Like a tree falling in an uninhabited forest, do TV advertisements make an impact if viewers aren’t in the room? According to a study by IPG Media Lab and MAGNA Global, more than $59 billion will be spent on ads for television in the US, but there’s no guarantee they’ll be seen. In fact, the study found that only 71% of TV ads are viewable. In terms of TV, a viewable ad impression means the viewer must be physically present in the room for at least two seconds while an ad is being aired. Making a snack in the kitchen, in earshot of [...]
Fri, Apr 19, 2019
Source: The Drum
Data breaches and leaks have climbed to an all-time high over the past two years. What was once seen as the unfortunate cost of transitioning to the digital age has become a global epidemic. As with any crisis, the time for fretting is long past. It’s time for action.    And it’s not just the IT team that needs to take action. Marketers should get involved in protecting customer data, as well.    Many of the vulnerabilities that threaten customer data emanate from marketing-related third-party technologies on companies’ websites: trackers, tags, adtech, social media technologies, and others. These tools are essential for marketers looking to create [...]
Fri, Apr 19, 2019
Source: The Drum
Do you remember Jason Donovan and Kim Wilde from the 80s? Cadbury is banking on your nostalgic knowledge to promote its new Cadbury Darkmilk bar. Cadbury has unveiled a nostalgic campaign to celebrate all things ‘grown up’ with 80s and 90s icons Jason Donovan and Kim Wilde to speak directly to those familiar with pop culture from both decades – and invite them to try out the new chocolate bar. The campaign speaks “solely to those” who remember Jason’s mullet from his Neighbours and early pop star days (and the ‘wedding of the decade’ with Kylie Minogue) or who know all the words [...]
Fri, Apr 19, 2019
Source: The Drum
Savings from Unilever's ongoing business efficiency drive have helped the Marmite and Dove owner reinvest in marketing to the tune of €300m over the past two years. The figure has increased by some €50m on the same period last year, when the business revealed it had spent an additional €250m on media in 2017 after slashing the number of agencies it worked with and bringing certain elements of its marketing mix in-house via its U-Studio and U-Entertainment hubs. Speaking during the company's Q1 2019 earnings call on Thursday (18 April) recently-instated chief executive Alan Jope told investors the FMCG giant had spent €300m more on "working [...]
Fri, Apr 19, 2019
Source: The Drum
Shell Energy is launching its first marketing campaign since it rebranded from First Utility as it looks to leverage the strength of the Shell name while keeping its challenger status. The campaign follows Shell's acquisition of First Utility in March 2018 and has been designed to celebrate bringing 100% renewable energy to UK homes. Speaking to Marketing Week, Shell Energy's chief commercial officer Ed Kramm says the decision to move into renewable energy was triggered by a “sea change” in consumers' views toward renewables. He points to a survey of UK household electricity bill payers by Ipsos Mori, which revealed 59% of respondents [...]
Fri, Apr 19, 2019
Source: Marketing Week