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Tuesday, 22nd July 2014 at 4:30pm
The study, by Aesop and OnePoll, asked consumers to rate brands for personality, memorability, and credibility, among other factors.
Charities and technology brands are overtaking established stalwarts for storytelling; with Apple remaining at the top of the ranks, supermarkets are being superseded by the likes of YouTube, Virgin Media and Macmillan Cancer Support.
Cadbury is also highlighted as a strong storytelling brand, thanks to its innovative marketing strategy, which has included high-profile experiential stunts.
Find out more about the research here and tell us which brands you think are good storytellers.
Thursday, 10th July 2014 at 2:31pm
The study discovered that one in seven viewers search through social networks to find television recommendations, while over a quarter stay off social media when they need to avoid spoilers.
YouView surveyed two thousand viewers and also asked them about their ‘second screening’ habits (nearly one in six are on Twitter while watching a programme).
Find out more about the research here and tell us if social media influences your television habits.
Tuesday, 1st July 2014 at 4:53pm
The study by Leo Burnett divides brands into categories: ‘superstars’, ‘rising stars’, ‘settled greats’ and ‘former glories’.
A brand’s popularity and momentum determine in which category it ends up, along with other brand attributes, including affinity and longevity.
Leo Burnett analysed 5,000 responses to fifty brands, including Innocent and Heinz, and revealed the results to Marketing Week.
Find out more about the research here and tell us which brand attributes are important to you.
Wednesday, 18th June 2014 at 12:34pm
The research, by Coull, took into account 12 million video plays during May in the UK.
Videos featuring cars engaged 61% of their audience throughout the play time, while people, travel and animals held onto around half of their viewers until the end.
However, with only 43% of sports video viewers watching whole videos, Coull’s CEO suggests that sports publishers and brands could innovate more online, especially in a World Cup year.
Find out more about Coull’s findings here, and tell us about your favourite kinds of video content.
Tuesday, 13th May 2014 at 3:05pm
New research has revealed which countries and age groups have a close relationship with brands.
Momentum Worldwide’s global study discovered that the Philippines, Mexico and Brazil rated highly for brand affection, with around 60–70% of consumers regarding their relationship with brands as being ‘friendships or stronger’.
However, the research also found that countries with a long sustained exposure to advertising, such as the USA and the UK, experience ‘brand fatigue’ and show a far greater emotional distance to brands.
The study, which had 6,504 respondents, was carried out in twelve countries. Chris Weil, Momentum Worldwide’s CEO, said that the study’s results are “a wake-up call to marketers across the world that brands must evolve with their audiences”.
Find out more about the study here or take a look at MarketingWeek’s infographic.
Wednesday, 19th February 2014 at 10:56am
The experiment, which was conducted by Zumtobel and Gruppe Nymphenburg, presented forty eight participants - who were put into groups based on their personality types - with a computer simulation of a retail display.
The picture underwent twenty changes in lighting while the participants were monitored for any unconscious physical reactions they might have, such as cardiac or neurological activity.
The study found that the ‘stimulance’ group (made of ‘hedonists’ and ‘adventurers’) had a positive reaction to strong lighting contrasts, such as bold spotlights, while the ‘balance’ group (‘bon vivants’, ‘harmonisers’ and ‘traditionalists’) and the ‘dominance’ group (‘performers’ and ‘disciplinarians’) preferred softer, more subtle lighting effects.
It has been suggested that these results could be used to modify retail environments’ lighting to suit their target audience. Read more about the study here.
Monday, 3rd February 2014 at 10:50am
The research discovered that there are three key attributes that young people (classed as aged 18 – 24) rate: convenience, fun and moneysaving.
Brands that are ‘good’ at or combine any of these factors tended to score highly – having a strong social media presence also helped.
Google and Skype were rated highly as brands that made life easier, while fashion brand H&M did well thanks to its perceived value for money. Several ‘fun’ brands appear at the top of the 100, including YouTube and Ben & Jerry’s, but website BuzzFeed (known for its fun factor and social media) was a surprise omission.
The research, which was conducted by Voxburner in collaboration with Thinkhouse and The Student Room, polled more than 2500 young people on 250 brands.
Take a look at Marketing Week’s infographic and summary of the report here and tell us what you think of the results.
Monday, 27th January 2014 at 11:26am
The infographic takes a look at key science-fiction tropes and predictions, such as jetpacks and robot assistants, and divides them into timelines of achievements, sort-of events and ideas that just haven’t happened yet.
While some timelines are well-known, such as video communications, others reveal some interesting facts about technology's progress in the past century or so.
Take a closer look at the infographic here and the research on which it was based. Let us know which products you use or perhaps would, if they haven't been invented yet.
Wednesday, 6th March 2013 at 12:23pm
In a recent survey by Pitney Bowes it was discovered that the majority of small businesses, from a sample of 500, did not have a marketing plan in place, with only 20% saying they did, whilst 35% admitted to dealing with marketing on an ad-hoc basis.
The study went on to find that SME's lose focus and prioritise low level tasks over marketing, including buying the stationary, cleaning and office repairs coming before marketing.
Whilst multitasking is important, it would appear that many are concentrating too much on the day-to-day running and not looking at the bigger picture. Always difficult when you are running a small business.
Read their full report here.
Friday, 4th January 2013 at 12:16pm
According to a recent Nielsen report, Compare the Market's TV ad featuring “compare the meerkat” founder Aleksandr handing a free meerkat toy to a window cleaner, was more "liked" than The British Heart Foundation's ad featuring footballer-turned-actor Vinnie Jones, demonstrating CPR to the tune of Staying Alive.
Nielson has compiled a Top 10 most-liked and most memorable TV ads of 2012, with the Compare the Market ad clinching the top spot ahead of The British Heart Foundation and Kerrygold Butter in third. It is the third year that Compare the Market has featured, and their second time at the top, whilst it is the second time for retailer John Lewis, who managed fourth place this year.
The report has led to the conclusion that animals have replaced celebrities as the must-have to make ads more memorable, with four of the Top 10 featuring animals, whilst only one features a celebrity, this is a trend that has seen the number of celebrities being in the Top 10 drop from 2 in 2011 and 4 in 2010, whilst the number of memorable ads involving animals was 2 for both years. The other conclusion marketers can take from this is that a strong emotional situation in adverts can help people connect to them more, such as the children returning home in the Kerrygold ad, where-as comedy is not as important as it once was.
Darren Moor, Nielsen’s VP of advertising effectiveness, says: “Animals have replaced celebrities as the new stars of many of the nation’s favourite TV ads in 2012, and we expect their effectiveness as brand icons and storytellers to continue as a theme next year.”
Moor adds: "The glaring, and surprising, omission is that not a single Olympic or sport-related ad features amongst the most liked in what has been the most successful year in the history of British sport. Advertisers may need to work harder to find out why sports ads are not connecting as well with a nation that loves its sport if their ads are to appear on the winners’ podium in 2013.”
Nielsen ranked the TV ads on ‘likeability’ and ‘memorability’ each day with the list based on over 1.25 million survey results from viewers watching evening TV in the UK. The likeability index is a measure of the number of TV viewers who like an ad they saw, and whose brand they can remember, during the normal course of their TV viewing. Scores for likeability and memorability have been tracked every day for each of this year’s nearly 7,000 new ads, shortly after each has been broadcast.
Sunday, 23rd September 2012 at 4:42pm
In the 2012 Social Journalism Study they asked journalists how they use social media, and how it impacts their work. A summary of the very interesting results can be seen in the infographic below or you can download the full study by clicking here.
It's a must for all PR professionals and marketers.
Sunday, 22nd July 2012 at 6:52pm
Ace Metric looked at the ads that ran during the Super Bowl. Apparently one in five TV ads in the States are funny, and Super Bowl ads are three times funnier than the rest. But none of this makes much difference in selling stuff, according to new research by syndicated ad-testing firm Ace Metrix
The Index compares brand to average, so Doritos ads had 6.35 times as many people who found them funny as an average ad in the study. The Ace effectiveness score takes into account a variety of rating factors, including how much consumers like the ad, pay attention to it, and are persuaded by it to want the product or service.
Find out more about this study on AdAge. Makes interesting reading.
Does anyone know of similar studies in the UK?
See one of the funniest ads below:
Monday, 14th May 2012 at 4:36pm
In an attempt to boost its ad revenue and improve the quality of advertising, Facebook's measurement team is making public its research on the types of ads that work best on its platform.
After talking with marketers, Facebook identified six elements of ad creative that impacted upon recall and purchase consideration including two visual elements of focal point and noticeability and four that looked at messaging and a range of things, from whether it's easy to see the brand to whether the ad is succinct and to the point.
They then asked 109 marketers to rate around 400 ads on each of the six elements. All were from the Facebook premium-engagement format, which appear on the right column of a Facebook page and is restricted by image size and copy length. All of the ads chosen were brand or product ads rather than direct response.
The results for recall highlighted three factors that were particularly important: Images needed to have an obvious focal point, the brand had to be clear and the ad needed to fit with the brand's personality.
Not rocket science but at least an indicator of best practice winning out.
Failing focal-points were fairly common, due to the lack of space for images, however this was increased by brands which opted for small product images on cluttered backgrounds. This got in the way of consumers recalling brands - therefore simplicity is best.
The ads should also be clear about the brand they're promoting, which may sound obvious but many brands were obscured in the ads or missing associated brand colours.
When looking at purchase consideration the main aspect was whether the ad rewarded the viewer. Very important in encouraging interaction.
"Ads that were rewarding tended to be pretty clear - there wasn't an overload of information," said Mr. Bruich, who conducted the study with measurement researcher Adrienne Polich. "But [the] rewarding ads also seemed to connect. The information seemed meaningful."
The importance of offering a reward was the single biggest creative predictor of an ad's success, which apparently surprised the Facebook team.
The full study will be presented in the US next month however those that believe that bright colours or crazy fonts would create noticeability will be sorely disappointed as the survey found that this was not predictive of either recall or purchase consideration.
So it's goodbye to psychedelic Facebook ads and hello to minimalism.
Monday, 30th April 2012 at 9:06am
Woods Bagot, a leading global architecture and design practice, has recently published a report into airport design and the future implications of global travel.
The report, called WARP Speed: Mach 1, covers a range of topics that will influence the way that airports are designed in the future including technology, efficiency, passenger numbers and collaboration. The report seeks to understand the near to medium term trends that are shaping the design of airports so that we can all build the IATA vision of “sufficient and efficient” infrastructure in a sustainable and future proofed way.
By 2050 it has been estimated that 16 billion passengers will fly every year along with 400 million tonnes of freight. The implications are immense and this first stage report attempts to highlight and tackle some of the core issues.
The report was compiled by a team of senior experts and identifies emerging trends in the aviation industry that will be critical to the future success of airports. It focuses on airports as well as their tenants – airline carriers, retailers and concessionaires.
In the report introduction they say, 'Woods Bagot’s WARP Speed: Mach I is the first in a series of research investigations that identify emerging trends in the aviation industry that will be critical to the future success of airports. From wild science fiction to grounded realities, WARP Speed: Mach I makes forecasts by exploring the various wants, needs and aspirations of airports and their tenants. Most importantly, WARP Speed: Mach I recognizes that change – fast change – is the only constant in the aviation industry.
Throughout WARP Speed: Mach I, we are taken on an exploration of the often-tenuous relationship that exists between airports and the airline carriers, retailers and concessionaires with which they share are both dependence and competition.'
This is an important insight into the issues facing the aviation industry in the coming decades and makes interesting reading.
You can download the full report here:
Sunday, 26th February 2012 at 7:49am
Nearly 90 per cent of US brands say that they monitor online conversations and feedback while 80 per cent also respond to feedback. More than three quarters of those polled also distribute customer feedback internally and nearly two thirds thought that listening and engaging on social media has raised brand awareness.
The article also highlights that more than two fifths cited availability of budget as the greatest internal challenge to listening and engagement, while more than a third said the same about their difficulty in managing programmes across multiple platforms.
'Almost a fifth cited privacy issues as the greatest challenge, while 30 per cent said the same about availability of talent. The top five departments that create strategies to listen to consumers are, in order, the social media team, marketing or public relations, web-interactive marketing, product marketing and marketing operations.
Half of businesses say that listening to their customers on social media is not a core function of their business. Just six per cent of companies said that listening and digital engagement initiatives are integral to their organisation,' the article says.
It seems that brands in the US are taking social media engagement seriously. It would be interesting to carry out similar research in the UK.
Article by Emily Nicholls for Corp Comms Magazine.
Saturday, 18th February 2012 at 4:42am
New research has revealed that brand engagement on social networks is not as positive as first thought.
According to B2B Marketing Magazine, 'Although the uptake remains high, users are demanding more, with two in five participants claiming to be ‘getting bored’ with social media.
The survey of 1275 British social media users found that just under half of respondents would not be positive about a product their ‘friends’ have followed and/or ‘liked’, with 43 per cent saying they are unlikely to talk about a brand on social media sites. In addition, just over half of participants revealed that they ‘do mind’ seeing ads on social networks that are based on their profile activities.
Dan Brilot, media consulting director at YouGov, says, “It appears that while social media can be a key tool in the brand marketer’s armoury, in particular to maximise commitment among those already highly engaged with the brand, it has not quite reached the effectiveness necessary to be considered as a truly mass media marketing tool.”
Monday, 2nd January 2012 at 2:05am
But are consumers getting excited about QR codes? They are a great idea in theory, improving interactivity and offering a quick route through to online content, however in the States only 5% of Americans who own mobile phones have actually used a QR code, and surprisingly these tended to be young, affluent and male.
However, in the UK a recent survey of 794 mobile users by Simpson Carpenter showed that only a third knew what a QR code was but 11% had used one. Of these 20% did not find them at all useful.
So what is the future of QR codes? There will be growing awareness of the technology and, according to the above research, 70% of those that had used them found them useful and would use them again. As a tool for marketers they offer a simple and quick way for consumers to engage with online content and with the increase in smart phone usage it will be interesting to see how they develop.
We expect that there will be simpler technology along sooner rather than later that will supersede QR codes and offer more marketing opportunities so watch this space.
For more information on QR trends in the States see the AdAge article here
Tuesday, 18th January 2011 at 5:33am