The ‘most loved’ global beauty brands revealed in new study

  By Lucy Tandon Copp 12-Mar-2020 The top ten online and offline brands include several beauty brands including Aveeno, Dove Men+Care, Olay and Lush The ‘most loved’ global brands have been revealed with several beauty brands ranking in the top ten. In new analysis by Engagement Labs’, the data and analytics company studied online and offline conversations, brand sharing, volume, influence and sentiment in 2019, which are said to be proven drivers of business performance. The most loved brands offline were . . .     Read the full Cosmetics Business article, here.
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Which media dominate American word of mouth in 2020?

Bulldog Reporter   by Richard Carufel | Feb 19, 2020   It’s long been understood that word of mouth is the most powerful form of marketing, driving up to 50 percent of consumer sales. But can this influencer be influenced by media platforms? New research from nonprofit broadcast trade association TVB, in partnership with word-of-mouth specialist Engagement Labs, assesses and quantifies the role media platforms have in driving Americans’ conversations. The top media influencer was television, particularly for daily news, entertainment and political conversations. Six of ten respondents said their political conversations were affected by TV. The results couldn’t be clearer—if you’re a marketer, you can’t afford to underutilize TV, especially local broadcast TV, according to the firms’ newly released 2020 American Conversation Study. Out of the 2,000 adults 18+ sampled, 68 percent reported being somewhat to very likely to share news from their local TV station. Fifty-eight percent of all respondents said they reference stories heard on local news in daily conversations; for home improvement and furniture opinion leaders this number rises to 72 percent. Seventy-one percent of financial and automotive opinion leaders said they refer to local news stories in daily conversations. The study also revealed interesting data when it comes to believability and trust. Local broadcast TV news was number one for both believability and trust, cited by 81 percent of respondents. Of all media, Americans trust social content the least (31 percent), with three out of five respondents reporting that “fake news” is the most prevalent on social media. In addition, only 59 percent said they trust cable news.     Read the full Bulldog Reporter/Agility PR article, here.
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Advertising outside the echo chamber

    Friday 31-01-2020 17:00 by: Andrew Frank, VP analyst at Gartner … Strong demand And yet, defying the death-knell of mass media, advertiser demand for Super Bowl ads was surprisingly strong this year. In November, Fox reported its Super Bowl LIV inventory sold out earlier than it has for the past nine years – at record prices as high as $5.6m (£4.2m) per 30-second spot according to Ad Week. This lines up with Gartner research that indicates CMOs upped their investments in paid media from 23 per cent to 26 per cent of their total marketing budgets in 2019, and their commitment to TV remained solid, even though overall marketing budgets dropped for this first time since 2014. How can we explain all this? Ironically, rather than cannibalizing Super Bowl ad investments, digital media has greatly amplified their reach, frequency, and impact. Last year, Ipsos reported that as many people had seen Super Bowl ads on YouTube as on live TV (per NetImperative) – and more than half are viewed on mobile devices. Perhaps more important, these ads drive valuable engagement in the form of social media conversations. According to Engagement Labs, Bud Light, for example, drove more than a 1000 per cent increase in conversations following its 2019 Super Bowl ad series. Earned media isn’t dead, but it needs a big paid media spark to set it off. And the Super Bowl provides a singular ignition opportunity. In keeping with this irony, three of TV’s most threatening digital competitors, Google, Facebook, and Amazon, all stepped up to get in this year’s game. We can infer that, with all their data and processing capacity, they evaluated the opportunity thoroughly before committing.   Read the full Mobile Marketing Magazine article, here.
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The Buzz Surrounding Joe For President (No, Not That Joe)

MediaPost   by Joe Mandese  @mp_joemandese, January 16, 2020   Earlier this week, as I was preparing for an interview with Republican presidential candidate Joe Walsh, I received some interesting data showing how the leading Democratic candidates were trending — not in the polls, on social media, or in media spin, but in terms of word-of-mouth. You know, actual American voters talking about them. The data was based on a survey of registered Democratic voters conducted by Engagement Labs and showed conversations about Bernie Sanders, Elizabeth Warren, Mike Bloomberg, Pete Buttigieg, Andrew Yang, and Amy Klobuchar were rising vs. a similar poll it conducted in December. Since I was about to interview Walsh, I asked if they had conducted similar research about the word-of-mouth of the Republican candidates for President — Walsh, Bill Weld, and the incumbent President — and they said they had not. So I decided to field some myself, thanks to our consumer polling partner Pollfish. Replicating the Engagement Labs method as closely as I could — using the same sample base (1,952 respondents), but interviewing only registered Republican voters, we found two significant things: One, which should be obvious to any political media observer, is how much of a dominant position the President enjoys in terms of organic buzz from word-of-mouth conversations about him vs. other candidates.     Read the full MediaPost article, here.
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Word-of-Mouth Rising For Sanders, Warren, Bloomberg, Buttigieg, Yang, Klobuchar

MediaPost   by Joe Mandese  @mp_joemandese, January 13, 2020   While Joe Biden appears to be leading in the polls — at least in terms of the most recent Monmouth University Iowa poll — other Democratic candidates are gaining in terms of word-of-mouth, according to a survey of 1,925 registered Democrats conducted by Engagement Labs. The survey, which was conducted between Jan. 8 and 9, asked respondents to self-report if they had a conversation about each candidate during the past seven days.
The analysis shows marked gains for Bernie Sanders, Elizabeth Warren, Michael Bloomberg, Pete Buttigieg, Andrew Yang, and Amy Klobuchar. Not so much for Biden, Cory Booker — who announced today that he was dropping out of the race — and Tulsi Gabbard.
The study also gauges sentiment and found the buzz around Sanders, Buttigieg, and Warren are “mostly positive,” while conversations are less positive for Klobuchar (-7 points) and Gabbard (-14).
Sentiment about Bloomberg has risen 8 points to 49% positive, the largest gain among any candidate.
  Read the full MediaPost article, here.
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Why WOM is a key Super Bowl ad metric

WARC   2 min read News, 10 January 2020   Marketers that run Super Bowl commercials would benefit from rigorously tracking online and offline word of mouth (WOM) as they seek to determine the effectiveness of their spots, a study in the Journal of Advertising Research (JAR) has argued. Brad Fay, Ed Keller and Rick Larkin – all from Engagement Labs, a social-media data and analytics company – were the authors of the study, which is entitled How measuring consumer conversations can reveal advertising performance. Their research covered ads from the 2019 Super Bowl and looked at offline and online word of mouth, YouTube views, Google search trends and the consumer rating of each brand’s commercials on the Ad Meter rankings from USA Today. When comparing the week of the big game and the month that followed the NFL season-closer, the authors noted that the greatest shift in consumer activity was observable in YouTube views, which grew by an average of 114%. “On average, the advertisers gained more than twice the views on their brand channels around the time of the broadcast versus the four prior weeks,” the study said. “This makes sense because YouTube often is used as the platform for pre-releasing Super Bowl commercials, and consumers use it to replay and share commercials.” Online conversations posted the second-largest increase, with an average improvement of 79% – an uptick that shows the distinct power of Super Bowl advertising. The authors wrote: “Online conversation volume tends to be low absent a major campaign, so this is a metric that a Super Bowl can drive up dramatically versus the benchmark.” Offline conversations, by contrast, proved “more difficult to move than social media”, with only an 18% lift on average compared with the first four weeks in January. The authors attributed this to “variation in the quality of creative execution, and the fact that base levels for offline conversations are very large and thus difficult to move”.     Read the full WARC article, here.
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Why USA Today’s Ad Meter will get the Super Bowl wrong — again

Marketing Dive  

The system is an outlier in a comparison of different Super Bowl advertiser performance metrics that also highlights the need to assess offline buzz.

 

AUTHOR: Ed Keller | PUBLISHED: Jan. 8, 2020

The following is a guest post from Ed Keller, CEO of Engagement Labs. Opinions are the author’s own. Super Bowl LIV is a month away and Fox announced that all ad inventory has been sold out for more than a month at prices “north of $5 million to as much as $5.6 million.” How will advertisers know if they’ve achieved ROI on this significant investment? USA Today has measured the popularity of Super Bowl commercials for more than three decades with its Ad Meter system. It has become the most widely used indicator of advertising success in the big game — but it doesn’t work, and it is destined to fail again next month. Ad Meter invites thousands of football fans to evaluate the quality of each ad on a scale of one to 10 and publishes the results. In the current issue of the peer-reviewed Journal of Advertising Research, two colleagues and I compared five metrics of Super Bowl advertiser performance and discovered that Ad Meter is a clear outlier. It is the one metric totally unrelated to the others. In last year’s game, Bud Light launched a memorable series of ads thematically tied into the imminent finale series of “Game of Thrones,” showing medieval characters at a jousting match and discussing which beer brands contain corn syrup. Ad Meter proclaimed three spots for Bud Light to be ranked 16th, 17th, and 43rd among 58 measured. And yet among 23 Super Bowl advertiser brands, Bud Light generated the single biggest increase in Google Search activity and the fifth largest increase in YouTube views, according to an evaluation by Engagement Labs. Bud Light also performed well on two other metrics we measured — online and offline conversations. It saw the biggest increase in social media mentions and the fourth biggest increase in offline conversations. By all indications, Bud Light won Super Bowl 2019, but its success was completely missed by Ad Meter.     Read the full Marketing Dive article, here.
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Why There Should Be An Investigation of Bias at the FBI

    Washington Monthly     by Nancy LeTourneau December 12, 2019 … I was concerned that there appeared to be in the media a number of stories that might have been based on communications reporters or nonreporters like Rudy Giuliani were having with people in the New York field office. In particular, in I want to say mid October, maybe a little bit later, Mr. Giuliani was making statements that appeared to be based on his knowledge of workings inside the FBI New York. And then my recollection is there were other stories that were in the same ballpark that gave me a general concern that we may have a leak problem — unauthorized disclosure problem out of New York, and so I asked that it be investigated. The rogue agents in the FBI’s New York field office were leaking information to Giuliani (and Devin Nunes as well), so Comey’s announcement was an effort to get out ahead of that story. Engagement Labs documented the impact of that on the election. Most decisively, there was a sudden change in the net sentiment results that followed immediately after FBI Director James Comey released his Oct. 28 letter to Congress about a renewed investigation of Clinton emails. Immediately afterwards, there was a 17-point drop in net sentiment for Clinton, and an 11-point rise for Trump, enough for the two candidates to switch places in the rankings, with Clinton in more negative territory than Trump. At a time when opinion polling showed perhaps a 2-point decline in the margin for Clinton, this conversation data suggests a 28-point change in the word of mouth “standings.” The change in word of mouth favorability metric was stunning, and much greater than the traditional opinion polling revealed. If we had an attorney general who was actually concerned about how the FBI acted in “bad faith” to influence the outcome of the 2016 election, this is what he would be investigating. He would also be concerned that Giuliani is at it again as we head into the 2020 election—this time with corrupt Ukrainians in place of rogue FBI agents. Instead, the man who currently holds the office is chasing conspiracy theories in defense of Trump. That’s simply another reason why Eric Holder is right: William Barr is unfit to serve as attorney general.     Read the full Washington Monthly article, here.
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Social influence leadership ignites buzz for retailers—which brands are capitalizing?

Agility PR   by Richard Carufel | Dec 11, 2019 | Public Relations Retailers are having huge success with social and influencer marketing—in large part because retail is a highly social category, with many brands performing above average in driving online and offline consumer conversations—and a handful taking their social influence to great heights.   Engagement Labs, a data and analytics firm that provides social intelligence for Fortune 500 companies, has released its TotalSocial® ranking of the top retail brands in the U.S. based on social influence—examining what these brands are doing to excel in the social age.   The continued dominance of Amazon and Nike in the U.S. marketplace is certainly impressive. Amazon retains the first place spot with a score of 67.1, while Nike remains in second place at 65, despite a turbulent year that saw sharp drops in the brand’s “net sentiment” in social media, as a result of two controversies related to former NFL player Colin Kaepernick.   Amazon dominates consumer conversations and is the focus of more consumer talk than any other retail brand. Amazon has consistently performed better than average both online and offline, earning the “Conversation Commander” status. In a landmark study, Engagement Labs proved that conversations about brands, on average, drive 19 percent of U.S. consumer purchases.   Meanwhile, Kohl’s has moved up to fourth place from seventh, at 60.8, and Costco and Old Navy have joined the list at ninth and 10th, respectively. Victoria’s Secret had the most precipitous drop, falling to 12th from fifth just one year ago, consistent with widespread reports of business difficulties, as we and others have reported recently.   Read the full Agility PR – Bulldog Reporter article, here.
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How Measuring Consumer Conversations Can Reveal Advertising Performance

          Brad Fay, Ed Keller, Rick Larkin DOI: 10.2501/JAR-2019-043 Published 1 December 2019   ABSTRACT Generating “buzz” is a marketing objective for many Super Bowl advertisers, but “buzz” as a campaign objective should not be limited to big tent-pole events like the Super Bowl. It should be a key objective for all advertising. Fifteen years ago, researchers estimated word-of-mouth (WOM) could triple the value of advertising through a “ripple effect” (Hogan, Lemon, and Libai, 2004). The current study confirms the theory that there is a close and valuable relationship between WOM and advertising success, and it further examines that relationship as a reason to make it a campaign objective and a key part of the measurement of advertisement performance.
  • Received September 5, 2019.
  • Received (in revised form) October 2, 2019.
  • Accepted October 10, 2019.
  • Copyright© 2019 ARF. All rights reserved.
  Read the full Journal of Advertising Research article, here.
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