Similar ideas popular now
Are advertisers overindexing on Meta?
Meta accounts for 19.5% of US digital ad spend, despite US adults spending only 7.6% of their time with digital media on the platform, according to our forecasts. Beyond the chart: In contrast, YouTube, Hulu, TikTok, and Snapchat each make up a higher share of time spent with digital among US adults than digital ad spend.
A brand is more than a commodity, the question is how much more
But if he really concludes that a bar’s utility is tethered to its basic hygiene function, then the last time he checked must have been somewhere around the 1880s, when soap, like most consumer goods, was a naked commodity – on which buyers very much took their chances.
Attention’s the problem, creativity’s the answer - as ever
Solving the attention issue in digital advertising is key to improving creative effectiveness. It will take a combination of good old-fashioned creativity and a good new-fashioned understanding of what works on each platform. Simple, but hard.
Diagnose first, strategise second: Why you need to start at the beginning when planning
The lesson? Diagnose first, strategise second. Don’t make large assumptions, and definitely avoid the temptation of jumping to solutions too early in the process. In short, the secret to doing a good job, like answering strategy questions successfully, or indeed, building a new cupboard, is to start at the beginning.
Unilever’s top marketer: Having ‘right product at right price’ comes before purpose
Braams addressed some of this criticism today (21 June) at a roundtable event. “We come from a time where people have said, ‘Oh, it’s only about purpose at Unilever”. No, of course it’s not,” she said. “It’s about first having a good value proposition; it’s the right product at the right price.” Once these fundamentals are established, the brand’s values can then come into play. Expressing these values through purpose can build “emotional connections” with consumers, she stated, claiming that
Ignore the sceptics, brands can be built on digital platforms
Google’s main weapon against TV is naturally YouTube. SmartTVs come with it built-in so more YouTube content is being watched on the main large screen in a household than ever (33% of YouTube viewing in the UK happens on TVs, according to BARB, and 45% in the US, according to YouTube data).