â–¶ Earned and Paid Media Great Together: A study from Synaptic/Kantar finds that consumer-buying trends are significantly impacted when newsworthy earned and paid messages are combined. The combination of earned PR placements with narrative marketing segments, which are information-rich branded content placed in targeted paid media, delivered more impact than brand messaging alone. Other findings include:
• Women are able to synthesize messages delivered over different formats, resulting in a higher lift in brand awareness than if the messages are delivered via a single platform. Men, however, see no multichannel lift over earned PR, their highest scoring format.
• Among the target, both the paid and the earned formats perform very well on their own, with earned significantly increasing awareness metrics and paid increasing persuasion metrics.
• Brand messages packaged as news, whether delivered as earned or paid media, generate strong brand perceptions, message building and awareness.
Source: Synaptic/Kantar
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â–¶ Teens Are Highly Engaged: Teens may be well-connected digitally, but they also talk less on the phone, watch less TV and spend less time on their computers than older age groups, says a Nielsen study. Other findings include :
• Teens are not abandoning TV for new media: In fact, they watch more TV than ever, up 6% over the past five years, but still less than older age groups.
• Teens do watch less online video than most adults, but the ads are engaging to them: Teens recall ads better when watching TV shows online than they do on television.
• Teens read newspapers, listen to the radio and even like advertising more than most age groups. PRN
Source: Nielsen