Happydemics

Why do we need unified measurement?📈 Changes in #cookies regulations emphasize a broader social challenge. There’s a big #opportunity to highlight the importance of quality, context and delivery systems in ad measurement. 📌A unified measurement system levels the playing field and enables a focus on broader targeting and upper-funnel metrics. Discover the point of view of our CMO, Virginie Chesnais. Thank you François Quairel, Alexandre HIRIART & The Media Leader FR for this interview. #AdMeasurement #AdEffectiveness #FutureofAd #Advertising

📺 How to leverage TV ads for maximum ROI? TV continues to play a pivotal role in shaping brand narratives: ✔️ Improve understanding and appreciation of ad creatives ✔️ Optimize brand image ✔️ Maximize impact with the right creative Discover its top 3 strengths below. Source: happydemics benchmarks 2024 #Brandlift #AdMeasurement #TVads #PowerofTV

GEOGRAPHICAL TRENDS 🇩🇪 What makes Germany stand out in advertising? Advertising clarity is an outstanding strength in the competitive German advertising landscape. German campaigns excel at delivering #clear and #concise messages, making them more memorable and effective. However, lower levels of #interest and #attribution compared to global benchmarks indicate a need for more strategic targeting and engaging content. Key takeaways: ✔️ Improve targeting Sharpen the campaign’s targeting focus to better align with the preferences and behaviors of the German audience. ✔️ Creative reassessment While ad creativity is not the primary concern, adding more engaging and dynamic elements could help bridge the interest gap. ✔️ Leverage CTV Since CTV media generates the strongest impact on brand image and consideration, investing more in this medium could increase overall campaign effectiveness. Thank you Laetitia Guillaneuf for these powerful insights! *** Source: Happydemics Benchmarks, 2024 #Trends #Brandlift #AdMeasurement

"We are all convinced of the power of CTV. But we don’t have a consistent way of measuring it”. In fact, visibility and completion KPIs are necessary, but not sufficient when looking for global Ad ROI. With a Brand lift, we can go beyond that and measure the full-funnel impact. Discover how Magnite is using our solution to add value to their ad campaigns. Thank you Edouard Schmidt for your testimonial, and all your team for our common work. Georgie Wilks-Wiffen David Snocken Virginie Chesnais Margot G. #Brandlift #AdMeasurement #ROI

ICONIC💡✨ From bold ideas to timeless campaigns How Mary Wells Lawrence redefined advertising Mary Wells Lawrence, the first female CEO of a NYSE-listed company, revolutionized the industry with her creative genius and strategic vision. Her legendary campaigns, such as “Flick Your Bic” in 1975 and “I ♥️ NY,” have come to define how effective advertising works. Her innovative thinking not only broke barriers for women in business, but also set new standards in the creative field ✨ Mary’s legacy is a testament to the power of bold ideas and relentless determination. #MarketingLegacy #BrandBuilding #MaryWellsLawrence #Iconic #AdIconics #AdImpact

⛅️ Making clear what is not ☀️ Digital audio is a highly effective medium, especially for complex and challenging topics. Its unique ability to spark interest and promote #memorability makes it a powerful tool, especially in the most challenging areas. It’s a format that can generate #interest in complex topics when paired with targeted, high-quality content. It also helps to achieve objectives such as effectively driving store traffic. Thank you Laetitia Guillaneuf. #DigitalAudio #AdTech #BrandEngagement #AdInnovation

Unlocking the full potential of Connected TV 📺 A tale of two markets. CTV is reshaping the advertising landscape, especially for top-of-funnel strategies. But the journey of CTV is very different between the US and European markets. 🇺🇸 Why the US is leading the way: Rapid adoption due to advanced infrastructure for both consumers and advertisers. Superior targeting capabilities and significant impact on ad effectiveness: interest ( 6 pts), consideration ( 5 pts), specific intent ( 2 pts), brand image ( 3 pts). However, #attention is a challenge as the market is crowded. 🇪🇺 Europe’s unique advantage: While technical challenges remain, the less competitive market increases ad prominence. Higher viewer attention to CTV ads translates into exceptional ad recall ( 9pts), brand awareness ( 4pts) and attribution ( 16pts). Thank you Laetitia Guillaneuf for these powerful insights. #CTV #Advertising #DigitalMarketing #BrandAwareness #Brandlift #AdMeasurement

[TRENDS] Decoding the dynamics of FMCG advertising 🛒 How to stand out in such a competitive market? With their focus on everyday products, FMCG campaigns excel at generating #interest and #intent. They outperform in brand identification, with attribution rates 5 points higher than the industry average. Overall, they perform well. 👉 While online media such as VOL, display or CTV are used extensively, DOOH is highly relevant to differentiate FMCG campaigns. It allows better brand attribution, greater impact on consideration and stronger appeal than other media. Thank you Laetitia Guillaneuf for these powerful insights from the Happydemics #benchmarks. #DOOH #Brandlift #AdMeasurement #FMCGadvertising

TRENDS 📊 In-game and social media outperform in creative diagnostics KPIs Over the past 12 months, in-game advertising has been the most effective medium for brand promotion. Its attribution rate is significantly higher than other channels, likely due to its strong ability to capture attention. Another clear winner in the creative diagnostic is social media. These platforms generate more interest and are generally more liked. This success can be attributed to their highly effective targeting capabilities. Source: Happydemics Benchmarks 2024 - Laetitia Guillaneuf #AdPerformance #CreativeDiagnostics #InGameAdvertising #SocialMedia #MarketingStrategy #AdMeasurement

MAD//FEST London was tremendous ⚡️ The energy of the industry was palpable, the discussions were enlightening. Key insights that emerged: ✔️ Creativity is thriving, and its synergy with media delivery is non-negotiable. Creating emotion beyond capturing attention maximizes ad recall and strengthens brand engagement. ✔️ A full-funnel approach across media is essential to engage with consumers in all their diversity. Impact must start right from the upper part of the funnel! ✔️ Great insights make great campaigns. Reevaluating the metrics that matter to achieve specific goals is more profitable than ever. The topics addressed over the past few days reinforce the importance of our mission: building a measurement standard that fosters trust within the industry and drives better outcomes for all stakeholders. Thank you MAD//FEST! Virginie Chesnais Margot G. #AdMeasurement #AdInnovation #Marketing