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Social Media Has the Potential to Influence Undecided Voters

  • JOURNAL OF ADVERTISING RESEARCH

How do information sources shape voters’ political views in our increasingly polarized society? New research compares the effects of mainstream media and social media on U.S. consumers who vote Democrat, Republican or identify as undecided. The findings point to the powerful potential influences of social media, especially on undecided voters, such as in determining the outcome of presidential elections. The study also suggests political marketing strategies to influence potential voters.

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  • Article

Obstacles for the Metaverse

Nearly three-quarters of consumers say they have heard of the “Metaverse,” as of March, according to Marketing Dive. That’s a noteworthy bump in awareness compared to last July (32%). But familiarity does not equate to understanding. A March 2022 survey by Wunderman Thompson Intelligence in the US, UK and China (shared with Marketing Dive) found that 74% have heard the term metaverse. Does that mean the metaverse has already entered the mainstream? The study also found that just 15% of respondents felt they could explain what the metaverse is to other people. Despite this, two-thirds of consumers believe the concept could be life-changing, 68% described it as the “next internet” and 74% stated it is representative of the future. Marketing Dive commented that most people simply have heard the term. That does not correlate to education about its innerworkings, as few would feel confident describing what the metaverse is in practice. Wunderman Thompson Intelligence describes it, at the most basic level, as “an extension of our lives enhanced by technology.” Given the knowledge gap, the growing belief among consumers that the metaverse represents “the future” might need to be taken with a grain of salt. Worries persist around the metaverse, with 72% of parents concerned about children’s privacy and 66% about children’s safety. Still, the study, which surveyed over 3,000 people in the 16-65 age range in the U.S., the U.K. and China, indicates that the metaverse has earned a spot in public discourse that could help hurry along its adoption. In an encouraging sign for brands, 89% of consumers surveyed by Wunderman Thompson Intelligence said the advertising industry would be impacted by the metaverse. Other top-ranking categories included retail (86%), fashion (85%) and finance (82%), while food and beverage landed at the bottom of the list (74%). Source: Adams, P. (2022, May 6). Metaverse goes mainstream, but most consumers still don’t understand it. Marketing Dive.

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Growing ROI with YouTube ABCDs Creative Effectiveness Guidelines

Ariane Le Port Global Creative Effectiveness Lead, Google

Arthur Anglade Advertising Research Manager, Google

Ignacio Mamone Manager, Nielsen

Key Takeaways

  • Creative is the main driver of sales and represents a competitive edge.
  • Ads following the ABCDs creative best practices on YouTube consistently see stronger ROI and sales response across markets and categories, according to MMM meta-analyses. However, few advertisers are currently optimizing their ad creative for YouTube.
  • There are market, category and geographic nuances, as well as varying levels of best practices adoption and sophistication, in applying this framework.
  • Combine art and science to maximize sales and ROAS.

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  • Article

Track the Success: TV vs. Other Video Advertising Platforms

Malte HildebrandtManaging Director, Screenforce

Stefan Schoenherr Unit Lead Brand & Media, Eye Square

Key Takeaways

  • The research found that TV ads, ads on BVOD and on YouTube were watched more attentively and were more likely to engage emotionally than those on Facebook.
  • The impact measure, unaided recall, showed TV leading, followed by BVOD, (non-skip) YouTube and Facebook.
  • While more research is planned, the researchers’ analyses thus far indicate that the differences in emotional engagement and ad impact are largely due to how platforms are used and that very brief exposures are usually not sufficient to show results.

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  • Article

Last Words on Day 1

Elizabeth Tarpinian (Senior Director, Consumer & Market Insight, Unilever NA)

  • “We feel we are in this incredible digital and technological revolution.”
  • “You have this context where the consumer is feeling trust issues.”
  • (There is a) “War for attention.”
  • “Continuous disruption where everything is massive, complex and it is moving….… (All of this) can feel unsettling….”
Vas Bakopoulos (SVP, Head of Industry Research, MMA Global)
  • “Some things are still under the radar, although they are huge. For example, retail media has fantastic growth. There are new media companies because of that, the Walmarts and Targets.”
  • “A few years back not a lot of people could have seen the scale of TikTok, (and) it has become a dominating culture.”

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  • Article

Does the New Normal Mean Slower Growth?

Predictions for social media use mirror recent trends in TV and streaming usage—slow growth after a period of strong growth during the pandemic and lock-down.   eMarketer predicts that growth in time spent with social networks among US users will taper to 94 minutes in 2023 following a huge uptick starting in 2020. This comes after US social network users spent an average of 97 minutes per day on the platforms in 2021, a gain of 2.5 minutes over 2020. Users' time spent with social skyrocketed 16% in 2020, which might make 2021's 2.6% look low, but it shows social media platforms were able to maintain the first year of the pandemic's gains. Growth in 2021 was driven by TikTok, Twitter, Snapchat and LinkedIn. Meanwhile, weaker performances by Facebook and Pinterest tempered growth, as they struggled to hold onto 2020's growth. Source: Lebow, S. (2022, March 22). US time spent with social increased in 2021, but growth was slow. Insider Intelligence Trends: Forecasts & Statistics, eMarketer .

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