Voiceovers are commonly used in ads across the world, and they seem to aid the communication of factual messages. However, voiceovers are less commonly associated with distinctive ads, and continuous voiceovers can result in lower engagement. Additionally, the manner in which a voiceover ties in with an ad’s visual content is critical: When voiceovers and visuals compete, the voiceover message can get lost.
Most successful launches are supported by strong advertising. The quality of launch advertising can affect the development of both brand awareness and trial. And, as with all good advertising, it must clearly communicate a motivating message and focus on branded memorability.
When used well, music can be a powerful enhancement for an ad. Although the use of music does not automatically confer benefits, the inspired use of the right music can affect every aspect of an ad’s performance.
Broadly speaking, the response generated by a TV ad doesn’t change much over time. True “wearout” of a TV ad is rare, and many TV ads could have a longer useful life than advertisers realize.
Millward Brown Digital and Millward Brown Vermeer conducted a study of marketing executives to better understand the pain points preventing their teams from achieving marketing nirvana in an ever-evolving digital world. Read the report to see how your brand compares.
This global report, covering 30 countries, takes a look at multiscreen use and consumer receptivity to advertising across devices (TVs, smartphones, laptops and tablets) in today's rapidly evolving marketing environment.
In addition to quantitative data used across all countries, the United States AdReaction analysis integrated qualitative and behavioral research methods to understand consumer mindsets and motivators for multiscreening.
What will be the most popular multi-screen marketing trends for 2014? See what Millward Brown’s experts from around the world have to say in their annual digital and media predictions.
Millward Brown Digital’s ebook gives marketers context and insight into the evolving path to purchase across several verticals as well as advice on building a strategy to better shape their marketing efforts. Our goal is to enable marketers to make strategic shifts, to quantify and qualify consumer behavior, and to take action.
The AdReaction 2012 study was designed to understand what marketers need to know to explore advertising in the mobile space with confidence. While there are many examples of early successes in mobile marketing, it remains new territory for many. Technology has raised the bar for advertisers, and consumers now expect more – marketers must master the delicate balance of effectively connecting with consumers without overstepping boundaries.
Available as a magazine for the iPad
What trends will take hold in 2013 and radically alter the way marketers interact with consumers? Millward Brown’s Global Futures Group makes its annual predictions.
The AdReaction 2012 study was conducted using qualitative and/or quantitative methodologies across 18 countries. The study was designed to understand what marketers need to know to explore advertising in the mobile space with confidence.
The 2012 Effie Report includes insights from Millward Brown's analysis of North American Effie Award entries, including Effie-winning campaigns. This inaugural report is a partnership between Effie Worldwide and Millward Brown. Fourteen industry leaders – including Mary Ann Packo
, CEO, North America, Millward Brown, contributed commentary.
How have social media platforms revealed new avenues of insight and analysis? In the final part of Kantar’s Social Media in Context trilogy, Anne Czernek, a Senior Research Analyst with the Emerging Media Lab, Dynamic Logic, Millward Brown Digital , discusses the future of brand measurement.
In part 2 of Kantar's three-part Social Media in Context series, David Barrowcliff, Millward Brown, outlines the structure of social networks, and the ramifications for brands trying to utilize the space.
Kantar companies have teamed up to put social media in context. In Part 1 of this three-part series, Millward Brown's Duncan Southgate, Digital Global Brand Director, offers five suggestions for keeping fan pages fresh.