Sub-Saharan Africa has uplifted itself from the two decade economic low reached in 2016, bringing a slight easing of pressure but not a return to the robust growth rates previously experienced. In the 5th edition of Nielsen Africa Prospects ranking, we look at how the countries have performed across various parameters.
Reaching your audience is an important component of any ad campaign, but what good is ad reach if it doesn’t resonate with the audience? Effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
Whether watching TV, checking emails, or flipping through a magazine, it seems like everywhere we look there’s an opportunity for advertisers to connect with us, earn our trust and deliver their message. So has all this media proliferation watered down the resonance of their messages?
At Nielsen’s annual Consumer 360 Conference, Nielsen CEO Mitch Barns and Daniel Zhang, CEO of China-based Alibaba, sat down to discuss how global companies are leveraging digital and big data for commercial gains amid growing fragmentation, technological developments and evolving consumer demand.
Though you may already use primary and secondary media research to guide your marketing strategy, you may be missing out on key information if you’re not measuring marketing effectiveness too. So you need more information to answer some very critical questions.
There’s no denying the influence that e-commerce is having on the retail landscape, and that influence is starting to go mobile. And as that trend grows, marketers have an opportunity to leverage the influence of consumer preferences.
While the entertainment quotient of Super Bowl XLVIII might be in question by some, the fact that the big game is a pillar of American entertainment can’t be disputed. A large contributing factor in that entertainment experience—some might even consider the driving factor—is the ads.
As the debate rages on about the high cost of advertising during the Super Bowl, one thing is certain: big bucks are being spent in attempt to reach the growing audiences and big spenders tuning in on game day. So let’s take a stroll down memory lane and look at some of the ads that have made history over the past five years.
As we prepare for this year’s big game and even bigger ads, let’s take a quick look back and commemorate those titans of the ad industry that have consistently proven that they’ve got the creative mojo to score big. And as kick-off approaches, we’re kicking off the Super Bowl Advertiser Hall of Fame because for many, the game is as much about the ads as the game itself.
Marketers who can connect with sports fans have a captive audience. That’s because sports fans are connected and passionate when they’re engaged. And for sports like football, which compete with the holiday shopping season for attention, it’s crucial to deliver the right message in the right environment at the right time.
A product launch is a critical time to drive awareness and brand favorability—even more so when focusing the launch on a specific market. So as it prepared to launch its Starbucks Refreshers, Starbucks teamed up with SheKnows.com in order to connect with an ideal audience for its launch.
The demand to measure the return on investment for marketing spending accurately has never been greater. Big data holds the keys to this kingdom, but harnessing and utilizing an overabundance of quality data has not historically been an easy feat.