Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "brand marketing"
- Two-thirds of consumer packaged goods marketers said return on ad spend was their most important metric.
- Sixty percent of Americans said brands should invest their resources in relief for the Ukrainian people.
- Per MRI, 33% of Americans "hold off" on making big purchases until they get their tax refund.
- It now costs marketers 13 to 18 times more to recruit a new customer than to keep an existing one.
- Sixty percent of Americans said brands need to publicize what they're doing in response to the Ukraine crisis.
- According to Engagement Labs, 19% of all consumer purchases are driven by online and offline consumer conversations.
- Total over-the-top ad spend last year reached about $1.3 billion in the United States, but made up only about 3% of total digital spend.
- Top-ranked QSR was followed by Starbucks, Dunkin', McDonald's, Taco Bell and KFC.
- Only 8% of U.S. consumers said they had bought a non-fungible token in the past year. Brands can help raise awareness of crypto collectibles.
- The maker of Tide detergent aired more than 26 million ads on radio, local cable and broadcast TV.
- The finding may indicate that consumers are more receptive to contextual advertising.
- The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark's director of marketing operations, Mike Dattilo, shares how he's successfully targeting SMB users to expand their audience and increase brand awareness and conversions through performance video.
- Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew - from product development even to media planning. Visible's digital marketing lead, Sarah Baker, shows us what a grass roots media strategy looks like?
- How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers could experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding GYG's direct response goals.
- Eighty-two percent of U.S. consumers said the brands they buy stand for a greater mission or purpose.
- Changes in data strategies have led many brands to increase their media spending on streaming platforms, as well as consider privacy policies.
- The growth of CTV media deals may be having a major effect on business in terms of pricing and when to place messaging. Brand TV marketers have also shifted 20% to 25% of their budgets to streamers.
- The pandemic and protests against racism after the murder of George Floyd led many brands to change the tone of their advertising to express greater empathy. Phrases like “in these troubled times” were more prevalent in commercials as companies highlighted their good works and efforts to give back to society. While many consumers appreciate the messaging, they tend to be doubtful about corporate expressions of empathy — or the ability to understand and feel what others are feeling. Some 92% of U.S. consumers said they want to see brands practice empathy, but 66% expressed skepticism or disbelief when brands do so, according to a report titled “Is Empathy Dead in America?” by Method Communications. The PR-marketing firm commissioned a survey of a representative group of people ages 16 to 76. Authenticity is important, with more than half of consumers (55%) saying they are more likely to buy from a brand that shows empathy and is “human.” However, 47% said they don’t trust these expressions of empathy — they view them as a money-making strategy. Americans are conflicted about the role of technology companies in promoting empathy. While 51% said tech brands have a greater responsibility to society than other industries, given their money and influence, only 30% said the companies should spearhead efforts to promote empathy because of their role as thought leaders. Almost half (43%) of consumers said they blamed social-media platforms for declining empathy in society, according to the report.
- Such viewers are more likely to buy from brands that advertise in such programming.
- Harley-Davidson, BMW, and Honda all showed improvement this year, while Chevrolet, Ford, and Mercedes-Benz all declined.
- What do you do if your company is being described as "stodgy" by Millennials? How do you attract a younger audience without alienating your Gen X and successful Boomer clients? That's what Windermere Real Estate was facing. With a nearly 50 year legacy and flashy brands like Zillow and Redfin invading their space, Windermere needed to step up their game. Easier said than done when your budget is limited, and you're up against VC-backed and publicly traded companies with plenty of money to spend. So they needed to get creative and find a space where they could stand out. That space was Spotify. The music platform, a favorite among Millennials, gave Windermere the space to create their own branded station with home-themed playlists that could appeal to all generations. Spotify also provided branded QR codes to directly engage consumers with Windermere's station in an off-line environment, i.e. OOH, business cards and TV ads. Since launching their branded station, Windermere has earned more than 100K monthly active users and seen an 18% increase in direct traffic to their website. Spotify now plays an integral role in Windermere's media strategy.
- In what appears to be an industry first, WPP is teaming with Snap to create an "AR Lab" to research and develop augmented-reality applications that create a more immersive experience for consumers, and better results for advertisers.
- GoodRx launched GoodRx Health on Thursday to provide research-based answers to vital health questions.
- What do you do when a client asks you to produce a video campaign when production is completely shut down? You get creative! When Grammarly approached Stink Studios during the height of the pandemic to create a new brand awareness campaign, that's exactly what they did. How do you produce a video ad campaign without actors, without locations and without crews? The answer: stock footage. But not just any stock video. It needed to be quality, high-resolution footage. By working backwards- beginning with the footage, then character development, then script- Grammarly was able to achieve an entirely production-free campaign. The process proved more cost-effective, flexible, and turned around faster than traditional live action shoots.
- "As consumers strive for normalcy, they will continue to depend on some brands at the cost of others," says MBLM's Mario Natarelli.
- From the beginning, Visible has always worked to fundamentally change the way consumers get and pay for their wireless service via their all-digital model. How is this challenger brand creating a new normal in telecommunications? Through high-touch experiential activations, an unparalleled influencer network, and real-time social listening, that simultaneously addresses real-life issues while building community.
- As the importance of influencer marketing grows, especially in the fashion industry, how can a brand approach the space in a way that's driven more by technology and community than celebrity and the number of followers? The womenswear brand Adore Me's solution? Build their own community. VP of marketing, Ranjan Roy, tells us how their "Creators" community allowed micro influencers to seamlessly connect and create authentic brand content that outperformed prior traditional influencer campaigns.
- Multiple societal crises -- especially the COVID-19 pandemic -- have raised the bar for brand marketers, with a majority of American consumers now expecting them to allocate funds and resources back to the communities they serve. That's one of the top-line findings from a new report from Horizon Media identifying a half dozen fundamental shifts in consumer mindsets related to brands. The report, "Rebuilding The Future," combines an array of proprietary Horizon consumer tracking studies, with data from third-party authorities, to make the case that the relationships of American consumers and brands have been fundamentally changed.
- Timing is everything...especially in personalized messaging. Ochsner Health leverages real-time email responses to patients' online and offline behavioral triggers to build genuinely conversational experiences and keep their members healthier. What can brand marketers learn about customer journeys from the way a major hospital network treats patients? It's all about letting the user drive the conversation, not technology or marketing.
- Just as important, a significant percentage of consumers are coming back to experience live marketing experiences.
