Turning a disruptive product idea into a successful global brand. At what stage do you start building a brand?
While digital ad spend has steadily been growing over the last decade, marketers are starting to challenge the effectiveness of their investments. Find out what we’ve learned from over 20 years of evaluating digital advertising effectiveness.
Marketers today have a moveable feast of choices with the proliferation of channels and platforms, content creators, formats and brands. Trackability, Trust, and Transparency is high on the agenda for every marketer around the world. Our Getting Media Right study reveals a weighty gap between aspiration and reality for marketers.
One of the greatest concerns of clients in recent times has been the declining effectiveness of marketing campaigns. It is no coincidence that this trend has increased as younger generations of consumers have been incorporated into brand strategies and as they occupy a significant place in brands’ business objectives.
The number of people who make purchases directly through AI assistants like Alexa, Home or Siri is still relatively low. But this will shift as voice technology improves. What does this mean for brands?
Gen Zs media behaviour, attitude towards brands, response to advertising, and motivations are unique compared to other generations, including millennials.
The BrandZ global database of 3 million+ consumers shows both brands share some core personality traits; Difference, Creativity and Fun, outperforming key competitors in these areas, and suggesting a good fit in the eyes of the consumer.
Consumers have changed and so has the ecosystem. And, with the rise of the Internet of Things (IoT), supercomputer cars, and robots the consumer journey is evolving from fast to faster.
Based on new analysis from Kantar Millward Brown and GroupM, who looked at who blocks ads and why, here are a few recommendations for advertisers, agencies and publishers.
‘Healthy’ brands are ranked highly around the world for making people’s lives better, shaking things up, communicating effectively and memorably, and winning admiration. Who is doing it well?
Marketers may be struggling with their ad campaigns because they are focusing on product messages, rather than leveraging emotional impact to better engage consumers.
It’s time to get off the hamster wheel of old data, bad data and silos in advertising measurement.
June 2017 marked the 10 year anniversary of the iPhone. Read our article in AdMap that examines its rise, competitive market set and the future for mobiles.
A better internet experience requires collective action. The Coalition for Better Ads and Google are proposing progressive solutions but brands and publishers also have a part to play.
Brands can master the art of maintaining attention for more than five seconds by telling better brand stories. The only way to beat the skip is through creativity.
Brand is the most powerful intangible asset. Understanding
a brand’s worth to the business in financial terms is
therefore an essential part of managing, protecting and
We know from BrandZ™ that brands with purpose outperform those without. But a vague sense of purpose isn’t enough any more. Purpose needs to be specific, and intrinsic to every brand action and behaviour
Unicorns often start as a brilliant technology solution to an unmet consumer need or they purposefully or inadvertently tap into a changing consumer trend.
Brand KPIs are only valuable when and where they are actionable and if they measure the right things – the variables most important to building a brand’s financial value over the short and long term. Learn more about what and when to measure.
Marketers are wasting billions on poor quality digital campaigns. Here are a few tips for a smarter, more effective approach to digital.