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Nielsen News: Brands, ads & finance

Interested in news from global Nielsen? Read on.

Financial news and information site engagement skyrockets as consumers seek to understand the economic implications of COVID-19

The uptake in news and financial website usage is not surprising, given the fact that most of the world has been living in quarantined, restricted living situations for weeks now. In fact, recent Nielsen research highlights that consumers who are forced to stay indoors turn to online news publishers to stay informed with an average increase of 57% for top ten news sites audiences.

Across age groups, Millennials have always been active users of digital media, and that has not changed during the COVID-19 pandemic. Nielsen Digital Content Ratings data show that Millennials (25 -39) are driving the increases in time with an increase of 102%2 (March 2020 versus January 2020) in time consuming financial news and information content.

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The importance of maintaining a cross-media ad strategy through a crisis

In fact, many advertisers have chosen to reduce their ad volumes and spend—whether that’s due to the pandemic’s economic impact on businesses or as a choice to dissociate from wall-to-wall coverage of death and infection. However, this strategy of limiting advertising is not sustainable with coverage of the novel coronavirus (COVID-19) here to stay for at least the medium term. And reducing advertising now could have long-term consequences.

Some forward-thinking marketers have taken the initiative during this difficult time and are creating cross-platform ad content strategies to tastefully reach these large and highly engaged audiences. With clarity into which channels and tactics influence a specific audience, marketers can orchestrate the optimal consumer experience across channels and devices and optimise spend to maximise business results.

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I want to break free! How are COVID ads effectively resonating?

As the media industry navigates COVID-19 and its greatest period of upheaval in modern memory, having the right data to understand if your ad will command consumer attention has never been more critical. The increasing rate of media consumption during the pandemic has been game-changing for marketers, but how can an ad creative break free from the volume of content, especially when reaching and connecting with the consumer is more difficult than ever? In fact prior to COVID-19, 40% of demographic targeting did not reach the intended audience, 50% of impressions were not viewable and 20% of campaigns were not noticed.

The solution is a strong ad creative. A strong creative is four times more important than your media plan when it comes to generating sales, and it’s five times more important than targeting when it comes to determining whether your ad will be seen.

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Tapped out: Australians still value the power of talk when it comes to brand trust

While Australians actively use digital media and frequently check their social media channels, they trust traditional channels more, and they still prefer real-life conversations when it comes to sharing brand experiences or seeking recommendations.

The findings come from a new Nielsen study in 11 markets, which highlights the importance of traditional media for manufacturers and retailers looking for ways to allocate their marketing and advertising spend. It’s also an opportunity for brands and retailers to work toward re-gaining consumers’ trust in a world that’s becoming more digital by the minute. Nielsen’s Syndicated Real Life versus Digital Life Report revealed that when it comes to brand trust, Australians turn to traditional media outlets.

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