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Screen Time
Sep29

Screen Time

Ever since the DVR was introduced in 1999, pundits have been telling us that the days of brands being able to advertise via the traditional TV commercial were soon to be gone. Since then, there have been a number of additional marketplace dynamics that have helped to reinforce this doom-and-gloom scenario. Interestingly, the traditional TV commercial is still around today, with U.S. marketers spending nearly $80 billion per year on TV advertising. In fact, Nielsen and others have confirmed that while hours spent on the Internet have increased, TV continues to comprise the lion’s share of our entertainment consumption, and data on advertising effectiveness from a wide range of sources confirms that TV commercials contribute far more to the overall advertising awareness and impact for a typical consumer-targeted campaign than do all other media venues and creative elements combined. At the same time, changes in consumer behavior over the past few years cannot be discounted. Click HERE for...

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Are Parents Too Busy to Notice Your Ads? Or Actively Solution-Seeking?
Jan15

Are Parents Too Busy to Notice Your Ads? Or Actively Solution-Seeking?

Parents are time-constrained, cash-strapped and trying-to-do-it-all, and are one of the most highly sought after group by a variety of brands. Brands ranging from diapers to food products to cars to financial institutions, target parents with family-filled advertising images and benefit propositions aimed at making their life just a little easier. With all the demands facing parents today, do they really even notice? Surprisingly, Communicus has consistently found that parents are just as likely as other consumers to take note of advertising – including TV, digital and print ads. Between soccer games, late night feedings and other demands of family life, parents are noticing advertising at the same rates as non-parents. However, parents are significantly more likely than their non-parent counterparts to notice FSI and point-of-sale efforts. These platforms, which often provide monetary incentives and/or solutions for everyday concerns –like what to make for dinner tonight – are particularly effective in reaching parents. Simply getting parents to engage with ads is merely the first step towards driving purchase intent – they must also register the brand. The good news for advertisers is that parents are actually significantly more likely to recall the brand being advertised across mediums (TV, digital, print, FSI and POS) than are non-parents. While the differences are strongest for FSI and POS elements with which they are highly engaged, correct brand linkage tends to be 20-30% higher across other mediums as well. What might explain these differences in engagement and brand linkage across consumer targets, you ask? It appears that despite being busy and having significant demands on their attention, parents are looking to brands and products to provide solutions, inspiration and to help them be better parents. This intersection of consumers hungry for brand-driven solutions who also yield substantial purchasing power poses great opportunities for brand marketers. To capitalize on these dynamics there are a few simple things advertisers can do to successfully reach and persuade parents: Leverage FSI/POS elements widely and ensure they are creatively tied to other campaign elements so that they function as both an immediate incentive to purchase and also remind the consumer of the brand’s key benefits. In this way, they can help to fulfill both short and long-term brand building goals. Make it easy for parents by providing them with solution and/or inspiration driven messages rooted in your brand’s key point-of-difference. Find them in multiple places – parents are looking for solutions across mediums so having a robust multi-media approach is key in generating both strong engagement and in generating the strong branding dynamics that will further your brand’s objectives. Are parents a key target for your brand? If...

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Survey explores how the “pester power” of children drives retail sales
Dec19

Survey explores how the “pester power” of children drives retail sales

Advertising consultancy Communicus says it has found that “child pestering” is one of the top predictors of a parent’s purchase intentions to buy a wireless device for their children. Its study, “The Mobile Device Path to Purchase: Parents & Children” found that for Apple, “child pestering” is the top predictor, being twice as important as social media, while for Samsung, it was the second predictor (first was positive word-of-mouth, by about 15 percent) in driving parental purchase intent. Click HERE for...

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Why Outdoor Advertising Still Has a Place in Contemporary Marketing
Apr08

Why Outdoor Advertising Still Has a Place in Contemporary Marketing

It’s not too surprising that Jeremy Male, the Chief Executive of CBS Outdoor, is a big believer in outdoor advertising as an ad medium for the future. In fact, he might not be alone in his predictions. US spending on outdoor ads rose last year in the face of some pretty sharp declines in other traditional media like print and radio. Communicus has long observed the power of outdoor advertising, which has been an under-utilized medium – even well before the emergence of new digitally-based advertising platforms. Social media, online video, and banner ads clearly have a role to play in advertisers’ toolkits, but so does outdoor. As part of a multimedia plan, outdoor ads can – and typically do – achieve broader engagement than any other medium besides TV. Additionally, for advertisers who use TV as their base medium, outdoor typically does a better job than most other media in expanding overall campaign awareness – engaging people who were missed by the TV campaign. Another very strong argument for the use of outdoor lies in its ability to successfully convey the brand. A well-designed outdoor ad reflects the brand identity to nearly everyone who sees it, with even the ‘average’ outdoor ad gaining about 85% correct brand associations (compared to a TV average of under 50% correct branding). And, if the multimedia campaign is well-integrated, the outdoor executions can actually help to boost branding for the TV spots among those who see the ads in both media. The best outdoor ads combine a simple visual and very few words to convey a single message. As part of a multimedia campaign, the outdoor designs should also be consistent with, and use imagery or themes present in the brand’s creative across other media types. So dismiss outdoor advertising at your – and your brand’s – peril. Executed smartly within a well-integrated campaign, it just might be your time-tested ticket to marketing...

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