- Apple most valuable global brand
- Pocket dials impacting mobile advertising
- Small target means big success for CPG intros: Study
- Canadians take action after viewing online video
- New EU e-privacy law signals big change for marketers: Report
Apple took top spot in this year's WPP Millward Brown ranking of the most valuable global brands. Rounding out the top five were IBM, Google, McDonald's and Microsoft. Now in its seventh year, the study ranks the world's most valuable brands by their dollar value, an analysis based on financial data, market intelligence and consumer measures of brand equity. This year's results were released on Monday.
New research finds that pocket dials and accidental clicks account for the majority of calls businesses receive directly from mobile display ads. The analysis by Marchex (which provides technology designed to block spam calls and exceptionally short calls) looked at 200,000 inbound phone calls to businesses that resulted from mobile searches during the first quarter of 2012, and it found a lot of junk: 76% of all calls from mobile display ads were what Marchex considered "bad" -- accidental clicks and the dreaded pocket/purse dial.
CPG marketers looking to introduce a new product or line extension might do well to look beyond reaching the average consumer and instead target a smaller audience of heavy category or brand users. A new report from Catalina suggests that a small number of consumers are largely responsible for a product's success. The report, which followed the purchasing behaviour of more than 41 million consumers, showed that on average, only 1.5% of consumers accounted for 80% of volume sales for new product introductions. It also found that existing brand buyers accounted for nearly two-thirds (63%) of a newly introduced line extension.
Source: MediaPost MarketingDaily
Ipsos MediaCT reports that one in four Canadian consumers now watch more online video than they do TV, but the pastime isn't passive; after watching, 18% search online for further information, 15% talk to others about what they've seen and 13% forward the video on to their friends.
Forbes reports that the European Union's new e-privacy regulations go into effect on May 26 and with it sweeping changes for the way marketers operating in the EU capture online information. With the new regulations, all marketers and website owners operating in any EU country must obtain consent from European users before implementing cookies or other technologies to capture online visitor information. Essentially, that means cookies can only be placed on devices and online platforms where the user or subscriber has opted-in, notes the Forbes article.