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Wednesday, 17th December 2014 at 3:53pm
The report, by Give As You Live, shows that 64% of consumers will click links to a retail site in an email, compared to only 10% for links on social media messages.
Online shops that have an element of ‘reward’ are particularly ‘distracting’ for shoppers, with 42% stating that fashion retailers distract them the most, followed by travel websites and entertainment shops.
Find out more about the study here.
Friday, 21st November 2014 at 4:57pm
The study by YuMe found that people are more receptive when shown an ad in a public place or on a mobile device.
It also looked at the attention that participants gave to ads and how mood and other factors influence this.
The research consisted of over ten thousand participants, including seven thousand video viewers.
Find out more about the research here.
Friday, 14th November 2014 at 1:50pm
The study, by the Internet Advertising Bureau (IAB) and Kantar Media, reveals that 69% of UK adults describe using a non-optimised site as ‘frustrating’ and that 81% of smartphone users access the internet via their phone on a daily basis.
The research also highlights the importance of mobile in consumers’ online journey - half of those surveyed make a purchase via their phone on a monthly basis and nearly half use smartphones to research products.
Traditional media also plays a part in this, with 59% of respondents being encouraged by forms including television and print, to find out more information about a product or service.
Read more about the study here.
Tuesday, 4th November 2014 at 4:34pm
New eye-tracking research shows how we now interact with Google search results (known as SERPs), compared to ten years ago.
The study, by Mediative, examined where users look on a page, how this affects view and click rates, and the impact of newer Google features, such as the carousel and knowledge graph.
The research reveals a remarkable evolution in the way we view SERPs, shifting away from the old-style ‘Golden Triangle’, where users would concentrate their focus on the top left hand corner and scan horizontally.
Thanks to smartphone adoption and changes to Google’s layout, we now scan more vertically, taking in more search results at one time.
Find out more about the research here.
Wednesday, 29th October 2014 at 4:34pm
Using smart devices to watch videos is on the rise, with over a quarter of online viewing taking place on a smartphone or tablet.
However, desktop is still king, with Adobe finding that videos that reach 25% completion on a desktop computer are three times more likely than on a smart device to reach 75% completion.
Read more about the research here.
Monday, 27th October 2014 at 4:28pm
Future Foundation’s study also revealed that 62% of consumers who are most engaged with smart devices immediately looked online for more information after viewing an OOH ad.
Digital OOH ads drove the bulk of the responses and were found to be particularly successful when they rewarded interaction by offering prizes.
Find out more about the research here and tell us what kinds of OOH ads you respond to.
Wednesday, 15th October 2014 at 1:17pm
The study, by Thinkbox, showed that multi-screeners could recall two ads from the previous fifteen minutes of viewing, compared to the average of 1.9 ads by other viewers.
The research also revealed that the longer someone watches television, the more ads they can remember, with 66% of viewers able to recall an ad after watching for two hours or longer, compared to just 58% watching for less than half an hour.
Find out more about the research, which also looked at the importance of social TV, here.
Friday, 12th September 2014 at 10:31am
The research also showed that 38% would spend any extra budget on social media, but mobile marketing is yet to catch up with the enthusiasm for social (those surveyed put only 7% of their budget towards mobile).
B2B marketers’ top priorities, challenges, and digital skills are also covered in the research, which sheds light on some surprising facts.
The study was carried out by Omobono, Circle Research, and The Marketing Society; you can see the whole infographic here.
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.
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
Global public relations software and media tools provider Cision has conducted a study into the use of social media by journalists.
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
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: