Category: Infographics

Summer Scoops For Fan Engagement and Key Insights For Increasing Organic Reach

Brands that are in the conversation set of the audience are likely to generate greater fan engagement creating content cascade, with the conversation being shared across networks and at the same time increasing the organic reach on Facebook, as users are more likely to see posts from the brand pages that they like and interact with.

Engage Audiences In a Conversation With Content and Keywords That Are Likely To be Trending

Fan engagement with declining Facebook reach can be a challenge. However, here are a few examples of Facebook posts that have engaged the fans, at the same time creating brand resonance within a context.

Walgreens has promoted Red Nose Day with contests and posts to create awareness for the Red Nose Day USA, a star-studded fundraising event, while selling Red Noses for Charity contribution. A contest or a concept that has an emotional appeal built into is likely to generate greater audience engagement.

NBC released a teaser for the  event on Facebook page, racking up nearly 2 Million views within one hour.

Snickers  has used a contextual theme and extended the creative idea of satisfaction with Snickers with the concept of Frozen satisfaction. The creative idea works promoting the right products for the summer months and has garnered extensive fan engagement.

The product post refreshes the connect with the Twitter Audience with relevant hashtags engaging audiences in a conversation that is pertinent for the context (in this case “Summer”).

 Use Familiar characters and settings for Brand Resonance

Target has created a Summer Fun post by bringing in Fun element for “Snoopy” with Peanuts and Gang and creative ways Target products can help you enjoy outdoor summer fun. Connecting and engaging audiences with an emotional appeal within a context, can gain more interactions from your fans. At the same time, use of characters and a familiar setting can help build resonance for your brand.

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Digital Video Advertising Trends and Key Insights For Advertisers

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Digital Advertising Spend in the US at USD 58.6 Billion is being led  by the Retail Category, accounting for 22 percent of the Total Digital advertising spend, followed by Automotive, Financial Services, Telecom and CPG, according to an eMarketer report.

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For the retail category, Mobile is the largest advertising platform with Retail Mobile Ad Spending at USD 6.6 Billion and online video  accounts for 12 percent of the category ad spend.

For Retail, Mobile is known to have delivered results, according to a study shared by Mobile Marketing Association, for Walmart where 14 percent of change in overall shopping intent was attributable to Mobile advertising.
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The Science Behind Native Advertising

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Sharethrough and Nielsen, researched native ads performance using neuroscience techniques  to understand how consumers react to Native Advertising. Native Advertising is defined as “A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed”.

Native Advertising has been proven more effective than banner advertising and some of the key data points to guide your media planning are:

25 percent more consumers viewed in-feed, native ad placements more than standard banners.
97 percent of mobile media buyers report that native ads were very or somewhat effective at achieving branding goals.
 Native ads registered 18 percent higher lift in purchase intent than banner ads.
Consumers looked at native ads 2 percent more than editorial content and spent the same number of seconds viewing.

To understand the impact of Native Ads, Nielsen showed a video simulating the experience of scrolling through an editorial feed. The feed was paused and the participants were shown either a native ad or an in-feed banner. Using a combination of EEG data— measurements of neural activity in the brain—and eye tracking, Nielsen quantified where and how the participants’ focus was being directed.
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Streaming and Branded Digital Properties

Digital Downloads and Streaming for music and Video content has taken over the music sales on Cds, Vinyl, Records and LPs with streaming revenues growing from 21 percent in 2013 to 27 percent of music sales in 2014. TV Viewing  for Millennials is largely on Mobiles with more than 60 percent viewing Video on mobile, presenting advertisers with opportunities for creating newer brand experiences and ways to target audiences.

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According to a comScore report, one out of every ten minutes on Mobile is spent on Pandora, and more than 40 percent of time spent on online video for TV viewing and engagement with TV properties is on Mobile.

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Data from a report suggests that music brands and bands use Twitter the most for Social Media engagement followed by Instagram, which is growing at a faster rate than Twitter. Facebook remains the preferred network for millennial fan engagement. Universal remains the biggest label with majority of artists with an artist portal that  measures music and video sales, streaming, social media, airplay, merchandising and ticket sales.
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