How does multi-screening affect advertising?


AdvertisingNew research reveals that television viewers pay more attention to advertising if they multi-screen during ad breaks.

The study, by Thinkbox, showed that multi-screeners could recall two ads from the previous fifteen minutes of viewing, compared to the average of 1.9 ads by other viewers.

The research also revealed that the longer someone watches television, the more ads they can remember, with 66% of viewers able to recall an ad after watching for two hours or longer, compared to just 58% watching for less than half an hour.

Find out more about the research, which also looked at the importance of social TV, here.

Is social media the best channel for B2B marketing?


B2B marketing and social mediaA new study has revealed that 79% of B2B marketers believe that social media is the most effective channel for marketing.

The research also showed that 38% would spend any extra budget on social media, but mobile marketing is yet to catch up with the enthusiasm for social (those surveyed put only 7% of their budget towards mobile).

B2B marketers’ top priorities, challenges, and digital skills are also covered in the research, which sheds light on some surprising facts.

The study was carried out by Omobono, Circle Research, and The Marketing Society; you can see the whole infographic here.

The best storytelling brands


Best Storytelling BrandsNew research has revealed which brands are best at storytelling, which helps consumers invest in their product.

The study, by Aesop and OnePoll, asked consumers to rate brands for personality, memorability, and credibility, among other factors.

Charities and technology brands are overtaking established stalwarts for storytelling; with Apple remaining at the top of the ranks, supermarkets are being superseded by the likes of YouTube, Virgin Media and Macmillan Cancer Support.

Cadbury is also highlighted as a strong storytelling brand, thanks to its innovative marketing strategy, which has included high-profile experiential stunts.

Find out more about the research here and tell us which brands you think are good storytellers.

How is social media affecting television habits?


Social media television habitsNew research from YouView reveals how social media usage is affecting the way UK viewers are watching television.

The study discovered that one in seven viewers search through social networks to find television recommendations, while over a quarter stay off social media when they need to avoid spoilers.

YouView surveyed two thousand viewers and also asked them about their ‘second screening’ habits (nearly one in six are on Twitter while watching a programme).

Find out more about the research here and tell us if social media influences your television habits.

What makes a brand popular?


Brand popularityNew research suggests that not only is brand popularity more complex than just sales figures, it can also be recovered if a brand’s reputation slips.

The study by Leo Burnett divides brands into categories: ‘superstars’, ‘rising stars’, ‘settled greats’ and ‘former glories’.

A brand’s popularity and momentum determine in which category it ends up, along with other brand attributes, including affinity and longevity.

Leo Burnett analysed 5,000 responses to fifty brands, including Innocent and Heinz, and revealed the results to Marketing Week.

Find out more about the research here and tell us which brand attributes are important to you.

What types of video engage viewers?


Coull video studyA new study has revealed the kinds of video content that keeps viewers watching for longer, with some interesting findings.

The research, by Coull, took into account 12 million video plays during May in the UK.

Videos featuring cars engaged 61% of their audience throughout the play time, while people, travel and animals held onto around half of their viewers until the end.

However, with only 43% of sports video viewers watching whole videos, Coull’s CEO suggests that sports publishers and brands could innovate more online, especially in a World Cup year.

Find out more about Coull’s findings here, and tell us about your favourite kinds of video content.

Brand fatigue and brand affection across the globe


New research has revealed which countries and age groups have a close relationship with brands.

Momentum Worldwide’s global study discovered that the Philippines, Mexico and Brazil rated highly for brand affection, with around 60–70% of consumers regarding their relationship with brands as being ‘friendships or stronger’.

However, the research also found that countries with a long sustained exposure to advertising, such as the USA and the UK, experience ‘brand fatigue’ and show a far greater emotional distance to brands.

The study, which had 6,504 respondents, was carried out in twelve countries. Chris Weil, Momentum Worldwide’s CEO, said that the study’s results are “a wake-up call to marketers across the world that brands must evolve with their audiences”.

Find out more about the study here or take a look at MarketingWeek’s infographic.

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