As Kantar MillwardBrown research shows, what consumers see in one format should be reinforced in another format. When that happens, consumers’ increased engagement leads to higher revenue.
Smartphone screens may be capturing the attention of more consumers, but printed circulars still bring shoppers through the doors of traditional stores. Nielsen researchers conclude that up to 80% of U.S. households rely on this old-school marketing tool to plan their shopping trips.
Most major companies that regularly issue reports on ad industry spending have predicted a moderate increase this year followed by a more significant gain for 2014. On a global basis, some regions will be stronger performers than others. Nielsen highlights these trends along with which industries are spending more, and which media formats are gaining, in its most recent Global AdView Pulse report.