Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "engagement"
- Generating revenue and increasing brand awareness are popular reasons for email campaigns, the Association of National Advertisers found in a survey of marketers.
- As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church's Chicken reimagined its social media playbook for changed times. Alan Magee, Vice President, Digital Marketing & Technology at Church's Chicken, explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church's is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
- Pew's analysis covers areas including privacy, on-platform abuse and Republicans' and Democrats' differing views on Twitter's major issues and overall impact on democracy.
- What do you do when faced with poor inbox placement rates and high spam rates in GMAIL? If you're Terminix, your email hero begins a deliverability journey. Segmenting the audience by engagement addressed the problem, but that led to decreasing list sizes. Tune in to hear how our hero juggled deliverability, customer acquisition and conversion goals.
- Trust in Joe Biden's media brand has slid from his initial post-election bounce, but remains above water with more than half of Americans surveyed this month by Brand Keys indicating they trust his brand.
- A century ago Betty Crocker taught us everything we needed to know about authentic consumer engagement. From personalized connections to data collection to creating engagement and innovation loops. General Mills' CMO, Ivan Pollard, explores how the company draws lessons and inspiration from this CPG icon.
- Incentives, discounts and loyalty points are all well and good when getting a loyalty app program off the ground, but over the long haul it takes diversification of benefits and deeper kinds of interaction to engage the loyalist and make them feel special outside of direct use of benefits. A veteran of Amazon's Prime program, Starbucks and currently KFC's Director of Digital Strategy, Ashley Travis, shares the lessons of true loyalty.
- In an unusual collaboration between a big media-buying agency and a supplier of digital video ad inventory, Havas Media Group this morning announced it is working with video ad network operator Teads to develop research to help publishers boost their ad prices by increasing consumer attention to the ads they serve.
- In the past year, Pinterest has invested in the ability to deliver returns on accountable performance advertising -- including conversion optimization, ads and shopping -- and to scale campaigns and improve on automation through tools like automated bidding.
- A study of reactions to a video ad found that while sadness decreased sharing, other emotions like disgust slightly increased it. Emotion-provoking ads can create performance, though not in the traditional sense. Emotions also can make an ad go viral, and entice consumers to latch on to the brand for life.
- More than half of mobile users will leave a website that takes more than three seconds to load.
- President Donald Trump's brand has declined in added advertising value among some major Trump-centric category brands, according to Brand Keys, but TV and entertainment has climbed dramatically.
- In the absence of events and life experiences fans crave, brands must create long-term brand affinity by associating with favorite acts.
- The Democratic party may have won the ratings war, but when it comes to the emotional impact of the speeches, Republicans won the sentiment battle. That's the finding of an in-depth sentiment analysis of every major speech delivered during the presidential conventions by WPP's SJR unit. The analysis shows the incumbent President generating the highest overall sentiment -- and index of 81 -- followed by five other GOP speakers (Dan Crenshaw, Ivanka Trump, Kim Reynolds, Kristi Noem and Mike Pence) before a DNC speaker ranks: Gabrielle Giffords with a sentiment index of 70.
- Purchasing and consumption habits have changed. As communicating with consumers during a crisis challenges brands, many are turning to podcasts to stay in touch.
- As performance and productivity change how we live and work, millennials and Gen X seem most impacted by changes in video-conferencing email, phone, text messages, file sharing and social media.
- We knew ads were coming to Facebook-owned WhatsApp, and it seems advertisers are getting ready to scale that engagement -- if brand/agency search terms are any indication of what's in store for the world's largest messaging platform.
- Dentsu Aegis Network, whose agencies have long been proponents of developing proprietary advertising and media attention metrics, has announced it is working with TV audience measurement firm TVision to develop "attention planning capabilities" based on its proprietary "engagement metrics."
- With so many options, do consumers still fall in love with their brands? Is there loyalty or are people just looking for the next best deal? Beardbrand founder, Eric Bandholz's, believes it's the former. His plan was to build a brand that his target market identified with right away. So staying true to his commitment to making men "awesome" and a prolific YouTube strategy, Beardbrand quickly became the go-to source for the underserved bearded community.
- Almost a third of social influencers are purchasing fake engagement activity to fraudulently boost the metrics reported to advertisers.
- "Rely on your loyalty partner to really give you suggestions. Ask them what you should be doing that you're not doing; they're great resource." Their partner was Punchh.
- Struggling to capture the attention-challenged Gen Z consumer? Be concise, engage and video, video, video. That's why e.l.f. cosmetics launched their first hashtag campaign on TikTok in a rebranding effort to reach the newly influential audience. The beauty brand wanted to connect with Gen Zers in a way that was platform native, so they did something that had never been done before.
- The figures are in -- and engagement is through the roof in 2019 compared to 2019.
- Higher impressions come in prime time with OTT/connected TV platforms/apps, with better ad engagement from 9 a.m. to 3 p.m., according to a recent study by the Association of National Advertisers and video marketplace company Innovid.
- Infiniti's 60-second spot during the NCAA season highlighted its charitable giving for cancer research.
- After its meteoric growth since Shapermint first launched in 2018, the shape wear company needed to better connect with its customers. To stir things up the brand incited a public debate about shapewear and put its customers' feedback at the heart of its new body-positive campaign, "Feel Like the Masterpiece You Are".
- The good news is that ad engagement levels appear to be stable across the major digital media platforms, according to the latest annual tracking study from UBS' Evidence Lab. The bad news is that it's relatively flat despite "continued ad innovation from the various platforms," write UBS digital equities researchers. In other words, all the advertising R&D is just enabling them to tread water.
- Instagram remains the most effective media platform in terms of generating responses to brand content, according to the latest edition of social media tracker ListenFirst's industry benchmarks report. Content response rates are defined as the rate with which users respond by sharing, liking, commenting, retweeting or reacting to a post or tweet.
- Travis McCan, email strategist for The Salvation Army account, says DEG learned how different audience segments engage with the brand. "We were able to see how much they gave, the frequency, and differences from other groups."
- Its last three Christmas campaigns have been its least emotionally engaging, research shows.
