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Shifting Promo Dollars to Media Produces Higher ROI via MediaPost

Media company Turner Broadcasting commissioned a study showing that shifting as little as 10% of promotional dollars to media advertising can result in big return on media investment results for marketers.

The study—conducted with IRI, the consumer products/healthcare marketing analytics company—noted that consumer product marketers can spend as much as 66% of marketing dollars on promotion. Shifting 10% of that money can return in return on investment (ROI) gains of 10% to 25%.

Turner/IRI research looked at three years of data, across 62 brands representing $20 billion in sales and $3 billion in marketing spend across food, beverage, health care, beauty and home-care marketers.

The research indicates that the results are more dramatic when separating short-term and long-term ROI versus overall promo spending.

Source: Turner Broadcasting and IRI

Access full article from MediaPost

ARF Event January 18, 2017 – Leading with Multicultural

The ARF held an event on Multicultural in Advertising in Los Angeles on January 18, 2017 at Nestle’s offices. Here are some key insights and takeaways from some of the speakers:

  • We collect inputs at the DMA level, which allows for modeling of multicultural efforts and comparison of performance. Overall, the Hispanic efforts have done as well as general market efforts. – Robert Reyes, Nestle
  • A Total Market Approach should start with an agnostic assessment of total market from a business opportunity standpoint, mine the data through different lenses, then determine who to hone in on. Ana Crandell, OMD Latino
  • 57 million Hispanics in USA and growing; 85% of that population are online. Thus, the importance of in-language content. Mia Phillips, Toyota
  • Multicultural shoppers consume mobile content at a higher rate than the general population, so mobile-friendly content is key. Fernanda Alcantara, Facebook
  • Hispanics have always been on the leading edge of adopting new platforms and technologies. Adriana Waterston, Horowitz
  • Diversity in the workforce is needed; all marketing staff should to be well-informed on multicultural marketing. Gilbert Davita, Davita Multicultural Insights

You can access the slides and videos from this event, by clicking here and using your myARF login and password.

Jennifer Sey talks about “How Do You Build a Brand That Lasts?”

We are very excited to have Jennifer Sey, CMO of Levi Strauss Global Brands, keynote at The ARF Annual Conference this spring.

When asked on how to measure a brands’ impact, she responded, “Data is one way to determine your impact. Resonant insights and storytelling are also key to unlocking true brand meaning and connection for consumers.”

And what’s the formula for a successful brand in the 21st century? She replied: “Be curious. Be adaptable. Be comfortable with constant change—that’s how to not only survive, but to get ahead as a modern day marketer.”

For more information on our keynoter read the Industry London interview.

Join us at our ARF Annual Conference in NYC on March 20-21 to hear more from Jennifer Sey, and our other stellar speakers.

4 Tips for Making Banner Ads That Actually Might Work via AdWeek

BBDO started digging into what makes banner ads work, including data on its own banners and research from 28 research sources, creating a report called “Banner Beater: The underrated tool in your brand-building arsenal.”

“Click-through rates miss a lot of attribution of people buying products,” said Julian Cole, head of communications planning at BBDO. And with more money and eyeballs shifting to mobile, “these rules are going to be more important,” he added.

Four recommendations from their report:

  • Keep the copy shorter than 5 to 10 words
  • Treat them similar to a billboard
  • Make it look like an ad
  • Keep the branding consistent

Access full article from AdWeek

Forecast: U.S. Mobile Ad Spend Will More Than Double By 2021 via MediaPost (source:BIA/Kelsey)

According to a fresh forecast from BIA/Kelsey, 2021 U.S. annual mobile ad spending will reach $72 billion. That’s up from $33 billion last year, by the research firm’s reckoning. If accurate, mobile ad spending will see a 17% compound annual growth rate through 2021.

The smartphone’s location-tracking abilities and portability, combined with users’ transitory behavior, make location-targeted content a natural fit.

Of the overall mobile ad spend, the location-targeted portion is projected to grow from $12.4 billion in 2016 to $32.4 billion in 2021.

Access full article from MediaPost

…Why Has Ad Fraud Become So Hard to Stop? via The Drum

Google purged itself of 1.7 billion bad ads last year—more than double the number it axed in 2015—a fact which belies a problem set to swell unless more advertisers refuse to turn a blind eye to inflated numbers caused by ad fraud.

To stress the point, Google pointed out that over 1,300 accounts were suspended last year for attempting to game its system by pretending to be news, a trick known as “tabloid cloaking”. Such is the problem that during a single sweep for tabloid cloaking in December 2016, it took down 22 culprits responsible for ads seen over 20 million times by people online in a single week.

Bad ads are disguising themselves as topical news stories for click bait, threatening the integrity of the media industry at a time when fake news is a legitimate concern. Between November and December last year, Google reviewed 550 sites it suspected of “misrepresenting content to users”, including impersonating news organizations, it took action against 340 of them for violating its revamped AdSense misrepresentative content policy. Of that number, nearly 200 publishers were booted out of its network permanently.

“Every player in the ad tech industry—publishers, agencies, marketers, and ad tech providers—must be held accountable and take appropriate steps to eradicate fraud and improve ad quality,” said Marc Rouanet, co-founder and president at Sublime Skinz.

Access full article from The Drum