5 trends in mobile advertising – Mobile Marketer – Columns by Marco Rigon

Source: 5 trends in mobile advertising – Mobile Marketer – Columns

Marco Rigon

Marco Rigon is Paris-based global head of Mobext

Mobile World Congress 2016 has been an inspiring event for those involved in mobile advertising.
The Barcelona, Spain-based conference provided a great forum for catching up with the latest developments, including programmatic mobile, location-based targeting and, crucially, the need for creativity to justify interrupting consumers’ very personal mobile experiences.
Remember, mobile users average 3 hours and 40 minutes each day on their phones, longer than we probably devote to eating, cycling or intimacy.
So here are my top takeaways for marketers to stay relevant for mobile users.
1. Think user-centric, not site-centric, advertising on mobile 
The programmatic trend has hit mobile. This year, a huge number of players from the programmatic world came to MWC, including Sizmek and its mobile platform StrikeAd, Rubicon Project and AOL.
Audience planning and accurate targeting are clearly moving center-stage in mobile marketing, too.
Mobile programmatic is a new user-centric approach, combining data to activate true audience planning.
Until now, the mobile industry had a site-centric approach.
If you wanted to reach affluent people in Paris, you put something on Le Monde’s site.
Now we know that when this same affluent person is getting bored waiting for his plane, he is playing Candy Crush. So it is worth reaching out to him on Candy Crush because that is where he has time available and is more receptive to the message.
The beauty of programmatic is that none of this data is personally identifiable.
2. See where consumers go and find out who they are 
Location-based marketing is a growing area of mobile advertising and one that no other media can replicate.
See where your consumers are going, understand who they are and how to speak to them.
For marketers, the ability to know at all times where users are located opens extraordinary opportunities.
In addition, not only does GPS data provides great insights about users, but this data can also be activated to create actionable audience segments based on real behavior.
By gathering location – life spaces – and immediate usage data, we know so much.
Every morning before 8 a.m., an average user logs on through an IP address in Brooklyn, New York. He must live there.
Between 8:30 a.m. and 8:45 a.m., he arrives in Midtown Manhattan, where he buys a bagel. This information interests Dunkin’ Donuts. He bought a Starbucks coffee through its application, and then worked all day on Park Avenue. He is a CSP+ category consumer.
We even know that every year in June, he visits Barcelona for a week. We know a lot about this person, but not his name. Imagine the marketing possibilities.
3. Mobile apps and experiences beat ad blocking 
Ad blocking has been much discussed last week in Barcelona.
Of course, the best way to tackle ad blocking is to stop annoying people. This does not mean you need to stop advertising, but you have to be relevant and you have to give value to the user.
Remember, ad blocking affects sites but does not touch mobile apps at all. For brands, this means creating a new marketing paradigm.
Mobile creates considerable value by generating new and sustainable business models such as Nike + and Starbucks Mobile Order and Pay system.
Above all, we need to help marketers develop mobile experiences that create value and build long-term relationships with consumers.
4. A true cross-device approach starts with mobile
Mobile-first creativity is one of the keys to success.
You cannot go cross-channel and simply transfer a Web campaign to mobile. You must start from where people are spending the most time – mobile – and simplify for where they are spending less time – the Web.
Forget boring banners and things that make no sense for the user.
In addition, mobile allows you to capture sensors from gyroscope, camera, the pinch screen to zoom in and out and, soon, Virtual Reality and 360 video.
For example, an immersive car ad using the gyroscope puts you inside the vehicle looking round as it is driving along. Try doing that with a laptop.
5. The opportunity to seize is mobile video
The explosion of mobile video has transformed the way content is consumed and shared on mobile platforms.
Nowadays, social content is inherently mobile, allowing users to live instant experiences. Periscope and Meerkat come to mind.
YouTube and Facebook rack up millions of hours of views. Snapchat has realized that vertical video is the future, since most of us use mobile in the vertical orientation. This is preferable to landscape orientation, which leaves empty blocks on either side of the screen – which brands are paying for and people are not looking at.
The TEADS stand at MWC highlighted its native video offer. Pre-roll advertising is not the right way forward. Pre-roll on mobile is even more annoying than on the Web.
Instead, consider “inRead” formats, with video positioned in premium content and only launching when in view on the screen. Then consumers are led to a full mobile experience afterwards. This is much more user-friendly.
MWC GIVES ME hope that mobile advertising is moving in the right direction.
Marketers are putting the needs of the audience at the heart of their strategies.
A new focus on creativity as a way of engaging with consumers through mobile, combined with the use of data for better targeting, is just the boost that mobile advertising needs.
Having said all that, the truth is that mobile will probably be obsolete in 15 years’ time.
This inert object that we check 200 times per day will be forgotten because of mobility.
Mobility is itself on the move, becoming part of the cityscape through the Internet of Things and Smart Cities and, at the same time, becoming intimate with humans through wearables such as watches and shoes.
Tomorrow, mobile will become our second skin, fully connected. So now is the time for brands to truly get to grips with mobile as the future beckons.
Marco Rigon is Paris-based global head of Mobext, Havas’ mobile marketing agency. Reach him at marco.rigon@mobext.com. 

Havas Sports & Entertainment’s FANS.PASSIONS.BRANDS Music Study

 

Selon l’étude Fans.Passions.Brands, menée en mai dernier par Havas Sports & Entertainment auprès de 18.000 personnes (13+) issues de 17 pays, dont la Belgique, parmi les 98% de la population mondiale qui écoutent de la musique, quasiment les trois-quarts considèrent que les partenariats musicaux renforcent l’image de marque. 70% pensent qu’ils permettent aux marques de se différencier et 62% disent que de tels partenariats les motivent à essayer les produits et services des marques concernées.

 

Si la musique est universelle, sa consommation diffère en fonction de ses origines culturelles, de son éducation ou encore de sa sensibilité… Chacun vit sa propre expérience que l’étude de Havas S&E segmente en cinq profils :

 

 > The Mixologist : 24% de la population mondiale

 

Ils sont considérés comme les fers de lance du “Shuffle Age”. Ils sont 76% à se considérer comme des experts et passent d’un genre à l’autre, sans distinction. Toujours connectés, la musique les accompagne tout le temps. Ils sortent beaucoup et sont avides de concerts.

 

> The Vocalist : 23% de la population mondiale

 

Pour eux, la musique est une passion, presqu’une une science, qui s’apprend et se pratique. 73% adorent chanter plus ou moins régulièrement et 32% jouent d’un instrument. On les retrouve notamment, dans une proportion importante, en Chine.

 

> The Collector : 20% de la population mondiale

La musique qu’ils écoutent est liée à leur identité, elles ne font qu’un. Dès les premières notes de leurs chansons préférées, 72% se sentent transportés dans un souvenir marquant de leur vie. On retrouve ce profil d’individus dans la même proportion dans tous les pays.

 

 > The Listener : 19% de la population mondiale

 

89% d’entre eux préfèrent écouter leur musique chez eux. A la page des dernières tendances musicales grâce à leur entourage (ou leurs enfants), on les retrouve particulièrement en France, au Royaume-Uni et en Allemagne.

 

> The Groupie : 14% de la population mondiale

 

Ils incarnent la catégorie de fans inconditionnels et sont 38% à le revendiquer. En complète immersion lors des concerts, ils sont prêts à tout pour obtenir un selfie. Ils se laissent souvent captiver par les télé-crochets. On retrouve particulièrement ce profil en Amérique Latine.

Bravo BETC & Havas Media ! La campagne Lacoste remporte le Grand Prix Effie Awards

Lors de la 22e soirée de l’efficacité de la communication étaient remis les très convoités prix Effie qui récompensent les annonceurs et leurs agences sur la base de l’efficacité mesurée et prouvée de leurs campagnes de communication. Grand vainqueur cette année, Lacoste avec le vertigineux baiser de «Life is a beautiful sport» mis en musique par BETC (agence médias : Havas Media ). Pour ce cru organisé par l’AACC et l’UDA, trente campagnes ont été récompensées dont dix d’un Effie d’Or

Le Grand saut en chiffres

Si Lacoste voulait recréer de la désirabilité avec ce positionnement, le pari est gagné et le petit croco s’incarne désormais en une marque de la pop culture . “Life is a Beautiful Sport” réancre au cœur de son discours les valeurs sportives de la marque tout en les connectant aux aspirations d’une cible moderne et urbaine. L’ensemble du dispositif de communication (dont le film « le Grand Saut ») a créé le bruit escompté autour de la marque. Les résultats  : forte croissance du chiffre d’affaires (+ 11 % lors des prises de parole de la marque en 2014 vs mêmes périodes de 2013), progression soutenue des ventes en volume (+ 8 % en 2014 vs 2013) ; image renforcée notamment sur des items de marque liés à la modernité et à la désirabilité (“me fait rêver” : + 15 points, “créative et innovante” : + 13 points, “contemporaine et moderne” : + 11 points. Source Lacoste BHT 2014 vs 2012).

Havas : Yannick Bolloré envisage la fin 2015 ”avec confiance et enthousiasme” (CB News)

Source: Havas : Yannick Bolloré envisage la fin 2015 ”avec confiance et enthousiasme’

Le groupe Havas a publié jeudi un chiffre d’affaires en hausse de 15,7 % au troisième trimestre, à 516 millions d’euros, tiré notamment par le dynamisme des marchés nord-américain et asiatique. Sur les trois premiers trimestres de l’année, le chiffre d’affaires est en hausse de 18,1 % sur un an, à 1,55 milliard d’euros. La croissance organique (hors variations de change et périmètre), indicateur-clef du secteur, ressort à 5,5 % sur le trimestre sous revue et 6,0 % pour les neuf premiers mois de l’exercice, a précisé Havas. Le PDG du groupe, Yannick Bolloré, a dit “envisager la fin de l’année 2015 avec confiance et enthousiasme”, en dépit d’une décélération au second semestre.

La croissance organique devrait atteindre 5 % sur l’ensemble de l’exercice, comme prévu, a-t-il estimé lors d’une conférence d’analystes.

Les “tendances de décélération” devraient se traduire par une hausse organique de seulement 2 % au quatrième trimestre, a indiqué M. Bolloré, rappelant que le groupe avait très bien fini l’année dernière et part donc de haut. Le rythme de croissance a ralenti entre juillet et septembre par rapport au premier semestre, sauf dans la région Asie-Pacifique (où l’activité reste relativement réduite pour Havas).

L’Amérique du Nord est la région la plus dynamique, avec une croissance organique de 7,3 % au 3e trimestre (+8,5% sur neuf mois), progressant bien plus vite qu’en Europe où la performance reste “solide” (+4,7% au troisième trimestre et sur neuf mois). La hausse s’essouffle en France, où la croissance organique n’a atteint que 0,6 % au troisième trimestre, contre 1,8 % sur neuf mois, tandis que l’activité reste soutenue en Allemagne, en Espagne, et surtout au Royaume-Uni.

A contrario, “nos agences en Amérique Latine sont pénalisées par le contexte économique tendu au Brésil et au Mexique, mais réussissent néanmoins à enregistrer une croissance positive sur les neuf premiers mois de l’année”, de 1,8 %, a noté le patron du groupe. “Avec une offre totalement intégrée qui s’appuie sur toutes les expertises du groupe, nous apportons une vraie valeur ajoutée à nos clients et figurons comme une entreprise attractive pour les meilleurs talents de l’industrie”, a relevé Yannick Bolloré.

GRP Media Vision Day in 20 Quotes (Source: MediaSpecs)

1st GRP Media Vision Day: “CONTENT SHOWS THE WAY”

The importance of content for the reinforcement of
brand equity, developments & partnerships

22 SEPTEMBER 2015

Summary in 20 quotes by MediaSpecs

Full Article in MediaSpecs Insights: http://insights.mediaspecs.be/dossier/grp-media-vision-day-2015-20-powerful-quotes-day-after

First GRP Media Vision Day – Joeri Van den Bergh: Who’s up NXT? A cross-generational view on NextGen marketing

1st GRP Media Vision Day: “CONTENT SHOWS THE WAY”

The importance of content for the reinforcement of
brand equity, developments & partnerships

22 SEPTEMBER 2015

John Porter, CEO Telenet:
“We are in this together and need to skate where the puck is going.”

Olivier Robert-Murphy, Chief of Possibilities, Universal Music Group:
“By cleverly embracing data, insight and creative instinct, and by leaving the world of the 4P’s behind, it is now time to create meaningful relationships between brands and fans.”

Olivier_Robert-Murphy_about_music_and_marketeers__mediaday__grpbelgium (1)

Maria Garrido, Global Head of Data & Consumer Insight, Havas Group:
“67% of brands could disappear and nobody cares… What does that mean?”

Joeri__141_model__grpbelgium__mediaday__buy_one_give_one

Joeri Van den Bergh, Managing Partner Insites:
“The current young population is the most diverse and best educated generation ever. They have been shaped by technology and are true marketing game changers. Old handbook marketing approaches are bound to fail with this large consumer demographic.”

7 top speakers will explain their vision on content strategies and the development of values behind brands and media.

Amazon offers nationwide discount on back of Havas Meaningful Brands survey, as it launches John Lewis-style ad | The Drum

Amazon offers nationwide discount on back of Havas Meaningful Brands survey, as it launches John Lewis-style ad | The Drum.

Amazon is offering Brits a £10 discount on any order over £50 on the back of a Havas Media survey, amid wider marketing activity to promote its Prime service which kicked off over the weekend (31 July).

The results of Havas’ ‘Meaningful Brands’ global study, which involved over 20,000 people in the UK, were revealed earlier this year but only recently received wider industry recognition.

https://www.youtube.com/watch?v=Ez3o7L0R3rg

The Meaningful Brands metric was related to how consumers’ quality of life and wellbeing connects with brands at both a human and business level. Specifically, it looked at the role brands play in communities, how they impact self-esteem, healthy lifestyles, connectivity with friends and family, making lives easier, fitness and happiness as well as marketplace factors such as quality and price of goods.

Amazon topped the list in the UK, with 64 per cent of people saying they would care if the retailer disappeared. M&S and John Lewis – viewed as ‘ethical’ heritage brands – followed Amazon, with discount retailer Aldi and Sainsbury’s rounding off the top five.

To say thank you, Amazon has rolled out the £10 off promotion.

“We are grateful to customers for ranking Amazon #1 across Britain’s retailers,” said Christopher North, managing director at Amazon UK.  “You can count on us to continue working hard to set ever-higher standards for customer experience.”

The ‘BIGTHANKS’ promotion coincides with the roll out of a UK marketing campaign to bolster uptake of its Prime service.

The ad takes a different approach to previous Amazon activity, which has previously relied on consumer testimoials to woo new shoppers. Instead, the brand has followed the likes of John Lewis and Nationwide in running more emotive led creative in order to showcase what their services mean to customers rather than focus on the more funcitonal benefits.

To that end, Amazon’s latest ad follows the story of a little boy on the first day of nursery.He is showen nervously trying to fit in, as his anxious father watches through a window. His dad is then seen buying something via the Amazon mobile app, before the ad cuts to the next day when the little boy arrives at nursery wearing a superman costume.

It ends on the line: ‘Millions of ways to save the day, delivered in one day’.

Prime is Amazon’s key asset in its ambitious plan to create an ecosystem where users will spend more time and money. Over the past six-months it has ramped up its strategy to sign up new members, namely with the launch of the Prime Day last month.

Open only to Prime members, it offered discounts across thousands of goods for 24 hours. Amazon has not yet offered data on how many new members it attracted, but claims that global order growth increased 18 per cent on Prime Day versus the same day last year

Havas Media Group launches a next-generation “Meta Quality Barometer” to increase online inventory quality and tackle ad fraud

Havas Media Group launches a next-generation “Meta Quality Barometer” to increase online inventory quality and tackle ad fraud.

eMarketer confirms that ad fraud is a top concern for both media buyers (33%) and suppliers (44%), and both groups also show great concern for ad viewability (21% and 15%)1.
Adledge estimates that only 42% of all impressions served were considered ‘visible’ according to the definition of the Interactive Advertising Bureau and 8% were displayed in a potentially damaging context for the advertiser2.
White Ops recently reported that non-human traffic (aka bots) alone will cost digital advertisers worldwide over $6.3 billion this year3.

To improve media inventory and campaign quality, Havas Media Group announced today the launch of a unique Meta Quality Barometer, based on a comprehensive, inclusive approach to data. The Meta Quality Barometer from Artemis Alliance delivers continuously updated data across global, pluri-media campaigns, to share with all stakeholders (technology partners, media publishers and clients) to optimise investments.

Dominique Delport, Global Managing Director of Havas Media Group explains:

“Confidence in data quality is a critical issue for our industry. The scale of fraudulent inventory generated by sophisticated ‘bots’ is extremely concerning and neither media vendors nor agencies are safe. We need to bring trust and clarity back for our clients. For these reasons Havas has invested in our best-in-class Artemis Alliance data platform for over a decade. Now it manages 100% of our online campaigns, harvesting over 300 billion secure and disaggregated data points each year and was recently awarded ISO27001 certification by Bureau Veritas. Its focus – to create an actionable measurement for viewability, brand protection, media inventory and campaign quality.

As a result, we are delighted to launch the first Meta Quality Barometer for our industry. Helping us to connect the dots of the most advanced tech providers, delivering a unique and systematic “meta” barometer on data integrity, security and brand safety. This will facilitate and boost our communications with media owners to increase the quality of inventory for our clients. I am extremely proud of the teams in Artemis Alliance who have formalised a systematic approach to challenging industry practices so that we can help to provide better business solutions for our clients and media partners.” adds Dominique Delport.

Leveraging its extensive experience in handling event level data, Artemis Alliance collects detailed and raw data from all of its technology partners (Adledge, Catchpoint, ClarityAd, Hub’Scan, WhiteOps, Integral Ad Science and Peer39/Sizmek). That data, at its most granular level, is used to analyse and score the quality of the media inventory by industry, by market and by media owner.

Rob Griffin, EVP, Media Futures & Innovation, Havas Media Group summarises:

“This is a win-win deal. We can now pull in data from across all screens, technology companies and media partners to provide the first external, objective review of outcomes across the five critical areas of Compliance, Experience, Impact, Context and Traffic. While we can’t guarantee 100% viewability or zero fraud, we can make a commitment to our clients and our publishers to improve the quality of inventory available and make the information clear and easy to activate. The ultimate win, therefore, will be for clients, who will benefit from smarter solutions and cleaner data to drive investments and business decisions.”

Using these data, the Meta Quality Barometer covers five main areas:

1.Compliance: Matching impressions against purchased media 
Artemis Alliance rates media owners’ compliance with campaign directives: promise (purchased versus delivered media) and technical qualifications (specifications and requirements). Artemis Alliance constantly audits both tagging systems (with partner Hub’Scan) and creative work provided for each campaign (with partner ClarityAd).

2.Experience: User experience 
Artemis Alliance takes into account user experience and user interaction with campaign messages, in particular how long it takes for pages and ads to load for users (with partner Catchpoint), as well as where the ads are located on the page.

3.Impact: Viewability and performance auditing
Artemis Alliance can correlate performance (in particular in terms of audience) and viewability of media campaigns, to gauge their impact, through automatic and personalized tracking for each advertiser and for each action.

4.Context: Media content and brand safety
Brand safety services are codes inserted in campaign tags which allow Artemis Alliance to protect a brand’s image, quantify the number of blocked impressions (undesirable context), and identify the context where these impressions were delivered (with partners Adledge, Peer39).

5.Traffic: Securing campaign distribution
To combat the rise of illegitimate Internet traffic worldwide, Artemis Alliance provides teams with both manual and technological solutions. Media teams identify and blacklist all suspect URLs based on abnormal click-rates, coded URLs and pages without ads. Artemis Alliance also works with several anti-fraud technology solutions to better protect our campaign results (with partners Adledge, Peer39, Integral Ad Science, White Ops, etc).

Top scoring Meaningful Brands enjoy a Share of Wallet 46% higher than low performers

Top scoring Meaningful Brands enjoy a Share of Wallet 46% higher than low performers.

Havas’ Meaningful Brands® 2015 study reveals that:

1. Meaningful Brands can increase their Share of Wallet by seven times and on average gain 46% more Share of Wallet than less Meaningful Brands
2. Top Meaningful Brands deliver marketing KPI outcomes that are double that of lower scoring brands
3. Meaningful Brands outperform the stock market by 133%, with the top 25 scorers delivering an annual return of nearly 12% – 6.7 times that of the STOXX 1800 stock index

Meaningful Brands®– Havas’ metric of brand strength – is the first global study to show how our quality of life and wellbeing connects with brands at both a human and business level. It’s unique in both scale – 1,000 brands, 300,000 people, 34 countries – and scope (12 industries). The research covers all aspects of people’s lives, including the impact on our collective wellbeing (the role brands play in our communities and the communities we care about), in our personal wellbeing (self-esteem, healthy lifestyles, connectivity with friends and family, making our lives easier, fitness and happiness) and marketplace factors, which relate to product performance such as quality and price.

The results of Havas’ Meaningful Brands® analysis revealed that a brand’s “Share of Wallet” – a metric used to measure the percentage spent with a brand vs. the total annual expenditure within its category is on average 46% higher for Meaningful Brands and can be up to as much as seven times larger.

Furthermore, the performance of Marketing KPIs set by top Meaningful Brands can grow at twice the rate of those set by lower scoring Meaningful Brands.  For example, for every 10% increase in meaningfulness, a brand can increase its purchase and repurchase intent by 6% and price premiums by 10.4%. This statistically proves that a brand’s meaningfulness is a key driver of KPIs success.

Meaningful Brands outperform the stock market by nearly seven fold, with top scorers delivering an annual return of 11.76% – nearly seven times higher than the STOXX 1800 stock index. Not only do top scorers in Meaningful Brands 2015 outperform the stock market by 133%, the gap has widened since 2013 (120%).

A unified tracking tool for CEOs and Marketing Directors

Meaningful Brands® 2015 demonstrates that brands that contribute significantly to our quality of life are rewarded with stronger business results – they earn a “Return on Meaning”. Return on Meaning measures the potential business benefits gained by a brand when it is seen to improve our wellbeing.

This provides us with the first unified tracking tool for CEOs and Marketing Directors. It measures the impact of increases in a brand’s meaningfulness and how it affects each marketing KPI, the brand’s Share of Wallet and its performance on the stock market.

Dominique Delport, Global Managing Director, Havas Media Group summarises:

“Great marketing has a cumulative effect as it’s shared – it naturally flows and gains momentum. We will only share ideas if brands do stuff that matters to us. We now look to brands for meaningful connections – big or small. By understanding this, our Meaningful Brands project becomes central to how brands communicate in this new organic world.

This year, we’ve tackled one of the big issues for our industry – if meaningfulness is so crucial, how do you measure and create it in a way that CEOs can buy into, and marketers can evaluate? Our 2015 project pulls in data that spans across stock market, share of wallet and marketing KPIs enabling CEOs and CMOs to work together and crack the code to meaningfulness.”

Top Meaningful Brands and sector trends as Consumer Electronics dominates

The top ten global performers for 2015 are Samsung, Google, Nestlé, Bimbo, Sony, Microsoft, Nivea, Visa, IKEA and Intel. Following these leaders are HP, Dove (Unilever), Walmart, Gillette (P&G), Knorr (Unilever), Kellogg’s, Amazon, PayPal, Honda and Carrefour.

Brands with the largest percentage increase since the last analysis in 2013 are Honda, LG, ING and AXA.
Top performing categories worldwide are Consumer Electronics, Healthcare, Food, Personal Care and Retail. Technology brands account for nearly one third of the top 50 global Meaningful Brands, with 3 out of top 5 brands from this sector – Samsung, Google and Sony.

This 2015 analysis shows that size is not a barrier to meaningfulness, with smaller brands outperforming larger brands. For example Honda vs. Toyota or Ford; PayPal vs. MasterCard and Uniqlo vs. Zara or H&M.
In 2015 top performers stand out for making a meaningful difference to our personal wellbeing by delivering more tangible benefits. However, the results from the 2015 study show that there is no one size fits all formula, but many different pathways to meaningfulness.

Most people do not care if 74% of brands disappeared

Most people would not care if 74% of brands disappeared and less than 28% of brands improve our quality of life and wellbeing. These figures have remained stable over the last 5 years showing that in many developed countries the disconnect between brands and people has become the new norm.

Being meaningful is a more important brand driver than trust

The percentage of brands people trust in North America is only 22% and 31% in Western Europe.  The percentage of brands which contribute positively to our quality of life and wellbeing is much lower at 3% and 7% in these markets respectively. Even where levels of trust are high, for example in Developing Asia (78%), the figures show that levels of meaningfulness, i.e. a brand’s contribution to our quality of life and wellbeing, fall behind at 38%.

What these figures suggest is that trust is no longer enough, but more of a pre-requisite. Meaningfulness however is a key driver for brands that wish to deepen connections and play a greater role in people’s lives.

Geographical polarisation continues to rise

The figures also prove that global polarisation in the way people feel about brands continues to widen. This is especially strong in developing Asian markets, where people still care about 60% of brands, an attachment 10 times higher than in the West. Not only is the relationship healthier in developing Asian markets, the Returns on Meaning for brands are 30% higher.

In the West, more than 60% of people expect brands to play a role in their lives, but only one third perceive brands are delivering.  We see that in the West product functional benefits increase in importance in 2015 as people become increasingly skeptical. As brands push this functional relationship with people, commoditisation increases, the relationship weakens and the Returns on Meaning diminish. The result – brands in the West are attaining Returns on Meaning 30% lower than in developing Asian markets.

The percentage of brands seen to contribute positively towards our quality of life shows a staggering range from only 3% and 7% in North America and Western Europe respectively, to 38% in Latin America, 75% in developing Asia and sinking to 9% in developed Asia – i.e. Australia, Singapore and Japan.

Different pathways to meaningfulness, but a common pattern of engagement

Despite the no one size fits all formula, Meaningful Brands discovered a common pattern of engagement.
2015 results show that providing incentives/rewards are meaningful for 68% of people, followed by relevant information to learn more about and live customer support (both 61%). Besides rewards, providing people with educational experiences and solutions are meaningful for 57% and 53% of people worldwide. Once again however different sectors show different patterns – for example for the Telecoms industry Listening and Rapid Response are key, yet for the food industry it was more collective areas that dominated such as sustainable sourcing and employment record.

Maria Garrido, Global Head of Data & Consumer Insights, Havas Media Group concludes:

“Brands that enhance the wellbeing of people, communities and societies are more meaningful. In the West, we have a more functional relationship with brands so continuous innovation and product delivery is key. In high growth markets, the relationship between people and brands is one that focuses more on personal benefits. In these regions people look to brands to help them achieve economic status, better experiences and every-day inspiration.

By understanding what activity will resonate with certain global and local audiences, forward-thinking brands will not only be able to plan more meaningful campaigns, but will also be able to report on meaning as a powerful metric of success.”

For further information, please contact:-

Suzie Warner
Global Head of Communications
+44 (0)7968 450185
suzie.warner@havasmg.com

67% of the brands could disappear (Havas Media Meaningful Brands)

L’étude Meaningful Brands d’Havas Media représente à l’échelle mondiale un outil unique : 700 marques, plus de 134 000 consommateurs et 23 pays y sont analysés.Meaningful Brands mesure la contribution et l’impact des marques dans 13 sphères du bien-être individuel et collectif (santé, environnement, communauté, économie locale, sécurité financière, vie pratique, etc.) pour une vue à 360° sur la manière dont elles contribuent à la société. En 2015, plus 7.700 consommateurs belges ont été interrogés sur 70 marques de 12 secteurs différents.