Posts Tagged ebrand
The Brand Says It All
According to a recent study by the Custom Content Council in partnership with ContentWise, branded content initiatives are considered by marketers to be more effective than any other leading form of advertising and marketing. The study shows that content spending is the second highest ever per company. Print represented 43% of the total spending, while electronic and other accounted for 35% and 12%, respectively. The number one reason for using branded content is customer education and retention, says the report. Keith Sedlak, Chair of the Custom Content Council, says that “… the 2010 numbers illustrate a spending level that is nearly 100% above 2008… 68% of companies surveyed continue to shift their ad dollars to branded content… there was a 20% increase in companies surveyed this year versus last year that plan to grow their branded content budgets.”
Reason for Using Branded Content and Its Effectiveness:
* 66% of marketers think branded content is superior to direct mail and 63% think it is superior to public relations
* The primary reason to deploy branded content initiatives is to educate customers, according to 54% of the companies surveyed, followed by customer retention (23%)
* The leading secondary reasons were customer retention (35%) and educating customers (27%), though brand loyalty factored in at 26%.
Spending as Part of the Media Mix:
* 29% of the average overall marketing, advertising and communications budget funds were dedicated to branded content. This is the second greatest ever (first was 32% in 2009).
Posted by eBrand Media Research Department in Marketing on December 15th, 2010
eBrand Media Research Brief: TV elevates brand status and perception of quality for young people
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
According to study results released by MTV Networks International, reported by MarketingCharts, television remains the most effective medium for reaching today’s youth, and it also is most efficient for introducing young people to brands and helping to shape their decisions about purchasing. The study finds that one in four young people between ages 12-24 report that they first see or hear of brands or products from TV ads, and 60% claim that TV ads play a role in their brand decisions.
A brand’s appearance on TV elevates its status and gives it an image of quality among youth, the study found. In addition, young people tend to trust TV channels, with the majority of youth reporting they have a favorite channel that they always tune into (80% in US, 73% in UK, 70% in Germany and 88% in India). Japanese youth have much less affiliation to particular TV channel (38%).
Though TV is important to youth in and of itself, it also is one of the most dominant ways of directing youth online, with both TV and Online media becoming increasingly interrelated, says the study. Both media contribute to the pathway to purchase, though the study reveals that brand image matters more on TV, while information and validation matter more Online.
71% of the respondents agree that the internet makes choosing a brand easier, while blogs, review sites and social networking sites are increasingly important in affecting brand decisions. Website reviews are the fourth most important factor for movie decisions (behind friends, TV and cinema ads) and they play an equally important part as official websites when youth are looking to purchase electronic items.
Posted by Tom Polanski in Teen Talk, Trend Tracker on May 13th, 2009