A weekly round-up of the industry’s top stories and research curated by the ARF.
Two critical aspects of ad effectiveness are attention and engagement. Greater attention coupled with greater engagement leads to greater brand recall and purchase intent. But in this distracting and fragmented media world, these metrics have been difficult to quantify and measure. How does a marketer capture consumer attention to an ad and make a positive connection with that consumer to the product advertised?
Google’s answer to ad blockers is simple: Just ask consumers to turn them off. Surprisingly, this seems to be working, at least for publishers that have participated in Google’s Ad Choices program. The initiative gives publishers technical tools to identify users who have ad blocking software enabled, and then address them directly with customized messaging.
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People are becoming more suspicious of sharing data through third parties.
According to a recent Vision Critical survey of digital buyers in North America, 80.1% of respondents said they would be comfortable sharing personal information directly with a brand for the purposes of personalizing marketing messages. But just 16.7% said they would be OK with sharing this type of information through third parties.
Procter & Gamble is introducing three new agency models, including a multi-agency group that will include the best talent from rival agencies as it looks to get the focus back on creativity.
The company is shaking up its advertising by creating three new agency models that seek to reinvent agency relationships and maximise efficiency.
There’s good reason marketers and the C-suite alike continue to focus so determinedly on brand purpose—it’s important to consumers. According to a new study, 75% of global consumers expect brands to contribute to their well-being and quality of life. And purpose is an especially important consideration when marketing to millennials and Gen Zers, who factor in companies’ positions and efforts on social and environmental issues when deciding what to buy and where to work.
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Aaron Hoffman, Ph.D. (Magid), Gregg Liebman (NBCUniversal)
This new research is the largest study on the effects of the context in which advertising is embedded on the ad, in 60 years of published context effects research. The study focused on TV shows as ad context and tested 60 ads in 31 programs after an even larger pre-test.
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Elissa Moses (Ipsos)
Working with Ipsos, the Royal Shakespeare Company (RSC), launched a project to explore the emotional response to a production of Titus Andronicus—known as Shakespeare’s goriest play—in different contexts: live in a theatre, streamed cinema, and a filmed VR experience. Participants wore heart monitors to test reactions and there was a survey after exposure.
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Mark Green, Dan Schiffman (TVision Insights)
TVision analyzes viewer-level TV attention data on a second-by-second basis in a “real-world” environment—in their panel’s living rooms. They measure: Is the TV on? Are people in the room? Are eyes-on-screen?
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Mihkel Jäätma (Realeyes)
Will the adoption of 6-second ads result in effective advertising? Realeyes measures how people react to advertising via webcams with facial coding technology as they watch video content online in their homes.
Andrew Eisner (Veritonic, Inc.), Michele Madansky, Ph.D. (iHeartMedia)
Each month, 271 million people listen to on-air radio, the largest weekly each of any medium (even among Millennials, radio has a reach of over 90%). Audio is also growing, with yearly increases of 3% for broadcast radio, 30% for audio streaming, and 41% for podcasts.
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