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Brands should aim for a mix of paid and earned media, as well as brand advertising to boost brand awareness, a new study from Synaptic Digital and WPP’s Kantar Video reported. The study, using data from an unnamed American automaker, showed that brand awareness clocked in at 61% with that combo, compared to a benchmark rate of 16%. Interestingly, the study also found that women were more receptive to the media mixture, while men were mostly likely to be influenced by earned PR.

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