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Q&A with Mondelez’s Jonathan Halvorson

As part of the WARC x Ogilvy “Image to Impact” report, Jonathan Halvorson – Global VP – Consumer Experience, Mondelez International – spoke about navigating media fragmentation, balancing the art and science of marketing and why authentic purpose can make an impact.

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Brands’ Social Stance and Consumer Behavior

As brand leaders increasingly feel motivated — or pressured — to take a stance on societal issues, Morning Consult’s study explored whether ESG (Environmental, Social and Governance) positions translate to changes in consumer behavior. The findings offer new insights into the attitudes and behaviors of different consumer types. Read more »

JAR Update

New research insights are available in a report in the Journal of Advertising Research’s Insights Studio and on the Digital First section of its website.    Read more »

CTV Ad Fraud Schemes Rise

A major new study from DoubleVerify (DV) reports both progress and ongoing problems in digital advertising. Viewability rates are improving while the number of ad fraud schemes uncovered by DV spiked up 70% in 2021.

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The Most Crucial Shopping Moment

Do marketers, especially e-marketers, focus on the most pivotal moment in the shopping journey? Sure, it’s important to target consumers during search and on social media. But one marketer thinks that those are not the best channels and that the most vital step in every customer’s journey and experience with a brand is the purchase.

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Influencer Engagement, Ad Disengagement, Co-Branding Recall and Sponsorship ROI

  • JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, authors from India, Hong Kong and the U.S. showcased their work published in the Journal of Advertising Research on why consumers follow influencers, why people tune out of advertising, what triggers memory and recognition of brands that co-appear in ads, and whether brands are overspending on sport sponsorships. In the concluding Q&A, talking points included parallels of engagement and context effects between the different themes, KPIs in attention and sales outcomes, influencers’ roles as media and creative, and risks for strong brand personalities in sports sponsorships.

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A Blueprint for Managing Transparency Messages in Influencer Marketing

  • JOURNAL OF ADVERTISING RESEARCH

With influencer marketing a fixture in many brands’ communications strategies, managing disclosures about these relationships gets tricky. A new study offers insights into conditions for transparency that can affect an influencer’s authenticity and engagement, depending on that person’s community size and the source of disclosure—whether the influencer, the platform or a lack of a message or no source.

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  • Article

People Crave Simpler Brands

According to research in the new edition of Siegel+Gale’s World’s Simplest Brands study, the pandemic has made people’s lives more complex. It is causing many consumers to desire — and to pay a premium for — simpler experiences.   World’s Simplest Brands ranks the leading brands on simplicity, asking more than 15,000 people across nine countries which brands and industries provide the simplest experiences, ultimately reducing stress and improving the lives of consumers everywhere. Google led the global rankings, followed by Netflix, German grocer Lidl, YouTube and another German grocer, Aldi. In the United States, Amazon was named the simplest brand, followed by streaming services Hulu and Netflix. Costco and Google rounded out the top five. The brands that did best in both the global and national categories tended to be those that consumers relied upon during the pandemic. That’s no accident. “The pandemic has made life harder, and World’s Simplest Brands found that people want transparent, direct, simple experiences that make their lives easier,” said Howard Belk, co-CEO and Chief Creative Officer, Siegel+Gale. “The brands that topped this list simplified not only the consumption experience; they simplified the human experience.” Two takeaways:

  • 76% of people are more likely to recommend a brand that delivers simple experiences, compared to 64 percent in 2018.
  • In the 18–34 demographic, 55% said their life was more complicated, while 45% in the 35–54 segment shared that sentiment. Only 37% of those 55+ said life became more complex.
Source: Siegel+Gale. (2021, December 15). As the pandemic makes life more complex, people crave simpler brands. Siegel+Gale (Omnicom Group Inc).  

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