Find out how to build a brand through cross-media, second-screen, addressable, ad-skipping and sound-off: the Haier case.
Nextplora @ Branding e-volution 2022
Last September 28, Nextplora had the pleasure of participating in the Branding e-volution 2022 event organized by UPA and Polimì.
UPA offered us a challenge: Take part in the conversation about how to build, grow, and measure brand value over time. We at Nextplora did not back down.
On this occasion we talked about how to build the brand through cross-media, second-screen, addressable, ad-skipping and sound-off, paying particular attention to the Haier case, presented by Francesco Bellomo of Haier Europe.
Bottom line is: sound-on advertising increasingly generates uplifts in brand awareness, ad awareness, consideration, ITB and brand image profile. But results also show that 42 percent of the Internet population watches advertising with the sound off...
And, therefore, how can a brand address this zero-sum game?
That was our challenge, find out how to tackle yours below.
To learn more, watch the video of our talk*:
*The presentation contents are in Italian
