IP Deutschland publishes a comprehensive dive into the world of beauty brands in Germany and the significant role of television in their market strategy.
Global figures reveal the importance of TV advertising to online businesses.
In this research, key findings are featured following consumers’ answer on attitudes to advertising, integrated brand campaigns, ad blocking and content quality.
The study sought to gain a deeper understanding of what brands mean to us and the role that they play in our lives. By depriving individuals of some of their favourite brands, Thinkbox was able to use behavioural economics to surface how brands operate at a subconscious level, and what happens when we lose them!
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The research confirmed that, unsurprisingly, social media is where consumers encounter a huge percentage of the total ad messages they receive. Indeed, these channels ranked second only to TV for received ad volume in the survey. However, consumers also ranked social media as the least trusted among the top five channels. They cited friends, TV and newspapers among the most trusted sources.
How much do viewers value television? Viacom’s study on media consumption, TV Matters, aimed to answer this question by taking TV away from some participants. To really explore the power of television, they asked people to live without it for 5 days – meaning no pay TV or cable packages, no free-to-air broadcast channels, no TV on demand, no TV Everywhere apps, and no DVR access.