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#Consumers prefer more human brands

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10-11-2017
A study by Millward Brown Kantar and Saïd Business School of the University of Oxford found that campaigns on social networks do have impact

A study carried out by Kantar Millward Brown and Said Business School of the University of Oxford determined that campaigns on social networks do have an impact on brand building.

Kantar analyzed data on 235 global campaigns of 110 brands that made promotions on Facebook and Instagram. According to this report, most of the campaigns had positive results in the perception of the brand by the consumer.

For this research the difference is in the content, since there was a considerable disability between the more and less effective campaigns. That deference had to do with the content and style of the ads, and not with other variables such as format, amount of notice, industry, geography or social network. After using machine learning they classified each one according to how human they are.

The data showed that when brands are perceived as more friendly and emotional and less functional - that is, more human - there is a positive impact on brand awareness. However, there is no correlation between this and the intention to purchase, although the researcher Andrew Stephen argued that they do affect it indirectly.

Mobile and desktop tied

This team of professionals also compared the effectiveness of digital advertising on desktop and mobile, reaching the conclusion that their performance is equally good.

While the impact on desktop effectiveness is constant, between 2 and 4%, mobile had a peak in the first years but when matured as a medium it reached the same level.


According to Jane Ostler, managing director of media and digital of Kantar Millward Brown, the new formats always have initially better performance than the traditional ones, but that tends to go down.

To conclude, Stephen concluded that investing in digital advertising and social networks is worthwhile, albeit with reservations. "I think it's good that advertisers experiment with all the channels. In addition, you have to be where the consumers are, "he said.

A study by Millward Brown Kantar and Saïd Business School of the University of Oxford found that campaigns on social networks do have impact

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