Havas Media Network Singapore的动态

Following the great session at ATS last week, our latest research with Havas Media Network and Brand Metrics is out now!! Read the below to find out how over 9,000 brand studies prove that attention drives outcomes ? ? ? Lumen Research

Today, Havas Media Network launches a groundbreaking research paper that combines Lumen Research’s predictive attention models with Brand Metrics’ brand lift studies to uncover the drivers of brand awareness, consideration, preference, and action intent. “What do 9,000 brand lift studies teach us about attention and memory?” analyzes over 9,000 campaigns, involving 1.8 million respondents and 5.6 million impressions, and finds a clear positive link between attention and these brand metrics. This study integrates viewability and frequency data with scaled brand lift responses. While attention metrics have grown rapidly, they’ve been underutilized in media planning—until now. "Our study with?Lumen?Research and Brand Metrics bridges this gap, offering actionable insights to embed attention into planning and activation," said Jonathan Waite, Global Managing Director of Mx, Havas Media Network London. Read the full report here: https://lnkd.in/gSUQ4Cin #HavasProud #ResearchReport

Today, (September 17th, 2024)?Havas Media Network?shares new research on the relationship between predicted attention and brand metrics in a pioneering study that integrates impression-level viewability and frequency data with consistent, scaled brand lift response data. The study was conducted with?Lumen Research?and Brand Metrics. https://lnkd.in/ei4C3ePf #Attention #Brands #Media #Research

If I have learned anything, I've learned that building brand awareness is a complex and multifaceted process that demands more than just a well-crafted marketing plan. It requires a strategic alignment of efforts across advertising, public relations, social media, and content marketing to create a cohesive and compelling brand identity. The intricacies involved in this process extend beyond mere visibility; they encompass continuous measurement, adaptation, and refinement of strategies to ensure that the brand resonates with its audience and stands out in an increasingly competitive marketplace. Integration Across Channels: I've found that effective brand awareness hinges on the seamless integration of efforts across multiple channels. Recent research from the Harvard Business Review (2021) underscores the importance of creating a unified brand message across all touchpoints, noting that brands with consistent messaging across platforms are more likely to build stronger brand equity and customer loyalty. Continuous Measurement and Adaptation: The complexity of building brand awareness is further amplified by the need for ongoing evaluation and adjustment. A study by McKinsey & Company (2022) highlights the significance of leveraging data on brand recall, recognition, and customer engagement to refine strategies. In my practice, I've seen how this data-driven approach enables brands to maintain relevance and better connect with their audience, particularly in a fast-changing market environment. Differentiation in a Competitive Marketplace: In today’s saturated market, strong brand awareness is not just an objective—it’s a critical necessity. The Deloitte Global Marketing Trends report (2023) emphasizes that brands achieving high levels of awareness through differentiated messaging are better positioned for long-term success. I’ve observed firsthand that building a distinct and memorable brand requires a strategic, long-term commitment to maintaining visibility and continuously innovating in response to market dynamics. These insights have reinforced my understanding that building brand awareness is a dynamic, ongoing process. It requires not only a deep understanding of the market but also a relentless commitment to continuous improvement and strategic alignment with broader business objectives. Mastering this complexity is essential for any brand seeking to differentiate itself and achieve lasting success. #brand #brandawareness

What can 9,000 brand lift studies tell us about attention and memory? The insights shared from Lumen’s research at ATS London 2024 were eye-opening! Here are 6 key takeaways: 1. Attention is Everything ???? Lumen’s data reveals that attention is directly tied to brand impact. Ads that capture more attention deliver stronger outcomes across all metrics—whether it’s brand awareness, consideration, or driving action. 2.Frequency Fuels Attention ?? Getting the right frequency balance is critical. Too few exposures may be forgotten, while too many might fatigue the audience. Finding the "sweet spot" ensures both optimal reach and attention time. 3. The Cost of Attention ?? Not all attention is equal. By integrating attention-based metrics into media planning, brands can optimize both cost-efficiency and effectiveness, ensuring they’re not overpaying for underperforming media. 4. Smaller Attention Bursts for Awareness ???? If building brand awareness is your goal, it’s more effective to spread attention across numerous smaller ad formats. Repeated exposure at scale ensures your message is seen and remembered. 5. Deeper Attention for Conversions ?? For conversion-oriented campaigns, larger, high-attention formats deliver the best results. These ads hold attention longer, creating a stronger cognitive link between the ad and the intended action. 6. Strategic Attention Optimization ?? Knowing when, where, and how to invest in attention is a game-changer. By focusing on optimizing attention, brands can drive stronger performance while maintaining cost-effectiveness. Lumen’s findings are a reminder that attention isn’t just a metric—it’s a key driver of brand success. #ATS2024 #AdTech #BrandAwareness #ConversionOptimization #AttentionEconomy #DigitalMarketing #LumenStudies #PaidMediaStrategy

???? #news Effie Worldwide and Ipsos UK have joined forces to publish a new report titled Breaking Taboos: How breaking convention pays out. According to the report’s findings, breaking convention can help drive an increase in ad attention, resulting in long-term brand growth.

Week 6 of Database Marketing at George Brown College ??Building Brand Awareness with DRM?? In Week 6 of my Database Marketing course at George Brown College, we explored how?Digital Relationship Marketing (DRM)?plays a crucial role in building?brand awareness. We discussed the various factors that marketers assess “behind the scenes,” such as?targeting,?consumer needs and interests,?competitors,?technology, and the products and services offered. These factors are essential in influencing customer interactions to ensure the brand becomes?top of mind?and fosters?loyalty. Key Tactics for Building Brand Awareness: Leveraging?targeted content?to meet consumer needs across multiple platforms. Understanding the competitive landscape to differentiate your brand. Using data-driven insights to enhance customer engagement. ???Consumer Trends: According to a recent?Deloitte Insights?survey, consumers are highly engaged across various entertainment platforms: 84% use?social media. 82% subscribe to?paid video streaming services. 78% are frequent or occasional?gamers. These insights highlight the importance of understanding where and how to reach your audience to maximize?brand visibility. I found these strategies and trends fascinating as they provide a clear path for creating meaningful connections with consumers and driving brand loyalty. ?? https://lnkd.in/eB_Y_ACz #BrandAwareness #DigitalMarketing #DRM #DatabaseMarketing #ConsumerTrends #GeorgeBrownCollege

Can retail media effectively drive brand equity and brand awareness? At last week's Retail Media Summit UK we discussed retail media's role at the top of the funnel (we already know through tens of thousands of data points and studies via Plan-Apps how good it is at the bottom of the funnel in driving conversion) Field and Binet state that brand building efforts build mental brand equity, and sales activations exploit mental brand equity - so what about retail media - is it building or exploiting? Can a campaign do both? Brand teams often think the beautifully crafted ATL campaigns positively impact how consumers feel about their brands whilst in-store media can cheapen and even erode these benefits - how true is that? Byron Sharp states that most brands are effectively ignored. That consumers spend an alarmingly small amount of time (if any!?) thinking about the brands they buy and use - and that a huge job of todays marketer is to keep brands top of mind - what is retail media's role in doing that? and how effectively can it achieve it? And what about physical availability - can that physical presence in-store and online also drive awareness and positive brand associations? how significant is this? In partnership with MESH Experience and Path to Purchase Institute, SMG commissioned what may well be the largest study to date in this area There's a white paper (link at the end) and in short: We have conclusively seen the power of retail media to drive brand awareness - up to 3.6 times boost in brand awareness (and the power of in-store is especially effective at 4.9 times boost) When you combine this with the impressions and reach available through retail and how comparatively cost effective CPM's are - its an opportunity ready to be exploited far more than it is today We can see how important retail media is in keeping brands top of mind - at least a third of all paid encounters with a brand are through retailer channels We show how retail media is driving positive brand perceptions - building trust, driving brand recommendations to friends and family and creating positive brand reactions. Even superior to traditional media in these hard to achieve metrics. We see how retail media is persuasive, and relevant to customers. To sum it up - this landmark piece of research moves our understanding on significantly and underscores the ability for full-funnel retail media campaigns to drive short and long term metrics. This is just the start of, I hope, more examination in this space and there's lots more questions we have to answer. In no way is this intended to position a retail media OR traditional media, view or argument - I'm sure the most effective results are to be driven by using them smartly in conjunction with each other. Huge thanks to Fiona Blades Mark Thompson Cyndi Loza Jessie Bove Dowd Katie Streeter Hurle #RetailMedia #BrandAwareness #RMS2024 Download the free whitepaper here:

In 2024, businesses face a paradigm shift in brand awareness strategies. With consumers adept at avoiding traditional ads, companies are pivoting towards building brand recognition. Case studies, like Air Up water bottles, highlight the power of strategic branding and engagement tactics. Learn more here: https://bit.ly/49RBJDg #Brand #Awareness #Strategy #Trends