Flexibility In Loyalty Programs Most Appealing

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According to a Global Survey, 72 percent respondents, stated that Loyalty Programs are the key determinant for their shopping decision. According to the report “In fact, almost two-thirds (72%) of global respondents agree that, all other factors equal, they’ll buy from a retailer with a loyalty program over one without.”

All Loyalty Programs are not created equal. Here are some of the insights for features that are found to be more appealing than others, according to The Nielsen Global Loyalty-Sentiment Survey among 30000 online consumers in 63 countries.

Flexibility in Loyalty programs was seen to be the most appealing feature. The ability to earn rewards across channels was seen as one of the draws for a loyalty program. As high as 81 percent respondents liked that they could earn rewards in-store, online or on mobile and 79 percent liked the ability to choose from rewards.

Personalized rewards based on past purchase activity was seen as very important by 77 percent of respondents. Personalized products or service recommendations was seen as attractive by 60 percent of respondents.

Rewards linked to a purchase activity was seen as appealing by 70 percent of respondents. Opportunity to earn bonus was seen to be an important feature by 76 percent of the respondents. Points and rewards for referrals was seen to be important by 67 percent of respondents. Tiered programs were seen as important by 60 percent of rewards programs.

Technology played a significant role in the choice of Loyalty Programs. Some of the features that were found appealing are Integration with Mobile Payment System so that the rewards can be automatically earned and used. The other Technology related benefits that nearly 60 percent of respondents found important are earning of rewards by sharing on Social Networks, Store specific Loyalty program and integration with Third Party programs.

 

 

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Key Findings From Nielsen’s Total Audience Report

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According to Nielsen’s Total Audience report, though the time spent on TV has remained consistently high, the number of channels viewed has declined. According to the report, “Average television channels viewed has flattened or decreased slightly from prior years. This suggests a change in choice order as channels that were once viewed are being replaced by other sources. ”

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Nielsen’s Total Audience report shows that in the second quarter of 2016, consumers visited 55 PC sites and used 28 smartphone apps, compared to 20 TV channels viewed. There are more PC sites visited than the channels viewed. At the same time the Smartphone site visits increase mirrors the decrease in PC sites visit.

As the choice is narrowed, with fewer channels to choose from than last year, the percentage of channels viewed remained consistent over last year. The number of average radio stations tuned in increased slightly with a greater choice of channels available.

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PCs and Smartphones boast the highest average time spent among all devices. On average, adults visit about 55 websites via PC, use 28 apps and visit 44 sites via smartphone, and use 14 apps via tablet, according to the report. Of all the time spent, Adults still spend the most time watching TV, as the average adult spends more than four hours each day watching live TV.

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Even though options like SVOD are gaining in popularity, consumers with access to a mixture of traditional and newer platforms tend to favor a combination of all options.

Across all demographics, TV homes with SVOD watch only one less channel than their respective national averages. this could be on account of the fact that consumers in homes with access to SVOD tend to be younger and have higher incomes, both of which watch less television, and consequently, access fewer channels. This includes the all-important 18-34 age group, which watches an average of 14.9 channels, compared with 14.3 channels in homes with SVOD access.

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To See the full report, click here.

A Collection of Infographics

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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.