers see down the channel? Which incentives motivate partners and which don't? Based on a survey conducted by an independent research firm, the Silicon Valley Research Group, this eBook offers information and insights on all these questions, and more. The book provides foundational information to help with channel partner management and offers best practices for channel data management that can help you strengthen and improve your partnerships – resulting in channel sales growth.
Pervasive Analytics: Measuring the Impact of a Celebrity Direct-to-Customer C...Cognizant
Pharmaceuticals companies using celebrity direct-to-customer (DTC) campaigns need an analytics system of computing potential ROI based on the right set of variables.
The Customer-First Imperative: Five Steps for Applying Social Media to Genera...NM Incite
This white paper outlines 5 steps for applying social media insights to transform global marketing and brand strategies:
1. Measure your social performance relative to ‘expected’ outcomes
2. Link your segmentation approach to online discussions
3. Overinvest in data hygiene
4. Cast a wide net
5. Maintain measurement consistency across brands and markets
The document discusses various topics related to advertising including:
- Advertising is a form of communication that reaches broad sectors of people to provide information and create awareness about products.
- Common advertising mediums include internet, television, newspapers, mobile phones, radio, and outdoor media like banners.
- Most people now use the internet for fast communication, though it has advantages and disadvantages depending on the sector.
- Television is also a fast way to communicate as most homes have one, and ads are short, simple and attractive.
SEND15 | The Customer Journey in a Digital World: One customer. Many journeys...Contactlab
Intervento di Ivano Fossati - Director Business Development EMEA CoE SAP Hybris - nella breakout Drive Customers to your Brand | SEND15, secondo Open Summit di ContactLab
MYTH-BUSTING SOCIAL MEDIA ADVERTISING - Convertro social media_report_final2Abdallah Nabulsi
Social media advertising can be effective, but its impact depends on factors like whether ads are paid or organic, the specific social network, and the product category. Paid social media tends to drive more new customers and sales than organic posts. YouTube and Facebook are generally stronger for introducing products and driving conversions. The impact also varies by industry, with subscription and health/beauty products benefiting more from social ads. Carefully optimizing campaigns across different touchpoints is important to maximize ROI from social media.
Era of digital marketing-A future prospect.pptxNavin Kumar
Digital marketing has become important in the healthcare industry by increasing visibility of services online where 90% of people search for health information. It allows doctors to reach more patients globally and build trust. Key trends include reputation management, personalization, telehealth as a replacement for routine visits, and optimizing conversion rates. Popular digital marketing strategies used in healthcare are SEO, email marketing, informative blogs, videos, social media, influencer marketing, pay-per-click ads, and mobile marketing to engage customers and maintain responsive relationships. The importance of digital marketing for healthcare services growth cannot be underestimated as establishing an online presence allows reaching a wider audience.
In this presentation you will find a timeline of how media was consumed from 1980 until today in 2015 and how these changes in the media landscape impact your business. In addition, you will see the biggest gains and losses in market share in mainstream media channels and find tips on how to adapt in an ever-changing world of new technologies and sources to consume media.
"What to do at a time when consumers no longer trust brands, when marketing is less and less effective and differentiation is rare? Tips on how to address the new marketing paradigm and improve people's lives.
Vivaldi is a global strategy firm helping companies address their toughest challenges in driving growth with expertise in brand strategy, innovation, design and cultural transformation. For more information about Vivaldi, visit our website: http://vivaldigroup.com/ "
Part 1. The Next Extraordinary Marketing Opportunity- Healthcare ReformVivastream
The document discusses opportunities for health insurers under the Affordable Care Act (ACA). It notes that the ACA could generate billions in new revenue and millions of new customers for insurers. Insurers will need to adapt their marketing and focus on the new types of customers using the health insurance exchanges, including those who are younger, less educated, and more racially diverse. Insurers will need to use customer data and segmentation to understand these new groups and engage customers through multiple channels.
1) The document discusses how gaining consumer attention is becoming the most important metric in digital advertising in 2015 and beyond. Advertisers are shifting budgets from standard banners to mobile, video, and native formats that are better at capturing attention.
2) Success metrics are also shifting from quick metrics like impressions and click-through rates (CTRs) to metrics that show interactions and post-impression actions, which indicate a brand fully captured a user's attention.
3) Viewability is important but not a guarantee of attention on its own; creative, format, and placement must be optimized to engage users and garner their attention once an ad is viewable.
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Following the release of the first PAMCo data (the new audience measurement currency for published media), we've been looking to see what the reach and engagement of magazine media means for a number of sectors. Here we take a look at the automotive sector.
Following the release of the first PAMCo data (the new audience measurement currency for published media), we've been looking to see what the reach and engagement of magazine media means for a number of sectors. Here we take a look at food.
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Market Overview - The Basics - March 2019 Louise Ioannou
This document provides an overview of the magazine media market. It summarizes that magazine media reaches 65% of adults, with 35 million adults engaging with print magazines and 25 million with digital magazines across desktop, mobile, and tablet. The core magazine audience consists of 66% millennials, 64% ABC1 men, 79% ABC1 women, and 69% families. Advertising spending has grown each year from 2015 to 2018.
All the magazine media stats you'll ever need in one handy download. The very best industry data is sourced from PAMCo, AA/WARC, ABC’s and NMR, and is updated quarterly.
Magazines can influence consumer brand preferences and purchasing decisions in several ways. Reading magazines exposes consumers to editorials and advertisements that can shortlist and promote certain brands. Display advertising in magazines builds preferences for advertised brands and protects their status through continued advertising. Advertisements placed in contextually relevant magazine environments receive more attention than other media. Magazine brands provide a large, influential audience and operate within a highly trusted environment.
This document discusses how magazine advertising can help brands with shortlisting and influencing consumer preferences. It notes that magazines provide a valuable audience of 8 million readers and advertisements placed in magazines receive more attention than other media because magazines offer a trusted and relevant environment for brands. Magazine advertising can maintain brand awareness and influence consumers to protect furniture and tech budgets.
We analyzed home interiors and technology customers before and after reading magazines and review sites using eye tracking. 88% changed their shortlisted brands and 57% changed their preferred brand after reading magazines. Combining magazines with review sites had the strongest effect, with 66% being 90% certain of their preferred brand. Magazine advertising was found to maintain or increase budgets for connected home purchases, with some seeing over a 60% increase. Magazines had higher levels of trust compared to social media.
This document discusses the growth of using personal identity for advertising and marketing purposes. It proposes a conceptual model for identity advertising that focuses on emotionally and culturally relevant marketing targeted at groups. The document also introduces the concept of identity media for advertising that goes beyond just personal identification.
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This document provides an overview of the adult magazine media market. It summarizes that adult magazine media reaches 66% of adults, or 35 million people, through print magazines, digital platforms, desktop, mobile devices, and tablets. The core audience for adult magazines includes 67% of millennials aged 15-34, 66% of upper-income men, 80% of upper-income women, and 70% of families. Advertising spending in the adult magazine market has grown from $4 billion in 2015 to a forecasted $5 billion in 2019.
Following the release of the first PAMCo data (the new audience measurement currency for published media), we've been looking to see what the reach and engagement of magazine media means for a number of sectors. Here we take a look at the automotive sector.
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Magazines are an effective way for home interior and tech brands to get shortlisted by consumers and influence their brand preferences. Magazines narrow down consumers' considerations and help maintain brands' preferred status through advertising. Magazine advertising in contextually relevant environments achieves more attention from readers and can boost consumers' budgets for connected home products. Magazine brands provide a large, influential audience and are highly trusted environments for advertising.
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According to Ipsos AI Monitor's 2024 report, 65% Indians said that products and services using AI have profoundly changed their daily life in the past 3-5 years.
Introduction to Jio Cinema**:
- Brief overview of Jio Cinema as a streaming platform.
- Its significance in the Indian market.
- Introduction to retention and engagement strategies in the streaming industry.
2. **Understanding Retention and Engagement**:
- Define retention and engagement in the context of streaming platforms.
- Importance of retaining users in a competitive market.
- Key metrics used to measure retention and engagement.
3. **Jio Cinema's Content Strategy**:
- Analysis of the content library offered by Jio Cinema.
- Focus on exclusive content, originals, and partnerships.
- Catering to diverse audience preferences (regional, genre-specific, etc.).
- User-generated content and interactive features.
4. **Personalization and Recommendation Algorithms**:
- How Jio Cinema leverages user data for personalized recommendations.
- Algorithmic strategies for suggesting content based on user preferences, viewing history, and behavior.
- Dynamic content curation to keep users engaged.
5. **User Experience and Interface Design**:
- Evaluation of Jio Cinema's user interface (UI) and user experience (UX).
- Accessibility features and device compatibility.
- Seamless navigation and search functionality.
- Integration with other Jio services.
6. **Community Building and Social Features**:
- Strategies for fostering a sense of community among users.
- User reviews, ratings, and comments.
- Social sharing and engagement features.
- Interactive events and campaigns.
7. **Retention through Loyalty Programs and Incentives**:
- Overview of loyalty programs and rewards offered by Jio Cinema.
- Subscription plans and benefits.
- Promotional offers, discounts, and partnerships.
- Gamification elements to encourage continued usage.
8. **Customer Support and Feedback Mechanisms**:
- Analysis of Jio Cinema's customer support infrastructure.
- Channels for user feedback and suggestions.
- Handling of user complaints and queries.
- Continuous improvement based on user feedback.
9. **Multichannel Engagement Strategies**:
- Utilization of multiple channels for user engagement (email, push notifications, SMS, etc.).
- Targeted marketing campaigns and promotions.
- Cross-promotion with other Jio services and partnerships.
- Integration with social media platforms.
10. **Data Analytics and Iterative Improvement**:
- Role of data analytics in understanding user behavior and preferences.
- A/B testing and experimentation to optimize engagement strategies.
- Iterative improvement based on data-driven insights.
Open Source Contributions to Postgres: The Basics POSETTE 2024ElizabethGarrettChri
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4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...Social Samosa
The Modern Marketing Reckoner (MMR) is a comprehensive resource packed with POVs from 60+ industry leaders on how AI is transforming the 4 key pillars of marketing – product, place, price and promotions.
We are pleased to share with you the latest VCOSA statistical report on the cotton and yarn industry for the month of March 2024.
Starting from January 2024, the full weekly and monthly reports will only be available for free to VCOSA members. To access the complete weekly report with figures, charts, and detailed analysis of the cotton fiber market in the past week, interested parties are kindly requested to contact VCOSA to subscribe to the newsletter.
15. HOW DO WE HELP GUIDE BRANDS THROUGH THEIR
MEDIA CHOICES?
16. having a real importance or value to
consumers that delivers against their
functional and emotional needs
17.
18.
19. MANY HEALTHCARE & FINANCE BRANDS HAVE
DRIVEN SUCCESS THROUGH FUNCTIONAL NEEDS
123
127
139
152
156
BUPA
Nurofen
Colgate
Pampers
Visa
MEETS NEEDS INDEX
20. INFORMATIVE MEDIA CONVEY THAT A PRODUCT OR
SERVICE MEETS NEEDS
+1.32%
NEWSPAPERS +1.0 %
TV
+0.83%
MAGAZINES
21. to achieve a level of separation from other
brands in the category due to sense of
uniqueness or dynamism
27. WE CREATED A SINGLE
METRIC WHICH
AGGREGATES CHANNEL
PERFORMANCE ACROSS
ALL FIVE METRICS
WE REFER TO THIS AS
MEANINGFULLY
DIFFERENT IMPACT
28. Source: Magnetic/Millward Brown 2015
MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9
MEANINGFULLY DIFFERENT IMPACT
29.
30. CONCLUSION
> SALIENCE IS UNDENIABLY IMPORTANT AS A GROWTH LEVER
> MAGAZINE MEDIA IS A CONSISTENT ALL ROUNDER IN
DELIVERING BRAND EQUITY
> MEANINGFUL DIFFERENCE IS A POWERFUL
LONG-TERM BRAND DRIVER
> MAGAZINES ARE THE MOST COST-EFFICIENT CHANNEL IN THE
MIX, AND PARTICULARLY STRONG AT DRIVING
DIFFERENTIATION FOR A BRAND