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

2018 Ad Meter Results

Winners of the 2018 Ad Meter were recently announced by USA Today. To see all 65 commercials, use the link at the bottom of this piece.

  1. Amazon Alexa Loses Her Voice 7.18
  2. NFL Touchdown Celebrations to Come 7.18
  3. Budweiser Stand By You 6.84
  4. Doritos & Mountain Dew DORITOS BLAZE vs. MTN DEW ICE 6.82
  5. Toyota Good Odds 6.75
  6. M&M'S Human 6.4
  7. Verizon Answering the Call 6.45
  8. NBC Olympics Winter Olympics Best of U.S. | Lindsey Vonn 6.43
  9. Hyundai Hope Detector 6.31
  10. E*Trade This Is Getting Old 6.25

Ad Meter. (2018). 2018 Ad Meter Results. USA Today.

 

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Super Bowl 2018 Rankings

Editor's Note - featured in Marketing Week, this article is based on research by Realeyes & Lucid.

Of the top 12 most emotionally engaging ads, 11 had humor at their heart. Ads were rated across four metrics - attraction, retention, engagement and impact - to give an overall 'Emotion All' score.

Methodology - Using computer vision and machine learning techniques, we measure how people feel as they watch videos online through their webcams. Realeyes partnered with Lucid to bring you the definitive ranking of the most emotionally engaging videos of the Super Bowl LII. We tested over 70 ads with 5,000 US viewers. The NFL's 'Touchdown Celebrations to Come' spot had a percentage score of 99.3% - the percentage it performed better than other videos tested across the Realeyes database.

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Tesseras, L. (2018, February 5). Super Bowl 2018: The Advertising Winners and Losers. Marketing Week.

 

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How Effective Are Emojis in Surveys Taken on Mobile Devices?

Nearly one in three consumers respond to online surveys on smartphones, and using tools like emojis could boost engagement without hurting data quality, according to a paper in the Journal of Advertising Research (JAR).

The article explains that "research has demonstrated that mobile survey break-offs often are twice the proportion of participation break-offs on a desktop or laptop device."

Moreover, "Completion times for surveys taken on smartphones also have been found to be significantly longer, which has been associated with a higher rate of break-offs."

Authors include the ARF's Chris Bacon, Frances M. Barlas and Randall K. Thomas (GfK Custom Research), and Zoe Dowling (FocusVision). They state that "traditional online response scales can take up a lot of screen real estate and, therefore, are not suitable for mobile devices."

The authors conducted two studies that explored the effectiveness of emojis "as alternatives to more traditional, semantically labeled response scales". One of their broad-brush findings: "Using emojis in the response scale, when combined with shorter survey lengths, reduced respondent drop-off rates, improved respondent satisfaction, and provided comparable data."

But, the authors also caution: "Certain pairings of emoji response options with sensitive question text can lead to respondent uncertainty or discomfort, with consequent poorer data quality."

This paper is one of the most recent articulations of the ARF's three-year old "How Advertising Works" program. It will also be presented at this year's AAPOR conference in Denver, May 16-19.

Bacon, C., Barlas, F.M., Dowling, Z., & Thomas, R.K. (2017, December 1). How Effective Are Emojis In Surveys Taken on Mobile Devices? Journal of Advertising Research.

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iSpot.tv’s 2018 Super Bowl Commercial Analysis

Analytics company iSpot.tv analyzed how the biggest ads did on game day, based on "digital share of voice," which means the total number of times ads were liked, shared, watched and commented on via the big social platforms. Here are the top 10:

  1. Lucasfilm — Solo: A 'Star Wars' Story
    This 45 second ad was watched more than 3 million times online on game day and had the highest digital share of voice at 8.84 percent.
  2. Marvel — 'Avengers: Infinity War'
    Its share of voice online was 8.55 percent
  3. PepsiCo — Doritos Blaze vs Mountain Dew Ice: Battle
    The company pitted two of its biggest brands against each other in this 60-second spot. It was watched online more than 3.5 million times and got a digital share of voice of 8.42 percent.
  4. Amazon Echo — Alexa Loses her Voice
    This 90-second ad also stars Amazon boss Jeff Bezos himself. The ad had a 7.92 share of voice online.
  5. Universal Pictures — 'Jurassic World: Fallen Kingdom'
    Had a 6.85 percent share of voice online.
  6. Paramount Pictures — 'Mission: Impossible - Fallout'
  7. NFL — Touchdown Celebrations
  8. Pepsi — This is the Pepsi
  9. Amazon Prime Instant Video — Tom Clancy's 'Jack Ryan'
  10. Tide — It's a Tide Ad

Handley, L. (2018, February 5). These Are the Commercials That Won the Super Bowl In 2018 - And Here's How Much They Cost. CNBC.

 

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Attention Deep Dive, Super Bowl 52

We looked at every second of commercial and game time, and analyzed which ads captured the most attention (see top ten below), generated the most smiles (#1 was Bud Lights "Bud Knight") and were best helped by celebrity endorsements (#1 went to Mountain Dew & Doritos).

Top 10 Ads by Attention

  1. Bud Knight (Bud Lights) - 130.8
  2. This is Getting Old (E*Trade) - 123.6
  3. Doritos Ablaze/MtnDew Ice - 116.9
  4. Mission Impossible - 114.2
  5. #GuacWorld (Avocados from Mexico) - 113.7
  6. Touchdown Celebration (NFL) - 112.4
  7. Human (M&Ms) - 112.1
  8. It's a Tide Ad (Tide) - 111.1
  9. The Cloverfield Paradox/Netflix - 110.9
  10. Alexa Loses Her Voice (Amazon) - 110.7

TVision Insights. (2018, February 7). TVision Insights Attention Deep Dive: Super Bowl 52. TVision Insights.

 

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Selected Highlights from the CIMM 2018 Annual Cross-Platform Media Measurement & Data Summit

Industry Leader Fireside Chat
Rishad Tobaccowla (Chief Growth Officer, Publicis Groupe) interviewed by Suzanne Vranica (Advertising Editor, WSJ)

  • We are so disrespecting people's time that they are spending more and more time in advertising-free environments (e.g. Netflix). Consequently, we expect less advertising, perhaps 20-30%, within three to five years.
  • About "walled gardens" (e.g. Google and Facebook) - remember that it is advertisers who control their revenue.
  • The more data you have the stronger you can be, but what questions are you trying to answer with your data?
  • Data Analysts/Scientists + Storytelling capabilities = Future Leaders.
  • In this ecosystem you can no longer separate media from creative.

Buyers & Sellers Speak Out
Lou Paskalis (SVP, Bank of America), Scott Hagedorn (CEO, Hearts & Science), Joe Marchese (President of Ad Revenue, Fox Networks Group), Jason Lynch (Senior Editor, Adweek)

CIMM & the 4A's Release: Attribution Provider & Discussion Panel
Released a comparison from 26 leading providers of media measurement analyses (arranged by four core offerings). The research was provided by Sequent Partners (Alice Sylvester and Jim Spaeth).

Who's Getting It Right? – End Users Discuss Options for Cross-Measurement of Content & Ads
Lisa Heimann (SVP, NBC Entertainment), Daniel Slotwiner (Director of Ad Research, Facebook), Howard Shimmel (CRO, Turner), Brian Hughes (SVP, MAGNA), Elissa Lee (Director, Google), Kate Sirkin (EVP, Global Head, Publicis Media)

  • Howard – How does measurement correlate to outcomes?
  • Lisa – (What we need) to move from the interesting to answers and build tools to address business needs.
  • Daniel – (What we need) more offline & purchasing behavior.
  • Elissa – (What we need) panels are getting harder to build and they are still needed to calibrate and syndicated measures to understand the larger ecosystem.
  • Brian – The complexity of cross-platform makes it still elusive.
  • Kate – The issue of multiple accounts from the same person (think FB/G) regarding XP, we have the right info can often can't put it all together.

Is the TV Industry Ready for Ad Ratings (Artie Bulgrin, EVP, Media Science) for CIMM
The MRC has introduced a framework for a video ad measurement standard that could unify linear TV and digital video platforms by measuring individual viewable ad units across platforms using a duration-weighted impression. This standard would also include the capability to measure net reach and duplication of audiences across platforms. The results of this study (among 27 influential leaders) indicate that the industry – across all constituencies – is ready to strongly consider such an approach for a number of reasons.

Additional information on the event is available at the CIMM website.

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New Super Bowl Ad Rankings with Morning Consult

This inaugural study was conducted online from Feb. 2 through 5, 2018, among 3,956 respondents in the advertising and marketing industry. Each ad was rated between 1 to 10 on effectiveness and entertainment by between 492 and 1,515 respondents. Here are the results combining both entertainment and effectiveness:

  1. Alexa Loses Her Voice - Amazon Alexa - 7.93
  2. It's a Tide Ad - Tide - 7.69
  3. Dundee - Tourism Australia - 7.61
  4. Touchdown Celebrations to Come - NFL - 7.38
  5. Stand By Your Brand - Budweiser - 7.31
  6. Translator - Quicken Loans - 7.20
  7. Doritos Blaze vs. Mtn Dew Ice, Part 2 - Mtn Dew- 7.10
  8. Good Odds - Toyota - 7.0
  9. It's Yet Another Tide Ad - Tide - 6.98
  10. Doritos Blaze vs. Mtn Dew Ice, Part 1 - Doritos - 6.95

Ives, N. (2018, February 5). Amazon, Tide Top Ad Age's New Super Bowl Ad Rankings with Morning Consult. Ad Age.

 

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Best Super Bowl Commercials

In a first of its kind study, Ipsos tested all of the commercials during Super Bowl LII in real-time at a party featuring drinks, snacks and electrodes. Ipsos recruited 45 football fans split between the Eagles and Patriots to watch the game in a theater in New York City. Each participant wore biometric sensors that measured their emotional arousal based on galvanic skin response (GSR). This new technology from Shimmer Research allowed Ipsos to measure nonconscious response to every commercial throughout the duration of the ad.

"We created a Super Score for each spot based on four key drivers of great ads: 1) The first five seconds reflect an ad's ability to hook viewers emotionally. 2) The last five seconds reveal excitement over the major brand reveal. 3) The average arousal over the course of the ad, meaning overall excitement power and 4) the highest ad scene peak telling us which ads brought viewers to the highest summit of emotion," explains Elissa Moses, CEO, Ipsos Neuro and Behavioral Science Center.

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Lugmayr, L. (2018, February 6). Best Super Bowl 2018 Commercials Based on Ipsos Biometric Sensor Study. I4U News.

 

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Mobile Measurement and Targeting: Eight Challenges Advertisers Face

Editor's Note: This is an excerpt from an eMarketer executive summary. The complete report is exclusively for eMarketer PRO customers and can be purchased using the link at the bottom of this piece.

Despite rapid growth, mobile advertising has been hampered by fragmented formats and standards, which limit what marketers can do with the newer and richer types of marketing data available in mobile. Full consolidation of standards is still years away, but improved measurement and transparency will help marketers make some progress in 2018.

  • On mobile, apps and websites track identity and measure performance in their own way, making identity resolution and attribution more difficult than in a desktop environment. Consolidation with common standards has begun, but much more needs to occur.
  • Lack of transparency of publisher data is a huge issue for mobile marketers, and it contributes to ad fraud and poor targeting. Media Rating Council (MRC) guidelines and auditing tools have made a difference, but acceptance is still early, with viewability a notable exception.
  • Most of the impact of mobile advertising occurs away from smartphone screens, in the physical world or on other devices. As marketers demand proof of performance, mobile platforms are offering cross-device and online-to-offline (O2O) services.
  • More than three-fifths (62%) of US publishers use geotargeting, but the bigger value of location data may come in building better audience segments and a deeper understanding of consumer journeys.
  • As personalization improves, advertisers need to scale creative in numerous platforms and are turning to dynamic creative, which is still more difficult on mobile than on desktop.

Wurmser, Y. (2018, January 30). Mobile Measurement and Targeting: Eight Challenges Advertisers Face. eMarketer.

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