New research released by Saїd Business School, University of Oxford and Kantar Millward Brown at an event in London reveals that social media advertising can be a highly effective channel for driving long-term brand impact, especially on metrics such as brand awareness and associations.
Andrew Stephen, L’Oréal Professor of Marketing and his colleague, Felipe Thomaz, Associate Professor of Marketing at Saïd Business School, examined Kantar Millward Brown data from Facebook and Instagram advertising campaigns over the last two years, looking at longer term brand measures such as awareness and affinity, rather than short term clicks or sales measures.
The analysis, which is the first time such research has been undertaken, examined a total of 235 global campaigns across 110 different brands, using proprietary data from campaign effectiveness polls carried out by Kantar Millward Brown. These campaigns were 80% video (vs 20% display), and all mobile. Natural Language Processing provided additional analysis of the brands’ own Facebook posts.
The results show that, while there is no strong correlation between campaign success and factors such as industry category, region, or number of creative types used in a campaign, those brands who communicate using human language, tapping into people’s emotions and avoiding more functional words and phrases, tend to perform better in advertising effectiveness, on brand metrics such as aided brand awareness, ad awareness and aided product awareness.
An additional meta-analysis of Kantar Millward Brown’s broader digital effectiveness data (Marketnorms) was also carried out by Saїd Business School. It examined over 8,800 global campaigns across many digital channels, and looked at the impact of desktop vs mobile advertising on brand metrics over the last 7 years. It shows that whilst brands are now spending more on mobile advertising than desktop advertising, it is equally as effective in terms of brand impact. Mobile display effectiveness now shows an average lift across brand metrics of 3.8%, slightly below that of desktop display.
Getting Facebook and other social media advertising right is vitally important for brands who are under increasing pressure to show that their marketing spend is delivering return on investment for the business, particularly at a time when some of the world’s largest advertisers are questioning the efficacy of digital advertising.
“These findings are hugely important for businesses in understanding how they communicate on social media, with those who interact in a human and emotive manner able to capture greater awareness of their brands and products,” said Andrew Stephen, L’Oréal Professor of Marketing at Saїd Business School.
“The research also delivers useful insight on where advertisers should focus their efforts. With brand impact now delivered equally through desktop and mobile, advertisers must consider more carefully their media mix in order to reach consumers across these channels.”
“Digital advertising is good for brand building, which is great news for brands,” said Jane Ostler, Managing Director of Media & Digital at Kantar Millward Brown. “But the shock of the new can wear off, which is one reason why we have seen mobile ad effectiveness drop over time. The mobile environment is more cluttered than before and we know that consumers find some formats irritating. Marketers need to make sure that they try out new formats as they appear, to benefit from the brand lift effect, and they must adopt a test and learn approach. Our Facebook and Instagram analysis shows that their continual platform innovation keeps the experience fresh for consumers, and has a positive impact for brands.”
The show to be hosted by Ronitaa Italia-Dhanu, Editor – GoodHomes India magazine
The 10 episode show will air on TLC channel and will feature renowned experts joining Ronitaa and her team in providing designing solutions
Worldwide Media announces the launch of its third television show ‘The GoodHomes Show’ conceptualised by its design and lifestyle magazine brand GoodHomes India. Coming soon, The GoodHomes Show will mark the entry of the magazine into television content production. The show will bring to the viewers a premium home makeover experience. Presented by Hafele India Pvt Ltd and powered by Vector Projects, the makeover series will feature 10 episodes, each showcasing the dramatic transformation of a different area in each home with design solutions custom-planned by the editor of the magazine Ronitaa Italia-Dhanu and her style team. The GoodHomes Show will be aired on TLC, India’s first lifestyle channel.
The GoodHomes Show promises to treat the viewers with an extravaganza that celebrate style, trends and bespoke design solutions. Shedding light on the designing prowess of GoodHomes India magazine’s editor Ronitaa Italia-Dhanu and her style team, the show will display extensive mood boards, décor hacks, décor styles, shopping guidelines, and much more. Ten individual personalities, each having unique requirements for their specific spaces at home, will feature in the show per episode. Adding to the credibility of the designing team in action, the show will also have renowned experts from the field of architecture and design, sharing their knowledge on design, space planning and style execution.
Speaking about venturing into television production yet again this time with it’s another brand, Deepak Lamba, CEO, Worldwide Media said, “Our legacy brands have constantly evolved with newest and unique offerings across genres with different formats. With the launch of The GoodHomes Show, this will be our third television venture and we look forward to replicate this innovation and firstmover advantage across our brands. We have a bouquet of leading lifestyle and entertainment brands at world wide media, that have relevant content for diverse categories. we will continue to provide meaningful associations to our partners across sectors, and video content will be a core part of our offerings.
Worldwide Media in the recent past has successfully ventured into television production through its other brands like Filmfare, TopGear and Lonely Planet. Shows such as ‘Famously Filmfare’ and ‘Nexa journeys on AH1’, were adept at creating a benchmark in the entertainment and travel genre respectively. With the launch of The GoodHomes show, the group will enter into the interior designing segment thereby positioning it as a media platform providing diversified content suitable for partners across categories.
Wavemaker, GroupM’s new billion-dollar revenue, media, content and technology agency created from the merger of MEC and Maxus opens for business today in India.
Wavemaker India will open with a team of 700+ professionals, lead by the recently announced new Managing Director - Kartik Sharma and will service a portfolio of clients including FMCG giant ITC Pvt. Ltd and L’Oréal.
Wavemaker India will be headquartered in Mumbai with offices in Delhi, Bengaluru, Kolkata, Chennai, Thrissur and Cochin.
Kartik Sharma, Managing Director, South Asia of Wavemaker India said, “I am excited as Wavemaker officially starts operations today in India. All our people, processes and technology are united through our focus on understanding, accelerating and optimizing purchase journeys; making them more satisfying for consumers and more effective for our clients.”
Wavemaker will have offices in 90 countries with over 8,500 employees. Major global clients include L’Oréal, Vodafone, Marriott, Colgate-Palmolive and Paramount.
MensXP - India’s biggest online men’s lifestyle brand is launching its first ever brand campaign.
Today, the site reaches over 15 million young urban Indian Millennials every month around topics that help them navigate their daily lifestyle needs.
With over 150 Million monthly content views across all platforms, over 30 Million monthly video views, it’s increasing set of key advertisers and partnerships, a strong editorial voice, recognisable IPs and a solid social presence, MensXP, a brand by Times Internet, today enjoys top of mind recall in it’s category. It’s been the leading men’s lifestyle digital destination for several years.
It is a multi-media campaign led by TV, print and digital, being launched nationally. It hosts 5 films for TV & Digital talking about different sections on the website like – Fashion, Grooming, Relationships, Career & Tech. These are light hearted humorous films, talking about the danger of making a fool of yourself, if you don’t stay updated with the trends in the men’s lifestyle space.
Speaking about the campaign, Pratik Mazumder, CMO, Times Internet, says: “Our first campaign ‘WELCOME TO THE NEWHOOD’ celebrates the man you chose to become. Role of a man in the society has evolved with time. From just being an alpha and brute sect, the definition of being a man is broadening. There is no one way manhood can be defined. Its codes are ever changing. We aim at positioning MensXP as the lifestyle destination for this new-age man.”
The campaign has been jointly conceptualised & executed by a leading, creative and digital agency, From Here On communications (FHO) and Times Internet’s in-house creative team. The campaign’s insight was derived from the thought that Masculinity today has moved away from its conventional definition. Being a good man is more important than just being a man. More than just being an alpha, macho, hero or a leader. Men today are choosing their own manifestation of manhood. It is driven by their desire to seek beauty, truth, wisdom, justice, being kind, honest, and true.
Angad Bhatia, COO, Indiatimes Lifestyle Network & Founder, MensXP, says, “We at MensXP explore the codes of manhood and pursue the most interesting stories of and around men. From the ones who break stereotypes to the one who make new ones, we engage them all. And it isn’t about redefining Manhood. It is about giving Manhood an expression, most relevant today.”
Rajesh Aggarwal, CEO, FHO, says, “The team was thrilled about the brief because here was a product/brand that was all about relooking the stereotypical codes and labels associated with manhood and relaying the ethos in a way that portrays the realities of new age manliness, this is a clutter breaking campaign amidst the cacophony.”
1. Creative agency – From Here On Communications (FHO)
2. Account Management – Mukul Angral
3. Creative Team – Devdas Nair, Jerin George & Yogita Sharma
4. Production House – Uncommonsense Films
5. Directors – Pratik Mazumder & Diksha Grover
6. Executive Producer – Ashutosh Joshi
7. Producer – Amit Tripathi
Watch the TVC Here
The TV & Film competition jury recruitment process is still underway, with a jury member increase and an increase in the percentage of women by double digits to just under 40 percent.
Known for its powerhouse jury comprised of prominent international broadcast and film industry executives, the New York Festivals 2018 TV & Film Grand Jury of 198 members to date represents 32 countries on 6 continents. These jurors, who are award-winners themselves are passionate about excellence and innovation, and their reputation in diverse areas across all platforms provide each entry with the utmost of attention.
The power women on NYF’s Grand Jury are prominent directors, producers, journalists, filmmakers who are respected within the industry amongst their peers and honored globally in broadcast and film competitions. At the helm of cutting edge organizations from Australia to United Arab Emirates, these women demonstrate dedication, inspiration and creativity in their body of work.
Each industry executive recruited to the Grand Jury has expansive industry experience and exceptional achievement within their field. The men and women of the Grand Jury represent worldwide leaders in news, sports, entertainment, the arts, promos, film and brand/corporate image. They lead, develop, write, direct and edit, creating content on behalf of such broadcast and film giants as: ABS-CBN, BBC, Globo TV, ESPN, The Edge Picture Company, FOX, NFL Media, Media Corp, Channel NewsAsia, Discovery, Scripps, Telemundo, Deutsche Welle TV, GMA, NBC Universal, Al Jazeera, Interspot Film, Red Bull TV, Radio Television Hong Kong, NHK, Sundance Channel, NZ TV, Fuji, KBS, MLB Network, The Walt Disney Company LATAM, Showtime, and ZDF.
“NYF’s Grand Jury provide a 360 perspective of the industry with a globally informed voice,” said Rose Anderson, VP & Executive Director of the New York Festivals International Television & Film Awards. “They volunteer their time to review submissions from 40 countries around the world and these deliberations ensure fairness based on their understanding of creative excellence today.”
Grand Jury members evaluate entries, viewing and scoring each entry based on industry-accepted standards of excellence using a 1-10 scale using the following set of criteria: Production Values, Creativity, Content Presentation, Direction, Writing, achievement of Purpose and Audience Suitability.
Based on the medal-round scores determined by the Grand Jury, winners receive one of the following: Gold World Medal, Silver World Medal, Bronze World Medal, or Finalist Certificate. The highest scoring entries receive the Grand Trophy, honoring the “Best in Show.” Nominated Finalists are judged by a selected panel at the United Nations for the UNDPI Awards.
Every year New York Festivals honors the highest performing teams with special recognition: Broadcaster of the Year, Production company of the Year, and Program Promotion Team of the Year.
The 2018 competition is open for entries.To view the complete list of categories, please click: Here