tag:themarketingblogplus.posthaven.com,2013:/posts 'Fresh' UK Marketing News from theMarketingblog 2018-04-02T16:53:36Z Will Corry tag:themarketingblogplus.posthaven.com,2013:Post/1234485 2018-01-19T16:28:23Z 2018-01-19T16:28:23Z Only 5% think current digital ad research is adequate


 A "seal of approval" by independent industry body seen as best way to improve quality


Only 5% of media and advertising professionals believe commercial research studies on digital advertising are of a good enough quality.

The influence of the sales agenda of the company owning the research is seen as the biggest obstacle to producing good quality research – cited by 57% of the 220 industry professionals interviewed online by Inskin Media and Research Now SSI. Nearly one in four (23%) generally disregard commercial research projects as nothing but marketing/sales tools while 19% consider them largely useless due to quality issues.

Research agencies (scoring 4.0 out of 5) are regarded as producing the highest quality research, narrowly ahead of industry associations (3.9) and measurement/ad validation vendors (3.6). Media sellers (3.1) rank last in terms of the perceived quality of research.
 

Who produces highest quality research


“The industry has been deluged by studies on digital advertising over the last decade, most of which is used as a Trojan horse to promote a sales agenda,” said Steve Doyle, Inskin Media’s CCO. “Unfortunately, much of it isn’t fit for purpose and it’s tended to tar everyone with the same brush. Paradoxically, it’s also created the problem of undermining genuine findings even if the company doing the research has a commercial interest in proving them, so the results are mistakenly ignored.”

Doyle adds that he’s “aware of the irony of producing a research study saying research quality is inadequate.”

The quality and detail of the methodology (cited by 61% of respondents) is the most important factor in assessing the validity of research, followed by its relevance to current industry issues (54%).

A "seal of approval" awarded by an independent industry body is seen as the most effective way to improve how people perceive digital advertising research (cited by 71%) narrowly ahead of a detailed methodology explanation for every study (70%).

“The rise of online survey platforms means anyone with a few hundred pounds can produce one but hopefully the industry will start demanding far more rigour and detail about the methodology, as well as taking into greater account the agenda of the company producing it,” says Doyle. “Indeed, the support for an independent seal of approval is reminiscent of what’s happened in Germany. The major trade bodies along with Google and Facebook launched ‘Qualitätsinitiative Werbewirkungsforschung’ – an initiative to increase transparency and quality in advertising effectiveness research.”

Industry professionals most prefer to hear about the insights from research in face-to-face presentations (cited by 56% of respondents), followed by infographics (45%) and trade magazines / blog posts (37%). Webinars are the least favourite method (cited by just 14%).

 

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1219736 2017-12-21T09:02:04Z 2018-03-26T19:15:52Z Gaviscon beats M&Ms and KFC to best TV ad of the year


Gaviscon’s “Tim and Tom” has fended off both M&M’s “red and yellow” and KFC to retain the title of the most effective TV ad of 2017, as advertisers relied heavily on humour and novel imagery to grab viewer attention as dual-screening and ad skipping becomes increasingly prevalent. 

The top ads comes from the UK’s most comprehensive on-going analysis of TV advertising, conducted by Nielsen, which involved over one million survey results across 3,600 ads in 2017.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1217146 2017-12-15T13:56:57Z 2017-12-15T13:59:04Z Healthy eating and “big nights in” drive 2017s fastest-growing groceries

 

There’s a distinctly contrasting nature to the fastest-growing grocery products of the year as fresh fruit and ‘free-from’ led the way, alongside spirits and sparkling wine.

Shoppers in the UK spent £176.4 million more on fresh fruit this year than they did last year, according to Nielsen's annual analysis of till sales at supermarkets and convenience stores, while sales of spirits rose £152.3 million and those of free-from products, such as items without gluten or dairy, rose £146.6 million.]]> Will Corry tag:themarketingblogplus.posthaven.com,2013:Post/1213066 2017-12-08T08:54:18Z 2017-12-08T10:38:41Z Shopper purchasing confidence hits lowest level in over two years ... Nielsen Research

The number of British shoppers feeling positive about making purchases has hit its lowest level since the second quarter of 2015, according to Nielsen’s latest Global Survey of Consumer Confidence and Spending Intentions.
Less than half (47%) felt now is a good time to buy things they may want or need over the next year – a figure that has been steadily dropping since just after the Brexit vote, when it stood at 53%.

]]> Will Corry tag:themarketingblogplus.posthaven.com,2013:Post/1206839 2017-11-22T14:37:21Z 2017-11-22T15:39:06Z Reader & publisher relationship has 'catalytic' effect on ad effectiveness .. Inskin Media

Brand safety is considerably more complex than the industry thinks


The relationship a reader has with a publisher has far more impact on the effectiveness of online ads than the surrounding editorial content, which suggests concerns around brand safety may be misunderstood, according to a new study. 
 
The study – by Inskin Media, Research Now and Conquest Research – compared the conscious and subconscious reactions of 4,370 people, who were served ads on websites either with or without publisher branding. It revealed that ads on the publisher-branded sites increased consideration for the advertiser by 60% compared to the ads on the site without publisher branding.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1200223 2017-10-23T08:40:55Z 2017-10-23T08:42:26Z New Research ...Ad viewability hits 18-month high .. Meetrics

First consecutive rise on record

For the first time since it started measuring ad viewability, the level in the UK rose for two consecutive quarters – to hit the highest mark for 18 months – according to the latest quarterly benchmark report from ad verification company Meetrics. 

In the third quarter of 2017, the proportion of banner ads served that met minimum viewability guidelines rose from 51% to 52% – the highest level since Q1 2016 (54%). This followed a rise from 47% to 51% in the previous quarter.

"Yes, the latest rise is small but its directionally very significant, said Anant Joshi, Meetrics’ country manager for UK & Ireland. [Pictured] “For the first time, there’s a consistent positive trend which is a sign that efforts to increase viewability are bearing fruit. A driving factor is that some agency groups are starting to demand a higher percentage of an ad’s surface area to be in view which is making the sell side improve the quality of their ad placements."
 

Viewability comparison by countries

Despite the rise, the UK still lags far behind the other six European countries in which Meetrics measures viewability. Italy (68% viewability) and Austria (67%) lead the way while Switzerland and Poland (both 55%) are the closest to UK levels. Joshi notes that despite the UK heading in the right direction, the latest IAB/PwC digital adspend figures “suggest around £165m in the UK is being wasted per quarter on ads not meeting minimum viewability guidelines.”

Ads are deemed viewable if the meet the IAB and Media Ratings Council’s recommendation that 50% of the ad is in view for at least one second.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1195941 2017-10-04T13:11:44Z 2017-11-23T10:18:44Z Discussing Options: Should You Invest in Dedicated Apps or Mobile Sites?

Mobile applications (apps) and mobile websites often perform very similar roles yet there are still fairly large differences between the two.

The Comparison.  So, what are they? An application is a program that will be downloaded onto the user’s phone; as such, it can be tailored to a very specific purpose and can be more interactive with the user than a mobile site. Applications can be accessed offline and can be left running in the background of your phone, allowing for easier access where regular usage is required.

A mobile site is simply a website that has a specific variant for mobiles. Mobile sites are sometimes preferred to apps as they are easier to access and provide a greater online presence for businesses, and they can be found and shared easily. Mobile sites are cheaper and easier to make than apps, and they offer compatibility across all phone devices.

Examples.

eBay's application is useful for regular users as it allows for push notifications on bids and followed items, and it provides an easier interface for those wanting to sell items. Blizzard, the creators of World of Warcraft, have produced an app for their game that provides the perfect example of how apps can be more relevant than mobile sites. The app allows users to access in-game features such as the store (auction house), team chat and follower missions that require an amount of processing power not accessible through a website.

However, the company's online store (Battle.net) has remained app free with a mobile site. This is mainly due to the fact that Blizzard experiences far greater desktop traffic than mobile traffic by up to seven times as much, meaning a mobile-only app would not be worth the development cost. But, it is also due to convenience as their customer support must be readily accessible on all devices.

Why Not Use Both?

Apps and Mobile sites often shine in their own areas but they work best where there is some crossover. Shopping sites like Amazon often feature both, as companies must support a wide range of customers, from regular users to one-off interactions. In the world of iGaming there is a number of casinos that offers both a mobile site and applications to download. The casino uses a mobile site for ease of access and for first time players, while they offer applications for many of their games so they can be accessed offline or on the go.

Lastly, HSBC mobile banking features a mobile site and app that must be used in conjunction as a security measure. It is a great example of both being used to their strengths; the mobile site allows for convenient banking whereas the app, which can only be on the account holder’s phone, confirms the account holder is the one accessing the mobile site through a throw-away generated input code.

Both applications and mobile sites have their own positives and negatives; you should decide which you want to develop based on what kind of experience you want your users to have. For regular accessibility, security, and greater integration with the phone’s features (such as use of the camera) developing an app is best. For ease of access, better web presence, upgradeability, and cross-device compatibility, mobile sites are the best option.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1192502 2017-09-20T09:26:13Z 2018-04-02T16:53:36Z Smartphones now twice as popular as PCs for going online

Smartphone use is most dominant between 8-11am

Twice as many adults now use the internet on a smartphone than do on a desktop computer, as smartphones have become the most popular device for going online at every hour of the day.

Verto Analytics, a research company that tracks which devices nearly 5,000 UK adults use to go online, showed that smartphones account for 57% of people who go online, whilst traditional PCs account for 27% and tablets 16%.

Dr. Hannu Verkasalo, Verto Analytics’ CEO, says, “Mobile’s dominance at every hour of the day is a change from recent years when desktop PCs tended to be the most popular device for going online during the middle hours of the day and in the middle part of the evening.”

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1190947 2017-09-13T12:57:44Z 2018-03-08T07:28:04Z Negative SEO attack: How to fight it

In 1996 the creation of Google led to the boom of web pages and the knowledge that you could make money with them. Hence, day after day the competition to reach the first positions in the search engines was growing.

It was then, when SEO was created (Search Engine Optimization). Although for the readers of this blog it is not necessary to define this concept, SEO is based on increasing the number of organic(unpaid) visitors of a website in different search engines.

For this reason, more and more websites and companies are starting to use SEO as their main tool to improve the effectiveness of their websites and make them more appealing to Google. The more visible you are to Google, the more customers your website will have.

It's like a high school popularity contest, the more people pointing you as the best football player, the more people will believe in you and the greater your popularity will be.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1189400 2017-09-07T09:14:10Z 2018-03-28T13:20:33Z Digital Currency Trading - The Hottest Market Right Now

The foreign exchange (forex) market is the largest financial market in the world. This is where fiat currencies are publicly traded like the US Dollar and the Japanese Yen with an average value of $4 trillion being traded daily.

Forex trading has become a popular choice among retail speculators and traders for a number of reasons. The forex market is open 24 hours a day, 5 days a week, and you can trade it with a relatively small amount of capital. It's also extremely liquid, allowing traders to utilise a range of different strategies including day trading, swing trading and longer-term investing.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1188104 2017-09-01T15:58:27Z 2017-11-23T10:28:36Z Virgin Media launches new kids app with giant trampoline bed in London

Virgin Media launched its brand new kids app with – of course – a giant trampoline bed in Kings Cross, London, off the back of research that said kids love to, erm, jump on beds.

Designed to look like an adult’s bed, the 15 square foot trampoline was put in London to celebrate ‘what it means to be a kid at any age’ and launch the new Virgin TV Kids App.

If I sound miserable, it’s because it’s getting late on a Friday and my to-do list is getting no shorter, and I’m gutted to have missed the chance to jump on the bloody thing.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1184651 2017-08-18T10:51:46Z 2017-11-23T10:29:59Z Household cost-cutting hits two-year high

Household cost-cutting hits two-year high

Buying cheaper grocery brands is most popular way to save money
 

The number of Britons changing their spending habits to cut down on household expenses has hit its highest level for two years, according to Nielsen’s latest Global Survey of Consumer Confidence and Spending Intentions.
 
Over half of Britons (53%) admitted to taking cost-cutting measures in the second quarter of this year, the highest level since 56% did so in Q2 2015. This is in stark contrast to last year when household cost-cutting activity hit its lowest level on record (40%), two months after the Brexit vote.
 
Nearly half of Britons (45%) think the country is in a recession. Fifty-five percent of these people think it will last for at least another year.

]]> Will Corry tag:themarketingblogplus.posthaven.com,2013:Post/1180458 2017-08-04T13:40:14Z 2017-11-23T10:32:07Z Only half of online ad campaigns targeted at women in the UK actually reach them,- Research by Nielsen

FMCG sector struggles most to reach targets

Mobile tends to be better than desktop at hitting target audiences 
 
Only half of UK online ad campaigns targeted at women actually reached them, according to a study of 60,000 campaigns across 20+ countries by measurement company Nielsen.

Only 50% of ad impressions served in the UK that were meant for women were served to women, compared to the 62% success hit rate when targeting men. This discrepancy was even more pronounced when targeting 18-34 year olds, with just 22% successfully hitting women but 33% for men.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1179305 2017-08-01T13:51:58Z 2017-08-01T13:52:55Z Surprise double win for PromoVeritas at the FSB London Awards

Surprise double win for PromoVeritas at the FSB London Awards

The tables were turned for PromoVeritas at the recent FSB London Business Awards at the Emirates Stadium in Highbury. The company provide independent promotional verification services to hundreds of brands and oversee TV voting for shows such as ITV’s National Television Awards. As such they usually know the result of major events before they are published. So, there was a role reversal when they found themselves on the receiving end of not one, but two awards – and one of them was a creative award – a feature PromoVeritas are not well known for.

The company won Creative and Media Business of the Year because of their pioneering approach to navigating complex marketing laws and liberating brands to run highly imaginative and engaging campaigns all over the world without clashing with local laws, language and cultural barriers. The second award went to Managing Director Jeremy Stern for Entrepreneur of the Year, in recognition of his vision for creating a ‘one-stop’ shop for brands and agencies to turn to and ensure that their promotion is run completely compliantly and will be free from abuse, fines, negative publicity.  When Jeremy founded the company the service simply didn’t exist and brands had to resort to using costly lawyers or running risky, uncompliant or dull promotions.

Jeremy commented ‘It was a new and nerve wracking experience to be this side of the black curtain and to be waiting for the results. I am delighted that our work with major clients such as Cadbury, Pepsi and ASOS has been recognised by the wider business community and I can’t wait to celebrate with the team back in the office.’

To find out more about how we help some of the world’s best brands run effective and compliant promotions contact us on +44 203 325 6000 or info@promoveritas.com.

Team members Gemma Cutting, Joe Faine and Danielle Raperport at the award ceremony



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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1178873 2017-07-31T10:08:24Z 2017-07-31T10:08:24Z Ad viewability rises to highest level in over a year


Video viewability figures published for first time
 

Ad viewability levels in the UK rose for the first time in nine months to the highest level seen for over a year, according to the latest quarterly benchmark report from ad verification company Meetrics.
 
In the second quarter of 2017, the proportion of banner ads served that met minimum viewability guidelines rose from 47% to 51% – the first rise since Q3 2016 – and the highest level since Q1 2016 (54%). 
 

UK ad viewability trend


​Despite the rise, the UK still lags far behind Austria (69%), France (58%) and Germany (57%). 

“It’s certainly a step in the right direction and shows ad viewability initiatives, such as from JICWEBS and the like, are starting to impact the market,” said Anant Joshi, Meetrics’ commercial director UK & Ireland. “However, the UK is still well behind other markets and the industry has much work to do. We can’t celebrate the fact that we’re back to almost half of banner ad budgets being wasted on ads that don’t have the chance to be seen.”

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1177698 2017-07-27T13:40:42Z 2017-07-27T13:40:42Z Ford first to take advantage of Primesight & RadiumOne tie-up

Ford is the first brand to take advantage of a combined offering between Primesight and RadiumOne that integrates out-of-home and mobile advertising so that advertisers can target people based on both their location and their content sharing behaviour.

Ford is promoting its new Fiesta – the UK’s best-selling car – whereby whenever the target audience comes within a certain distance of a Primesight billboard, RadiumOne serves a mobile display ad to those who’ve shared or engaged with content online relevant to Ford’s campaign.]]> Will Corry tag:themarketingblogplus.posthaven.com,2013:Post/1151233 2017-05-03T08:10:43Z 2017-05-03T08:10:43Z Non-viewable ads costing advertisers around £750 million ... Meetrics

Mobile contributing to declining ad viewability levels
 

Non-viewable ads costing advertisers around £750 million
 

The rise in mobile advertising spend is contributing to a decline in ad viewability levels, according to the latest quarterly benchmark report from ad verification company Meetrics.

 
In the first quarter of 2017, the proportion of banner ads served that met minimum viewability guidelines dropped from 49% to 47% – the lowest level for nine months. Based on the recent IAB/PwC figures, this suggests around £750 million per year is wasted on non-viewable ads.
 

Declining viewability is partly driven by mobile now accounting for over half of display ad spend but tending to have lower viewability rates than desktop for various reasons,” said Anant Joshi, Meetrics’ commercial director UK & Ireland. “Obviously, the smaller screen size can mean more page scrolling and, thus, more chance of ads being missed lower down a page, plus slower network connection speeds can cause ad loading delays. There’s also the legacy issue of desktop ads served on mobile which don’t format properly, despite the use of responsive design.”
 
Joshi says these issues are compounded by the increasing amount of mobile content consumed via apps, in which ads are more likely to be at the bottom of a page so don’t always get enough attention. However, he’s keen to point out these “aren’t just UK issues, we’re seeing them across all markets.”
 
Germany saw a three percentage point decline in viewability to an all-time low of 55%, Austria dropped a single point to 67%, while France rose three points to 60% – all still significantly ahead of the UK’s 47%.
 

Viewability  by country


He concludes: “Unfortunately, we’re still seeing a lot of talk but not the required intense effort to increase viewability and improve campaign ROI. This needs to change.”
 

Ads are deemed viewable if the meet the IAB and Media Ratings Council’s recommendation that 50% of the ad is in view for at least one second.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1134577 2017-02-27T14:05:50Z 2017-02-27T14:05:50Z Search Elite will change your online business. Forever.



 

The search marketing elite are gathering to deliver a conference that has one clear objective – to show you how to make significantly more money from your online business using clever SEM. 

 

The Search Elite Conference has a lineup of speakers that have each led outstanding success in search marketing. If you are an in-house marketer, work for an agency, or if you are a digital marketing consultant then this is a conference which promises no fuss and no time wasting. 

Search Elite is about making more money for your business.

 

FEATURED SESSIONS

"Automate or Die" by David Iwanow
"Don't Waste Money Buying Traffic" by Jim Banks
"The Power of GTM" by Gerry White

 

 

The Search Elite Speakers: 

 

Sam Noble
Director Of Koozai and Search Personality Of The Year and Founder of State of Digital and Internationally renowned marketing specialist.

Bas van den Beld
Online marketing strategist and founder of State of Digital

 

David Iwanow
Director Of Strategy at BlueGlass

Jim Banks
CEO Spades Media and Google Adwords master

 

Judith Lewis 
Founder deCabbitt Consultancy

Jono Anderson
Principal Consultant at Distilled

 

Russell McAthy
CEO at Cubed

Gerry White
Analytics and SEO Consultant

 

Every speaker will be available throughout the day and at the after event drinks party to answer questions candidly and honestly about your  business.
 
Search Elite will be held on 9th May at The Trampery, Old Street EC1 – in the heart of London’s tech hub. Tickets available now.
 

 “Search Elite will provide you with the tools and knowledge to increase your online profits and make a real difference to your business.” 

 

 

You’ll need some unwind time to let it all sink in, so after the event please join us for drinks and a few games of Ping Pong at the famous Bounce Bar next door, where we have our own special Search Elite area.
 
Search Elite is sponsored by
 
Our Media Partners:
        
 

 

We’ll see you there.


 
Craig Rayner

Director
Search Elite

www.searchelite.co.uk
0330 0100 365

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1134522 2017-02-27T09:27:27Z 2017-02-27T09:27:27Z Giant iTab are launching a NEW 27" Desktop Smartphone


 

BIGGER THAN YOUR PHONE 

Following on from the success of their award-winning 42" Smartphone solution, Giant iTab are launching a NEW 27" Desktop Smartphone  complete with:-

• Fully enclosed Smartphone housing & stand
• Built in Hi-Res Camera
• Rotation arm for both Landscape and Portrait orientation

Perfect for exhibitions, retail, banking, corporate, hotels & reception areas, these come as a complete 'plug & play' solution with all the content presentation capabilities & benefits of the Smartphone devices we all use every day.

]]> Will Corry tag:themarketingblogplus.posthaven.com,2013:Post/1133095 2017-02-21T15:31:34Z 2017-02-21T15:31:34Z Brexit has affected consumer fears not spending


Spending confidence at highest level on record but huge rise sees economy become #1 concern


British consumer spending confidence has hit its highest level on record but a huge rise in concern about the economy saw it overtake terrorism and immigration as the nation’s biggest concern.

The latest Nielsen Global Survey of Consumer Confidence and Spending Intentions revealed that across 2016, the economy saw the biggest rise in the amount of Britons citing it as their 1st or 2nd biggest concern. The proportion doing so rose 12 percentage points to 28%. Political stability saw the next biggest rise, jumping eight points to 10% – five times higher than at the end of 2015.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1129930 2017-02-09T14:41:26Z 2017-02-09T14:41:26Z Events : The Search Elite Conference has a lineup of speakers that have each led outstanding success in search marketing


Search Elite will change your online business. Forever.

 

The search marketing elite are gathering to deliver a conference that has one clear objective – to show you how to make significantly more money from your online business using clever SEM. 

 

The Search Elite Conference has a lineup of speakers that have each led outstanding success in search marketing. If you are an in-house marketer, work for an agency, or if you are a digital marketing consultant then this is a conference which promises no fuss and no time wasting. 

Search Elite is about making more money for your business.

 

FEATURED SESSIONS

"Automate or Die" by David Iwanow
"Don't Waste Money Buying Traffic" by Jim Banks
"The Power of GTM" by Gerry White

 

 

The Search Elite Speakers: 

 

Sam Noble
Director Of Koozai and Search Personality Of The Year and Founder of State of Digital and Internationally renowned marketing specialist.

Bas van den Beld
Online marketing strategist and founder of State of Digital

 

David Iwanow
Director Of Strategy at BlueGlass

Jim Banks
CEO Spades Media and Google Adwords master

 

Judith Lewis 
Founder deCabbitt Consultancy

Jono Anderson
Principal Consultant at Distilled

 

Russell McAthy
CEO at Cubed

Gerry White
Analytics and SEO Consultant

 

Every speaker will be available throughout the day and at the after event drinks party to answer questions candidly and honestly about your  business.
 
Search Elite will be held on 9th May at The Trampery, Old Street EC1 – in the heart of London’s tech hub. Tickets available now.
 

 “Search Elite will provide you with the tools and knowledge to increase your online profits and make a real difference to your business.” 

 

 

You’ll need some unwind time to let it all sink in, so after the event please join us for drinks and a few games of Ping Pong at the famous Bounce Bar next door, where we have our own special Search Elite area.
 
Search Elite is sponsored by
 
Our Media Partners:
        
 

 

We’ll see you there.


 
Craig Rayner

Director
Search Elite

www.searchelite.co.uk
0330 0100 365

]]>
Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1124360 2017-01-19T13:16:42Z 2017-03-26T10:11:05Z Advertisers wasted over £600m on non-viewable ads last year ... Meetrics.

Viewability situation “not really improving”

UK advertisers spent about £606 million on online ads last year that didn’t meet minimum viewability thresholds, according to the latest quarterly benchmark report from ad verification company Meetrics.

In the final quarter of 2016, only 49% of banner ads served met the IAB and Media Ratings Council’s recommendation that 50% of the ad was in view for at least 1 second. This was the same figure as Q3, which itself was a marginal improvement on the 47% in Q2, but a noticeable drop from the 54% viewability level in Q1 2016.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1121948 2017-01-10T11:05:59Z 2017-01-10T11:07:55Z A quick-guide to Live Streaming and promotions ... PromoVeritas


A quick-guide to Live Streaming and promotions

A recent trend on social media has been the explosion of live streaming capability. Periscope, Facebook Live, Meerkat and YouTube have proven to be hugely successful ways to access live streaming due it being a cheap and instant way to interact with mass audiences and individuals alike.

]]> Will Corry tag:themarketingblogplus.posthaven.com,2013:Post/1115932 2016-12-16T09:39:33Z 2017-08-18T11:11:00Z British women among most likely to find Christmas stressful

Women in Britain are among the most likely in Europe to associate Christmas with stress, according to a 25-country study by Lidl and Nielsen on men and women’s attitudes and roles around Christmas.

Over six-in-10 (61%) British women say Christmas means stress – only women in three countries find it more stressful (Sweden, Slovakia and the Czech Republic). This compares to 54% of British men. 

In all 25 countries, except Switzerland, women find Christmas more stressful than men. 

Christmas preparations and planning are still done mostly by women: 66% said they organise the Christmas food, 75% buy the gifts while 78% take care of the Christmas decorations, including dressing the tree.

"As a retail company active in 30 countries, Lidl wanted to ask shoppers what is important to them at Christmas, what makes them feel stressed, and where they could use some help", says Mike Watkins, Nielsen’s UK head of retailer and business insight. “Indeed, retailers have a major role to play in helping reduce stress levels around Christmas as purchasing is such a major part of it. Consequently, advertising and services that tap into this often-unspoken aspect are likely to resonate strongly with people.”

The cost of Christmas is unlikely to help stress levels. Nielsen Homescan data reveals the typical December grocery shopping bill is 20% higher (£371) than the average bill across the 11 other months, while the number of shopping trips increases 6%.

Christmas is obviously good news for retailers and brands. Alcohol sees the biggest increase in spend (62%) in December compared to the average month, followed by confectionery (up 33%) and Health & Beauty (up 20%).

How December salescompare to rest of year

Although total grocery sales in December are 20% higher than the average month, online grocery sales only rise 6%. Watkins notes this may look low in comparison but the differential is “more about the surge in sales that the larger out-of-town stores see in December, particularly people buying fresh produce in the final few days before Christmas.”

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1115642 2016-12-15T11:54:33Z 2017-11-29T13:23:12Z 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. 

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1114754 2016-12-12T08:56:29Z 2016-12-12T08:56:30Z 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.]]>
Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1113590 2016-12-07T16:01:29Z 2016-12-07T16:01:29Z 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.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1113524 2016-12-07T09:37:15Z 2016-12-07T09:37:16Z 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.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1108841 2016-11-17T13:20:09Z 2016-11-17T13:59:42Z 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.

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Will Corry
tag:themarketingblogplus.posthaven.com,2013:Post/1108362 2016-11-15T14:31:18Z 2016-11-15T14:32:24Z 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

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Will Corry