It’s only a segment of a late night talk show, but thanks to YouTube and the whole viral video thing – not to mention ratings hungry “news” and entertainment programs and content-starved celebrity driven Web sites of all kinds – the Carpool Karaoke segments on CBS’ The Late Late Show with James Corden have become a formidable franchise of their own. They are the most reliably engaging part of Corden’s show, in much the same way that the Tea Time Movie, Karnak the Magnificent and Aunt Blabby segments always delivered on NBC’s The Tonight Show Starring Johnny Carson. Or to look at it in streaming terms, Karaoke is to Late Late Show what Comedians in Cars Getting Coffee is to Crackle – its best feature. What is it about famous people letting loose in automobiles that enthralls us so?
Digital advertising occupies 34% of brand-focused marketing dollars in Canada and continues to gain share from offline media. That’s no small slice of pie, but actually a pretty healthy heaping of ad dollars. Sure, focusing on reach efficiency allows a greater opportunity for a digital ad campaign to find its desired audience, but this doesn’t guarantee that these creatives will resonate with consumers.
Savvy marketers use “brand lift” to measure advertising resonance beyond just reach metrics, and rightfully so. Brand lift measures the percentage increase in the primary marketing objective (e.g., awareness, favorability and purchase intent) that a brand advertising campaign drives. It’s a pretty significant metric. In fact, 73% of marketers consider brand lift the most appropriate metric for measuring brand advertising resonance.
In a recent analysis of Canadian digital advertising campaigns measured by Nielsen, 37% of campaign ads did not resonate with their audience. In other words, more than one in three campaigns failed to drive any brand lift in consumer awareness, favorability or intent among consumers who saw them.
Why could this be?
While traditional TV (live + DVR/time-shifted TV) and AM/FM radio still have the widest monthly reach of any media among Americans, the biggest trend emerging from Nielsen’s latest look at the media universe (since updated to only analyze adults) is the internet’s reach – including video and social – moving more heavily to mobile.
For an in-depth look at the demographic composition of these and other online and offline media audiences, including TV, radio, print and social, see MarketingCharts’ report, US Media Audience Demographics 2015. A separate report from MarketingCharts looks at the purchase influence of advertising across these various media.
The figures in this article can be compared to previous installments of the Media Universe estimates covering Q3 2015 and Q4 2014.