Árkommunikáció - se veled, se nélküled?
A kereskedelmi láncok kommunikációjában évek óta dilemmát okoz az árak megfelelő kommunikációja. Habár 2020-as járvány előtt úgy tűnt, a hangsúly áttevődik a kedvező árról más jellemzőkre, a pandémia és az utána lezajló világgazdasági események újra visszaterelték a kommunikációt ebbe a mederbe. Lehet-e, és ha igen, hogyan lehet jól egyensúlyozni a kedvező árak és a márka egyéb értékeinek libikókáján?
How to communicate during an emergency?
Here, at Synetiq, we have measured hundreds of ads in the last years and we have to say advertisers were dealing great with the current situation. From homemade videos to very special pieces, the screen was always colourful. Still, there are a couple of things you have to consider when it comes to brand communication in these very difficult times we experience nowadays.
Audio effects and the level of engagement
When it comes to ad creation, many details ask for your attention, such as well-executed visuals, catchy narration, or a memorable packshot. Either you are adapting or filming a new spot, you have to face audio effects. Freedom or challenge? After learning some techniques, you can get the best out of your spot with the help of your audio.
How to avoid an ad wear-out
Due to the cut of the marketing budgets and difficulty in filming, the lifespan of existing campaigns has become observable. In the year 2022, the competition for media space will intensify, so it is essential to follow the efficiency of campaigns on a daily basis. Although using the same spot for a long time can save a lot of money for advertisers, it carries a high risk of potential wear-out.
Synetiq: Reklámtrendek 2021-ben
2021-ben a Synetiq közel 1000 reklámfilmet mért meg biometrikus szenzorok segítségével. A megmért filmek főként OTC, FMCG, kereskedelmi, pénzügyi és telekommunikációs szektorokból kerültek ki. A havi szinten, 70+ reklámfilmből álló környezetben mért történetek eredményeit vizsgálva a Synetiq senior kutatói több mintázatot is észrevettek az idei reklámpiacon. De mit tanulhatunk a 2021-es évből? Mik voltak a legerősebb trendek, mi az, ami másként alakult a korábbi évekhez képest?
5 things to consider before choosing your research method
What makes an ad memorable?
Sustainability in ads - real commitment or marketing ploy?
All I want for Christmas... is an effective TV ad
Black Friday is just around the corner - are you ready?
Life as a next generation leader: being an early adopter
Why measuring emotions is totally worth the money
A/B testing of your creative? Yes!
A/B testing or split testing is not a new concept, psychologists and life sciences have been using the methodology in lab environments for a long time now. While there are easy to implement solutions to test various online campaigns or products (such as banners, apps, skippable video ads, etc.), conducting A/B testing in case of a big budget TV commercial is not as straightforward.
Finding balance between data and intuition: main learnings from Synetiq`s webinar
In the age of Big Data, many companies struggle with finding balance between being intuitive and relying on data. In marketing, one can not live without the other; although data is the pure reality of your consumers’ behaviour and opinion, mistakes can happen, so staying critical is always very important.
How neuromarketing insights help you in your creative concepts
Although neuromarketing research methods are mainly good for measuring already existing, almost-ready ads, due to our big data (more than 6000 measured ads) many patterns can be read out of the results. As creative concepts can not be measured, they can still benefit from the insights we get out from neuromarketing research. The question is: how?
Applying neuromarketing to develop your next creative
Here, at Synetiq, we believe in the future of database creativity. Ad creation should not be blocked by data - data should simply support ideas. When you know what your consumers really like, how they behave and what is in their unconscious mind, you can be creative in a guided and effective, but still, free way. Your ideas will not come out of nowhere - they have a base and a purpose. By 2021, - in the ages of Big Data - all big companies know a lot about their consumers - why should we close our ears and not take advantage of this bunch of information? Using data makes you more successful - and being more successful brings you more clients and more happy consumers.
Mi történik, ha magunkra ismerünk egy reklámban? A karakterválasztás fontossága
Találkoztál már olyan reklámmal, amiben különös módon a saját életedre ismertél? Legtöbbünk számára a válasz valószínűleg igen. De elgondolkodtál-e már azon, hogy vajon ugyanígy éreztél volna akkor is, ha a főszerepet egy másik színész játssza? A Studionarratives szakemberei is hasonló kihívással találták magukat szemben, így a Synetiq-kel közösen, a neuromarketinges kutatásokhoz használt biometrikus szenzorok segítségével a válaszok keresésére indultak.
Seeing ourselves in ads: the importance of character choice for emotional resonation
Have you ever seen an ad that felt oddly relevant to your life? The answer is probably yes for most of us. But have you ever wondered whether the ad could have been as emotional with a different protagonist? Probably not, but creatives frequently have to face this question when casting for a commercial. Our friends at Studionarratives wondered about the same, and hand in hand with Synetiq - using our biometric measurements -, we were able to find some answers.
8 steps for a more successful Easter campaign
As now all seasonal holidays are heavily commercialized, we shouldn’t forget that Easter is just around the corner. Even if you’re not in the “chocolate bunny business”, there is a great sales opportunity in it. Although in terms of seasonal communication Easter is not as wide as Christmas, it is still worth it to put energy in the creative planning of an Easter theme TV spot.