2 thoughts on “Randall Beard”

1. shinichi Post author23/01/2017 at 8:55 am

   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.

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   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.

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2. shinichi Post author23/01/2017 at 9:24 am

   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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