Marketing

According to a new study by IPG Media Lab, using data from TVision, TV has a viewability problem similar to that of digital. The study, “Quantifying TV Viewability,” reveals how often people are in the room when ads air and how this varies by daypart, position in ad pod and ad length.

A recent study I conducted in the Neuroscience team at Kantar looks at the implicit perceptions toward feminism: i.e. what people instinctively associate with that idea. The results make me question whether how feminism is portrayed in advertising might actually be widening the gender gap, rather than closing it.  by Rio Cook- Global Neuroscience Innovations Manager / Kantar

The ANA (Association of National Advertisers) announced the formation of a new initiative called the ANA Trust Consortium to help its members address the issue of trust between marketers and the digital supply chain.

Havas Media through its new “Power” series aims to explore the role media plays and to uncover “what matters.” Which are the moments that make a difference as we try to connect brands with audiences? What are the most meaningful media?

In the latest episode of “Behind the Numbers,” eMarketer principal analyst Paul Verna helps us understand whether advertisers are overlooking engagement across devices as dollars move from TV to digital video.

When implementing advanced attribution models to better assign marketing credit across touchpoints, marketers grapple with choosing the best metrics among overabundant data points. To avoid getting overwhelmed by a sea of clickthrough rates (CTRs), impressions, likes, shares and viewthrough rates, marketers are performing metrics mapping exercises to assess the relevancy of these channel-level metrics against a larger company goal.

In today’s world, crafting a data-driven marketing strategy is critical for any organization. To that end, most marketers turn to data management platforms (DMPs) to help them deliver and execute their respective strategies. According to the Nielsen CMO report, 63% of marketers in the U.S. consider DMPs one of the top three most important marketing and measurement technologies.

Are we headed for another recession? Despite a historically low unemployment rate, many economists and business pundits say there’s plenty of evidence that in 2019 or 2020 the economy is likely to tank. The reasons for a potential downturn include a trade war with China, rumblings from the Federal Reserve to raise interest rates, and forecasts for slower GDP growth. What’s more, the U.S. is in one of the longest economic expansions on record and therefore, some argue, ripe for a fall.  Courtesy of Association of National Advertisers

By Gonzalo López Martí – Creative director, etc / LMMiami.com

• We’ve all heard the conventional wisdom by now:
• “If the product is free, you are the product.”
• “You might think you watch Netflix or Instagram, but Netflix & Instagram are actually watching you.”
• And so on and so forth.

ThinkNow released a new Latino Brand Authenticity Report 2019 on U.S. Hispanics buying habits of Latin American food and beverage brands. The study found that it’s most important for Latin American brands to have a great tasting product to attract the hearts and minds of U.S. Hispanic consumers.

Let us cut to the chase. Facebook, Google and probably Amazon store everything you do in the digital domain. But any marketer who believes that true ad relevance is ever achievable should take a hard look at how the sites and apps they use classify them as individuals.  by Nigel Hollis

Brand safety is a serious concern for 60% of the ad industry professionals GumGum and Digiday surveyed in November 2018. But that’s down from 90% in 2017.

Today’s CMO is just not responsible for the brand, PR, and communications. Two most important goals for modern CMO are responsible for growth marketing with sales and customer experience (CX). In the last few years, you must have seen the rise of demand centers and CX responsibilities in CMO organization. This is the reality of modern CMO who is leading growth marketing.  By Rohit Prabhakar

Technology and the modern media landscape look nothing like the early days of advertising, and the struggle to stay current amid all that change has left marketers fighting the good fight every day during challenging times. New systems and new terminology have sprouted up, further miring marketers’ struggle to stay on top of the latest trends and tools. Programmatic, advanced TV, OTT, CTV, addressable, dynamic creative optimization — the digital world is a riot of new tech and confusing jargon. Alas, the industry’s love for following consumers and delighting them with brand stories is worth every bit of the effort to sort through the words and find the winning formulas.

Celebrations big or small remind us of people’s desire to enjoy a magical moment and escape the mundane. Yet, when it comes to customer experience, Kantar’s first CX+ report for retail banking in the U.S. finds many companies fail to create the magical moments that will help them stand out from the crowd.  by Dr Susanne O’Gorman- Insights Division, Kantar / Global Head of Customer Experience & Sarah King – Insights Division, Kantar
Global Head of Brand

The belief that consumers crave more targeted, personalized ads has become a digital advertising mantra. But it’s not entirely true.

Is it me, or have many people forgotten that the only reason to invest in brand building is to help drive sales? The constant debate about whether to invest in brand building or sales activation seems to imply that sales elasticity is independent of the strength of the brand. To my mind that is just plain wrong.  by Nigel Hollis

As brands seek to more efficiently connect with consumers, understanding campaign performance across TV and digital has become essential to allocating advertising investments across platforms.

Modernizing a cherished brand without alienating a loyal customer base or losing market share in a hypercompetitive marketplace is challenging. The hurdles include continuing to drive and maintain growth, choosing the right ideas for big results, knowing the customer, and innovating while staying true to the brand’s roots. Kurt Kane, chief concept and marketing officer at Wendy’s, spoke with McKinsey partner Stacey Haas and discussed how the restaurant chain tackled these challenges.

If I asked a group of ad planners what the one thing they most want from their creative partners, it’d be ‘collaboration.’  That’s because, like it or not, there is a deep insecurity lurking that whatever brilliant brief we arrive at will be completely ripped apart — or worse, ignored — by the creative people it is intended to inspire. Maybe it’s the intangibility of strategy — its ambiguity in the creative process — that makes us seek any evidence of our value to others.  By Ed Tsue- Anomaly / Group Strategy Director / Managing Director