Here are six practical tips from Nielsen that can help boost the ROI of advertising campaigns: Precise Targeting Effective advertising starts with reaching the right audience. Research shows that improper targeting can lead to budget waste and low efficiency. Use advanced segmentation tools to ensure your ads are hitting exactly where they should. Balancing Reach and Frequency It’s essential to find the right balance between reaching as many people as possible and the optimal number of ad...

The research paper “Why TV Still Matters for Effectiveness” by Peter Field is a compelling and data-driven study of the enduring role of television advertising in contemporary marketing. Despite the proliferation of digital media and predictions about the decline of television’s importance, Field’s research demonstrates that TV continues to deliver exceptional results on key metrics, such as brand awareness, emotional impact, and long-term profitability....

For over a decade, the digital advertising landscape has been dominated by so-called walled gardens—Google, Meta (Facebook), and Amazon. These platforms accounted for a significant portion of both user attention and advertising budgets, leveraging their massive user bases, precise targeting capabilities, and closed ecosystems. However, consumer behaviors have shifted significantly, and walled gardens are losing their share of time spent by users, prompting advertisers to rethink where they...

Verification in digital advertising has become a crucial tool to ensure that advertisers are getting what they pay for. Changes in the ad verification market, such as Oracle’s exit from the ad verification market with MOAT, underscore the urgency of identifying the most reliable tools and methods for verifying advertising investments. In the face of ongoing changes in verification practices, understanding what marketers value most in these services is more important than ever....

In the era of information overload, capturing consumer attention has become one of the most important challenges for marketers. Attention is a limited resource, and its effective use can significantly influence the success of advertising campaigns. Understanding how attention works, what factors drive it, and which media channels perform best is crucial for maximizing campaign effectiveness. In this article, we will analyze various aspects of attention in advertising, its importance, ways of...

Influencers are playing an increasingly significant role as a source of information for a wide audience. Research conducted by YouGov across 17 different markets, including Poland, shows that the perceived usefulness of influencer opinions varies depending on the topics they address. These results highlight the importance of tailoring messages to the interests of the audience. Influencers provide the greatest value as a source of information in areas such as travel (60%), fitness and exercise...

In the rapidly evolving world of media, advertisers are increasingly faced with the challenge of selecting channels that will effectively drive both sales and long-term brand awareness. Although consumers are exposed to multiple media simultaneously, only a few channels can effectively operate on both these fronts. According to Nielsen data, only 36% of media channels globally achieve above-average results in both sales and brand building. This highlights the need for a balanced approach in...

Nielsen, a global leader in audience measurement and media analysis, deserves recognition for providing detailed and comparable data on media consumption across markets. Thanks to their research, we can better understand the differences and similarities in consumer behaviors in various markets, which is extremely valuable for advertisers aiming to run the most effective advertising campaigns. By analyzing the charts, we can see clear differences in television consumption between Poland and the...

NCSolutions published a report based on a survey conducted in May 2024, involving 1,124 American consumers, to examine their preferences regarding content they enjoy in entertainment and social media apps. So, what types of ads do they like? Short ads. 52% of respondents prefer ads that are short. This suggests that consumers value brevity and clarity in messaging, allowing them to quickly absorb the content without a significant time commitment. Humorous ads. 48% of respondents...

As many as 94% of advertising agencies in the United States recommend that their clients test new media channels, which seems to be a sound strategy. In fact, 85% of marketers have already used at least one new media channel, such as Retail Media, gaming, virtual reality (VR), augmented reality (AR), or digital audio, according to a report from Integral Ad Science. The rise in the importance of Retail Media (78%) as a new media channel utilized by marketers is not surprising, considering its...

Brand Lift studies, offered by platforms such as YouTube (via Google) and Meta (Facebook and Instagram), often as a complimentary service linked to the level of campaign investment, are crucial for advertisers who want to measure the impact of their campaigns on brand perception. However, the credibility, methodology, and transparency of these tools are significant areas for analysis, especially for clients with strong statistical and marketing backgrounds. Credibility of Brand Lift Studies on...

The effectiveness of advertising is crucial for achieving profits and growth. Companies invest substantial amounts in various forms of advertising to maximize returns on investment (ROI). The latest study, “Profit Ability 2,” conducted by Ebiquity in collaboration with key media agencies in the UK, provides valuable insights into the advertising effectiveness of currently used media, based on up-to-date data from the current year. The study illustrates how different media influence...

The Importance of Effective Collaboration Between Agencies and Advertisers in Building Brand Communication. Recent research titled “Mind the Gap” conducted by WPromote on the U.S. market reveals a significant disparity in the perception of agency service quality between agencies and their clients. This study highlights the differences in how agencies and clients view various aspects of their collaboration, including: – Overall Client experience – Agency presentations...

OpenAI has launched SearchGPT, a pilot AI-powered search engine, initially available to 10,000 users. This new tool aims to provide real-time access to information across the Internet by organizing and analyzing data rather than merely displaying links. Users start by entering a query. SearchGPT then delivers a summary of relevant information and includes links to the original sources. Users can further refine their searches by asking additional questions, displayed in a sidebar along with...

At the end of July, Google altered its stance on blocking third-party cookies in the Chrome browser. While this decision benefits Google’s business model and many companies within the marketing ecosystem, it has once again raised concerns about user privacy. Third-party cookies are a technology that allows tracking of user activities on the Internet, primarily used for advertising and analytics purposes. Due to these reasons, Safari and Firefox browsers blocked them in 2020. Google...

Marketing expenditures in the US have increased by only 2.5% over the past year, representing a flat growth rate compared to six months ago, according to the latest edition of The CMO Survey. Furthermore, marketing spending now constitutes a smaller share of company budgets than in recent years. Chief Marketing Officers (CMOs) estimate that marketing expenses account for 10.2% of overall company budgets, compared to 10.6% in the Fall 2023 survey, 12.3% in the Spring 2023 survey, and a peak of...

Cost-per-click (CPC) in Google search increased by 13% year-over-year, but the average order value (AOV) rose by only 1%. According to Search&Performance Insider, the cost-per-click (CPC) in Google ads continues to rise, with a 13% year-over-year increase in the first quarter of 2024, compared to a 9% year-over-year increase in the fourth quarter of 2023. This change was mainly driven by the rise in shopping ad CPCs for standard ads and Performance Max (PMax). Data from the Digital Ads...

Netflix, known as a leader in streaming technology, announced during the Upfront conference the launch of its proprietary advertising technology platform and the establishment of numerous partnerships in the area of programmatic media buying. This new strategy aims to strengthen Netflix’s position as a significant player in the online video advertising market, competing with giants like YouTube. Netflix has introduced the Magnite platform, allowing brands to purchase Netflix media...

The impact of AI on optimizing the purchase funnel According to recent research conducted by Conversica, over the past year, marketers have most frequently utilized artificial intelligence (AI) for data collection and analysis, process automation, and content creation. Marketers have less frequently applied AI to enhance the efficiency of the sales funnel, indicating a potential area for increased AI adoption to achieve substantial business efficiency gains. When asked about the anticipated...

How to maximize advertising effectiveness? Les Binet is a globally recognized authority in the field of media. Here is a summary of the key points from the material “Maximizing Advertising Effectiveness” featuring him. Optimization of media planning: – The importance of effective media demonstrates that, in the current economic conditions, optimizing the media budget through the selection of appropriate channels and products is crucial. – Research findings: Meta studies...

Rise in CPMs for cookieless advertising inventory – competitive dynamics redefining the market. Peter Day, CTO of Quantcast, reveals insightful data from the latest tests on cookieless advertising inventory, conducted in collaboration with leading advertisers. The analysis shows that the prices of these resources have increased by 40% year-over-year, indicating a significant shift in the perception and valuation of cookieless advertising space. Quantcast, a global leader in adtech with a...