Tag Archives: global marketing

by | Tuesday, February 28, 2023 · 7:37 am

Top Ads Watched on YouTube in 2022

Advertising surrounds us. And while ads can be annoying when they interrupt our favorite video, people still search online to view compelling ads. Starting a new year is a good time to examine the winning campaigns from last year and evaluate the elements that made them interesting enough that people searched for them on online.

The most compelling advertisements and videos are ones that have a strong story, humor, inspiration, and excitement. They build a bond with the audience, and inspire thoughts and action. It’s not easy to create a short video that engages audiences and inspires them to share the video and view it more than once, so it is worth examining the top advertising videos of 2022.

The winners are:

  1. Amazon – Amazon’s Big Game Commercial: Mind Reader
  2. Clash of Clans – Welcome to CLAN CAPITAL
  3. Hyundai Worldwide – Goal of the Century x BTS
  4. HBO Max – Harry Potter 20th Anniversary: Return to Hogwarts
  5. Apple – Introducing iPhone 14 Pro
  6. Netflix – All of Us are Dead – Official Trailer
  7. Squarespace – Sally’s Seashells Big Game Commercial
  8. BMW USA – Zeus & Hera
  9. Hulu – The Kardashians Official Trailer
  10. LEGO – The Magical World of Disney’s Encanto

Remember, these are the ads that people seek and choose to watch – a marketer’s dream come true! (Note: Ads are determined by an algorithm that factors in organic and paid views, watch time, and audience retention.)

What is your top ad from 2022?

Group Activities and Discussion Questions:  

  1. Discuss the importance of branding and brand management. How do the videos fit into branding?
  2. Divide students into teams. Have each team analyze one of the following videos with respect to target market, key message, type of appeal, etc.
  3. Ads are available at: https://www.youtube.com/intl/en_us/ads/news-and-inspiration/ads-leaderboard/youtube-ads-leaderboard-2022-year-end-wrap-up-us/
  4. Have some of the teams view the top global ads and compare with U.S. viewing: https://www.youtube.com/intl/en_us/ads/news-and-inspiration/ads-leaderboard/youtube-ads-leaderboard-2022-year-end-wrap-up-global/
  5. When teams have completed this, have each team show the video and discuss their analysis with the rest of the class.
  6. What are the commonalities between the videos? What are the differences?
  7. What should other companies do to replicate the success?

Source:  YouTube. Ads Leaderboard: 2022 year-end-wrap-up.

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by | Thursday, February 23, 2023 · 7:26 am

Google’s Year of Search for 2022 – “Can I Change…”

Marketers need to constantly scan the environment, particularly how consumers behave; their wants, needs, and habits are critical to effective marketing. Consumer insights give marketers information such as product reviews, recommendations, complaints, competition, and many more valuable data points.

As the new year begins, considering the last year gives us insights and information about behavior. One great source of trends is Google. On average, Google processes 99,000 searches every second for a whopping 8.5 billion search queries per day! These queries give marketers a snapshot of trends around the world and the research gives us a good idea of what people are thinking and wondering about.

A look at 2022 gives us the big themes of rebirth, personal growth, and optimism. In 2022 we searched “how to change myself” and “how to be better.” We searched about how to change jobs, how to improve our relationships, and how to be a better friend. We also searched about how to help each other such as how to help Ukraine, or how to help areas with disasters such as Puerto Rico.

Google tracks searches on an individual country basis (and even cities) as well as globally. Lists are based on search terms that had the highest spike this year as compared to the previous year.

Globally, some of the most searched for topics in 2022 searches about Wordle, election results, Queen Elizabeth, Ukraine, Serena Williams, and Uvalde. Searches are also for local concerns such as gas prices, COVID testing, and voting.

What did you search for in 2022?

Group Activities and Discussion Questions:

  1. Before showing the Google results, poll students as to what they think the top searches were in 2022. Why those topics? Is this the same for different countries?
  2. Next, show the Google site and video of the top searches:  https://about.google/stories/year-in-search/
  3. Show the local searches in different geographies in 2022: https://about.google/stories/local-year-in-search-2022/
  4. Discuss the importance of market research. What are sources that can be used? Why is tracking trends important?
  5. Divide students into teams and have each team examine a different topic or geography. What are the trends from that topic?
  6. How can these trends be used to develop new products and services?
  7. Debrief the exercise by listing the ideas from each team.

Source:  Google. Year in search 2022.

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by | Tuesday, November 29, 2022 · 7:50 am

2022 Top Global Brands

As marketers, we know that brands influence consumer purchasing decisions. But really, what is a brand? Does a brand have a financial value? Does it drive growth?

These are critical questions that drive the strategic marketing decisions of corporations around the world. In general, marketers define brand as the position that a company/product holds in the minds of the consumers. It follows then that if the brand holds a position in consumers’ minds, then it would definitely translate into a financial value for companies.

Each year, Interbrand does a financial analysis that seeks to define, in dollars, the value of a company’s brand – the result is the annual Best Global Brands ranking. In order to be included in the report:

  • The brand must be global – it must have successfully crossed geographic and cultural boundaries.
  • At least 30% of revenue must come from outside the brand’s home region.
  • The brand must have a significant presence in at Asia, Europe, and North America, as well as geographic coverage in emerging markets.
  • There must be sufficient publicly available data on the brand’s financial performance.
  • Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s cost of capital.
  • The brand must have a public profile and awareness above and beyond its own marketplace.

Interbrand’s brand valuation methodology seeks to determine, in customer and financial terms, the contribution of the brand to the company’s business results. There are three key components in the methodology for the valuations: analyses of the financial performance of the branded products or services, of the role the brand plays in the purchase decision, and of the competitive strength of the brand.

Brands in the top five  in 2022 include Apple (number one for the 10th consecutive year), Microsoft (moving up a spot to number 2), Amazon, Google, and Samsung. Indeed, the top 10 brands have a cumulative brand value greater than the combined value of the 90 brands.

The fastest risers from 2022 in terms of brand value percentage change are Microsoft, Tesla, Chanel, Ferrari, Lego, Google, Hermes, and Dior. New entrants to the list in 2022 include Airbnb (#54), Red Bull (#64), and Xiaomi (#84).

How many did you correctly guess?

Group Activities and Discussion Questions:

  1. Ask students to define “brand.” What is it? Does it have value to a company?
  2. Have students take out a piece of paper. Ask them to choose what they think are the top 10 most valuable brands in the world.
  3. Then show the top 10 list from the Global Brand report: https://interbrand.com/best-global-brands/
  4. How many did they get correct? What surprised them?
  5. Show a video on the methodology used to evaluate brand value: https://youtu.be/tK2ozWQ0HA4
  6. Show students several of the sections within the site and view the videos as a class.
  7. Divide students into teams and assign each team an industry category to examine: automotive, apparel, beverage, electronics, energy, etc.
  8. Have each team present key findings from the industry sector they examined.
  9. How can these findings be applied in marketing strategies?

Source: Interbrand.com; PR Newswire

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