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Tag: PwC study

  • E&M CEOs optimistic about global economy: PwC study

    E&M CEOs optimistic about global economy: PwC study

    MUMBAI: Continuing its trend of surveying top CEOs across the globe, PricewaterhouseCoopers (PwC) surveyed 1344 business leaders across 68 countries out of which 72 were media and entertainment CEOs in 33 countries to find out what exactly is their business sentiment for the coming years. In depth interviews were conducted with Interpublic Group’s Michael Roth, II Sole 24 Ore SpA’s Donatella Treu and SKYCITY’s Nigel Morrison. Some of the salient points of the study on entertainment and media (E&M) CEOs are:

     

    • CEOs are confident of the company as well as global economy. 93 per cent (compared to 80 per cent in 2013) are somewhat or very confident in their company prospects for revenue growth in the next three years. They are also more optimistic about the global economy despite some concerns. 39 per cent of E&M CEOs believe that the global economy will improve in the next 12 months, compared to 20 per cent last year.

     

    • CEOs have to be hybrid- run today’s business and create tomorrow’s business.

     

    • Product and service innovation will provide the greatest opportunity for revenue growth and is likely to play a pivotal role in addressing their greatest concerns.  Over half of E&M CEOs surveyed (56 per cent) see product/service innovation as the main opportunity to grow their business in the next 12 months, more than any other industry surveyed

     

    • 71 per cent of E&M CEOs are somewhat or extremely concerned about shifts in consumer spending and behaviours, more than any other industry surveyed (and compared to a global total response of 52 per cent)

     

    • 65 per cent of E&M CEOs are somewhat or extremely concerned about the speed of technological change (compared to a total global response of 47 per cent)

     

    • 26 per cent E&M CEOs, more than any other industry surveyed, are extremely concerned about new market entrants.

     

    • 11 per cent of E&M CEOs believe that strategic alliances and joint ventures will be the main opportunity to grow their business in the next 12 months

     

    • 94 per cent of E&M CEOs rank technological advances as one of the top three global trends that will have the most transformative effect on their businesses over the next five years. This is more than any other industry.

     

    • 68 per cent of E&M CEOs rank demographic shifts as one of the top three global trends that will have the most transformative effect on their business over the next five years

     

    • 43 per cent percent of CEOs believe that as a result of regulation they haven’t been able to innovate effectively

     

    • Pwc says in 2014 it forecasts that consumer spend on mobile Internet will overtake that from fixed broadband.

  • Advertising sets heart racing: CNN Study

    Advertising sets heart racing: CNN Study

    MUMBAI: Brands who choose multimedia campaigns to communicate their advertising messages are more memorable to consumers and are likely to enhance perception of their brands, reveals a case study conducted by CNN International.

    The results carry weight for brands that place their advertising in an engaging environment, prompting an emotional response from the audience.

    The case study (Cross-platform Advertising Study on Effectiveness and Engagement) consisted of a two-stage approach. Stage one involved a multinational online study of cross-platform effectiveness in which consumers were exposed to diverse media experiences. Stage two measured attention and engagement through a variety of techniques including biometrics, eye tracking and in-depth interviews.

    Turner International Asia Pacific VP reserach Duncan Morris says, “We wanted to show that by complementing advertising on CNN TV with ads on CNN.com and CNN mobile, an advertiser can markedly increase campaign recall leading to positive shifts in brand attitudes. The fact that these respondents were not primed for an advertising study makes these results even more poignant.”

    Engagement and Biometrics : Body responses such as heart rate, motion, respiratory rate and galvanic skin response (sweating) were translated into measures of “attention” and “engagement” – the Holy Grail for advertisers. These were collected by using a lightweight ‘smart vest’ which respondents wore while watching CNN programming and advertising.

    Contrary to popular belief that viewers disengage once scheduled programming ends, the study results showed that engagement actually can increase during ad breaks, as much as 10 per cent.

    CNN International VP ad sales Asia Pacific William Hsu says, “This study shows it is content that provides the springboard for advertisers to secure meaningful connections with audiences. In conjunction with our recent PWC study, it provides valuable industry insight to help brands market smarter.”

    The level of attention an advertisement receives impacts the ability of respondents to remember the brand. When respondents viewed advertising online and on mobile, they were more attentive, increasing the likelihood of advertising being noticed and adding to the re-call of the overall campaign.

    The research also showed that despite the high cross-over between the audiences of all the CNN properties, the audience is in a different state of mind when online or using a mobile phone versus watching television. Generally audiences were more attentive (though not necessarily more engaged) when online or mobile than when watching television.