Agencies believe traditional media works better to spread the word and make consumers think about a brand. Digital media is better for campaigns requiring immediate action, according to research
scheduled for release Tuesday from Borrell Associates.
While live-plus-same day and/or live-plus-seven days of time-shifted viewing are the coin of network TV's advertising realm, Nielsen has published an analysis making the case for much longer windows
of playback viewing -- upwards of 35 days.
While ad executives perceive that the equity of well-established brands is eroding fast, they seem mixed about what the best possible solutions are for turning that around. The No. 1 option cited by
both advertiser and agency executives interviewed by Advertiser Perceptions in September for "Research Intelligencer" is to reposition the core proposition of legacy brands to "be more contemporary."
Seventy-eight percent of ad execs cited that option and 39% ranked it No. 1, while 22% ranked it No. 2.
Publicis Media's Zenith unit has revised its global ad growth estimates for 2019 and 2020 downward for the second consecutive quarter. In its October 2019 outlook released today, Zenith took 2019's
growth down to 4.4% from 4.6% in July and 4.7% in March.
Even as the nation's largest consumer brand marketers meet for their annual conference this week, a new report from MediaPost's "Research Intelligencer" finds the role of brand equity is eroding. The
report -- based on interviews of advertiser and agency executives and conducted by Advertiser Perceptions in September -- found that more than a third (35%) believe the role of brand equity is
becoming less valuable, while only about a quarter (26%) believe it is growing in importance.
Following earnings reports that major consumer goods marketers' earnings have been suffering due to the erosion of their brand equity with consumers -- especially among Millennials -- "Research
Intelligencer" asked Advertiser Perceptions to conduct a series of interviews with advertisers and agencies to benchmark their perceptions, the causes for them, and potential solutions for dealing
with the problem.
The Twitter tipping point occurred when actors Lin-Manuel ("Lin the Man-uel") Miranda and Ben ("Jean Ralphio") Schwartz engaged in an exchange over their nicknames.
To enhance authenticity, Tech Drive was shot live, in a real car, on real streets, with threats as close as they would be in real life.
Technological changes remain among the most difficult for creative groups to adapt to, according to a survey of 400 advertising and marketing managers conducted by professional recruiting firm The
Creative Group. Nearly half (46%) said it is either "challenging" or "very challenging" for them to adapt to new technology.
"Viewable" ads generate appreciably higher "conversions" than non-viewable ones. That's the not-so-startling finding of a collaborative study released this week by GroupM Scandinavia and Integral Ad
Science (IAS).
For food and drink brands injected into entertainment, scenes that trigger sadness are most effective at raising a brand's value.
A Deloitte study says younger TV viewers actually have a higher tolerance for advertising -- especially in streaming services.
The brand searched for a new way to celebrate Canadians' commitment to sharing and found it in the sport's unlikeliest team: the Ice Lions - Kenya's only hockey team.
What's more, the data helped predict where the highest demand would be so it could give the first taste of Asteroids to its biggest fans.
To promote Season 2 and integrate "The Last O.G." into the broader cultural conversation, TBS conceived of The Bigger Picture Instagram Live after show.
"Roll The Dice" showcased MGM's hottest Vegas entertainment at its properties as unsuspecting Sin City visitors answered trivia for huge prizes and a chance for an only-at-MGM experience.
It spread heavenly love across all of its social channels with thoughtful community management and a custom Daniel Radcliffe angel emoji on Twitter, where it saw over 20,000 mentions across its
campaign.
As federal regulators and legislators contemplate the role of social media in the distribution of news -- legit, fake or somewhere in between -- a significant majority of Americans believe they have
too much power over it. That's the finding of a new survey from the Pew Research Center indicating that nearly two-thirds of American adults have too much control and that the result is most Americans
are getting a "worse mix of news" than they otherwise would through conventional means of news media distribution.
The contest was built into interactive digital display that allowed users to browse through tools and storage, place their most coveted products inside the garage, and enter to win-all without leaving
the ad unit.
Through highly engaging creative units and strategic ad placement, the campaign allowed the user to explore information about the RDX model in ways unique to each channel.
Historically, Bravo had been known as a destination for quality reality programming. To change perceptions and become a destination for premium scripted television, the campaign had to breakthrough in
a truly memorable way.
By at least one representative measure -- share of video ads served by ad server Extreme Reach -- connected TV has achieved critical mass, accounting for 50% of all ad impressions served in its Q2
2019 "Video Benchmarks" report. While that's an explicit universe and not necessarily representative of average U.S. video consumption or ads delivered to viewers, it nonetheless is a telling
milestone from a company that has been tracking the evolution of video ad serving in recent years.
Amplifon needed a service to help its customers get comfortable with their hearing aids, learn how to use them quickly and simply and get the maximum benefit to ensure continued use.
Marketing budgets have dropped as a percentage of company revenue, but most CMOs insist they're confident that budgets will rebound next year, finds Gartner's latest CMO Spend Survey.
A three-phase, constantly evolving launch campaign excited fans of the genre, amplified engagement with these new evangelists as they spread the word.
This innovative unit ran alongside premium on-demand video content where, in exchange for spending a minimum of 30 seconds interacting, users could reduce their traditional commercial load for the
rest of the episode.
Amid renewed conversations about adding out-of-home audience viewership into Nielsen's national TV ratings, I use this week's edition to make the case that adding out-of-home to the national TV
currency should stay out-of-mind for any self-respecting ad executive.
While the winter holiday season -- Oct. 29 to Dec. 31 -- historically is one of the biggest ad-spending periods for retail advertisers, the category spent 6% less in 2018 than the previous year,
according to an in-depth analysis released today by Kantar's media division.
Marketers that use call tracking are more confident in their use of first-party offline data, according to research released Tuesday from Invoca, a call tracking and conversational analytics company.
The ads engaged users with hit after hit of reward, and Subway capitalized on this with a post-game call-to-action that prompted users to learn more in a secondary tab.