Wrigley's summary
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The digital rail campaign for Wrigley's Extra gum was successful in increasing brand awareness and driving sales. It illustrated how a digital-only campaign using rail posters can boost advertising awareness by 25% and increase the likelihood of purchasing the product among regular gum buyers. The posters delivered a clear and interesting message that strengthened perceptions of the brand. Product sales grew by 15% during the campaign and 8% after it, showing that the digital posters were effective at driving both immediate and sustained sales.
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Ppt not provided
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A fusion of the best of traditional research methods with adaptive innovative technology to enable our clients throughout the US, Europe and Latin America to realize their data collection and market research projects.
We stand out in our industry by bringing an extra marketing dimension to our research projects and by delivering our clients real marketing benefits.
Infographic: Display Advertising by The Numbers
Display advertising can impact customers throughout the marketing funnel, from brand awareness to purchase. Research shows that display ads increase brand recommendation by 10% and aided brand recall by 26%. They also boost website visits by 72% and branded searches by 94%. Further into the funnel, display improves engagement with content by 140% and increases search click-throughs by 180%. Prospects are 82% more likely to download content after seeing display ads. For leads and sales, display grows form conversions by 30% and generated 61% of campaign leads for one client.
IAB europe priorities for digital measurement
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- IAB Europe aims to address this by establishing recommendations for ad formats, metrics, and key performance indicators (KPIs) to help drive more long-term brand investment in digital.
- A survey of over 700 stakeholders found strong support for standardized post-campaign verification, an agreed set of effectiveness KPIs, and an industry-wide online measurement currency to facilitate planning and evaluation.
The Power of Digital in Brand Building in South Africa
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SCAR Power of Live Reads 2015
The use of personalities in advertising can make a brand stand out, get enhance attention from the audience and enjoy better recognition of the brand name.
This study demonstrates the power of using live reads, comparing them against recorded commercials using a proven methodology, real campaign and active client.
The KEY INSIGHTS from this report are:
- Overall, live reads were twice as effective as the recorded ads in increasing brand recall and awareness of the tested.
- Live reads were twice as effective as recorded ads, increasing both prompted and unprompted awareness.
- Live reads were also more effective in pushing new customers in store, increasing the number of people who have visited the store by 26%.
For more information, contact the scaresearchdepartment@sca.com.au
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Faster, lighter, brighter - Philip Lynch, Kantar Media
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The quopn-advantage
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Maximising the appeal of DOOH to advertisers and media buyers
The document discusses maximizing the appeal of digital out-of-home (DOOH) advertising. It covers topics like the importance of data for audience profiling and optimizing ad proposals, measuring ad effectiveness, marketing DOOH appropriately to advertisers, and the need for flexibility in DOOH campaigns. Emerging areas that could further improve DOOH are also examined, such as using streaming data, apps, and branded content to enhance interactivity and targeting.
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New Revenue Models for Digital Publishers
The document discusses new revenue models for digital publishers and opportunities for brands. It notes that (1) digital advertising models are flawed by focusing only on direct response rather than branding benefits, (2) quality content and trusted platforms can strengthen brand association, and (3) platform evolution allows new ways to engage audiences and generate revenue through innovative apps and customized experiences. The document advocates considering these broader opportunities beyond direct click metrics.
Social Media Data Has Entered the Chat
Every day, thousands across the globe talk about your products, your brand, and your competitors. Now imagine a reality in which you knew what the world is talking about right now. You don’t need a crystal ball to make social media predictions for the future. A marketer’s intuition, backed by social listening and analytics, can do the trick and engage target audiences. The ever-changing consumer, economic and digital landscapes naturally enable social media marketers to develop a hunch about how their brand and audience are impacted by those shifts. To turn a hunch into a real prediction, marketers need to understand how to analyze the growing amounts of data at their disposal. Consumer opinion has changed YoY and historical data is your most reliable friend for social media management, content marketing, crisis management, brand monitoring, customer support and more we will discuss together.
In this webinar dive in and learn:
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Brand measurement
Ali Sanders and Carly Wilson, Macmillan Cancer Support
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www.charitycomms.org.uk/events
Extreme Reach Super Bowl 49 Brand Effectiveness Study
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.
Digital Advertising Overview
The document discusses various aspects of media and advertising, including:
1) It provides definitions of advertising from several experts and outlines the history of changing advertising media technologies.
2) It shows how marketing activities have evolved from one-way communication to multi-way interactions and how advertising spending has shifted from traditional to digital channels.
3) It outlines models of the advertising communication process and the cognitive and behavioral effects of advertising on consumers.
OMiG Digital Summit 2016 - Natalie Roper -The Guardian
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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.
CX Summit 2020 Keynote: Drive CX to the top of your organisations agenda with...
How can I make this happen in my org?
Information covered:
* COVID and e-commerce case study - is e-commerce saving lives?
* Product development, service delivery and go to market
* Customer services and support
* Technology delivery and enablement
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* Ethics and governance
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Close The Loop: Discover tomorrow's promotional activation!
This document discusses ways to influence shopper behavior through integrated digital and traditional marketing solutions. It promotes a partnership between three companies - HighCo Group, Clear Channel, and Netmedia Europe - to provide an innovative multi-channel promotion solution allowing companies to reach consumers across different contexts. The "Close the Loop" project aims to deliver the right promotion to consumers on the right channel by tracking them throughout their shopping journey. A case study with Alken Maes beer showed promising results, with many consumers engaging with a digital promotion and quickly redeeming offers in stores. The document argues this type of integrated promotion approach can provide benefits like increased awareness, consumer insights, and fast campaign rollout.
Luxury Interactive Benchmark 2014
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The Power of Digital in Brand Building in South Africa
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One pager full lurpak
The document summarizes the results of a marketing campaign for Lurpak butter. It found that advertising awareness, product awareness, and purchase consideration all significantly increased following four bursts of advertising activity through TV, online videos, and an in-person experiential event. The experiential activity, which gave out shortbread and leaflets, further drove purchase consideration. Respondents' opinions of Lurpak advertising also substantially increased after the campaign.
Lurpak 1-pager
The document summarizes the results of a marketing campaign for Lurpak butter. It found that advertising awareness, product awareness, and purchase consideration all significantly increased following four bursts of advertising activity through TV, online videos, and experiential promotions. An experiential promotion distributing shortbread and leaflets further boosted purchase consideration. Respondents also reported much more positively about the uniqueness and quality of Lurpak advertising after the campaign.
Fashion one pager
Road commuters are more likely than all adults to buy new clothes at the beginning of each season and to shop for designer brands. They also spend significantly more on clothing and accessories each month, with 19% spending over £100 monthly and on average spending 13% more than all adults.
Ee summary
The document summarizes research from a marketing campaign run by EE on the D6 digital mall network and M-Vision screens. The campaign successfully increased awareness of the EE brand and motivated consumers to learn more about EE products. Specifically, the inclusion of M-Vision screens amplified key metrics for EE like awareness and consideration by 8% compared to using D6 alone. Overall, the research demonstrates that a mall marketing campaign using both D6 and M-Vision can effectively boost brand image and drive consumers to take desired actions like contacting the brand.
Connected Youth: Technology
A survey found that 59% of respondents agree that technology helps them stay in contact with friends and family, and 80% of digital camera owners use their mobile phones more often to take pictures. Over 10% of respondents spent more than £1000 on technology in the past year, and over 20% plan to buy a laptop, tablet, and/or games console in the next 12 months. Ownership of laptops was found to be 83%, which is 3 times the national average. When planning future purchases, 2/3 of respondents would consider Apple and Samsung for tech products.
Pob3 one pager
Mall Digital 6s more than double spontaneous brand awareness and increase spontaneous ad awareness by 61% according to a new study from JCDecaux. The large format sites also help drive positive brand perceptions like 'renowned' and 'desirable' and build trust. Adding Mall Digital 6's to campaigns can amplify recommendation, consideration, and purchase intent by almost 50% and including M-Vision increases advertising attribution to the mall environment by 38% while further boosting consideration and recommendation.
Connected commuter ooh media
Over half of commuters use their mobile devices on their commute for social networking, gaming, and researching or buying products. Many commuters also update their status and engage with advertising during their commute, finding ideas for content to watch on their commute from advertising they see. A significant portion would also scan codes during their commute to download content like TV episodes, books, or games that match their average 34 minute commute length.
Pob3 one pager
Mall Digital 6s more than double spontaneous brand awareness and increase spontaneous ad awareness by 61% according to a new study from JCDecaux. The cumulative effect of Mall Digital 6s also helps drive positive brand perceptions and build trust while increasing recommendation, consideration and purchase intent by almost 50%. When adding M-Vision to the mix, it creates extra standout and increases advertising attribution to the mall environment by 38%, while further promoting premium brands through higher consideration and recommendation.
Pob3 one pager
Mall Digital 6s more than double spontaneous brand awareness and increase spontaneous ad awareness by 61% according to a new study from JCDecaux. The large format sites also help drive positive brand perceptions like 'renowned' and 'desirable' and build trust. Adding Mall Digital 6's to campaigns can amplify recommendation, consideration, and purchase intent by almost 50% and including M-Vision increases advertising attribution to the mall environment by 38% while further boosting consideration and recommendation.
Pob3 one pager
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Pob3 one pager
Mall Digital 6s more than double spontaneous brand awareness and increase spontaneous ad awareness by 61% compared to small format campaigns alone. The addition of large premium formats like Mall Digital 6s and M-Vision helps drive positive brand perceptions, increases recommendation and purchase intent by almost 50%, and creates extra standout that boosts advertising attribution to the mall environment by 38%. Large premium formats in an outdoor campaign amplify the effects of small formats on key brand metrics.
Betting & gambling 1 pager
Over 80% of people have bet or gambled in the past year, with football being the most popular sport to bet on. Most betting occurs on weekends, with over 60% gambling or betting then and over 80% betting less than £30 per month. Mobile betting apps are popular, with 36% using an app to bet and over 80% of mobile bettors placing bets outside of the home.
World cup one pagers
The document discusses viewing habits and spending plans for the 2014 World Cup. It found that 47% plan to watch games at pubs with friends, while 16% will watch on smartphones or tablets. Over 1/5 said they are more likely to buy a new football kit during the World Cup and 100% say they will spend more money during the event.
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The document discusses viewing habits and spending plans for the 2014 World Cup. It found that 47% plan to watch games at pubs with friends, while 16% will watch on smartphones or tablets. Over 1/5 said they are more likely to buy a new football kit during the World Cup and 100% say they will spend more money during the event.
Post office summary
The document summarizes research from a Post Office campaign that used out of home advertising. It found that the poster campaign increased top-of-mind brand awareness of Post Office and its travel products. The creative was highly liked and strengthened perceptions of Post Office as credible and offering various services. Those who saw the posters had more positive views of Post Office and were more likely to consider it for future travel needs.
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Valentine's day
Valentine's Day will be celebrated by 90% of couples through gifts like chocolate, flowers, perfume or jewelry or by cooking at home, while 59% of singles will also celebrate through activities with friends like going out or to the cinema or ordering takeout.
1 pagers finance
Over half of young people receive a salary and spend most of their income on dining out, entertainment, and clothes, with nearly half having less than £100 in savings. While a third believe debt is common, most young people check their bank accounts on their phones weekly, and over 20% have more than £61 of disposable income each week. The most popular banks among young people are NatWest, Halifax, and Barclays, and a third are interested in learning how banks can help them save more money.
1 pagers new year new you final
The document discusses New Year's resolutions and trends for the first quarter of 2022. Over half of people will consider joining a gym or getting more active in Q1. Most would prefer advertising near gyms and rolling one month contracts. Two in five may look for a new job and over a third think about work on their commute. Regarding smoking, over half will consider quitting in January, and the same amount would use e-cigarettes to quit smoking.
Connected commuter high fashion
According to a survey of commuters, 69% wear or use high-end fashion products and 92% shop for these brands in stores. On average, commuters spend £870 per year on high-end fashion, with 1 in 4 spending over £1000. Quality and uniqueness are key reasons for purchases, while advertising is effective at reinforcing purchase decisions and alerting commuters to new products and store openings.
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Wrigley's summary
- 2. Key Campaign information Environment Key Campaign Objectives Illustrate how the rail campaign can amplify brand awareness and strengthen perceptions Illustrate the strength of a digital only campaign Illustrate how the effective the rail environment is at targeting commuters, and driving to purchase
- 3. The digital campaign has strengthened advertising awareness s Po Pre 49% t 61% +25% Source: Research Now, “Q10 Which, if any, of the following brands of chewing gum have you seen advertised recently (i.e. within the last month)?”
- 4. Posters key to the strong level of advertising awareness OOH Aware Post – All Extra 61% 61% 41% 41% Ad Recognition 56% 56% Source: Research Now, “Q10 Which, if any, of the following brands of chewing gum have you seen advertised recently (i.e. within the last month)?” + Ad Recognisers
- 5. Awareness of OOH having direct effect on purchase intentions Has it has made you more likely to purchase the product? Has it has made you more likely to purchase the product? “Yes” 63%* Regular chewing gum buyers within stations “Yes” 76%* Source: Research Now, “Q14b You mentioned that you have seen this advertisement on a rail digital poster recently. What effect has this had on your purchasing intentions?” *percentage of Ad
- 6. Digital poster’s delivering a clear and interesting message Interesting Clear Cutting Edge Exciting +44% +37% +36% +28% Memorable +25% Trustworthy +25% Confident +14% Innovative Leaders Different Attention Grabbing +28% +7% +21% +25% Source: Research Now, Q12 “How well do you think each of the words below describe the brand EXTRA?” 7-10, Post + OOH = people who said they have seen Extra advertising on posters
- 7. Digital posters drove product sales both during and after the campaign +15% Wrigley’ s Extra Range (4SKUs) Pre +8% During Post 8000 Sales Uplift Index 7500 7000 6500 6000 5500 5000 4500 4000 3500 Week Source: IRi 1 2 3 4 5 6 7 Sales Uplift Index (Test) 8 9 10 11 12 13 14 15 16 17 18 Sales Uplift Index (Control) 19 20 21
- 8. Summary •Increased awareness of the brand and their advertising driven by the rail campaign •Brand positivity strengthened across the board, in particular in relation to statements corresponding with the digital format such as “clear” and “innovative” •The rail campaign was very successful at driving product sales both during and after the campaign
- 9. Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics
- 10. Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics