Nearly half of online ads miss target audience

Mobile tends to be more accurate than desktop when targeting narrower groups

Only 53% of ad impressions served in the UK were viewed by people of the age and gender advertisers intended, according to a study of more than 44,000 campaigns across 17 countries by measurement company Nielsen.

The accuracy of ad targeting varies widely by sector, with travel marketers currently the most likely to reach their desired audience in the UK (doing so 66% of the time) followed by entertainment (64%). On the other hand, FMCG (40%) and retail (42%) marketers are most likely to struggle hitting their target audience. 

Whiskas, Air Wick and Russian beer show packaging is “dark horse” of new product success



Marketers should pay more attention to the 60% of consumer decision-making that happens at the shelf

Package design, one of the least heralded aspects of marketing, is a major factor behind the most successful product launches over the last two years.


The latest annual “Breakthrough Innovation Report” from research firm Nielsen analysed 9,900 product launches across Europe. From among many successful initiatives, Nielsen selected 11 that truly broke through. All 11 – which include Colgate®, Air Wick® and Whiskas® – generated at least £7.5/€7.5 million sales in the first year of launch (€5 million for launches in Eastern Europe) and maintained at least 90% of that figure in the second year.

John Lewis’ “Buster” beats Body Shop to most engaging Christmas ad

John Lewis’ “Buster” beats Body Shop to most engaging Christmas ad


Humour scores big this year as the best performing ads steer clear of heavy emotions


London, 6 December 2016. After mixed reactions last year for being too sad, John Lewis has produced this year’s most engaging festive ad, according to an annual study which measures viewers’ emotions by tracking facial expressions.

Its Buster the Boxer ad scored 94.8% on the emotionally compelling scale, putting it top in a Realeyes/Lucid study of 65 ads, narrowly ahead of The Body Shop’s Jungle Bells (94.1%) – which is the highest scoring ad among men.

British retail “drowning in sea” of unrewarding loyalty cards

British retail “drowning in sea” of unrewarding loyalty cards


Only Finland has more but, paradoxically, British shoppers among least likely to use them 


London – 7 December 2016. Although British shoppers are the most likely in the world to have a loyalty card, with the exception of Finland, they’re among the least likely to see or utilise the benefits, according to a Nielsen study of 63 countries.

Two-thirds of shoppers globally report being a member of a retail loyalty scheme, compared to 89% in Britain. Only Finland is higher (94%). The average British loyalty card holder has 3.6 of them, behind only Japan and Lithuania.

The Environment Agency is going to improve customer experience and compliance at visitor moorings on non-tidal River Thames

New arrangements to ‘improve customer experience and compliance’ at visitor moorings on non-tidal River Thames

http://www.thamesvisitormoorings.co.uk/

The Environment Agency is to test new arrangements for managing its short-stay visitor moorings along the non-tidal River Thames.

During a 12 month trial starting today (Wednesday 16 November), Thames Visitor Moorings, (TVM) a private company run ‘by boaters for boaters’, will take over responsibility for managing bookings and collecting fees at 21 of the 22 visitor mooring sites currently operated by the Environment Agency.

The change will bring significant benefits for boaters and the Environment Agency alike.

Buster the Boxer’ is John Lewis’ most emotionally engaging festive ad / Emotion measurement firm Realeyes

 Mihkel Jaatma, Realeyes’ CEO

The results are based on facial recognition technology which measured people’s reactions as they watched the ads:

  • Buster scored better than 95% of the 5,700 ads ever tested by Realeyes in terms of emotional engagement, which is a combined measure of how the ad scores on attraction, retention, engagement and impact
     
  • Furthermore, it scored in the highest 1% of ads ever tested among women under 30
     
  • It’s the most compelling of the last six John Lewis ads (see chart below), the next best being 2011’s “The Long Wait” which scored better than 89% of ads ever measured.
     
  • The scene of Buster on the trampoline is the most engaging scene ever tested for a John Lewis ad

“Initial industry opinion seems to be that Buster isn’t a ‘rockstar’ edition from John Lewis but consumer’s emotional reaction says otherwise – it’s more engaging than their previous five offerings,” says Mihkel Jaatma, Realeyes’ CEO. “Its success is very much driven by happiness, a significant departure from last year’s melancholic Man on the Moon which even John Lewis admitted may have been too sad.” 

Emotion measurement firm Realeyes measured the reactions of 1,700 people across 49 key facial points as they watched the ads via their webcam. The respondents were sourced by audience platform Lucid.
 

Emotionally engaging performance of John Lewis Xmas ads

B2B Marketers ...An important pointer for 2017 : "Content marketing generates as many as three times more leads than outbound marketing".

Switch from outbound to content marketing

In the past, it was enough to highlight your product or service and the hundreds of fantastic features and capabilities. These days, you have to add value to your brand and product/service with content that teaches and establishes you as a thought leader and an expert. 

Why should your customers believe in what you’re selling?

It might scare you to switch to an inbound format that teaches and nurtures your prospects. How will they know what you offer, you ask? How will we sell and generate leads without pushing our product? Content marketing can be scary to adopt because it relies on your expertise and puts the ball in your prospects court.

In contrast, content marketing is shown to drive more traffic and leads than outbound marketing.According to Demandmetric content marketing generates as many as three times more leads than outbound marketing.


Thought leadership at its best

Companies now face complex barriers when trying to connect with multiple decision-makers.

Today, there can be up to 17+ stakeholders involved in evaluating and purchasing solutions. This means that marketing must strategize new ways to reach the prospects to drive revenue, increase lead volume, and support key customers

'Load your own articles plan' is a new concept from theMarketingblog which gives your content marketing thrusts a real opportunity of producing more quality leads for your sales people to convert into orders. 

Click HERE >>> For your free trial

Britons among world’s least likely to try mobile-only banking

Britons among world’s least likely to try mobile-only banking
They’re 50% more likely than the global average to prefer going to a branch
Despite the number of mobile-only banks set to launch in the UK this year, Britons are among the least likely in the world to use them.

Nearly two-thirds (63%) of Britons aren’t likely to use mobile-only banks – those which don’t have a physical location and are serviced entirely via smartphone apps. Only four countries – France, Belgium, Hungary and New Zealand – are less likely than Britons to use these types of banks, according to a global study of 63 countries by Nielsen.

 


People in India are the most likely to use mobile-only banks (46% say they’re highly likely to do so) followed by Indonesians (37%). Despite the resistance to mobile-only banks among the British public, the 10% who say they’re highly likely to use them “still gives mobile-only banks a potential customer base of around 4.6 million British adults,” according to Stuart Tagg, Nielsen Europe’s financial services leader.

The main reason Britons won’t try mobile-only banking is due to security concerns (cited by 58%), followed by not having a need to do mobile banking (31%). One in five who won’t try it say it’s because they prefer to visit a branch, making Britons 50% more likely than the global average to prefer going into a branch.

“The reality is that mobile-only banking is most likely to take off in developing countries where the majority of the population don’t have bank accounts or easy access to physical branches,” said Tagg. “However, there’s still a good opportunity in Britain, particularly if banks can overcome the general unease about sharing financial information digitally by convincing people that mobile banking is as secure as going into a branch. It’s then that the sheer convenience of mobile banking could make many reconsider.”

Tagg also notes that an “easy-in-theory” win for mobile-only banks is giving higher interest rates, this increases the number of people likely to use them by nearly 2.5 times, “after all, banking is about money.”

UK ad viewability remains below 50%, costing advertisers £154m a quarter

UK ad viewability remains below 50%, costing advertisers £154m a quarter


London, 20 October 2016 – For the second consecutive quarter, less than half of online ads served in the UK met minimum viewability thresholds – costing advertisers around £154 million, based on IAB/PwC’s Adspend figures published last week¹.

Only 49% met the IAB and Media Ratings Council’s recommendation that 50% of the ad was in view for at least 1 second. However, this was a marginal improvement on 47% from the second quarter in 2016, according to the latest report from ad verification company Meetrics.

Despite the improvement, the UK remains significantly behind other European countries in terms of viewability levels: Austria is at 69%, France at 60% and Germany at 59%.
 

Viewability levels by country

 
“To be honest, due to the attention and initiatives focused on addressing viewability, we’d expected a bigger improvement in the UK in the third quarter,” said Anant Joshi, Meetrics’ Director of International Business. “However, it seems that these efforts only just outweigh the impact of programmatic ad delivery and the amount of ad re-loading done by publishers to boost inventory levels. It’s still translating into about £615 million wasted annually on non-viewable banner ads alone.”

Viewability levels for video ads are better at 68%, however, this is against a measure of 50% in view for at least 2 seconds. Consequently, Joshi says, “advertisers should critically evaluate whether 50/2 is enough to have any form of impact. For example, if one considers a view-time of 10 seconds, which will have an impact, video viewability drops to 30%.”

Women for Women : Introducing the new Demelza grey for the winter season


INTRODUCING THE NEW DEMELZA GREY

 

 

Welligogs are pleased to introduce the new Demelza grey for the winter season. A new addition to the Demelza line, the grey Demelza is the ideal coat for the colder months, beautifully tailored to fit most shapes. This very elegant, classic coat is perfect for day-to-day wear or to attend smart events.


Demelza grey is made from 80% wool and 20% polyamide tweed. It features moleskin collar, pocket and sleeve detailing giving it a unique look. The coat is fully lined in dusky pink and tangerine or pale blue, contrasting wonderfully with the darker outer fabric.

The Demelza is available in navy or grey herringbone fabric and looks fabulous teamed with the Welligogs Mayfair boots.or Welligogs fur bobble hat  
Available in sizes 6(XXS) - 18(XXL). RRP £295.

 

 

 

For more information on the Welligogs A/W collection please contact Jennie

Email: mail@welligogs.com Telephone: 01785662277