Yet, as brands make major investments in the world of influencer marketing, they must understand how to navigate the complex landscape with an ever-growing number of influencers. https://hubs.ly/Q01ffmt60, Which social channels do influencers use to influence? Nielsen has released 'Building Better Connections Using Influencers to Grow Your Brand', a report on social media'sgrowth in recent years due to Millennials and Gen Z looking to engage with content and search for connections. See which other channels are slated to grow: http://nlsn.co/6049zysAv, Delighted to share that lululemon has selected Nielsen to be their Marketing Mix Modeling (MMM) provider in Canada and the United States. Community & Fan Analytics - IAB Canada, Nielsen joins TikToks Media Mix Modelling, Nielsen Tapped by lululemon to be their Global Marketing Mix Measurement. According to Q1 2022 norms from this year's Nielsen Annual Marketing Report, an average of 80% of influencer ad viewers were able to recall seeing the brand featured in the ads. The trend setting craft beer will be available with a range of other beers from the Lion portfolio at the PAX Pub, now renamed the Voodoo []. She has been particularly outspoken about encouraging young women to continue to play for the love of the game. For great migrations check out National Geographic. nQt}MA0alSx k&^>0|>_',G! Look, it's new work for Tourism NT that thankfully doesn't include Daryl Somers or the 'CU in the NT' tagline. This new wellness platform program has been developed in [], Following 2 years of continued agency growth, Sydney marketing agency Murmur returned with its biggest ever Christmas in July. Fans around the world are telling leagues and sponsors theyre ready for more when it comes to womens sports. Menulog took out the top spot with an estimated ad spend of $23 million, with streaming platform Streamotion slotting into second at $21 million. Our industry-leading sponsorship evaluation methods are already supporting major esports organisations in Canada. From micro to mega influencers, here's a look at the percentage of each tier on Instagram, TikTok and YouTube. /AIS false Although many have and use multiple accounts and platforms, Instagram is the primary content channel for influencers. Prior to this, she [], Out-of-home (OOH) advertising platform Broadsign has today released Broadsign Reach Header Bidder, a solution for Broadsign Reach users that enables media owners to consolidate and manage programmatic bids from multiple thirdparty supply-side-platforms (SSPs). The event was a night [], After a two-year hiatus Australias biggest gaming event PAX Aus is back, bigger and better than ever, with cult status beer Voodoo Ranger being named the official beer partner. Know your influencer tiers and how to use them: nano (1K-10K), micro (10K-50K), mid (50K-100K), macro (100K-1M), and mega (more than 1M). The sports commentary and analysis that complements those broadcasts should expand their coverage as well. Using the URL above you can quickly and easily get all of our Insightful Glints added directly to your favorite RSS feed reader. The SMCCs mission is to help brand marketers, agency partners and properties unleash the power of sponsorship marketing through education, collaboration and best practices. To help in the decision-making process, Nielsen have used InfluenceScope to gather key trends and insights into the current social media influencer landscape and population across three of the platforms most-used by influencers: Instagram, TikTok and YouTube. V)gB0iW8#8w8_QQj@&A)/g>'K t;\
$FZUn(4T%)0C&Zi8bxEB;PAom?W= Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Instagram is most loved by Millenials, with women being the majority. 'Building Better Connections Using Influencers to Grow Your Brand'. Nielsen Canada is hiring a Senior Research Analyst in Toronto to join Paige Sontag's awesome team! Your email address will not be published. Report finds Aussies spending billions on dating apps and billions more on booze for disastrous first dates. #nielsen #tiktok #data #measurement, An incredibly interesting read: our new Nielsen global influencer marketing report Building Better Connections: Using Influencers to Grow Your Brand. Sign up below Cheer up with these new bank ads. ), Welcome To Microsoft Advertising Where The Key To Results Is Collaboration With Care, Get In Quick! Keep an eye out for upcoming SMCC events in Toronto, Montreal, Vancouver & Calgary, including the Canadian Sponsorship Marketing Awards on September 7, 2022. 2022 Macro: 100k - 1M Followers TikTok has reached 68% of marketers who have invested in the platformsince 2021. For brands to deepen engagement with the ever growing female fanbase, its also important to consider relevant content and activation around mens sports. Pinterest revs up social commerce with new shopping features for retailers, Analyst Take: Social media takeaways from Cannes Lions 2022. Choose your investments in influencer marketing wisely and relevantly by staying on top of trends and data insights, especially on Instagram, TikTok, and YouTube. Save my name, email, and website in this browser for the next time I comment. ALL RIGHTS RESERVED 2022 GLINT ADVERTISING. Interactive projections with 10k+ metrics on market trends, & consumer behavior. We're excited to announce that we are the newest Foundational Partner of the SMCC- Sponsorship Marketing Council Canada! In a world where marketers are tasked with engaging consumers across a growing abundance of channels and platforms, it can be challenging to establish relationships that feel genuine and personal. Best Of The Best Awards not only promises adland's best, but also the best crme brule of Sydney's conference scene. Whats next for gender equity in sports? Baker will work with the data lead and team of four data scientists to expand Sparros data offering. But if influencers and their followers arent properly targeted, their impact will be limited. The Weekly Listen: Prime Day 2022, what Americans watch on TV, and social media shopping, The Daily: Cannes Lions 2022Interesting conversations, marketing challenges, and the social giants, Reimagining Retail: Google shopping and how it's influencing the ecommerce journey. /ca 1 /SA true Naomi Osaka is one of the top 10 female athlete influencers. 23 0 obj Password This must-read report highlights consumer and fan behaviour shifts over the last two years and the impacts on both sponsorship models and media rights. With a tremendous opportunity to join the fight against the discrimination against women in gaming, brands can look to working with the most influential female gamers who are speaking up against the sexism and holding their own in the gaming community. Subscribe to your choice of industry specific newsletters, save $100 on conferences, search member directories, comment on stories and more. Ray, Alan, Peter FitzSimons, Barrie Cassidy, Paul Barry etc yet to comment. The Victorian Government made a somewhat surprising appearance []. TikTok has overtaken social media veteran Instagram in popularity for Micro, Mid, Macro and Mega influencers. % Here's further evidence of why it's good to speak out. A great example of data-driven partner collaboration and innovation! Micro: 10k - 50k Followers Whats new with Metas metaverse ambitions? /OPM 1 Research from Nielsen Sports highlights the extent to which fans want change sooner rather than later. If you don't see this please check behind this window, and if it is still not there check your browser settings and turn off the pop-up blocker. Nielsen InfluenceScope's "Building Better Connections: Using INfluencers to Grow Your Brand" report finds 71% of consumers trust the opinions of social influencers about products and services. Choose your investments in influencer marketing wisely and relevantly by staying on top of trends and data insights, especially on Instagram, TikTok, and YouTube. The Daily: How to deal with angry customers, why NPS matters, and how to use it properly, Reimagining Retail: The macroeconomic trends that are changing behaviors, and companies' responses. Teads Unveils Attention Program To Advance Omnichannel Attention Measurement Combining Creative & Media, How Studying Law Can Make You More Employable As A Digital Marketer, Everything You Need To Know About Advertising In Mobile Gaming, Splendour In The Grass Returns With Secret Sounds Connect, Visa Celebrates Countdown To FIFA Womens World Cup 2023 In Australia & NZ, Robert Gilby Farewells Nielsen To Become CEO Of APAC At Dentsu International, Most Engaged Audience In TV! Peter Helliar Defends The Project. Linda "I don't get out of bed for less than $10,000 a day" Evangelista returns presumably after being paid her $10,000. YouTube attracts fewer influencers in general than other platforms, but its share of Mega influencers (28.7%) is comparable to those of Instagram (34.5%) and TikTok (36.7%), Have something to say on this? Scott Lidbury and I look forward to sharing exclusive Canadian sponsorship Nielsen insights with members and joining as many SMCC events as possible! View additional multimedia and more ESG storytelling from Nielsen on 3blmedia.com. Take these bite-sized facts and beef up your arguments in your next ROI conversations: In the first quarter of 2022, Nielsen researchers found that an average of 80 percent of influencer ad viewers were able to recall seeing a brand in ads. For additional insights on using influencers to grow your brand, download our report. Good luck! Its easy to see why marketers are putting so much spend behind social media and influencer marketing. Manchester United are in Melbourne and arguably happily freezing their arses off given the current heatwave back home. Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce. News Direct Corp. All rights reserved. For reference: In fact, 61% of fans in the U.S. specifically name gender equality as the cause they are most passionate about. The report indicates that 71% of consumers trust advertising, opinions and product placements from influencers. Shout out to Katherine Canario and Matthew Palmer, MBA According to our 2021 Trust in Advertising study, over half of global audiences trust influencer marketing, but 66% trust brand sponsorships in the sporting events that they watch. endobj /N 3 Instagram dominates the nano tier with 55.2% of total influencers. By continuing to use the service, you agree to our use of cookies as described in the, increase social spend by 53% in the next year. Wheres the disconnect for B2B content marketers? In 2021, 68 percent of U.S. marketers invested in the platform, up from 16 percent in 2020. Hasn't Lisa hogged the headlines of late! Not tune in for any free to air telly last night? TikTok has bypassed Instagram in popularity for micro, mid, macro, and mega influencers. Celebrating its 20th anniversary, this years Splendour is set to be the biggest one yet. YouTube continues to attract influencers aged 35-64. Become a member and get the weekly newsletter free! Insider Intelligence serves cookies to analyze traffic to this site. With the ongoing fight for womens rights globally, brands can amplify the effectiveness of their efforts by working with the top women influencers in the world of sports and gaming, two traditionally male-dominated areas. Recognizing consumer preference for relatable, personal connection, shoe brand Aldo paired with influencers that matched their brand persona to promote its #StepIntoLove social media campaign. Insider Intelligence Inc. All Rights Reserved. Working with female influencers is a winning move for brands looking to create an authentic connection with their consumers. Salvatore De Angelis and Scott Lidbury will unpack how brands are investing in social media to make content and connections more personal (and profitable) with consumers. << Media & Sponsor Valuation Because of this, brands plan to increase budgets by 53% in the coming year. Not shockingly, 71 percent of consumers trust the opinions and product endorsements from influencers, according to an advertising study commissioned by Nielsen. The report resulted in one burning question: How do brands partner with the right influencers? Northampton, MA VMO recruits externally for programmatic role after incumbent staff agreed it was all too difficult. Brands that align themselves with the right influencers can become a trusted source for consumersand the brand they remember when they want to make a purchase. As a Foundational Partner, we'll collaborate with the SMCC on events and content that help contribute to the growth and education of the sponsorship marketing industry across Canada. A recent Nielsen analysis found that media coverage of womens sports still significantly lags mens sports coverage. #nielsen #nielsensports #sports #marketing #sportsmarketing, Do you love market research as much as I do? Shout out Salvatore De Angelis and Tommaso Bernardi In sports, gender equity has some way to go, but fans are helping drive change. Share your views in the comments section below. Scott Lidbury, Director at Nielsen Canada says: Nielsen is proud to be partnering with the SMCC, the preeminent organization for sponsorship marketing professionals in Canada. We suggest checking out feedly.com as it is a Glint internal staff favorite. The Mint Partners unveils leadership changes at the top. One could safely assume Peter also has his pay review this week. Fordham neglects the fact that drunk fans abusing rival coaches is about the most interesting part of rugby these days. But the pursuit of gender equity in sports includes more than compensationand fans are leading in the evangelism. Influencers can be a powerful tool to increase brand awareness when marketers are capable of hitting the right combination of persona, content, and engagement. Quick to capitalize on the organic traction, Gap worked with additional influencers to create the #GapHoodie campaign, which garnered more than 6.5 million views. >> wG xR^[ochg`>b$*~ :Eb~,m,-,Y*6X[F=3Y~d tizf6~`{v.Ng#{}}jc1X6fm;'_9 r:8q:O:8uJqnv=MmR 4 You dont need a report to tell you that social media popularity skyrocketed during the pandemic. Or more? For brands that want to show that they are being inclusive, aligning their events and influencer marketing is a great way to engage sports fans. The campaign encouraged viewers to create and share videos of themselves dancing along with the campaign hashtag for a $5,000 prize. Yet, as brands make major investments in the world of influencer marketing, the ever-growing number of influencers creates a complex landscape for marketers to navigate. #nielsen #smcc #sponsorship #marketing #canada. Dive into emerging trends in Influencer Marketing: http://nlsn.co/6001zeBzx #InfluencerMarketing John Musgrove named CRA's head of research and tenderer of reception area's pot plants wall. - we provide insights into the growth of influencer marketing Instagram dominates the Nano tier with 55.2% of total influencers. Client-only email newsletters with analysis and takeaways from the daily news. In fact, global marketers will increase social spend by 53% in the next year, more than any other channel. << Their performance, fanbase and advocacy make these athletes a great choice for brands that want to show their commitment to being more inclusive. Already eyeing tailored safari suit for role. HyTSwoc
[5laQIBHADED2mtFOE.c}088GNg9w '0 Jb Free to qualified media, marketing and advertising professionals. Read the report here Download the report below - discuss how brands can choose the right influencer for target audiences Were incredibly proud to be supporting a globally flourishing Canadian brand!! /op false Looking For Adlands Finest? Tobias Vogt, Director Commercial Operations at #ESLGaming: Nielsen is a true market leader when it comes to sports research. Or if you have a news story or tip-off, drop us a line at
[email protected]. #webinar #influencermarketing #trends #nielsen, As the attention economy remains a scare commodity, join us as we welcome Nielsen to delve into this very topic. Nielsen reports that 71 percent of consumers trust advertising, opinions, and product placements from influencers. B&T can confirm the lead image here is now of Omnicom CEO John Wren and not Bob Jane as first reported. Join our Nielsen-IAB Canada webinar: 'Using Influencers to Grow Your Brand', on June 28th, 1-2pm EDT Nano: 1k- 10k Followers In addition, female athletes have global appeal. This week, fifty thousand music fans from around the country are getting ready to see performances by the [], Visa joins celebrations to officially mark one year to go until the FIFA Womens World Cup 2023 kicks off across Australia and New Zealand. Macro influencers hold celebrity status with 100,000-1million followers and Mega influencers are top tier celebrities like Kylie Jenner with more than 1million followers. With a focus on brand building, marketers are continually looking for ways to stay top-of-mind with potential buyers. According to the 2021 Nielsen Trust in Advertising study, 71% of consumers trust advertising, opinions, and product placements from influencers. Nielsen's InfluenceScope highlights key trends and insights into the social media influencer landscape as well as the population across three of the platforms most-used by influencers: Instagram, TikTok and YouTube. If you need a partner along the way, we hope you think of Glint first. TikTok leads with influencer engagement rates of over 20% at 103% with creators, followed by Instagram at 6.2% and Youtube at 3%. "F$H:R!zFQd?r9\A&GrQhE]a4zBgE#H *B=0HIpp0MxJ$D1D, VKYdE"EI2EBGt4MzNr!YK ?%_&#(0J:EAiQ(()WT6U@P+!~mDe!hh/']B/?a0nhF!X8kc&5S6lIa2cKMA!E#dV(kel
}}Cq9 Read all of B&T's hedging its bets here. Proprietary data and over 3,000 third-party sources about the most important topics. Independent digital agency, Sparro, has bolstered its data capability, with Dan Baker (lead image) joining the team as product director. That level of engagement is a big accomplishment, in the light of the discrimination women face in the online gaming world. The Annual: Emerging Leaders' Perspectives. Meta, TikTok, and Twitter talk about new products, the metaverse, and creators at Cannes, How brands can unlock community as a superpower | Sponsored Content, Q&A: Snap cites meaningful impact from AR to brands bottom lines, Reddit partners with DoubleVerify to address brand safety concerns. In March, many brands celebrated women, with many embracing the #breakingthebias theme of International Womens Day. Furthermore, we have expanded the scope of the #partnership to track more #esports events per year and more broadcasts per platform and channel, while focusing on four main areas: %PDF-1.7 n3kGz=[==B0FX'+tG,}/Hh8mW2p[AiAN#8$X?AKHI{!7. - explore the impact of influencer marketing campaigns on brand affinity and purchase intent UnLtd has appointed Georgie Theologedis as General Manager for MOOD, the media, marketing and advertising industrys social enterprise, that funds programs to support youth mental health. Salvatore De Angelis and Scott Lidbury will discuss trends and insights into the current social media influencer landscape globally and locally in Canada. The AdNews enewsletter, brings you the latest advertising and media news direct to your inbox! The power of an influencer is in their followers, and many have incredible reach. Esports viewership measurement and benchmarking >> At Nielsen, we believe sponsorship measurement requires a multi-dimensional data approach baked in audience understanding, and well be sharing these insights with SMCC members over the next 12 months. To address this need, many brands are spending big on social media, turning to influencers to make more personal (and profitable) connections with consumers. Following their successful 2019 Xmas in July, Murmur Group returned after a COVID-induced hiatus with their biggest Xmas in July for clients and partners, featuring special guest speaker Greg Sparrow Graham. As a result, marketers are spending 53 percent more on social media, according to the 2022 Nielsen Annual Marketing Report. /Type /ExtGState In a recent female gamer survey, both men and women indicated experiencing abuse, but female gamers are more likely to experience sexual harassment and being excluded from the game. Netflix acquires Aussie animation studio, in what's a tick of approval for any kid who doodled their way through school. Ever sit through a meeting & think "this is a really shit idea"? As revenge, Sydney confirms its bitter hatred of the AFL. /SMask /None While she plays for Japan, over 40% of Osakas fanbase is in the U.S. With the rise in popularity of gaming and esports in recent years, professional players are increasingly building loyal fanbases and have expanded their influence in popular media, business and advocacy. Please wait while we sign you in with LinkedIn. News Direct is a registered trademark. Further, influencer ads drove a 9% increase in both brand affinity and purchase intent relative to consumers who did not see the influencer ads. /Filter /FlateDecode /Length 2574 If you're already a paid subscriber, please sign-in. Will inflation and uncertainty affect brands influencer marketing spend? N')].uJr The TikTok campaign garnered more than 5 billion views and increased Aldos brand awareness by 2.5%, according to Nielsen InfluenceScope data. That influence is so great, that the top 10 most influential women gamers have an engagement rate1 of 11.7%, according to Nielsen InfluenceScope, almost three times more than other influencers with similar follower numbers. Register today. Have you got the terrible Tuesdays? 1 ranking in singles for tennis and the highest-earning female athlete in the World. Nano influencers have 1,000-10,000 followers and have high enegagement for local connections. Design agency reimagines F1 team logos and, as you'll see here, perhaps needn't have bothered really. Find out more by checking the official press release April 20, 2022 09:01 AM Eastern Daylight Time. As co-owner of esports teams and business 100 Thieves, recently valued at $460 million, she has also led by example and inspired her followers. The exclusive payment service for the FIFA Womens World Cup 2023, Visa, today announces its local roster of Team Visa athletes, and exclusive access to pre-sale tickets for Visa cardholders from [], Programmatic agency MiQ has announced the promotion of current commercial director Fiona Roberts (lead image) to ANZ managing director. Admittedly, this comes with a solid dose of "may possibly not be true". Nothing much doing in the middle or the bottom rungs, however. Last year, female athletes made headlines for championing change during the Olympics when they took a knee in support of racial equity, and again this year when the U.S. Womens National Soccer Team successfully won their fight for fair pay. According to Nielsens research, brands are spending more than ever on social media increasing their budgets in the coming year by 53 percent.
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