While out-of-home advertising can have an impact on long-term metrics like brand awareness, new research finds it can also trigger short-term consumer behaviour and drive new customers to engage with brands on their smartphone.
Fashion and beauty bloggers such as Zoella have won fame among the new generation of social media stars, but lesser known influencer content aimed specifically at men is gaining just as much traction with its target audience.
The ‘math men’ may claim big data hones your proposition to an individual consumer, but value is lost when you fragment media spend and the greatest brand benefits still come from large-scale creative campaigns.
Retailers including John Lewis, Ryman, Debenhams, Iceland and New Look have signed up to the scheme, which is supported by charity RetailTRUST and designed to improve long-term financial management and therefore employee wellbeing.
Previewing his Cannes Lions keynote session, Unilever chief marketing and communications officer Keith Weed says focusing on quality and diversity will make consumers more open to ads where they see themselves reflected.