mediaplanning Archives - Pagina 5 van 12

Ignoring TV is a strange choice for a big brand

Posted on 06/11/201915/04/2021 by Alva van Beek

’Tis almost the season to be jolly. And with just seven weeks to go before Christmas the inevitable flood of festive advertising is starting to creep out.

Traditionally, Gap was always one of those perennial Christmas campaigns. An attractive bunch of multicultural dancers would adorn themselves with a rainbow of Gap’s winter clothing and dance to one festive jingle or another. And somewhere between a polo neck and tank top the American fashion brand would cement its place in many an Americans’ Christmas planning.

This year the fashion retailer has outdone itself with a splendidly emotional spot from New York agency Johannes Leonardo. A young boy and his mother trace the seasons with the help of an ancient Gap hoodie and a swelling orchestral soundtrack. There might not be anything new or particularly special about the minute-long spot, ‘Gift the Thought’, but the tinkling pianos and emotional pay-off are classic brand-building fare.

Lees dit artikel op Marketingweek

Shitfilter: Hoe minder media, des te groter de behoefte aan free publicity

Posted on 04/11/201915/04/2021 by Alva van Beek

Er is iets vreemds aan de hand in de wereld van PR. Er lijkt een negatief verband te zijn tussen de hoeveelheid media-aandacht die bedrijven kunnen genereren en de behoefte die ze eraan hebben. Simpeler gezegd: het medialandschap kalft af, maar de behoefte aan PR is groter dan ooit. Waarom deze paradox?

Je hoeft niet in de journalistiek of PR te werken om te zien dat het niet al te best gaat met de (onafhankelijke) journalistiek in Nederland. Titels verdwijnen, lezers lopen weg, redacties krimpen in: we willen nu eenmaal niet of nauwelijks betalen voor nieuws en advertentiebudgetten gaan steeds meer naar social en search.

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More marketers plan to use multi-touch attribution

Posted on 21/10/201915/04/2021 by Alva van Beek

The number of marketers who plan to use multi-touch attribution (MTA) in their evaluation of consumers’ path to purchase could double within a year, according to a survey by the Mobile Marketing Association.

As reported by Advertising Age, the trade body has found that under a third of marketers currently use MTA in their campaigns, but it is expected another 35% will try the process out.

If that happens, it is reported that online video and branded content will benefit from the shift to MTA at the expense of paid search – a development that Advertising Age says “could reshape marketing spending for years to come”.

According to Sanjay Gupta, chief customer officer at TIAA, who has been working with the Mobile Marketing Association on its Marketing Attribution Think Tank initiative to improve analytics across media, that’s because last-touch attribution places too much emphasis on paid search.

Lees dit artikel op WARC

De week van Koot: ‘Surface Earbuds en Generation Alpha’

Posted on 15/10/201923/07/2021 by Alva van Beek

Gert Koot schrijft het wekelijks van zich af: álles wat hem en het vak bezighoudt in de wilde wereld van branding, media en entertainment. Gert werkte ruim twintig jaar bij verschillende reclameadviesbureaus en was ook een tijd marketingdirecteur. Sinds een aantal jaar heeft Gert zijn eigen adviesbureau onder de naam Branded Entertainment en adviseert over nieuwe en digitale media. Als docent is hij onder meer verbonden aan SRM en NIMA. In deze nieuwe rubriek op Marketingfacts bespreekt Gert ‘wat moet worden besproken’.

Lees de week van Koot op Marketingfacts

Global push for cross-media measurement

Posted on 07/10/201915/04/2021 by Alva van Beek

Some of the world’s biggest brands, including Mastercard, Proctor & Gamble and Unilever, have joined forces to launch a global initiative to build consensus on key principles for cross-media measurement.

The Cross Media Working Group is made up of leading brands from the World Federation of Advertisers’ Global Media Board, as well as industry bodies like the Association of National Advertisers (US) and the UK’s ISBA.

ACA (Canada), OWM (Germany), Swedish Advertisers and Union des Marques (France) are also participating, alongside several major digital platforms and publishers, including Facebook, Google and Twitter.

Other participants include representatives from all the major advertising holding groups and the Media Ratings Council (MRC), which recently released its own cross-media measurement standards that the WFA said are a “critical reference point” for the new group.

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Stadsbestuurders zijn tegen reclame. Zég dat dan gewoon.

Posted on 30/09/201915/04/2021 by Alva van Beek

Eindelijk is het dan zover, in Amsterdam is de ongeadresseerde folder die je zomaar ongevraagd door je brievenbus krijgt, verboden. Nou ja niet helemaal. Je kan met een sticker duidelijk maken of je wel of niet een folder wilt. Een beetje vreemde redenatie van de bedenkers want er waren al stickers op brievenbussen waarmee je kon vertellen dat je iets niet wilde. Kennelijk werken stickers niet zo goed. Nu ben ik niet voor of tegen folders; als je iets wil verbieden met goede argumenten, dan kan dat natuurlijk. Het gaat even om het argument.

Lees deze blogpost van Tadek Solarz op

‘Clients sceptical of media agencies’

Posted on 18/09/201922/07/2021 by Alva van Beek

Client-side media and marketing professionals have a lower opinion of media and media agencies than they did two years ago, according to new research from ID Comms.

And those with the most exposure to media agencies – media professionals – are also likely to have the lowest opinion of agency expertise.

The ID Comms Global Media Thinking Report 2019 is based on responses from 177 marketing, media, and procurement professionals with a range of global, regional and local market responsibilities across a diverse spectrum of categories; together they represent a combined global media investment in excess of $20bn.

Media as a cost

The global management consultancy found that respondents are more likely to view media as a cost to the business and a complex headache, rather than an investment for growth; they are also more likely to view their agency as a commodity supplier instead of a strategic partner.

Lees verder op WARC

FMCG brands and the future of TV

Posted on 09/09/201915/04/2021 by Alva van Beek

The growth of fast-moving consumer goods (FMCG) brands has been intrinsically linked to mass reach media, but brands now face difficult choices when it comes to TV in particular, which may require a serious reappraisal of the wider media market, an industry figure suggests.

In the first of two-part paper, Chris Worrell, head of strategy at Wavemaker, explains that FMCG brands can use TV to either reach fewer people with the same budget (risking campaigns that underperform) or increase investment to maintain reach (by default reducing ROI from the channel).

Or, he argues in Future fit communications planning: Exploring new strategies for growth for FMCG brands, they can reassess the role of other channels, which currently comprise only a small proportion of total media investment.

The decline in TV reach (and simultaneous growth in ad blocking) is reframing channels like radio and OOH as must-have mass reach channels, he maintains.

How young people want their news

Posted on 06/09/201915/04/2021 by Alva van Beek

Publishers and broadcasters struggling to reach under-35s will have to radically rethink their content, the platforms they employ, and the formats they serve up, according to a new transatlantic digital tracking study from the Reuters Institute for the Study of Journalism.

A new report commissioned by the Reuters Institute, Oxford University’s research centre on global media, and authored by the strategic consultancy Flamingo finds that Gen Y and Gen Z news consumers want from news content.

“Overall, young people would like traditional media to be more accessible, more relevant and more entertaining but they are clear that they don’t want news to be dumbed down or sensationalised,” said Matthew Taylor, report lead for Flamingo.

“This will be a difficult circle to square but there are a number of emerging examples from brands like the Guardian and Vox of podcasts or interactive explainers which are achieving this balance”.

Lees dit artikel op Warc