Media Planning
Not all Advertising Frequency is created Equal when it comes to Sales Lift
When it comes to marketing campaigns, recent advertising exposure (or recency frequency) is more effective at increasing incremental sales for consumer packaged goods (CPG) brands than iterative (or repeat) frequency, according to new research analysis from NCSolutions (NCS) about how advertising works.
Brand awareness remains global marketers’ top priority, but mass reach isn’t what it used to be
Channel fragmentation and increasing media options provide consumers with an abundance of choice, but they present a hurdle for marketers that rely on traditional mass reach channels to increase brand awareness. And just as we’ve seen in previous years, the marketers surveyed for Nielsen’s 2022 Annual Marketing Report say building brand awareness is their top objective for the year ahead. Similarly, their top business priority is new customer acquisition.
Marketers can foster greater representation in media
Every year, the topic of gender equity captures headlines during Women’s History Month. During this time, the media industry is often called out for a lack of on-screen representation. The numbers speak for themselves: women received 43% share of screen and 42% share of casting in U.S. television programming in 20211, with only 31% of measured shows having women represented at fair share. Worse, these metrics show little improvement from the year prior.
Marketers’ three keys to more agile media planning
Between rapid news cycles, ever-changing consumer behaviors, and an unclear future as the pandemic continues, adaptability is key for marketing success. To help achieve brand goals, marketers should conduct ongoing media planning throughout the year, versus only once at the start, that puts key audiences at the center of marketing efforts. By establishing always-on, consumer-focused measurement practices, marketers can then leverage outcomes to continuously optimize marketing strategies and tactics.
5 Questions advertisers want answered [REPORT]
Advertisers need to track their entire ad spend with comparable metrics across platforms to get the full performance picture.
Where did Integrated Marketing Go Wrong?
3 Steps for Modern Marketers to Increase Effectiveness of Integrated Campaigns. By Roberto Orci
Horizon Media launches eMbrace
Addressing the need to leverage a data-driven approach to align cultural imperatives with a brand’s marketing and business priorities, Horizon Media developed the idea and overarching purpose of eMbrace and enlisted Nielsen (NYSE: NLSN) to develop the software and data solution.
In-Content Ad Placement Combined with Traditional TV Campaigns Can Increase Brand Reach by 44 Percent [REPORT]
Mirriad announces its latest whitepaper: The Lost Audiences - Regaining Control. The paper highlights in-content advertising as a continually growing avenue for brands and advertisers to engage with audiences in an impactful and non-disruptive way, and explores how companies can recuperate lost GRPs and expand reach via the use of in-content advertising.
The Changing Face of Media Consumption [REPORT]
In the modern digital world, on average US adults spend 8 hours a day with digital media - more than they do sleeping. Increasingly, marketers need to understand a new, omnichannel consumer and reach people in the many places they engage — including booming channels like streaming TV, ecommerce and more.
What is an effective frequency for advertising?
Let's be clear up front, the answer to the question posed in the title is it depends. The frequently used rules of thumb will be frequently wrong because the specifics of advertising objective, media channel, and product category make them so. But there are guidelines to be observed and there are myths to be ignored. By Nigel Hollis
U.S. AD MARKET OUTLOOK down by 1% based on economic impact of Russian Invasion of Ukraine
MAGNA reduces its 2022 advertising spending growth expectation due to economic and geopolitical uncertainty, but media owners’ ad revenues should still grow by +11% this year to pass the $300 billion milestone.
What is the Value of Time in Advertising? (Part I: How Value is Created) [PODCAST]
Fairly measuring the quality of an ad impression is challenging, and it differs across platforms. In this first part of a two-part discussion, about ad time duration, a panel of researchers explored whether or not ad time duration provides a signal to advertisers of the value of an ad impression.
U.S. Online Audio Listening Grows and Podcast Habits Reflect a Return to Work and School [REPORT & INFOGRAPH]
Seventy-three percent of the U.S. 12+ population (an estimated 209 million people) have listened to online audio in the last month, up from 68% in 2021. This jump was primarily driven by listeners age 35+, as the number of those age 35+ who listen to online audio monthly increased by 13% year over year. Weekly online audio listening also rose to 67% of the U.S. 12+ population, up from 62% in 2021.
UNC-Chapel Hill and Winston Family Foundation launch national center to study effects of technology, social media on child brain development
A new research center at the University of North Carolina at Chapel Hill will examine the long-term effects of technology and social media use on teen social and emotional development
The U.S Ad Industry Stages a Remarkable Comeback from Covid-19
Lockdowns during the height of the pandemic were devastating to the U.S. ad industry, as they were for the economy and society as a whole. But advertising has made a remarkable recovery with growth now nearly in line with spend projections from before the emergence of Covid-19.
Three principles from four decades of media practice
Global media expert Ben Jankowski, former SVP Global Media at Mastercard, shares his key learnings from his forty-year career in media as he ends his impressive 11-year tenure at the company and eight years as a global chair of WFA’s Media Forum to start a new consulting venture.
How Black audiences are engaging with audio more than ever
For African Americans, content is the common language.
MAGNA Hosts 2nd Annual Equity Upfront Focused on Deep Engagement and Collaboration with Diverse-Owned Media Companies in 2022 and Beyond
MAGNA, the investment and intelligence company of IPG Mediabrands, announced its second annual Equity Upfront™, taking place on April 5 – 7th, 2022. The theme for this year’s event is “Invest for Impact” and will be a hybrid experience, both virtual and in-person, focusing on highlighting the impact of diverse audiences on media consumption and their impact on brand loyal
New Advertiser And Consumer Studies On Media Attentiveness And Ad Skipping
Attention measurement is a new trend sweeping through media circles. The Advertising Research Foundation defines advertising attentiveness as “the degree to which those exposed to the advertising are focused on it.”
Wellness Category Ranked #3 by Annual Growth Rate in 2021, Expanding Ad Spend +49% over 2020
When looking at the channels that helped drive this growth, Traditional Media Channels played an integral part, with overall traditional media buys up +66% YoY. In particular, Traditional TV and Radio had lifts of over +70% vs. 2020. Digital also expanded, with Digital Video (+60%) and Audio (+65%) showing the heftiest rise.
