The Top 5 most-read articles of 2020
Published on 12 01 20212020 was a weird year, on all fronts. Despite everything, it was also the year of new opportunities: digital events, video (conferences) and most of all, lots of interesting articles. But which topics were most popular? This is the top 5 of our most-read articles of 2020.
1. COVID-19 UPDATES
Perhaps not surprising, but in the year often referred to as the ‘corona year’, the Covid-19 updates take first place. During the year we kept you up to date on people’s attitude, behaviour and measures they were taking during the corona crisis. With over a dozen measurements, we also delved deeper into purchase behaviour, innovations and marketing at the start of this new decennium.
2. SHOULD WE ADJUST OUR ADVERTISEMENTS?
The runner up: should advertisers adjust their advertisements? There was a lot of speculation in April on how marketers should move forward; stop advertising entirely, continue their strategy, or adapt their advertisements to the current situation? To get the full picture, DVJ tested over a hundred tv-commercials and online video advertisements in the UK, the Netherlands and Germany. As it turned out, the opportunities were there, and still are, but most advertisers failed to make the most of them.
3. ONLINE VIDEO ADVERTISEMENTS: THE GAP BETWEEN SKIPPABLE AND NON-SKIPPABLE
Third place takes us to online video. Advertising through online video continues to take up a bigger position within the marketing budgets of many companies. Many marketers see online video as the perfect way to reach a younger target group. Predictions show that only half of consumers below the age of 30 will have a paid TV-subscription in 2025. Plenty of reason for marketers to learn more about online video advertising this year.
Online video advertisements: how to bridge the gap between skippable and non-skippable?
4. BRAND GROWTH EVENT: RITSON AND BINET ENDORSE RESULTS BRAND GROWTH STUDY
One of the highlights of the year was the first digital edition of the Brand Growth Event. None other than Mark Ritson and Les Binet presented during the afternoon session. The event also revealed the results of the Brand Growth Study, the annual study among marketers in the UK, the Netherlands and Germany. Both gentlemen endorsed the results of the study; brands must invest in these times.
Brand Growth Event: Ritson and Binet endorse results Brand Growth Study
5. HOW SHOULD WE INNOVATE IN THE CURRENT CORONA ERA?
And last but not least: innovation. From our Brand Growth Study, we know how important innovation is for the success and growth of a company. The question on many marketers’ and insights managers’ mind was whether the new situation requires new products, or whether we should look at innovation from the traditional principles and ideas. In April, we tested 90 concepts in the UK, the Netherlands and Germany to reveal the secret behind innovating during the corona crisis.
2021
We will continue to share our insights in 2021. Don’t want to miss out on the latest news and interesting insights? Subscribe to our newsletter at the bottom of this page.