TV ads that contain some form of music score better than those without across four key metrics: creativity; empathy; emotive power; and information power. That's according to recently-released data from Nielsen, which measured the effectiveness of 600 TV ads, although the differences seem relatively slight. On a related note, Ace Metrix has issued its list of the top TV ads of Q2, noting that the leading spots touted product features and functionality. Read more »
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Consumers are more likely to trust brand content found in a print newspaper and on TV than in a variety of social platforms including Instagram, Twitter or blogs, according to results from an Acquity Group survey [download page]. Even so, social does have its place, as Facebook beats all other channels in brand content trust, per the study. Read more »
Digital streaming now represents an estimated one-quarter of time spent watching TV, says GfK MRI in recently-released data, closing the gap with live TV, which occupies a leading 39% of all time spent using TV content. Streaming is on par with time-shifting via DVR, which also captures an estimated one-quarter of viewing time, per the report. Interestingly, the study indicates that content viewers are spending almost one-tenth of their TV viewing time streaming through a traditional TV set. Read more »
Various recent reports have urged marketers to place more focus on Baby Boomers, who are sometimes neglected in favor of the Millennial generation. For example, a recent Forrester Research report noted that "older shoppers are... the most promising demographic." Boomers are projected, after all, to soon account for 70% of disposable income. So how best to advertise to them? Read more »
Source: Temkin Group
Note: The Experian Marketing Services data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 5 million US internet users. Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately. Figures are for browser-based visits across personal computers, tablets and mobile phones, excluding in-application browser use.
This month's quick-hit set of top charts includes the following topics: TV viewing among youth; global media consumption trends; newspaper advertising and circulation; US advertising media outlook; marketers' pain points; top Asian-American DMAs, influential retailer promotions; important retailer web content; effective SEO tactics; and the C-suite's leading CX channels. Read more »
Consumers' top purchase influencers are also their top sources of new product awareness, according to results from a recent Nielsen report [download page]. The study, based on a survey of 30,000 consumers across 60 countries, found that friends and family (56%) and TV ads (52%) are the leading sources of information about new products for consumers. Read more »
Source: Kantar Media