On September 12, 2015, at this year’s IBC, I have the pleasure of moderating a panel called “Future Consumer, Content Everywhere and Always On!” which investigates the implications of video being everywhere for consumers and the media industry. Executives, experts and researchers from Google, BBC, Eutelsat and other companies will discuss what happens when video is “Always On!”
Without accuracy an answer is meaningless, but when designing research are you really focused on how accurate the answers could possibly be? Here are four key factors to consider in order to ensure insights are based on a solid foundation of accurate answers.
Predictive versus behavioral
It is universally accepted (if occasionally downplayed) that behavioral questions illicit more accurate answers than predictions.
Only 13% of 27,000 people, across 22 countries agree completely that it is essential to store or access their created content in the cloud. Only? Really? I’m surprised the figure is so high! Remember, this is the percentage of people that gave the most extreme score (7, out of a 7-point scale) in indicating how strongly they agree with that statement. This increases to nearly a third of people, if you include those that scored it as a 6. Wow. Maybe the world really is becoming #super_digital.
Last week, the IAB posted the second of their 5 “IAB Believes…” blog pieces, focusing on viewability of digital ads. Their focus in this post is the inconsistency of digital ad measurement definitions when it comes to the visibility and viewability of ads on the page. They are looking to address this with the Joint Industry Committee for Web Standards (JICWEBS).
Social media is widely accepted as being a rich source of data that can be studied and used by brands to identify trends and consumer needs. We run one such study on an ad-hoc basis for the action camera market in Germany to show how brands within this field can use social media to inform their brand strategy.
The study provides insights into who is talking about action cameras, the authors of the buzz-content, and whether this is media or consumer driven. It also offers insights on what is being discussed on different channels and what are the main sentiments or views expressed are for each of topic.
Amazon Prime’s acquisition of the yet to be re-titled “Son of Top Gear” looks set to be one of the defining moments in recent TV history. It may not be the first original series that the video service has commissioned but it is, without doubt, by far the most significant.
Viewers worldwide are expecting that apart from its new title, this show will have as much entertainment value, presenter buffoonery and tentative links with the world of motoring as the original format. Indeed, now released from the shackles of the BBC’s public remit and OFCOM’s broadcasting codes, there is even greater capacity for mayhem as Clarkson, May and Hammond push the boundaries even further.
Last week, the IAB posted the first of their 5 “IAB Believes…” blog pieces, focusing on brand safety. In this first piece, they focus on the bad PR when an ad is delivered in inappropriate places and there is a passing reference to the spend that is wasted. The solution pushed by the IAB is signing up to Digital Trading Standards Group (DTSG)’s Good Practice Principles.
The tech market in Asia now leads the world, driving global economic growth. And it presents the greatest growth potential, thanks to a rapidly expanding middle class. More than 72% of APAC tech spending in 2014 was on smartphones, tablets, LCD TVs and laptops, compared to 50% of global spending.
But it’s not all good news for tech brands. As original equipment manufacturers (OEMs) and me-too’s enter the market and the big name brands expand their line ups, the proliferation of options is accelerating commoditization. It’s increasingly hard for consumers to appreciate differentiation thanks to feature cloning, software standardization and product integration. It’s what we call “the paradox of choice”, the more options there are, the fewer the differences that consumers perceive. Or to put it another way, there are simply too many options and not enough choices.
Five steps for optimizing your marketing investments in an increasingly digitalized multi-channel health marketAugust 23, 2015 by Jan Guse in Health
The number of touchpoints your stakeholders have with brands is ever-expanding, from traditional to digital and beyond. Successful brands use positive and memorable experiences to connect and build long-term relationships with customers like healthcare professionals (HCPs) that are foundational for future market success. So how do you ensure success for your brand?
1. Understand in which context the brand communication is happening
Besides measuring brand awareness and prescription behavior and preferences, it’s important to examine where the activity surrounding your brand communication is occurring. Whether it’s sales representatives’ visits, medical ads in physician journals or patient feedback on social media, coverage of the entire breadth of the multi-channel environment is essential.
It’s really no surprise that physicians’ decisions on drug choices are not reached through rational thinking exclusively. Although healthcare professionals (HCPs) will tell you that facts determine their decisions, we all know that emotional and social effects play a crucial role as well. That’s why you might want your ATU tracker to move beyond measuring only awareness, trial and usage to offering insights for a better understanding of brand equity. The problem is that most ATUs track brand health by measuring intended behavior or using an index that combines both measures. These more traditional brand KPIs often fail to differentiate between brands, do not provide valid information on the emotional and social bonds HCPs form with brands and provide only limited information on a brand’s future potential. Thus there is a need for more sophisticated and holistic brand health metrics. What is essential is a valid equity evaluation. Further on in this article, we’ll discuss the importance of distinguishing latent and active brand equity.