Reaching your audience is an important component of any ad campaign, but what good is ad reach if it doesn’t resonate with the audience? Effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
Whether watching TV, checking emails, or flipping through a magazine, it seems like everywhere we look there’s an opportunity for advertisers to connect with us, earn our trust and deliver their message. So has all this media proliferation watered down the resonance of their messages?
Ask any marketer today what his or her primary challenge is and the answer you’re likely to get is “how do I maximize the impact of my advertising campaign?” Here’s a look at the ‘3C framework’ of context, content and consumer that shows how reaction (outcomes) to ads can be amplified by setting the right context, developing effective content and by reaching the right set of consumers.
At Nielsen’s annual Consumer 360 Conference, Nielsen CEO Mitch Barns and Daniel Zhang, CEO of China-based Alibaba, sat down to discuss how global companies are leveraging digital and big data for commercial gains amid growing fragmentation, technological developments and evolving consumer demand.
With airtime getting costlier and digital platforms offering cheaper marketing alternatives, how can the marketer maximize returns on TV media spends? We relook the way television advertising has traditionally been carried out and identify the five key characteristics of successful TV campaigns. Read on to find out more.
Second-screen usage is the latest way consumers engage with television content. This is good news for brands and advertisers because the additional exposure across screens is having a big impact on ad effectiveness.
Capturing the consumer’s attention in the past was relatively straightforward. It was never truly easy, but consumers faced a much simpler set of decisions at the shelf than they do today. There were also far fewer touch points guiding them along their paths.