Kantar tested over 13,000 ads in 75 markets in 2021. It used this research to learn more about what makes winning ads – ads that stand out, generating sales in the short term and building brand equity in the long term.
eMarketer predicts that TikTok will overtake YouTube in time spent (by a nose). TikTok is capitalizing on its rapid ascent by diving into longer-form content, most recently with the introduction of 10-minute videos. Read more »
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.
Member Only AccessDo 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.
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. Read more »
Creative is the dominant ROI driver across all media platforms according to Nielsen Catalina Solutions: creative 49%, media 36%, and brand 15%. However, creative is challenging to measure. The speakers provided an ABCD insights framework for building effective ads on YouTube based on the key creative elements that drive sales as proven by Google’s partner, Nielsen.
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This presentation described the findings of a major ethnographic study (conducted in Germany, Austria and Switzerland) that compared the impact of video advertising on various platforms: TV, BVOD (VOD provided by commercial broadcasters), YouTube and Facebook. The study used eye-tracking devices to assess attention to ads and unaided recall as impact measure.
Member Only AccessElizabeth Tarpinian (Senior Director, Consumer & Market Insight, Unilever NA)
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.
Member Only AccessPredictions 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. Read more »