Digital advertising drives more awareness than paid social: report

Luxury Daily December 15, 2021 | By KATIE TAMOLA

Digital display advertising continues to go a long way in terms of driving brand awareness, according to a new study from Engagement Labs.

The study, commissioned by G/O Media, focusing on tech and beverage brands, found that digital advertising surpassed paid social advertising on Facebook in terms of conversions. The contribution from digital advertising to the average tech brand’s offline conversations is 15.8 percent vs 3.3 percent for paid social on Facebook. “A key trend that we’re seeing in our data, that looks at both offline and online conversation, is the increasing ability of online content from brands to drive offline conversations,” said Ed Keller, CEO of Engagement Labs. ” Consumers have interactions with branded content online including digital and paid social ads and these interactions impact their online posts about the brands.” The analysis is based on syndicated online and offline consumer conversation tracking from Engagement Labs over the period from January 2018 May 2021, with media expenditure data that Engagement Labs procured from Kantar Media. Driving social influence The findings reflect that digital display advertising, a combination of texts, images and URLs, has a greater ability to drive people to share online and talk offline versus paid social ads. The average tech brand online saw an 8.3 contribution from digital, a sizeable difference from the 1.9 percent contribution they received from paid social.   Read the full Luxury Daily article, here.
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Digital display drives more brand conversations than paid social

WARC 15 DECEMBER 2021  
DIGITAL MEDIA EFFECTIVENESS DIGITAL MEDIA RESEARCH
Digital display ads contribute significantly more than Facebook to both offline and online volume of conversations for marketers, new research says. Key findingsstudy commissioned by media holding company G/O Media, whose brands include The Onion and Gizmodo, and conducted by Engagement Labs, looked at ten leading brands (five each in the tech and beverage categories) and analysed the impact of paid social vs. digital display advertising to ascertain which has the greater ability to drive people to share online and talk offline.
  • The contribution from digital advertising to the average tech brand’s offline conversations is 15.8% vs 3.3% for paid social on Facebook.
  • Online, the average tech brand has an 8.3% contribution from digital and 1.9% from paid social.
  • In the beverage category, the average brand has a 9.6% contribution from digital advertising on offline conversation vs 2.4% from paid social.
  • Online, the average beverage brand has an 8.3% contribution from digital and 1.7% from paid social.
  • Digital ads have a higher estimated ROI than paid social for both offline and online – and this was true for both categories.
Why it matters Platforms such as Facebook offer huge scale but not necessarily user attention. It’s the combination of attention and contextual relevance that is the strongest driver of ad effectiveness and that is what publishers offer marketers.     Read the full WARC article, here.
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New Study Shows Digital Advertising Significantly Drives More Brand Word Of Mouth And Conversation Than Social Advertising On Facebook

MarTech Series By PRNewswire On Dec 14, 2021  

First of Its Kind Study By Engagement Labs Examines Digital Versus Social Ad Performance of Ten Leading Consumer Brands

Engagement Labs released the findings of a study on digital advertising compared to social advertising on Facebook. The study, commissioned by G/O Media, showed that digital display ads contribute significantly more than Facebook to both offline and online volume of conversations for marketers. The study went deep into specific marketers in two big spending categories and for every tech and beverage brand in the study the results were clear. The technology and beverage industries were chosen based on their two distinct consumer purchasing mindsets and digital/social advertising spend. G/O Media specifically sought to understand the role of paid social vs. digital display advertising and ascertain which has the greater ability to drive people to share online and talk offline. The overall project goal was to determine the impact of advertiser investment in digital paid media (display, online video, mobile app, mobile web video) vs paid Facebook advertising in driving offline conversations and online mentions. The analysis was undertaken for ten leading brands, five each in the tech and beverage categories. The surprising findings found that the contribution from digital advertising to the average tech brand’s offline conversations is 15.8% vs 3.3% for paid social on Facebook. Online, the average tech brand has an 8.3% contribution from digital and 1.9% from paid social. In the beverage category, the average brand has a 9.6% contribution from digital advertising on offline conversation vs 2.4% from paid social. Online, the average beverage brand has an 8.3% contribution from digital and 1.7% from paid social. The study also found that digital display media is highly effective at both online and offline performance for brands. This means the digital advertising that consumers engage with isn’t siloed to the online space – it also impacts face-to-face and other offline conversations.    

Blockbuster is trapped in brand limbo. Will it ever get out?

 

Whether as a joke, a nostalgic trip back to the ’90s or as shorthand for the love of movies, the dead chain’s name still resonates with many. Except perhaps the brand’s owner.

Published Nov. 3, 2021
Ben Unglesbee, Senior Reporter
Terry described Blockbuster as having “meme” status. And lest you think memes can’t make money, Terry pointed to Crocs, which is making unholy amounts of money while doing things like making clogs that can double as ranch dressing serving containers. “Nostalgia is the single, most-powerful feeling on the internet,” Kellan said. “The Blockbuster brand has value, and a lot of it, but it needs to realize that every other industry is looking to capitalize on nostalgia, too. Just like any other product or marketing strategy, it’s all in the execution. If Blockbuster is looking to make a comeback, it needs to realize that a misstep here would be catastrophic and destroy all that goodwill.” Offline, the Blockbuster brand’s interaction with the world is also complicated. According to Engagement Labs, a data and analytics firm that provides social intelligence, word-of-mouth mentions around Blockbuster have been steadily and significantly declining since 2007. Which is perhaps not surprising. Interestingly, though, the sentiment scores started to increase starting in 2013, the year Blockbuster closed its last corporate stores under Dish. Since then, sentiment has improved from a score of -20 to positive 14. In other words, people’s feelings for Blockbuster turned positive once its stores were gone. Social chatter isn’t everything, though. Blockbuster had influence and cache not just in the minds of consumers but also to the entertainment industry. Blockbuster was a major channel for movie studios, which weren’t always enthusiastic about the relationship. But that was long ago already. “As a clothing line, bumper sticker line, nostalgia merchandise line… it’s doing well,” Taylor Morden, director of “The Last Blockbuster” documentary — which explores the rise, fall and ultimate cultural meaning of Blockbuster — said by email. “Unfortunately it’s no longer associated with the entertainment industry in the way that it once was so it might be impossible to revive as a go-to stop for all the newest movies.”
    Read the full Retail Dive article, here.
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Who’s hot, who’s not: Consumer buzz trends as holiday 2021 fast approaches

Bulldog Reporter Sep 17, 2021 | Marketing, Public Relations   Consumer conversation trends reveal who has the most WOM traction and who needs to take quick corrective action. For much of the country, late summer means back to school, and end of summer vacations. For marketers, it means the final push to prepare for holiday 2021. As Adweek recently noted, “The holidays aren’t yet top of mind for most consumers, but brands and retailers know that planning for these make-or-break moments starts now.” Adweek’s article asked the question, “How Can Brands and Retailers Prepare for the 2021 Holiday Season?” One missing element in their mix is to understand whether your brand is riding a wave of buzz that will put your brand on everyone’s holiday list—and if so, to build on that momentum. Or, if your buzz is lagging, then no time like the present to take steps to remediate that problem. In either case, leave nothing to chance and don’t delay. Here then are some of the brands who’s WOM is on the rise, and those that are lagging.  

Children’s products

Let’s start with children’s products and retailers, since after all, the holidays are for the kids, right? For products, Lego is riding the hot hand right now, with 4m+ more offline WOM impressions per week over the past 12 weeks versus the prior 12. OshKosh (+3.6m), Graco (+1.8m), Baby Einstein (+1.4m), Hot Wheels (+1.2m) are all up substantially as well. In terms of children’s retailers, the greatest momentum rests with Gap Kids (+2.4m) and Baby Gap (+2m), Children’s Place (+1.8m), and Honest Company (+920k). Meanwhile, Fisher-Price has its work cut out for it, with the largest drop in WOM within the category, with -1.78m fewer WOM conversation over the past 12 weeks versus the prior 12. It is joined by NERF (-1.3m), Barbie (-1.3m), American Girl (-740k) and Sesame Street (sorry Big Bird—but your WOM is down by -630k WOM impressions per week).     Read the full Bulldog Reporter article, here.
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Looking for real influence? Forget celebrity influencers, focus on real people

Bulldog Reporter   Sep 10, 2021 | Analysis, Public Relations   At Engagement Labs, we have long believed in the power of everyday influencers to drive business results. And now there is new, independent scientific evidence that supports our view. For example, in a piece entitled, Influencer marketing: beyond the hype, we said that while businesses are rushing to engage with celebrity and near-celebrity “influencers” with their huge followings on social media, “marketers have a much more sustainable opportunity to engage everyday influencers whose value comes from personal relationships with their closest friends and families. Because of the fascination with paid influencers, we believe marketers overlook a massive—and proven—opportunity to cultivate strategies that would put the power of these everyday influencers to work on their behalf.”

Want to promote your new product or trigger a shift in thinking? Rethink your influence strategy.

Newly published research by Damon Centola, a Professor of Communication, Sociology, and Engineering at the University of Pennsylvania who studies social networks and behavioral change, finds that as prominent and revered as social influencers seem to be—”think Kim Kardashian promoting a new product on Instagram”—in reality, they are unlikely to change a person’s behavior by example, and might actually be detrimental to the cause. Why? “An influencer is great at spreading information that already resonates with her followers,” says Centola. “But when she shares information that contradicts their worldview, it’s perceived as a breach of trust . . . Social influencers often do more harm than good.”   Read the full Bulldog Reporter article, here.
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Packaging innovation is a great consumer buzz generator—just ask Andy England

Bulldog Reporter   Aug 11, 2021 | Marketing, Public Relations   “The marketer who steered Coors Light’s ‘cold’ ad messaging for years is now taking the same approach to vodka,” according to AdAge and other recent trade news. “Andy England—who was chief marketing officer at MillerCoors from 2008 to 2015—is now CEO at Phillips Distilling, a Minnesota-based spirits marketer that under his watch is about to flood the market with new innovations, packaging and campaigns.” AdAge’s article caught our eye because Andy England is an advocate for the power of word of mouth. His innovations with packaging while at MillerCoors were a powerful example of how to generate word of mouth in a category where differentiation is often difficult. At MillerCoors, and again with his new vodka brand Cubist, innovative packaging is the conversation spark. Cubist packaging uses thermochromic technology that turns the bottle blue when its temperature drops to zero degrees Celsius or below. We know that packaging plays a role in people’s word of mouth conversation. Our offline WOM data shows that the beverages (6.68 percent) is the most likely category where people talk about product packaging when they talk about brands. Offline, word of mouth conversation data referencing product packaging is also above average for beauty and personal care with 6.52 percent of the chatter, followed by children’s products (5.24 percent), household products (5.1 percent) and food/dining (4.87 percent). As part of a case study in our CEO Ed Keller’s book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace, England discussed his philosophy about the one-two punch of product innovation and strong advertising to get people talking.     Read the full Bulldog Reporter article, here.
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Study: Today’s podcast audience is a WOM powerhouse

Bulldog Reporter   Jul 16, 2021 | Public Relations “Even before COVID-19, the podcast industry was seeing rapid growth, with monthly listeners reaching 645mn globally in 2019 and advertising revenues growing at a double-digit rate; industry revenues are poised to more than double by 2024,” according to PwC’s Entertainment & Media Outlook 2020-2024. Good news for podcast advertisers: we have strong evidence that the podcast audience is a word of mouth powerhouse. They talk more about brands across a variety of categories—in fact more so than the audience for any other medium including social media. And they are richer in word of mouth influencers, as well. Given the important tie between word of mouth advocacy and sales, they are a marketer’s dream audience. According to newly released Engagement Labs data, heavy podcast listeners, who on average listen to 1 or more hours of podcasts per day, engage in more than 100 offline conversations per week about products, services and brands. This compares to 76 weekly conversations for the general public—an increase of 34 percent. At 102 weekly WOM conversations, these heavy podcast listeners are at the top of the list versus other media.  Heavy social media users and heavy radio listeners are tied for second, both close behind at 99 offline conversations per week, with heavy TV viewers at a distant 67 conversations per week.     Read the full Bulldog Reporter article, here.
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How To Become A Word-Of-Mouth Maven

MediaPost   In a recent Marketing Daily post, “Disrupting A Once-Staid Category, Kotex Builds A ‘Menstruation Machine,’Sarah Paulsen, senior global creative and design director for Kimberly-Clark’s adult and feminine care brands said, “The goal is to demystify periods to help reduce stigma. And we wanted a fun way to show how little people know about the way menstruation works.” Kotex has been hard at work creating conversations about menstrual health for over a decade. It has helped to dispel a myth I often hear about word-of-mouth marketing: that it works only (or best) in “exciting” categories. Not true. Word of mouth also works for everyday products and brands in categories like children’s products, beverage, and beauty products — as well as women’s personal care products. Starting an Unlikely Conversation In 2010, Kimberly-Clark launched a new tampon brand, U by Kotex, and made a bold decision to change the conversation about this traditionally staid — and quiet — category. Advertising and marketing in the category had long been based on breezy images of snow and euphemistic language about “freshness” and “protection.” Kimberly-Clark executives believed that society’s unwillingness to talk honestly about vaginal health and menstruation was a serious matter, with the potential to lead to bad health decisions and outcomes by teenagers unable to get the information they needed.  So the company decided to change that. “Right from the start, we believed it was about word of mouth,” Kimberly-Clark’s Jay Gottlieb, vice president of adult and feminine care marketing told me and my co-author when we profiled U by Kotex in “The Face-to-Face Book.” The strategy worked commercially, as well as achieving its goal of starting a conversation that lasted a decade, as Kotex continues to engage young women to make menstrual hygiene a talkable and shareable subject.     Read the full MediaPost article, here.
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America’s changing brand buzz since COVID-19—who’s winning?

Bulldog Reporter by Engagement Labs | May 6, 2021 | Analysis, Covid-19, Public Relations The COVID-19 pandemic has brought countless challenges to Americans over the past year. From the everyday issues of social distancing, sickness and childcare, to the financial issues of concern over jobs / personal finances and understanding the stimulus – the past year has altered everyone’s way of life. But has it impacted how we talk about brands? This analysis looks at trends in brand WOM since the pandemic to reveal the impact of COVID-19 on how Americans talk about brands.

Overall, WOM levels held steady during COVID-19 era, but certain categories gained momentum during the pandemic

Overall, offline WOM levels were largely steady (a small decline of 1%) during the COVID-19 era.* So even with social distancing and lock downs, Americans kept talking offline about products, services and brands as they navigated the many changes in their lives, and with it new brand choices that they needed to make. This average includes certain categories that gained momentum during this time, including health/healthcare (+10%), financial services (+4%), beauty/personal care (+3%) and media/entertainment (+3%). At the same time, other categories decreased, some dramatically. Among those declining in offline talk are sports (-13%), as well as travel (-7%), home products (-7%), telecom (-7%), auto (-5%) and beverages (-5%).     Read the full AgilityPR/Bulldog Reporter article, here.
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