BRAND MARKETING RESEARCH: 80% of Consumers Forget Branded Content After Three Days

Check out our new roundup for brand marketers, where you'll find the most relevant new insights and research published over the last week.  If you're trying to keep up, consider this your one-stop shop.

According to a study by online presentation firm Prezi and cognitive neuroscientist Dr. Carmen Simon, 80 percent of consumers forget the majority of information from branded content after only three days, and over half can’t recall a single detail, according to new research.
 Cogent Reports' new study, The Future of the Financial Advisor shows that one in four advisors (25%) reports less frequent contact with external wholesalers, creating an immediate need for asset managers to reexamine how to optimize their marketing and distribution dollars. American Funds (13%), Vanguard (10%) and BlackRock (9%) emerge as best-in-class technology leaders based on strong brand associations for their respective online educational content, modeling and portfolio tools, and analytic capabilities.

Collective Bias, Inc., the leader in shopper-focused influencer marketing, and an Inmar Company, today announced a milestone for social content measurement and its impact on driving in-store sales. Among other findings, they measured a 7.6x return on ad spend (ROAS) by weighing households exposed to the campaign's influencer content versus an unexposed control group. The study also measured sales lift for campaigns across several CPG products, finding that in the case of a major laundry detergent, based on a $75k campaign spent, the brand saw a sales lift of $233k – representing a 3.1x ROAS.

According to the Landor Pulse study by global brand strategy and design firm Landor, Johnson & Johnson, Betty Crocker, Dove, Pillsbury, Gerber, and Olay are the top personal care and food brands in the world. The only brand founded in the twenty-first century that made the list is organic baby food company Plum Organics.

The IAB Europe Video Ad Formats survey of approximately 700 advertisers, agencies and publishers from across 31 markets found that in-stream pre-roll format, out-stream in-article / in-page format and broadcast 30 second spots are the dominating ad formats across all devices in the European video advertising market.

Nearly one-third of Americans think ads adjacent to offensive online content imply that the advertiser endorses or approves of that offensive material, according to recent research from YouGov.

The “2017 Financial Marketing Trends” study, sponsored by Deluxe and published by the Digital Banking Report found that in 2017, the biggest challenge for financial marketers is the ability to measure performance and prove results. Only 8% of financial organizations believed this was not a challenge, and 11% of organizations said the same about data analytics.


Gretchen Gardner @gardnergretchen

Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.
Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.

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