Attribution

• Targets & Segments
• Article

Modeling Cultural Mindsets with Endorser Origins to Predict Brand Attitudes

• JOURNAL OF ADVERTISING RESEARCH

An endorser’s native origin can trigger brand reactions in consumers due to their cultural predispositions. New research in this area has revisited ethnocentrism and xenocentrism, not as diametrically opposed mindsets but as ones coexisting in dynamic configurations, with each mindset expressed or suppressed as a result of origin cues from brands and endorsers. The resulting models provide blueprints for predicting favorable attitudes, by aligning targeting and messaging strategies with appropriate mindsets and origin cues.

• Creative & Branded Content
• Article

What’s the Best Format for “Supers” in DTC TV Ads?

• JOURNAL OF ADVERTISING RESEARCH

In a study on formatting characteristics in direct-to-consumer, prescription-drug advertising, the adage ”God is in the details” rings loud and true. TV and online video ads use superimposed text to convey additional information about a drug’s risks and benefits. But, researchers asked, how much can details like text size and contrast affect awareness and attitudes?

• Article

MSI: Generalizable and Robust TV Advertising Effects

Studies the effect of advertising on sales by pre-selecting 288 brands in Nielsen Scanner data (RMS) and in Nielsen advertising data (Ad Intel); estimates the causal impact of advertising on sales, adjusting for confounding factors using “baseline” and “border” identification strategies. Read the working paper.

• Research & Data Quality
• Article

Oracle Data Cloud Tackles Audience Quality

• CMO BRIEF

$48 billion was spent on digital display advertising in the US in 2018. That’s up 5 percent from just a few years ago. Unfortunately, most advertisers are unaware of the need to focus on audience quality. Without doing so, consumers can be overwhelmed with messages or encounter irrelevant ones. They become annoyed or frustrated, resulting in missed opportunities and wasted resources.

• Article

JAR: Analyzing the Click Path of Affiliate-Marketing Campaigns

Online service providers increasingly use multiple channels for their advertising. Within that universe, an affiliate—usually a small, private company or individual maintaining a website or blog—informs others about a product or service sold by a partnering company (a merchant). This study found that the merchant’s simultaneous use of search-engine advertising, however, “cannibalizes clicks and sales in the click path.” As a result, “affiliates must use different text links to ensure positive impacts on clicks and sales in their affiliate-marketing campaign.” Read the JAR article.

• Article

JAR: Coalition Game Theory in Attribution Modeling: Measuring What Matters at Scale

In the age of ever more fragmented customer experiences across multiple screens, optimizing media investments increasingly relies on attribution models. A research trio at GroupM analyzed the drawbacks of existing models and examined some new modeling choices which they believe may provide useful results Read the JAR article.

• Article

JAR: Attribution Modeling in Digital Advertising

How do different sales channels impact the consumer’s journey to purchase behavior? In this article, researchers compare and contrast four different attribution models: last-click, time-decay, uniformly distributed, and position-based. Given that different online channels are involved at different stages of the consumer’s purchase journey, they write, it is important to examine the ability of these models to properly attribute credits to the various channels that have an impact upon the final purchase. Read the JAR article.

• Article

MSI: Advertising and Brand Attitudes: Evidence from 575 Brands over Five Years

Investigates whether brand attitudes can be reliable measures of advertising effectiveness; examines a unique dataset of 575 established brands from 37 industries over a five-year observation window, merging weekly brand attitude survey data with weekly advertising expenditure data. Read the working paper.

• Article

MSI: A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

Are observational methods using good individual-level data “good enough” for ad measurement? Using data from 15 U.S. ad experiments at Facebook, this study showed that current matching and regression-based methods overestimated effectiveness relative to the randomized controlled trials. In half of studies, the estimated percentage increase in purchase outcomes was off by a factor of three across all methods. Read the working paper.

• Article

MSI: Mobile Targeting Using Customer Trajectory Patterns

In a large-scale field experiment, “trajectory-based” targeting facilitated higher revenues for the focal store and the shopping mall. Read the working paper.