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A weekly round-up of the industry’s top stories and research curated by the ARF.

Winston Binch, Chief Digital Officer, Deutsch North America is Interviewed by Scott McDonald, CEO & President, ARF

David Ogilvy – “Research has saved me from some terrible mistakes. It’s given me the courage to sometimes run a campaign which I thought would have flopped.”

Scott: What would you say to students starting out right now in the business that would be the best way to open themselves up to the lightbulb – to the insight that sparks?

Winston: The insight is everything ... Without a strong insight idea, you’re never going to get to anything provocative that’s going to turn [the consumer’s] head. And advertising has to be head turning ... And creativity is messy – it’s chaotic as we talked about. Ultimately, I really believe it is creativity that wins, it is the answer to most business problems.

Scott: Talk a bit about what the ARF David Ogilvy Awards represent to you, and why you think it is part of the advertising ecosystem.

Winston: What I like about this [awards show] is that insight is at the core of it, but it also about the research that goes into it ... We want to celebrate great case studies and teach.

Scott and Winston also discuss a case study for Taco Bell capitalizing on market trend connections that research was able to uncover.

Watch the full interview.

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Industry Leaders Share Strategies for Earning Consumer Attention

“Our research shows that consumers are getting impatient and are shifting their attention from one source to another at a faster pace than ever before. For brands, it means the bar continues to rise. Research shows being useful and relevant is the only way to get consumers to tune-in. Brands should also prioritize platforms that have content people are actually looking for versus just finding in a feed, as lean in platforms grab higher attention."
– Kate Sirkin, EVP, Analytics and Insights, Publicis Media

“Digital can no longer be a one-size-fits-all, repurposed afterthought. Nowhere do consumers expect relevancy more than in digital. The brands that are winning are thinking about all the iterations of creative they need to deliver personal and relevant messages.”
– Helen Lin, President of Digital Investment, Publicis Media

“To grab users’ attention, you really have to tailor your creative to each platform. You can’t be focused on one piece of creative for one platform, and not think about how to make it most effective across the ecosystem. One way we do that is by giving our creatives access to real-time data to optimize performance in flight—not after.”
– Gail Horwood, SVP Integrated Marketing, Kellogg Company

“When it comes to capturing and holding attention, there isn't one ad format to rule them all. On YouTube, for example, it's not just that a bumper ad allows for different storytelling than a skippable unit or a forced 15-second ad, but that one story can be told across ad units through sequencing and targeting. This approach allows each ad format to work to its abilities without having to cram the whole world into one place.”
– Kim Snow, Creative Director, Google

“To capture attention, we avoid creating all the content for a campaign at once. As marketers, we spend a lot of time in conference rooms. We’d rather understand the feedback from the audience bit by bit. In that way, we take consumer response and create content off of it that’s personal and relevant.”
– Heather Warnke, Director of Marketing, John Frieda

Anderson, M. (2017, Nov). 5 Industry Leaders Share Strategies for Earning Consumer Attention. Think with Google.

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How Bots and Fake Accounts Work

Bots have always played a major role in our internet ecosystem, but now more than half of internet traffic consists of bots. Consider this: not all bots are “bad”. Some bots are used to make our search experiences more accurate, but then there are “bad” bots used to spread fake news and similar. These bots make up roughly 28% of internet traffic.

Bots are programmed to perform simple internet tasks repeatedly: You can program a bot to like, share, or comment on something. Fake news perpetrators create fake stories that are often amplified by a network of bots that automatically like, share or comment on the content. Algorithms elevate content that is popular, further amplifying the effect.

The Internet Research Agency is the source of many Russian bots: It employs a large staff to spread fake news and disinformation and has been using bots to spread Russian propaganda for years. But bots don't just spread fake news — they can create it. Distil Networks, a cybersecurity company that focuses on bot detection and mitigation, says it's continually warning its digital publishing clients about ways bad bots are used to skew online polls.

Traffic breakdown by visitor type
Traffic breakdown

Sara Fischer. How Bots and Fake Accounts Work. Axios Media Trends.

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The Always-On Shopper: Grocery Isn’t Dead, It’s at Your Doorstep ARF Shopper Insights Event in Chicago

Three key takeaways from the event:

  • Online grocery shopping is growing, but brick & mortar stores aren’t dead: Data from GfK’s 2017 FutureBuy study showed that while 1 in 4 grocery shoppers are purchasing online, still more than 95% of them are buying groceries, health & beauty, and OTC pharmaceutical products in brick & mortar stores. NPD Group showed that still 3/4ths of retail dollars are spent in physical stores.
  • Shoppers appreciate the value of online, but still prefer the “touch & feel” of shopping in-store: Not quite half of shoppers appreciate the “touch & feel” of buying products in-stores, according to GfK. And that benefits retailers with large physical footprints. InfoScout data from a KraftHeinz case study shows that the proximity of Walmart encourages a stop at the local store. But shoppers also recognize the value and money-saving benefits of shopping online. Whether it’s convenience, selection, or comparing prices, online shopping is now offering the benefits that large retailers used to own. However, delivery fees remain a hurdle for some online shoppers, and physical retailers are exploiting that resistance with expanded “click & collect” offerings.
  • Data remains key to making that critical connection to the shopper: Great data and great insight are still key to connecting with and inspiring shoppers to act. Our expert panel from Coca-Cola, KraftHeinz, and InfoScout reiterated that whether it’s digital or brick & mortar shopping, having the right data to understand the why behind the buy helps them meet shopper needs in all channels. And as presenters from IRI and 84.51º demonstrated, great data helps customize the retail message across all media, and allows retailers to personalize pricing strategies to maximize sales.

View event summary, presentations and videos.

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ANA 2017 Multicultural Awards

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the ANA 2017 Multicultural Excellence Awards.

You can view two visuals here.

Citations were also given in a dozen categories (courtesy of WARC):

  • African-American: Ford, “Shopping,” UWG (UniWorld Group)
  • Asian: Xoom, “XoomLOL Comedy Series,” Keyframe, Inc.
  • Audio: Comcast/Xfinity, “Language Choice 2.0,” GALLEGOS United
  • Business-to-Business: Prudential, “Real Time Event Polling,” Prudential Advertising
  • Digital, Social, and Mobile: Netflix (Narcos), “Spanish Lessons,” ALMA DDB
  • Experiential Marketing: Square Enix, “Human by Design,” Liquid Advertising
  • Hispanic: Sprint, “Greatest Hits,” ALMA DDB
  • LGBT: MasterCard, “Restroom for All,” McCann New York
  • People with Disabilities: Jockey International, “Show ’em What’s Underneath,” Pure Growth
  • Print: Comcast/NBC Universal, “Passing the Torch,” Burrell Communications
  • Total Market: Johnson & Johnson Consumer Inc. (Motrin), “#Women in Progress,” J. Walter Thompson
  • Significant Results: Diageo (Buchanan’s), “Es Nuestro Momento,” Anom

Mastercard takes top prize at ANA Multicultural Awards. (2017, Nov. 6). WARC.

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Hidden Dangers: Trust in a Connected World (an Introduction to Kantar TNS’s Annual Study, Connected Life)

Companies face a crisis: how can they build and maintain trust in this rapidly-changing world? Drawing from research across 56 countries, 70,000 people, and over 100 in-depth interviews, Kantar TNS presents six of the key trends uncovered by Connected Life and explains what brands need to do about them.

Selected responses on issues of trust in a connect world:

Trust in Technology – “I completely object to the idea of talking to an automated bot on social media, even if it means my question is answered faster.” Globally, 39% Agree, 33% Completely object.

Trust in Data – 40% Globally and 60% in the U.S., agreed with, “I am concerned with the amount of personal information that companies know about me.”

Trust in What I See – 35% Globally agreed with, “Most of the information I see on social media is unreliable.”

Trust with My Money – 64% in China agreed with, “I would prefer to pay for everything with my mobile phone.” But 54% in the U.S. chose the other option, “I don’t want to pay for anything using my mobile phone.”

Click the link below to visit Kantar TNS and fill out a form to receive a PDF summary of the report.

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Journal of Advertising Research Paper – “Advertising Appeals, Moderators, and Impact on Persuasion: A Quantitative Assessment Creates a Hierarchy of Appeals”

On the basis of a large and unique dataset using comparative meta-analysis, this study provides measures of the relative impact of seven types of appeals. Meta-regression was used to test whether certain moderators can explain the variability in effect sizes.

Among the conclusions:

  • The overall correlation between message appeal and consumer response was positive.
  • The study found notable and significant differences among the seven appeals; the effect of sex appeal was the highest, followed by humor and comparative appeals.
  • All else being equal, consumers responded to emotional appeals more favorably than to rational appeals.
  • Television advertising influenced advertisement liking more than magazines, newspapers, and radio in all significant models.
  • More recent studies obtained greater positive attitudes.

Read the entire paper.

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Maximizing OOH Impact: ARF Event October 30, 2017

ARF’s Chief Research Officer, Paul Donato, kicked off the half-day event focused on Out of Home (OOH) media. The three key takeaways from the event were:

  • Advances in digital signage are expected to accelerate growth of the medium with projections of $10 billion in advertising revenue by 2018.
  • A more mobile society is a plus for the industry.
  • Innovative tools are expanding the scope of OOH research.

Barry Frey, CEO, DPAA – Notable research advances include “digital detection” services, such as Quividi. The latter can identify the gender, approximate age, and even the mood of those who pass digital OOH screens. Digital OOH is not subject to the issues facing digital advertising to consumers’ devices such as ad blocking, brand safety, fraud, and viewability.

Andy Stevens, SVP, Research & Insights, Clear Channel Outdoor (CCO) – The company’s product, Radar, consists of a planning tool, an attribution tool, and a mobile amplification estimation tool. The geolocation data enable Clear Channel to track people’s routes and generate estimates of the number of people exposed to their billboards.

Sony advertised a promotion for its PlayStation® in an OOH campaign with Clear Channel Outdoor. Consumers who had recently visited electronics stores were identified and billboard locations were selected to maximize reach. The stores that were offering the PlayStation® were geofenced. A consumer was counted as a visitor to a particular store if their mobile device was within the store’s geofenced boundaries for a dwell time of one minute or longer. Campaign results: 35% of those exposed to the 10-day campaign visited one of the geofenced stores, compared to 21% of those not exposed.

Katie Brown, Associate Manager, Advertising and Marketing Intelligence, and Christian DeBonville, Director, Advertising and Marketing Intelligence, ESPN – The sports network has been receiving data from Nielsen’s PPM Panel on out-of-home viewing to ESPN TV programming. These data capture viewing across a spectrum of locations, adding to existing in-home audience levels.

  • The lift in viewing is higher for younger people.
  • OOH viewing audience is more female than its in-home (36% vs. 28%).
  • There is a significantly higher rate of viewership in OOH audience among Hispanic viewers (14.5% vs. 7.3%).

Emma Carrasco, Chief Marketing & Engagement Officer/SVP of Global Strategy, National Geographic & Stephen Freitas, CMO, Outdoor Advertising Association of America – Joel Sartore, a celebrated photographer, has dedicated himself to taking photos of endangered species. To date, he has photographed 7,000! The OAAA partnered with National Geographic to create a campaign around Joel’s work, dubbed “Photo Ark” images.

Photo Ark images appeared on 72,000 out-of-home screens and signs, including street furniture and digital place-based screens, equivalent to $45 million in donated space. By the time the campaign ended, it had reached 50 million people through OOH media.

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Overexposure, Not Anthem Protests, Blamed for NFL’s Ratings Woes

Media executives are rallying around an explanation for the National Football League’s declining TV ratings: too much football available in too many places. Total NFL ratings through the first seven weeks have declined 5% compared with last year and about 15% versus the same stretch in 2015, which was a very strong season for the League.

The League’s aggressive media strategy in recent years has led to a flurry of new offerings: an increase of Thursday night games; games available on Verizon mobile phones and Amazon’s streaming service; highlights on the NFL-owned cable channel RedZone and social-media platforms; and full-game replays on an NFL subscription service called GamePass. The fear among TV executives is that this has backfired, devaluing the programming.

Another theory is that the controversy over players protesting during the national anthem has turned off viewers. Yet there is no evidence of a significant red-state boycott, according to data compiled for the The Wall Street Journal by measurement firm Samba TV, which analyzes data from 13.5 million smart TVs across the country. Through seven weeks, the share of TVs tuning in to NFL games was down 8.7% on average in the “red states”, while in “blue states” viewing was down 10%. “The anthem protests have been less a factor than some people have claimed,” said Michael Mulvihill, EVP of Research at Fox.

Joe Flint, Alexandra Bruell, and Amol Sharma. Overexposure, Not Anthem Protests, Blamed for NFL’s Ratings Woes. The Wall Street Journal.

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