Key Insights For Native Advertising

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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”. According to an eMarketer report Native Advertising has made a big impact with half of all digital display advertising attributed to Native. The share of Native advertising is likely to reach  to three-quarters of all Display Spending by 2021. The key reason for rise in Native ads is that all advertising on Facebook and other social sites is native. The huge success of Facebook’s News Feed ads has helped boost native display spending to nearly  USD 17 billion this year, according to BI Intelligence.

Among the ad formats preferred US millennials preferred native ad formats at 58 percent with banners coming at a distant second at 21 percent. The US Millennials are also agnostic to the native ad formats and don’t care if the content is sponsored by a brand, as long as it is entertaining or informative.

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The State Of Branded Content

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According to a quantitative study by IPG Lab and Forbes in collaboration with Syracuse University, “Storytelling : The Current State of Branded Content”,Branded content is proven to perform for memorability, brand perception and purchase intent/ consideration. With over 40 different test conditions, for different verticals and different types of content as well as Level of Branding, it was proven that Branded Content works for Brand Performance with high scores for aided and unaided ad recall, purchase intent and consideration.

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The key findings from the study are:

 

  • Branded Content Works: Branded content is highly effective across the branding funnel and outperforms display ads. In addition to aided recall’s 59 percentage point increase, brand favorability was 7 percentage points higher and purchase consideration was 9 percentage points higher

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  • Branded Content Holds Up Over Time: Despite the loss of novelty often seen with ad products across time, branded content was as effective, if not more so, in 2016 compared to results seen in the 2013 study.

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  • Brand Interest Increases with Branded Content:Branded content may drive lasting interest in the brand. Consumers were 14 percentage points more likely to say they intend to seek out more information about the brand in the future. After seeing Branded Content, viewers are more likely to seek Branded Content from the site.

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  • Don’t Be Afraid to Mention Your Brand:‘Higher Branding,’ defined as 2x the number of brand mentions, caused brands to be perceived as more educational by over 7 percentage points and performs better on mobile devices.

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  • Longer Form Branded Content Drives Millennial Purchase Consideration:18-34 year olds responded better to long articles, driving higher engagement consideration rates and aiding recall.

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  • Branded Content Is Perceived Better:Consumers perceive branded content as being more consumer-centric because it is less about selling products and more about providing value to consumers.

For the complete study, Click here.

Twenty Percent View Eighty Percent Of Smartphone Video

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As per the Reach and Advertising impact study by Nielsen, the Top 20 percent of users consume 52 percent of media in terms of the time spent. Furthermore, the Top 20 percent of media users consume 83 percent of Smartphone Video and 87 percent of Stream on PC.

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Takeaway

Reach based Targeting such as Radio and Television is less likely to reach the heaviest users. According to the report, “For AM/FM radio as well as live and time-shifted television (the top two platforms for monthly reach), the top group of users drive a much lower percentage of the total usage.”
Conversely targeting the audience based on Time Usage is likely to deliver impressions with the heaviest usage segment, reaching them multiple times, without bringing in the desired reach.

According to Nielsen’s “Total Audience Measurement” the media universe a myriad of choices for advertisers. Among newer media options, Social Media on Smartphones and Apps and Web targeting on Smartphones are possible reach building options.

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At the same time, Branded Content has proven to be more effective than pre-roll advertising for Brand performance metrics by delivering results on Affinity, Purchase Intent and recommendation intent. Examples of Branded Content include online video series that educate viewers on a topic while featuring a brand to integrations within a TV show that include special story arcs to highlight specific products.

According to Harry Brisson, Director of Lab Research at Nielsen“While there’s no ‘one size fits all’ when it comes to creating impactful branded content, we’ve identified some common themes in our research and content testing that can be used as best practices for making content resonate with audiences.”

 

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Takeaways

The five keys for successful Branded Content are Excellent Central Personality, Connection with the audience, Unique and original content, Alignment of Brand and content and Emotional Audience Engagement.

Branded Content has a positive impact on Brand performance. Engaging content, with higher intent to view future episodes has a positive impact on Brand favorability.

Partnering with Publishers brings better return for Brands publishing content as it provides context and publisher’s loyal audiences that Brands can target.

Key Insight For Marketers and Advertisers

Branded Content can increase the engagement rate with your Target Audience. However given the Pareto Principle for Smartphone video, Brands looking at building reach for their awareness campaign are less likely to target the heaviest users. The heaviest users may be your engaged audience however, replicating the profile of heaviest smartphone video users may limit the reach of your campaign. Targeting heavy users for your reach campaign may also prove to be very expensive. Thus it is important to look at building reach by targeting  users  beyond the existing heaviest users.

 

Awesome Celebrations Social Media Posts For The Fourth Of July

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Fox News #ProudAmerican campaign received a momentous boost with an Influencer strategy that brought in over a Million impressions with 200 posts on Twitter. The campaign with a strong Influencer thrust engaged audiences emotionally, with Twitter as the lead channel where most of the engagement came by way of Retweets. The most popular post was a video post.

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Video posts that have a message which emotionally inspires people is often found to be shared more than a factual message.

Influencers matter and for brands that are looking at a campaign which requires content to be shared at a specific time, getting the right influencers can make all the difference.

Introducing the more popular announcements within a context resonate better with the target audience.

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The other brand posts that had messages featuring the ways audiences can best celebrate were found to be shared and liked more. Some of the brand posts that engage audiences feature new products, as can be seen from Krispy Kreme limited edition doughnuts.

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