This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate how different marketing practices contribute to generate brand sales. Measurement methodologies consist of different approaches, for which we provide detail. Our conclusions are towards (1) validating effectiveness of different advertising practices based on evidence produced by experiments and (2) the adoption of a âtest-and-learnâ mindset, where brands continuously generate evidence of how their advertising practices work to produce results, is fundamental to growth in a rapidly changing environment.
Every single day, millions more people will decide to shop online for an FMCG category for the very first time. This is a pivotal moment for brands. It is a moment when a consumer is highly likely to change from their typical brands, and etailers have a fundamentally disruptive influence on which brands a shopper will be exposed to. Online shopping is nothing new in 2018, however FMCG shoppers are starting to participate in the e-commerce revolution at a scale not previously seen in the past decade. To reveal key trends, identify opportunities for clients and offer cautionary tales, NAILBITER digs through four years of data, on 1100 brands, across more than 30 categories and dozens of countries to reveal the comprehensive shopper journey map of the omnichannel phygitalâ consumer. Leading e-commerce retailers, such as Amazon, are entering the market with their own product lines and their own promotion agenda. Voice assistants are now being asked to make purchases and this has its own disruptive implication to the industry. Virtual reality (VR) is also starting to serve a function within the industry, as it can be used to replicate a store environment. With consideration to a number of key trends, NAILBITER will reveal the most comprehensive shopper journey map that encompasses all shopper types in a global multi-retail environment, including brick-and-mortar, e-commerce, traditional markets, phone commerce, home delivery, click-and-collect and voice.
This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate how different marketing practices contribute to generate brand sales. Measurement methodologies consist of different approaches, for which we provide detail. Our conclusions are towards (1) validating effectiveness of different advertising practices based on evidence produced by experiments and (2) the adoption of a test-and-learn mindset, where brands continuously generate evidence of how their advertising practices work to produce results, is fundamental to growth in a rapidly changing environment.
In this research we focused on conversion which is the most immediate KPI: Does a sponsored vid edited by an influencer, engender more traffic (more impression) on the (sponsoring) brand website? Does it have an impact (immediate or not) on the shopping behaviour of the audience? Do influencers increase the impression rate? This is the main and simple question we wanted to address in this research.
In this research we focused on conversion which is the most immediate KPI: Does a sponsored vid edited by an influencer, engender more traffic (more impression) on the (sponsoring) brand website? Does it have an impact (immediate or not) on the shopping behaviour of the audience? Do influencers increase the impression rate? This is the main and simple question we wanted to address in this research.
We have long known that to succeed in social media as an influencer of tastes and opinions, it is important to not only have a strong and differentiated personal brand; influencers today must also consistently share content that connect deeply with their audiences, and successfully doing this presupposes a good grasp of the values and motivators of their fan base. Running with this idea, we wanted to test if the inverse could also be true - could understanding the success of influencers clue us in on the way a sizeable segment of society thinks, what they value, what they are interested in, and what excites them enough to merit social media activity?
We have long known that to succeed in social media as an influencer of tastes and opinions, it is important to not only have a strong and differentiated personal brand; influencers today must also consistently share content that connect deeply with their audiences, and successfully doing this presupposes a good grasp of the values and motivators of their fan base. Running with this idea, we wanted to test if the inverse could also be true - could understanding the success of influencers clue us in on the way a sizeable segment of society thinks, what they value, what they are interested in, and what excites them enough to merit social media activity?
Keynote speaker: Ariya Banomyong, Managing Director at LINE Thailand.
AOL, a leader in digital content and storytelling, and VoxPopMe, a technology platform specializing in qualitative video research, partnered to explore best practices for including and operationalizing video in research.
As more advertising spend migrates online, thereâs a need to understand differences between online ads that drive short-term sales and those which drive long-term, profitable brand growth. This need is particularly acute as the industry faces pressure to prove ads are actually being seen, and from consumers increasingly blocking intrusive ads. Moving the profit needle digitally has never been so important, but it's never been so hard! The key factor we explored was the role of emotion in digital advertising. The role of emotion in making TV and online video advertising is well known. But emotion tends to be underplayed as profitability in digital advertising.