Brands that measure the effect of their sponsorships are mostly focused on the upper parts of the purchase funnel.
If you guessed sponsorships, you probably also figured out that it may represent a big opportunity for people already familiar with managing and measuring the ROI of media.
NBCU and WPP's BAV Group think so -- and they have just released the latest findings from two decades of brand metric-tracking research to prove it.
About 40% of parents in lower-income households said their children don't play sports, compared with only 11% of parents in higher-income homes.
Looking at media channels as a whole, sponsored events are the big winners in Kantar's latest media brand equity and ad-spend outlook study.
Why simply drop a podcast when you can build an audio media network with sponsors, a web of social influencers, and a range of discreet shows? Providence St. Joseph Health's VP of Community
Engagement, Clinical and Patient Communication, Mary Renouf, discuss's how their Providence Future of Health podcast series has become a main driver not only of brand awareness and patient acquisition
but the core of its educational mission, a new revenue stream and even a source of staff retention and recruitment.
Sometimes bigger is not better, especially when making smarter use of social amplification. For its Tiny Desk Contest, a small cadre of content creators was recruited to drive views and engagement for
the NPR Music project on behalf of a major corporate sponsor. NPR's VP of Sponsorship Marketing, Lamar Johnson, explores the ROI for this use of content creators vs. paid amplification and the tactics
for sponsor integration and amplification that helped the program perform far beyond projections.
While 75% of procurement execs say their role managing media has been successful, only 26% of marketing execs say so, according to a new ANA study.
Bud Light's Director of Sports Marketing talks esports opportunities for brands, Bud Light's own strategic approach and how (and how not) to suit up for the virtual game.
The solution offers what the company says will be a measure of sponsorship investments based on sales revenues and brand health over a set period of time.
Brand spending -- both ad buys and sponsorships -- for esports is projected to rise from $279 million in 2016 to $1.1 billion in 2022, according to a forecast published as part of the just-released
"Ad Opportunities In Gaming" report from WARC.
"NPR News Now" is the nation's No. 1 podcast, according to the first edition of the U.S. Podcasts Report, released today by Triton. The report, powered by Triton's Podcast Metrics measurement report,
ranks all U.S. podcasts based on the number of downloads. The report also lists the network distributing and the sales reps representing them for advertising sales and sponsorships.
The public associates brands with rugby -- just not the actual World Cup sponsors (other than Heineken).
Through smart TVs, Kinetiq says it can link TV brand exposures to household-level data and brands' first-party data -- measuring ROI across paid and earned media and sponsorship.
Would fans' perception change if they saw political search ads and display, video and social media ads before the game? If a major advertiser steps up to make a statement, for example, such as Nike?
Bank of America sought to drive positive sentiment among Millennials was through its largest corporate responsibility program, sponsorship of Ken Burns' PBS documentary "The Vietnam War."
Figures from Warc suggest companies are expected to spend GBP65bn this year on sporting sponsorships. "The Drum" reveals that North America is predicted to be in top spot with $24.2bn sponsorship
spending, followed by Europe with $17.6bn.
A Harris Interactive study of buzz surrounding the World Cup has found the top official sponsor was McDonald's, followed by Coca-Cola and Budweiser, Netimperative reports. Adidas came fifth only a
shade above Nike which was not an official sponsor.
Research commissioned by Campaign showed that Nike really did do a number on Adidas during the World Cup. Half of its survey respondents believed that Nike was an official sponsor rather the correct
answer of Adidas.
Forget Adidas vs Nike. Lidl has upstaged both by tapping into our emotions.
North American sponsorship spending is poised to surpass $24 billion this year, yet most marketers have no standardized method for evaluating the return on those investments, according to a joint
report released this week by the Association of National Advertisers and the Marketing Accountability Standards Board. The findings, which are derived from a survey of 182 members conducted in
February, found that more than half (53%) have no method and another 10% were not sure.
The report, "Improving Sponsorship Accountability Metrics," was conducted to provide greater insight and guidance into sponsorship measurement.
As England debuts on commercial tv tonight, second screeners show a love of beer, DIY, betting and Ronaldo.
Digital advertising and subs are up, but native has halved in just one year in B2B.