Randall Beard

The formats where action exceeds trust by the greatest margin share a common attribute: Easy access to products/services. You like it, you buy it. Online and mobile formats make it exceptionally easy for consumers to live in the moment and take quick action on the advertisement. Often, consumers simply click a link and they’re directed to a place where they can receive more information or purchase the item.

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2 Responses to Randall Beard

  1. shinichi says:

    Global Trust in Advertising

    Winning Strategies for an Evolving Media Landscape

    September 2015

    Randall Beard
    President, Nielsen Expanded Verticals

    http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/global-trust-in-advertising-report-sept-2015.pdf

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    While advertisers have started to follow consumers online, about a third of online advertising campaigns don’t work—they don’t generate awareness or drive any lift in purchase intent. As consumers are in control of how they consume content and interact with brands more than ever, understanding ad resonance across screens is the only way to successfully drive memorability and brand lift today.

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    The power of digital ad formats cannot be underestimated, as they offer many advantages for achieving effective reach. But few brands have mastered online word-of-mouth marketing techniques, the results of which can go viral very quickly. Passionate brand advocates can be powerful allies to amplify your message, but you need to give them a reason to talk. Evolve the relationship from a one-way sales pitch to a two-way conversation. And be transparent and accountable. Online brand advocates can quickly become adversaries with the power to damage credibility and reputation if things go wrong.”

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    The formats where action exceeds trust by the greatest margin share a common attribute: Easy access to products/services. You like it, you buy it. Online and mobile formats make it exceptionally easy for consumers to live in the moment and take quick action on the advertisement. Often, consumers simply click a link and they’re directed to a place where they can receive more information or purchase the item.

    **

    The importance of understanding your audience and catering to their tastes cannot be overestimated. Regardless of the delivery format, the most successful ads are those that speak to the sentiment of the audience.

  2. shinichi says:
    Country Internet penetration
    Denmark
    Finland
    Netherlands
    United Arab Emirates
    Norway
    Sweden
    New Zealand
    Canada
    Australia
    South Korea
    Belgium
    United Kingdom
    Switzerland
    Austria
    Germany
    United States
    Japan
    Estonia
    France
    Slovakia

    Hong Kong
    Singapore
    Taiwan
    Ireland
    Czech Republic
    Israel
    Slovenia
    Hungary
    Latvia
    Spain
    Argentina
    Croatia
    Lithuania
    Poland
    Malaysia
    Chile
    Saudi Arabia
    Portugal
    Serbia
    Colombia
    Russia
    Greece
    Bulgaria
    Italy
    Turkey
    Brazil
    Egypt
    South Africa
    Romania
    Venezuela
    Mexico
    China
    Vietnam
    Ukraine
    Peru
    Philippines
    Thailand
    Indonesia
    India
    Pakistan
    97%
    97%
    96%
    96%
    95%
    95%
    95%
    95%
    94%
    92%
    90%
    90%
    89%
    87%
    87%
    87%
    86%
    83%
    83%
    82%

    81%
    80%
    80%
    79%
    78%
    76%
    76%
    75%
    75%
    75%
    75%
    71%
    69%
    67%
    67%
    67%
    67%
    65%
    65%
    62%
    61%
    60%
    59%
    59%
    57%
    54%
    53%
    52%
    51%
    50%
    49%
    47%
    44%
    42%
    42%
    41%
    30%
    28%
    20%
    15%

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