UNDERSTANDING DIGITAL CONVERSIONS VS. LEADS

As US consumers continue to chart an uncertain course through the storm of COVID-19, brands struggle with knowing how to reach out – what messages will seem helpful and appropriate in such chaotic times. In this on-demand webinar, we look at smart strategic and tactical approaches to developing, assessing, and monitoring ads during the pandemic. GfK’s Jon Brand and Melissa Sheila Garcia explore ways to tap into key themes of well-received campaigns responding to COVID-19 monitor competitive online ad activity – even targeted “dark” marketing – during the pandemic get reliable insights on consumers’ reactions to brand creative maximize the short-term engagement – and long-term memorability – of ads The webinar draws on GfK’s partnership with BrandTotal – a real-time competitive intelligence platform capturing social media activity – and GfK’s own Ad Fit Optimizer (AFO) tool for optimizing ad creative.

In this second webinar of our series on Advanced Research techniques, we look at Advertising Effectiveness for Not for Profit organizations. We all know that old adage that half of all advertising spend is wasted, it’s just that we don’t know which half - but over the last decade or so - with the new neuroscience bringing real understanding of how the brain works – we are getting much better at knowing which types of advertising are most effective – in both the long and short term - and new technology has helped us measure the effect in ways that just weren’t possible before.

The digital advertising landscape is constantly evolving. Apple is changing the game for mobile identifiers, Google deprecates third-party cookies, and societal and political issues pervade social media. Meanwhile, marketing leaders must deliver business results as the world continues to recover from a global pandemic. This complimentary webinar delves into the key findings of the first annual Gartner Digital IQ: Advertising Benchmarks 2021. The benchmark evaluates and ranks the digital advertising performance of more than 1,200 B2C and B2B brands across six industries: Consumer Goods; Financial Services; Healthcare; Manufacturing and Natural Resources; Retail; and Travel and Hospitality. You will get actionable insights that can help improve your brand’s digital advertising performance.

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