Top 5 read articles of 2022

2022 has come to an end, and we are proud that we shared so much new knowledge and insights based on our research, self-studies, and practice. Last year we published countless articles, blogs, case studies, columns, research reports and interviews of which these are the Top 5 read articles of 2022.

1. Brand Growth Study 2022

In 2022, DVJ Insights conducted the Brand Growth Study among marketers and insights managers for the sixth consecutive year. And it was a special one: over 2,300 marketers and insights managers from more than 10 European countries participated in the research on Brand Growth and the last year’s theme: Moment of Truth. The report is filled with learnings on how marketers and insights professionals define the Moment of Truth and their most important KPIs and drivers for Brand Growth. Download the report here.

The new Brand Growth Theme for 2023 will be announced soon.

2. Six lessons to improve advertisement perfomance

What is the stopping power of your new social video? Is your TV commercial capable of breaking through the clutter? Knowing that 65% of campaigns fail due to bad creation, it can therefore not hurt to pre-test campaigns and improve advertising’s performance before going live.

Pre-testing makes it possible to know how an advertisement is judged compared to other advertisements prior to its release, and if its message comes across. Thousands of advertisement pre-tests for many A-brands give advertisers practical insight into How to improve advertisements and the ROI of their marketing efforts.

3. Brand Growth interview with VodafoneZiggo

To get insights into the challenges that marketers and insight managers face and to discover key drivers for brand growth, we conducted many interviews with among others Unilever, Cloetta, Volvo, Brownies&downieS, LINDA,  MarktSaturn, Just Eat Takeaway and VodafoneZiggo.

“A prerequisite for being data-driven is that it needs to be embedded in the entire organisation, it doesn’t just involve the insights department,” explains Jan Zwang, Senior Market & Customer Insights Manager at VodafoneZiggo. In this Brand Growth interview, he shares about brand growth, the role of data in the company, and implementing an agile way of working.

4. How do online video-based ads perform in reaching Millennials and Gen Z?

One of the challenges for marketers is reaching Millennials and Gen Z consumers with advertising campaigns. With the rising popularity of reels, we conducted research on how social reel ads perform compared to other online video-based advertising among Millennials and Gen-Z consumers in terms of attention retention, brand recall, and message retention.

In this online study, we simulated a natural “browsing session” on a phone where Gen Z and Millenials could scroll or swipe through sets of social reels with unbranded and branded TikTok videos.

5. Brand Growth interview with Cloetta

We spoke with Alexander Dedovets, the Global Head of Insights at Cloetta, a leading confectionary manufacturer with a range of well-known household brands in Western Europe. Alexander shared with us in the interview insights about emotion as a driver for purchase, the importance of mental availability, consumer research, innovation, and sales and brand equity.

Stay up to date in 2023

In 2023, we hope you will be enriched and inspired by the knowledge that can help grow your brand. Don’t want to miss the latest marketing insights and receive insights directly in your mailbox? Subscribe to our newsletter at the bottom of this page, or follow us on LinkedIn.