W-O-M: Which Paid Media Are Driving Consumer Conversations About Brands?

  MarketingCharts   March 25, 2019 It appears that people are talking less about brands than they did five years ago, according to a new report [download page] from Engagement Labs. This is especially true of the youngest consumers (aged 13-20), who are cutting the cord and turning away from traditional ad-supported TV and opting for different viewing channels. This bracket went from having an average of 115.2 conversations per week about brands in 2013 to 94.6 in 2018.   Back in 2013, television was still the channel which drove the most consumer conversations, generating 37.4% of all paid-media driven conversations. Five years later, TV is no longer the top paid-media conversation starter, with its percentage share dropping to 31.6%.   By contrast, as advertisers find new channels to inspire word of mouth, digital advertising has seen a surge in its share of paid-media driven brand conversations, going from 3rd among paid media 5 years ago (16.6% share) to basically running neck and neck with Tv at 31.8% share in 2018.   While this small 0.2% percentage difference is arguably within the margin of error, trends in advertising spending leave little room for doubt as to the likely future – that digital will quickly overtake TV as the top paid media channel for driving consumer conversation about brands. According to PwC, internet advertising spend in the US reached $99.8 billion in 2018, compared to television’s $71.0 billion. Not only that, the US digital advertising market is expected to reach $127.4 billion by 2022 while TV’s market size will only increase marginally to $74.9 billion.   Read the full MarketingCharts article, here.
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Television advertising is losing its clout in conversational pull

Luxury Daily March 18 , 2019 By BRIELLE JAEKEL   While marketers are still devoting significant budgets to traditional television advertising, new research shows that the growth of cord cutting has drastically reduced the number of conversations surrounding brands.   Word of mouth is still a significant driver in marketing, with consumer conversations driving 19 percent of purchases, according to a new report from Engagement Labs. However, the number of these conversations is dropping at a speedy pace, from 115 per person a week to 95 in just five years.   “This study makes it very clear the relationship that has historically existed between paid marketing and consumer conversation is undergoing a profound change and marketers need to adapt quickly,” says Ed Keller, CEO of Engagement Labs.   “We know that conversations drive business performance,” he said. “And an important way to get people talking has been via T V advertising, which not only reaches eyeballs but it also sparks conversation.   “Cord cutters who are mostly young people have significantly impacted paid-ad related conversations especially in the tech, telecom and auto industries. It is imperative for brand marketers and advertisers to find new ways to reach consumers and inspire brand engagement as cord cutting expands to older segments.”   Read the full Luxury Daily article, here.
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Digital begins to replace TV as a conversation driver

WARC News, 18 March 2019   TV advertising has driven consumer conversations for years, but evidence suggests younger viewers’ growing preference for digital channels and streaming is making it harder for brands to engage with them. That is according to Engagement Labs, a data and analytics firm, whose TotalSocial platform measured the number of times people talked about brands and product categories each week since 2013. The study, entitled Cutting the Cord That Engages Us, found a modest overall decline in the average number of weekly consumer conversations per person (from 76 in 2013 to 73 in 2018), but also a “dramatic” decline in conversation frequency among young people. The data revealed that the number of consumer conversations among teens dropped from 115 per person per week in 2013 to 95 in 2018, while the decline among consumers in their twenties fell from 102 to 93 over the same period. “There is reason to believe that the culprit is declining exposure to television commercials, as millennials are cutting their cable cords in favour of streaming services – or never getting a cord in the first place,” the report said.   Read the full WARC article, here.
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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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