Articles

Don’t Let Them Tune Out

Video is all around us—on mobiles, laptops, tablets and TVs. The challenge for brands is making sure video messages engage consumers across all devices. One finding from our AdReaction Video study puts TV ads ahead of digital on receptivity, but there are ways that brands can overcome this.

Published in:

economist group

Video Ads: What works and doesn’t work with younger users

How people access and view video content varies by age. Younger consumers are more digital, more mobile and, surprisingly, more skeptical toward branded content. It is said: What young people do today, older people will, generally, do tomorrow. But it’s not always that simple. Learn more about video viewing behavior.

Published in:
VentureBeat

Youth Marketing in China: Fortune favors the brave

Brands targeting young consumers in China must be bold, understand their values, and speak to them in their language. The post 95 generation favors adventure, exploration and the simple things in life. Marketers should adopt an unconventional route to reach them, talk to them and touch them.

Brand As a Capital Asset

BrandZ research from Millward Brown proves marketing is the most important investment a brand can make to ensure long-term financial success, and resiliency in challenging economic times. Chinese brands need to focus on “being different” over the next decade to fully compete with mulit-national brands in China, In a world with so much product similarity, brands consumers view as “different” achieve higher value.

Navigating the Evolving Advertising Landscape of China

Content is still King in China but attention is at a premium. The average Chinese consumer flirts with multiple screens and spends 56 percent of their leisure time on a smartphone – more than double that spent on TV in a normal day. Ads must be well branded and engaging to grab consumers’ attention in a short window of 3 seconds.

A New Trend in Building Internet Brands

Internet +, O2O and Digital have become sweet spots for traditional brands trying to innovate and seize new opportunities in the digital age. At the same time, we are seeing a new trend among internet brands that are rethinking the fundamentals of their brands and brand building efforts and focusing on enhancing their brand influence in the “physical world”.

Advertising Receptivity in China

Multiscreen users in China are among the world leaders when it comes to watching video content across devices, especially on digital channels, but they are resistant to video ads. What can marketers do to improve receptivity?

Unleashing Customer Centric Growth in China

Chinese businesses outperform the global average in delivering “Data Driven Customization” and “Touch Points Consistency.” Chinese brands also score higher on experimentation and collaboration. However, they’re not as “customer obsessed” as their global counterparts. Customer Centricity is a top priority for the leaders at 91 percent of the global over-performing companies, compared to only 67 percent in China.

The Growing Crossover Between Online and Traditional Industries

Virtual economy big shots in China are continuously making investments, mergers or acquisitions in hot territories, from O2O and entertainment to e-commerce. They are also maintaining growth and strategic placement by leveraging each other’s advantages in a change or be changed environment.

Marketers Need to Get Their Hands Dirty

With the rapid rise of automated, programmatic buying, CMOs have a lot on their plates to maintain a grasp on the complexity of digital. Staying on top of targeting methods and outcomes, deploying better tracking and post evaluation are all important approaches to allocate budget wisely, reach the right audiences, and deliver ROI.

Published in:
M&M Global

Blocked: Marketing in a Post-Adblockalypse World

Ad blocking in the advertising industry is a real concern. Consumers are fed up with the volume and the intrusion of digital ads and many are using ad blocking software services. In the first part of this two-part series, we share a few scenarios marketers should consider.

Published in:
M&M Global

Adblockalypse Part Two: How Would Brands Cope with an Ad-ban Doomsday Scenario?

After sharing two potential scenarios for a post-adblockalypse world in a previous article, we now consider the consequences of government crackdowns on digital ads. The consumer uprising against intrusive digital ads is a wake-up call for the industry. Nobody wants Doomsday or police state scenarios, but we’ll get one of them if we don’t act now.

Published in:
M&M Global

Creeped Out – Survey Says Marketing Walks a Fine Line to Relevance

New research and analytics tools will help marketers improve audience-based targeting and digital ad effectiveness so consumers feel less like they're being stalked and more like brands understand what’s relevant to them, and when to connect.

Published in:

economist group

Driving Customer-Centric Growth

The results of the first wave of Insights2020 research show there's a positive correlation between customer centricity and revenue growth overperformance. In this new whitepaper, Millward Brown Vermeer identifies 10 drivers within three dimensions that over performing companies adopt to deliver customer-centric, purpose-led growth.

What European CMOs Can Learn from Rising Brands in Asia

Marketers who actively seek out ways to build genuine brand trust with consumers can create a much stronger base for growth than faster, less engaging strategies may achieve. Embracing contradictions and integrating digital and physical marketing strategies are other lessons to be learned from Asian brands.

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CMO

Supercharge the Emotional Connection With Your Brand

Is brand love real? The truth is, brands build emotional connections with consumers in a number of ways that are inter-related and work synergistically. Smart marketers architect the whole brand experience using product innovation, design and marketing to evoke a positive reaction across touchpoints.

Published in:
M&M Global

A Place for Posters and Print in the Media Mix

Advertising in magazines, newspapers and OOH is still relevant despite the fact that many marketers are focused on digital ad formats, and programmatic buying. Brand owners can learn from leading digital brands that are not missing the value of print advertising.

Published in:
M&M Global

Evolving Paradigms in Mexico’s Unpredictable Market

MEXICO

Mexico is in a time of economic uncertainty. There is no open talk of economic recession but GDP shows little growth and the dollar reached an historical high against the Mexican peso, while trust in government is at an all-time low.

BrandZ

When Building a Great Brand, Delivery Becomes Much More Than Simply an Afterthought

Indian consumers have leapfrogged into the social sphere with the rapid rise of smartphones. They are now the second largest population on Facebook and Twitter, and the second largest downloaders of apps in the world. Brands in India need to quickly adapt to reach the rising number of consumers using social media.

BrandZ

Brands Need to Adjust Traditional Marketing to Reach Rising Number of Social Media Users

Whether your brand provides a product or service, your brand promise will live or die by your ability to deliver on that promise. Reliable and fast delivery is critical to cultivating and sustaining repeat business for your brand.

BrandZ

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