Reports
Showing 38 resultsThe sales importance of non-buyers
- REPORT 131
Consumers who do not buy a brand at all in one year are an important source of sales the next year. They can be expected to account for approximately 35-45% of this year’s revenue. This highlights that marketers must design all aspects of communication for the brand - from advertising to pack design - for very, very occasional buyers.
Read moreThe Natural Monopoly Law in Brand Purchasing: do big brands really appeal to lighter category buyers?
- REPORT 130
The Natural Monopoly law is that big brands tend to ‘monopolise’ the purchases of the lightest, least frequent (probably least informed) buyers of a product category. Natural Monopoly is an important empirical law because it helps us understand how brands become big. We searched for available evidence about the Natural Monopoly effect. We found 11 published studies that report on Natural Monopoly – we summarise them in this report. We then report on a recent Institute study across 28 consumer goods categories that adds more evidence about Natural Monopoly.
In summary, we find that Natural Monopoly is pervasive, and moderately strong. That is, buyers of market-leading brands do tend to be less frequent category buyers, while buyers of the smallest brands in the market tend to be more frequent category buyers.
The implication is that to grow a brand, one has to reach and be noticed by all buyers, including the large pool of really light category buyers. Strategies to focus on heavy category buyers are unlikely to deliver substantive growth.
What is known about attention (to advertising) Revised
- Report 129
Advertisers pay for media space in which to place their advertising, with the aim of maintaining/building mental availability for their brands. How well this works depends on the quality of the advertising (creative & branding), and also the quality of the media buy. When buying media space advertisers try to avoid “wastage”. There are two sorts of wastage, (1) reaching people who have no chance of buying from the category and (2) paying for “exposures” that aren’t seen or heard by consumers. This short report is about the latter.
Read moreBrand User Profiles Seldom Change and Seldom Differ
- Report 128
The user profiles of competing brands within the same category seldom differ. That is, the proportion of males and females who purchase Coca-Cola is similar to those who purchase any competitor—for example, Pepsi. These results generalise across brands, categories, and countries. Building on this knowledge, this study discovers the consistency of this finding—even up to six years.
Read moreHow does co-viewing affect TV advertising?
- Beyond :30 Study 97
How does co-viewing affect TV advertising?
New abilities to measure co-viewing (e.g., TVision’s Presence measure) have prompted questions about whether co-viewed ads should be valued differently from solo-viewed ads.
Read moreHow Double Jeopardy patterns in CEP Usage help you make smarter CEP choices
- Report 127
Not all Category Entry Points (CEPs) are equally valuable. The more often a CEP occurs, the greater the likelihood that category buyers will use this cue to think of brands in buying contexts. However, commonality has two dimensions: how many category buyers experience the CEP at all (CEP penetration) and how often the CEP is experienced (CEP frequency). Which matters most? In general the penetration of CEP usage among the wider category buyer market can be used to determine the attractiveness of a CEP for a brand to message and product portfolio development.
Read moreHow does eyes on screen vary across media? (Beyond :30 Report)
- Beyond :30 Study 89
Key Question: How does eyes on screen vary across media?
Advertisers make media decisions based on reach data (e.g., ratings, impressions) and performance data (e.g., clicks). But little is known about how media and devices differ in how long viewers look at ads. Eye-tracking results compare eyes on screen across media on different devices.
Read moreIs it time to modernise the pack?
- Report 126
The most frequent reason marketers give for a pack re-design is the need to modernise or update. In this report, we examine what modernisation looks like, and how consumers react to modernised packs in comparison to the prior, presumably outdated versions.
Read moreDistinctive Assets at your service?
Understanding Distinctive Brand Assets in Service Categories
- Report 125
We investigate how operating within service categories affects Distinctive Asset building. We find 88% of assets used by service brands fall into existing asset type classifications developed for packaged goods brands. The remaining 12% of assets have not been previously documented and we describe them as: Access assets, Promotion asset, App Icons. We identify the service brand asset types with the highest brand ownership, and the types with the most competition in memory.
Read moreIs news a good context for advertising? (Beyond :30 Report)
- Beyond :30 Study 88
Key Question: Is news a good context for advertising?
Previous research has revealed mixed effects of a news context on advertising effectiveness, such as brand recall. The effects of news may vary depending on the medium and device used. This study compared matched ads for the same brands in traditional and digital news media, using a field experiment to manipulate ad exposure, and measure its effects on various ad-effectiveness measures.
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