How Frequency of Exposure can Maximise the Resonance of your Digital Campaigns
Advertising campaigns that resonate in the minds of consumers are hard to find. Encouragingly, understanding frequency - the number of times consumers see a campaign - has a demonstrated impact on resonance, and can ensure brands maximise their digital spend.
Australians Voracious Video Viewing Behaviours
Australians are voracious consumers of broadcast TV and other video, and they have a growing array of options by which to access this content - anywhere, anytime. The first edition of the Australian Video Viewing Report – from Regional TAM, OzTAM and Nielsen – shows video viewing behaviour...
Connection and Contrast: Marketing to Australian and New Zealand Consumers
Marketing teams strive to show how their smarts and silver deliver Return on Investment (ROI). Some global brands are looking for efficiencies by centralising marketing teams and exploring the merits of wider Pacific campaigns - so how alike are we to our Aussie neighbours and what are the...
Travel Bugs: Meet the Six Key Types of Aussie Travellers
Nine million Australians say they have travelled domestically in the past six months or internationally in the past 12 months. But are all travellers the same? Using Nielsen research, we identified six distinct types of Australian travellers and looked at how best to reach and engage each group.
Perspectives: The Case for Unified Sports Sponsorship Measurement
Global sports are thriving, but media consumption is changing before our eyes. And as the media world grapples with these issues, so too must the sports industry. But these challenges aren’t the only obstacles facing the sports realm.
Unified Measurement: Defining a New Sponsorship Currency
For the sports industry, one challenge stands above all others. How, in a truly multimedia environment, can sponsorships be accurately measured to provide a true picture of value generated for rights holders and brands?
Perspectives: A Small Change Makes a Big Difference
Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.
Ad Spend from Cruise Ship Companies Set to Change Course
Australians are willing to take to the seas with more than half (55%) considering going on a cruise. Strong growth in advertising spend from cruise operators is driving consumer enthusiasm, but questions have been raised as to whether Sydney’s infrastructure can support demand. If tour operators...
Around the World in 100 Titles
Whether it be a domestic getaway or a long-haul international holiday, over 2 million New Zealanders have travelled in the past year and 3 million intend to travel over the next 12 months. Our love of travel has translated into strong sales for travel and holiday guide books.
Perspectives: The Sweet Song of Precision Marketing
Different consumer needs demand varied experiences. Enter precision marketing. The good news for marketers is that the fundamentals (and tools) remain the same across industries.