New Report Reveals Decline of TV is Leading to Reduced Consumer Engagement with Brands

MarTech Series

Cord Cutting by Younger Consumers Making It Harder for Advertisers to Drive Conversation and Engagement with Their Brands, Especially in Tech, Telecom, Automotive

  Advertisers have a problem, and it’s worse than they thought. The decline of ad-supported television is driving down audience engagement with brands. A new analysis of consumer conversation patterns by Engagement Labs reveals conversation frequency among the most prolific consumer conversationalists—young people—has plummeted.   As cord-cutting and advertising avoidance expands to older segments, brands will find it increasingly difficult to achieve their marketing ROI objectives, unless they respond with new approaches that not only reach consumers but also inspire brand engagement. Why does this matter? Because conversations among consumers drive about 19 percent of purchases, according to a new paper published in the MIT Sloan Management Review, including conversations that are triggered by paid advertising.   The analytics behind the new report, “Cutting the Cord That Engages Us,” reveal that over the last five years, the number of consumer conversations about brands per week among teens have dropped from 115 per person per week to 95, while among twentysomethings the drop is from 102 to 93 per person. There is reason to believe that the culprit is declining exposure to television commercials, as millennials are cutting their cable cords in favor of streaming services—or never getting a cord in the first place, becoming members of the so-called “cord never” cohort.  Television ads have historically played a large role in helping to drive conversation, according to Engagement Labs.   Read the full MarTech Series article, here.
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Goya Foods Receives Awards From TotalSocial Brand

The Shelby Report   March 13, 2019 | Kristen Brissette Goya Foods was voted America’s No. 2 Most Loved U.S. Food Brand and placed in the Top 10 most-loved brands in the country, according to the second annual Engagement Labs’ TotalSocial Brand Awards. “We have always been proud of how near and dear Goya has been among Hispanic consumers and the success we have had among general market consumers. To receive this accolade is a true testament to what Goya means to so many people and to all those who are responsible for making Goya what it is today,” said Rafael Toro, director of public relations at the Jersey City, New Jersey, company. “The Goya brand is really breaking through in the food category, according to our TotalSocial data platform. Goya’s improvement is related to continued strong performance with positive conversations, both online and offline, as well as more offline conversation among non-Hispanic consumers, including the most influential consumers who seem to have discovered the brand recently,” said Ed Keller, CEO of Engagement Labs. The company celebrates diversity and authenticity; a community of passionate people making a difference through food and giving back to all those who have supported the company for more than 83 years. Through Goya Gives, the company’s charitable arm, the company supports nearly 300 organizations endeavors, programs, scholarships and events that promote culture and benefit overall community wellness.   Read the full The Shelby Report article, here.
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Goya Foods es una de las 10 marcas ‘más queridas’ de Estados Unidos

El Diario Nueva York

Es la única marca hispana en el top 10 y la segunda de alimentación más apreciada

Goya Foods fue elegida como la segunda marca de alimentos “más querida” de Estados Unidos y entró en el Top 10 de las más queridas del país, de acuerdo con los premios Engagement Labs’ TotalSocial, que se entregan anualmente para reconocer la reputación e imagen que tienen las marcas de varios tipos de productos, tanto en internet y redes sociales -donde la marca número 1 fue American Family- como “offline” -con Disney World a la cabeza-. Goya fue la única marca hispana en cualquiera de las dos listas. Listado de marcas “más queridas” según el análisis de TotalSocial.”La mejora de Goya se relaciona con un sólido desempeño continuo con conversaciones positivas, tanto en línea como fuera de ésta, así como con más conversaciones entre consumidores no hispanos, incluidos los consumidores más influyentes que parecen haber descubierto la marca recientemente”, dijo Ed Keller, CEO de Engagement Labs TotalSocial. Para dar estos reconocimientos, se analizan datos de la empresa TotalSocial, que mide las conversaciones positivas y negativas que se hacen de manera online sobre una empresa, las veces en que se menciona una marca y la influencia que ésta tiene en audiencias importantes, entre otros datos.   Read the full El Diario Nueva York article, here.
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Why Knowledge Gaps in Measurement Threaten the Value of Television Advertising

Journal of Advertising Research

The Best Available Screen For Brand Building Is at a Crossroads

Artie Bulgrin
A significant value added is that television continues to be part of our everyday conversation. It “has the advantage that it is often watched socially, by two or more people at the same time” (Engagement Labs, 2019). Although cord cutting has driven a “large shift away from TV and other traditional advertising channels toward digital (in terms of paid-advertising-related conversations)…advertisers get a bigger conversation bump when consumers watch together, whether at home or out-of-home. Digital advertising, in contrast, is more rarely watched by more than one person at a time, reducing the potential for the advertising to drive conversations” (Engagement Labs, 2019).
    Read the full Journal of Advertising Research article, here.
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Your best loved brands, but where is tech?

ZDNet  

Only two tech brands are included in the list of most loved brands, according to a new report.

By Eileen Brown for Social Business | March 6, 2019 — 20:25 GMT (12:25 PST) | Topic: Social Enterprise   Generating positive brand experiences that consumers are eager to talk about with friends and family, both offline and online, ensures companies place in the top loved brands this year. New York, NY-based data and analytics platform Engagement Labs recently announced its second TotalSocial brand awards. But tech brands are few and far between in this line-up. The awards are based on the Company’s proprietary TotalSocial data and analytics platform, which continuously measures the online and offline social metrics. The metrics include net sentiment, brand sharing, volume, and influence (the extent to which an influential audience is talking about a brand). For the second year in a row, Disney World tops the list of most loved brands offline. Joining the No. 1 spot is the iconic Pillsbury brand. The beauty and personal care category stood out for high net sentiment online, winning seven of the top 10 spots for positive online conversations, and one of 10 (L’Oréal) for offline conversation. American Family tops the list of most loved brands being talked about during online conversations, boosted by its #DreamFearlessly marketing campaign that goes beyond TV commercials but in real lives.   Read the full ZDNet article, here.
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New report ranks top brand leaders in activating influencer conversations

Agility PR   by Bulldog Reporter | Mar 4, 2019   … The firm’s Most Loved Brands rankings was released earlier in February based on net sentiment, and over the next several weeks, Engagement Labs will announce awards for the highest scoring brands in each of the remaining TotalSocial categories. The brands that were most successful with everyday influencers are those with the highest online and offline influence scores in 2018. “Effective activation of the everyday influencers can drive business success, and brands that gain the attention of consumer influencers tend to see improved short-term sales and long-term brand equity,” said Ed Keller, CEO of Engagement Labs and author of The Influentials: One American in Ten Americans tells the Other 9 How to Vote, Where to Eat, and What to Buy, in a news release. “Everyday influencers are not celebrities and YouTube stars. They are your neighbor or colleague who is knowledgeable about products and eager to share what they know. Success with these influencers is a proven driver of marketing success.”  

Top offline brands activating everyday influencers

The Skype brand, built to connect people, is a vital tool for everyday influencers who prize their networks of people whether they live locally or far away. Skype’s users have spoken and Skype recently redesigned based on customer feedback to get back to its roots of a simpler design. Furthermore, the online voice-calling service now comes to Amazon’s Alexa devices at home. Clinique rose to the number-two spot with its Clinique iD’s influencer push for personalization and customization with the consumer’s beauty care, targeted to connect more with Gen-Z and millennial customers. Alaska Airlines ascended to the top three as it introduced more West Coast routes,including Hawaii, and launched a basic economy option.   Read the full Agility PR article, here.
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Goya Commits To Donate 200 Metric Tons Of Food To The People Of Venezuela

Abasto … “We unite with our brothers and sisters in Venezuela to bring nourishing food during a time of desperate need,” said Bob Unanue, President of Goya Foods. “I commend the support of the United States and other countries, private and public entities, and individuals who are also working diligently to ensure that the people of Venezuela receive food, water, and aid.” The donation of Goya Black Beans (Caraotas Negras), a Venezuelan staple, is part of Goya’s charitable arm, Goya Gives, a global initiative committed to promoting and supporting the overall well-being of communities through social responsibility, environmental initiatives, and company values. According to the TotalSocial classifications of the Engagement Labs data and analysis firm, in 2018, Goya Foods ranked second among the leading companies of social influence among the largest food brands in the US. Goya supports over 300 organizations, events, and scholarships worldwide and has always played an active role in providing food donations during times of crisis in the United States, Puerto Rico, Ecuador, Mexico, Haiti, Chile, Peru, El Salvador and now, Venezuela.   Read the full Abasto article, here.
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Selling TV Viewing Outside The Home

  by: Brad Adgate, Contributor Brad Adgate is an Independent Media Consultant   … Advertisers and agencies, though, are reluctant to include out-of-home viewing when negotiating with the networks. Barry Lowenthal, the CEO of the Media Kitchen, says the networks want to count out-of-home viewing since it benefits them. But he says that out-of-home viewing is already a part of the negotiated agreement between advertisers and networks. The out-of-home venue may also play a role in ad receptivity, Lowenthal says. He cites bars and restaurants “in which patrons are eating and drinking alcohol and use non-game time to catch up with friends and co-viewers, making them less receptive to the ad messaging.” Does out-of-home TV advertising differ from in-home? According to Ed Keller, the CEO of Engagement Labs, an industry-leading data and analytics firm that provides social intelligence for major brands and companies, out-of-home TV viewing offers advertisers some advantages. Noting that out-of-home TV viewing is often in a social setting, they are more conducive toward a conversation about advertised brands, which can produce a larger lift in brand awareness and recall. Based on a brand’s objectives, out-of-home viewing can be more valuable, he says. As Keller notes, viewers today are distracted wherever they watch television. “At home, they are just as likely to have second or third screens handy than away from home. Also, at home viewers can be distracted by hobbies and chores or flipping to other channels. The distractions are not fundamentally worse for out-of-home viewing versus at home.” Lindstrom comments, “whether out-of-home viewing is baked into the negotiation or not, wouldn’t it be nice for advertisers to know what they got with their ad investment and to find out how many persons were exposed to the ad message?”   Read the full Forbes article, here.
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Subaru extends new ads with tie-ins for popular TV shows

Marketing Dive

AUTHOR: Erica Sweeney | PUBLISHED: Feb. 19, 2019 … Subaru is also the latest auto brand to embrace higher-quality product placements and in-show partnerships, with its integration with the CBS, TBS and TNT shows. In another example, Range Rover recently teamed up with Hulu on a futuristic car that appears in the streaming platform’s series “The First.” As the demand for higher-value brand integrations is growing, the product placement market in the U.S. was expected to reach $10 billion in 2018, according to a PQ Media report. The value of product placements increased 13.7% to $8.78 billion in 2017, and the growth is being driven by the rise in over-the-top TV viewership with brands looking for ways to reach viewers on the platforms, which don’t always accept traditional advertising. Network TV was expected to account for 70% of product placements. Focusing on nontraditional marketing tactics has been a successful strategy for Subaru. The brand saw a 17% month-over-month increase in site traffic, with more than 55% coming from mobile devices, after running highly targeted ads on mobile-friendly sites like Amazon, Car Gurus and The Washington Post during NFL games in October 2017, according to Gartner L2. These interactive, digital-first efforts helped Subaru become one of the top automotive brands in social influence, encompassing a brand’s performance in online and offline conversations. Subaru jumped eight spots to the No. 5 spot in Engagement Labs’ TotalSocial report released in July 2018.   Read the full Marketing Dive article, here.
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The nation’s most loved social brands according to consumer conversations

Agility PR   by Bulldog Reporter | Feb 18, 2019   Brand evangelism is the holy grail of brands. Consumers cause their friends and family to buy things when they recommend and talk positively about the brands they love. On average, 19 percent of all consumer purchases are driven by these kinds of consumer conversations, according to Engagement Labs data and analytics published this year in the MIT Sloan Management Review.   For the 2018 analysis of more than 500 U.S. consumer brands in a variety of industry sectors, Engagement Labs ranked the most loved brands based on net positive conversations happening online (via social media) and offline (via face-to-face conversations), on its second annual TotalSocial Brand Awards series. The awards are based on TotalSocial metrics, including both online and offline conversations, against the following major conversation dimensions:
  • Net sentiment—the difference in the percent positive conversations minus negative
  • Brand sharing—the extent to which people are sharing or talking about a brand’s marketing or advertising
  • Volume—a measure of how many conversations mention a brand, and
  • Influence—the extent to which an influential audience is talking about a brand
The Most Loved Award is given to brands with the highest net sentiment scores online and offline in 2018. Over the next several months, Engagement Labs will announce awards for the highest scoring brands in each TotalSocial category.   Read the full Agility PR article, here.
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