digital Archives - Pagina 2 van 2

‘Marketeers snappen niets van tech-tools en zijn te afhankelijk van hun bureau’

Posted on 21/11/201715/04/2021 by Alva van Beek

Tweederde van de adverteerders zegt ‘iets te begrijpen’ van de marketingtechnologie-tools die op dit moment worden ingezet. Zo’n 40 procent geeft vervolgens toe dat mediatechnologie niet effectief wordt ingezet.

Dit valt op te maken uit het 2017 Global Media Technology Report van het Britse media-adviesbureau ID Comms. De onderzoekers ondervroegen wereldwijd 229 marketing- en mediaprofessionals, werkzaam bij bedrijven die samen jaarlijks 40 miljard dollar aan advertising uitgeven.

Geen enkele respondent begrijpt…

Lees verder op MarketingOnline

Positive mood boosts digital advertising

Posted on 14/03/201715/04/2021 by Alva van Beek

Advertisers able to reach consumers when they’re in the right mood could increase the impact of digital advertising by as much as 40%, according to new research.

Yahoo’s Receptivity of Emotions study was based on quantitative research among 600 people aged 16-54 in the US and UK who used a custom-developed smartphone app to complete a week-long survey, and qualitative research involving 12 in-depth, two-hour interviews in New York and London along with further 15 minute surveys with 1,000 people each in the UK, US, Germany and Canada.

This examined consumers’ emotional states and how receptive they were to advertising throughout the day and found that US and UK consumers were ‘upbeat’ 46% of the time – the most common mood and one which was most likely to be encountered around lunchtime (between 11am and 2pm).

Bron en volledig bericht: Warc

Gen X, Y and Z agree traditional ads are better than digital

Posted on 11/01/201715/04/2021 by Alva van Beek

A lot has been made about the gap between how millennials and their elders perceive advertising. However, according to new data from Kantar Millward Brown, there are more similarities than you might expect.

Having surveyed 23,000 consumers across 39 different countries, the research monitored advertising perceptions among Generation X; the baby boomers born between the early 1960s to late 1970s, Generation Y; people born in the 1980s and 1990s, Generation Z, people born 2000 onwards. And when asked which ad formats they respond best to, each generation voted in a higher proportion for traditional formats over online ad formats.

The most popular traditional format is cinema, with over half (59%) of UK consumers identified as Gen Z feeling ‘positive about it’ as an advertising channel, with Gen X (52%) and Gen Y (50%) not far behind. And even radio, the least popular traditional format on a list of six, is better perceived than desktop display, the most popular online ad format on a list of fix, among the three different generations.

Which traditional ad format do they respond best to?	UK Gen Z	UK Gen Y	UK Gen X
Outdoor	50%	41%	43%
Cinema	59%	50%	52%
Magazines	34%	43%	40%
Newspapers	34%	35%	37%
TV	38%	43%	48%
Radio	27%	33%	32%

Only 20% of Gen Z are a fan of mobile video compared to a similar 21% of Gen Y and 17% of Gen X. And both the middle-aged and millennials share a low opinion of online search advertising, with only 25% of Gen Z and 23% of Gen Y a fan of the format. There’s also a universal disdain among British generations towards non-skippable pre-roll ads, with only 18% of Gen Z, 14% of Gen Y and 16% of Gen X open to the ad format.

Bron en volledig bericht: Marketingweek

Unilever’s Keith Weed: ‘A lost generation of marketers are bluffing about digital’

Posted on 06/10/201615/04/2021 by Alva van Beek

A generation of marketers leading businesses today are bluffing about their knowledge of the digital landscape, according to Unilever chief marketing and communications officer Keith Weed.

Headlining the first day of the Festival of Marketing 2016, Weed argued that a generation of marketers are slipping through the net and need to act fast to ‘tool up’ for the disruptive digital world or risk being left behind.

“We have three versions of people. On one side we have the digital natives who have been born and bred in a digital world. On the other side we have people like myself in my 50s who have children in their 20s and if I didn’t engage with them on digital platforms I wouldn’t have a relationship with my children.

“In the middle we have what I call the ‘lost generation’, people in their late 30s and early 40s who don’t yet have grown up children who are digital natives and weren’t digital natives themselves. These are the very people who are leading so many of our brands and businesses, and they’re bluffing too much about digital from what they read in the Financial Times or Marketing Week.”

Weed urged marketers to ensure they are fit to lead by embracing training and shaking off the association that taking part in training is “admitting I’m not as good as I probably should be”.

Unilever has increased its training budget and the number of days employees are given to train, introducing mandatory e-modules and workshops that start with basics programmes on search, programmatic and websites, and then layer up.

Bron en volledig artikel: MarketingWeek