Marketing News Roundup: July 06, 2022
Today we feature a round-up of some big events and recent industry happenings.
KFC Launches National Campaign to Modernize a Global brand Truth
Nielsen Report Finds Underspending in 50% of Media
Demand Spring Celebrates 10th Anniversary
Global National Announces Two New Roles
Read more below!
KFC Launches National Campaign to Modernize a Global brand Truth
KFC has launched their biggest brand campaign to date, ‘Love At First Bite’. The new groundbreaking campaign has been made public across Canadian markets in OOH, cinema and digital. The campaign’s goal is to reignite Canadians’ love of KFC and to remind consumers what makes KFC so “finger-lickin' good”.
The campaign is grounded in consumer research that revealed that the anticipation of the first bite of KFC’s famous fried chicken is a real peak moment in the KFC eating experience. Consumers do take the time to search and find the crispiest, juiciest spot to take their precious first bite from. The campaign speaks directly to the relatable truth of how consumers savour their food.
In the Canadian market, the campaign will be supported with influencer content that will showcase the anticipation and the joy of real ‘first bites.” The new campaign puts KFC’s products literally front and centre, with a 30-second video ad :
Nielsen Finds Underspending in 50% of Media Plans
Nielsen released its first-ever ROI Report, which identified gaps in marketers’ budgets, channels and media strategies that are compromising returns on investment (ROI) on media plans. The global report reveals data and delivers insights on what drives returns on ad spends, how to measure the returns, and how to improve on the metrics brands already have, with content unique to advertiser, agency, and publisher audiences.
According to the report, about half of marketers are not spending enough in a channel to get maximum ROI. While a poor ROI might cause brands to pull back on spending, Nielsen found that spend often needs to be higher to break through and drive returns. Nielsen’s “50-50-50 Gap” states that while 50% of media plans are underinvested by a median of 50%, ROI can be improved 50% with the ideal budget.
Beyond budgeting, the ROI Report delivers key insights and recommendations to deliver higher ROI across multiple marketing areas including:
Full funnel marketing: It’s rare for channels to deliver above average returns for both brand and sales outcomes, with 36% of media channels faring above average on both revenue and brand metrics. To grow ROI, brands should pursue a balanced strategy for both upper and lower funnel initiatives. Nielsen found that adding upper funnel marketing to existing lower and mid funnel marketing can grow overall ROI by 13-70%.
Emerging media: It's difficult for brands to spend big amounts without proof that the new media works, but spending small amounts can make it hard to see if the media is working. Nielsen found that podcast ads, influencer marketing and branded content can deliver over 70% in aided brand recall, and that influencer marketing ROI is comparable to ROI from mainstream media.
Ad sales growth strategy: Ultimately, ROI will inform publisher pricing power. Publishers are not just competing against others in their channel, but also against other channels, so comparing channel ROIs can help set pricing strategy. The ROI Report uncovered that social media delivers 1.7x the ROI of TV, yet social gets less than one-third of TV ad budgets.
Audience measurement: Campaigns with strong on-target reach deliver better sales outcomes. However, only 63% of ads across desktop and mobile are on-target for age and gender in the U.S., meaning that on the channels with the most exhaustive data coverage and quality, over one third of ad spend is off-target. To capitalize on opportunity and drive impact, advertisers should prioritize measurement solutions that coverall platforms and devices, with near-real-time insights. “Nielsen’s 2022 ROI Report serves as a guide for brands, agencies and publishers. In a time when there are more channels than ever to reach desired audiences, it’s critical that insights on ROI are attainable and easy to understand,” said Imran Hirani, Vice President, Media & Advertiser Analytics, Nielsen. “Brands can’t afford to waste valuable ads on the wrong audiences. By investing wisely and having a balanced strategy of both upper-funnel and lower-funnel initiatives, brands can reach the right audiences and maximize their ROI.”
This is the first ROI Report produced by Nielsen. The ROI Report findings were generated by Nielsen using a wide range of measurement methods including Marketing Mix Models, Brand Impact studies, marketing plans and expenditure data, attribution studies, and Ad Ratings collected in recent years. In most cases, Nielsen’s findings were organized into normative databases or meta-analyses across a sample of studies to produce insights that are representative of Nielsen’s experience, providing marketers, agencies and media sellers a more complete view of media effectiveness compared to a single company drawing from its own experience. Download the report at: https://global.nielsen.com/insights/2022/roi-report/
Demand Spring Celebrates 10th Anniversary
Revenue Marketing consultancy Demand Spring is celebrating a significant milestone - marking their 10th anniversary and a successful decade in business.
Just over 10 years ago, Demand Spring founder Mark Emond left his executive role at IBM, where he led Smarter Analytics Marketing for North America, to start his own marketing consultancy.
“I always believed there was a big gap in the market on the demand side of marketing,” said Emond. “While there were many brand agencies, I always struggled to find a great demand-focused one when I was on the client side. I thought we could help address that gap and help marketers operate from a more strategic position. And so 10 years ago, we took the plunge and founded Demand Spring.”
Over the past decade Demand Spring has grown into an organization with Revenue Marketing Consultants based throughout North America, and consistent 35% year-over-year growth. Today the organization works with B2B CMOs and their executive teams to shape and deliver growth strategies in organizations such as Fidelity, Putnam, BNY Mellon, Staples, BCG, Waters, Rapid7, Akamai, UiPath, and Panera, to name just a few.
Demand Spring has differentiated itself as one of the top Revenue Marketing consultancies in North America by focusing on transforming best practices, strategy, and technology for some of the world’s fastest growing and largest B2B brands.
“We have a strong focus on client success, and have always approached our client relationships as if we were an extension of their team, not just a vendor or a partner,” said Emond. “Our team of incredible Revenue Marketing consultants really sweat the details to deliver high performance results for our clients.”
Over the years, Demand Spring has kept to the ideals that it was founded upon - putting the people who work for the organization at the forefront, and ensuring a people-centric culture for employees. The company has a deep respect for work-life balance, and allows people to live and work where they choose in an organization that has been virtual since its very beginning.
“Over the past ten years, seeing employees grow, putting in place benefits to care for them and their families, and championing causes to make the world a better place have easily brought the most joy,” said Emond.
Global National Announces Two New Roles
Global National announced the addition of two key roles to its award-winning newscast. Nathen Sekhon joins the team as Executive Producer on July 18 and Caroline Gdyczynski as Producer, starting on August 22.
Nathen Sekhon has been leading editorial teams in British Columbia and Ontario in the production of newscasts across four languages for Omni Television. Nathen is a talented editorial leader and programmer with crucial experience launching programs, mentoring teams, developing talent and overseeing high-impact projects such as the coverage of national and provincial elections and the Olympic Games. He is passionate about enterprise and original stories told through a lens that reflects the diversity of Canada, and fortifying relationships across platforms and bureaus to leverage collective strengths and drive impactful journalism.
Caroline Gdycznski joins Global from TRT World in Istanbul where she has been working as a Program Editor and Acting Executive Producer. Caroline has been leading editorial teams in the production of hourly news bulletins, breaking news and network specials for major events such as the COVID-19 Pandemic, the War in Syria and the 2020 US Election. Before moving to Turkey, Caroline was a Producer at the CBC in Toronto, where she launched the award-winning program Our Toronto.
“We are pleased to be reinvesting in Global National and our journalism at a time when Canadians need trusted and quality sources of news and information,” says Ingrid Bakewell, National Director of Network Programming.
Compiled by Emma Whiten, Editor of Marketing News Canada