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Zilele Biz 2015 - Media & Marketing - Dan Matei, Nielsen Romania
This document discusses Nielsen's Global Trust in Advertising Report from 2015. Some key findings include: - Recommendations from friends and branded websites are the most trusted forms of advertising. Two-thirds of people trust consumer opinions posted online. - Most people trust traditional paid advertising channels like TV, newspapers, and magazines. Millennials show the highest levels of trust across formats. - Earned and owned media like recommendations remain the most trusted ad formats. Trust in digital and traditional formats has remained stable.
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Zilele Biz 2015 - Media & Marketing - Dan Matei, Nielsen Romania
- 1. DAN MATEI Nielsen GlobalTrust in Advertising Report, 2015 WINNING STRATEGIES FOR AN EVOLVING MEDIA LANDSCAPE Copyright © 2015 The Nielsen Company. Confidential and proprietary.
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- 3. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 33 Advertising Effectiveness GAIN ADEEPER UNDERSTANDING OF YOUR ADVERTISING INVESTMENTS REACTION Did my campaign deliver the desired consumer response? RESONANCE Did my campaign deliver the desired brand impact? REACH Did my intended audience see my campaign or content?
- 4. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 4 TRUST IN ADVERTISING AROUNDTHE WORLD • Branded websites are the second-highest-rated form of trusted advertising, behind recommendations from friends and family. • Two-thirds trust consumer opinions posted online—the third-highest-rated form of advertising. • The proliferation of online ad formats has not eroded trust in traditional paid advertising channels. Roughly six-in-10 say they trust ads on TV (63%), in newspapers (60%) and in magazines (58%). • Millennials show the highest levels of trust in 18 of 19 advertising formats/channels, including TV, newspapers and magazines. • Humor resonates most strongly in Western markets; health-themed ads are rated highest in Latin America, and ads depicting real-life situations are most appealing in Asia-Pacific and Africa/Middle East.
- 5. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 55 EARNED AND OWNEDMEDIA REMAIN THE MOST TRUSTED AD FORMATS Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
- 6. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 66 TRUST IN TRADITIONALAND DIGITAL AD FORMATS REMAINS STABLE Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013 PERCENT OF GLOBAL RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT
- 7. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 77 ACTION EXCEEDS TRUSTFOR MANY ADVERTISING FORMATS Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013 PERCENT OF GLOBAL RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT PERCENT WHO ALWAYS OR SOMETIMES TAKE ACTION ON FORMAT
- 8. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 88 TRUST IS HIGHESTIN DEVELOPING REGIONS PERCENT OF RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT BY REGION Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
- 9. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 99 MILLENNIALS HAVE HIGHESTLEVEL OF TRUST IN NEARLY ALL ADVERTISING FORMATS PERCENT OF RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT BY GENERATION Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
- 10. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 10 HUMOR IS STRONGIN EUROPE & NORTH AMERICA HEALTH-THEMED ADS ARE STRONG IN LATIN AMERICA FAMILY ADS CONNECT WITH AUDIENCES IN AFRICA/MIDDLE EAST AND LATIN AMERICA MESSAGES RESONATE DIFFERENTLY ACROSS THE WORLD
- 11. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 1212 ADVERTISING THEME APPEALDIFFERS BY GENERATION Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
- 12. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 13 RELATABLE TO THEAUDIENCE FOLLOW AN UPBEAT AND SIMPLE STORYLINE USE NOVEL AND STRIKING IMAGERY MAKE EMOTIONAL CONNECTIONS TAKE INTO CONSIDERATION REGIONAL, LOCAL, CULTURAL PREFERENCES BEST-IN-CLASS ADS FEATURE COMMON CHARACTERISTICS
- 13. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 14 MAKE DIGITAL PARTOF YOUR ADVERTISING STRATEGY 1. DON’T RETROFIT AN OFFLINE STRATEGY; MIX IT WITH DIGITAL 2. CREATE PRECISION- FOCUSED CAMPAIGNS 3. GET THE RIGHT AUDIENCE 4. MATCH YOUR METRIC TO YOUR KEY PERFORMANCE INDICATOR 5. MAKE IN-FLIGHT ADJUSTMENTS
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Editor's Notes
- #2 Source: Nielsen Global Trust in Advertising Report, 2015
- #4 Let’s take a look at our ‘3R’ framework in more detail. It is so powerful, that even some of our clients have asked to adopt its terminology within their own organizations!: The REACH segment is all about how many people viewed, listened or clicked through to our clients’ communication. Did their intended audiences see their campaign/content? RESONANCE is all about what happened inside the minds of people when exposed to a piece of communication – whether online, via TV or smartphone….. Did the communication resonate? What did they remember? Did they like it – or not? The third R is the REACTION part – Were people moved or persuaded to translate what they saw or read in to actual purchase in store? Did our client’s campaign deliver the desired consumer response? Ultimately the Marketing Effectiveness Practice is about offering advertisers, media houses and media agencies our unique perspective into what customers watch and buy and helps them prioritize advertising spend and create effective, efficient marketing plans for maximum return on investment. And for us at Nielsen, it’s a practice that allows our watch and buy talent in the organization to deliver a fully integrated and compelling message to our clients operating in the volatile and high investment media and content industry.
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