A weekly round-up of the industry’s top stories and research curated by the ARF.
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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George Carey (The Family Room), Theresa Pepe (Viacom)
The family structure has been undergoing enormous change, with the traditional two-parent households down by 25% since 1980 while “non-traditional” households increase. The Family Room used two lenses to address this, their Family Dynamics Study and their Family Passion Point Study.
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Koen Pauwels, Ph.D. (Northeastern University), Ed Keller (Engagement Labs)
Social/online listening is just the tip of the iceberg where conversations are considered. Offline conversations make up the bulk of the iceberg below the surface. A finding from previous work showed that there is no correlation between online and offline conversations; they are two different channels of communication. An example – a Lay’s promotion, where similar online and offline conversations were seen up to a point; after that, offline persisted while online plummeted. If only online was measured, that offline impact would have been totally missed and not leveraged.
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Scott McDonald, Ph.D. – President & CEO, ARF
I opened the conference by laying out the proposition that science – dispassionate, methodical, skeptical, collegial, evidence-based, theoretically-grounded science – is core to the ARF’s mission. I argued that science in the study of marketing and advertising – science in the service of better business decisions – has been in the ARF’s DNA since its founding and remains central to our activities and programs today. Facts matter and the discovery of facts is our most important job as professional researchers.
Panel: David F. Poltrack (CBS Corporation & CBS VISION); Radha Subramanyam, Ph.D. (CBS Television); Scott McDonald, Ph.D. (ARF)
Scott: How is CBS dealing with disruption? How has the process changed?
David & Radha: Disruption is hard. It is essential to stay focused on objectives. Data is useless without insights. Smarter data leads to better insights. Surround yourself with people who are not afraid of change. Commit to it. Individuals should not be afraid of lateral changes. Curiosity is necessary for insights. What are the true goals for your troops? Advertising research is based on science. Data scientists come up with lots of numbers. Need to reeducate management. Get insights out of your title!
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Keynote: Om Marwah (Walmart)
Key takeaways:
· A brand relationship is based on shared values. The process of understanding your consumer starts with empathy. 89% of Millennials report that they are willing to switch to a brand with a cause.
· Product benefits are more powerful than product attributes. These benefit-based identifications are more meaningful for customers.
Discussion: Eric Salama (Kantar); Scott McDonald, Ph.D. (ARF)
Eric: There are many growth areas for Kantar relative to its peer group, including ROI-related issues, purchase data, media data, brand lift data. This provides clients with a full range of data. Additionally, WPP simplified its structure with an emphasis on the clients.
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Discussion: Brad Jakeman – Senior Advisor & Consultant; Formerly PepsiCo Global Beverage Group; Scott McDonald, Ph.D. (ARF)
Younger consumers, and even the general population, want brands to stand for something. Before, it was enough that brands weren’t doing harm, now the expectations are that brands take a POV and make society better. This is an opportunity to engage deeper with their consumers in a more meaningful way.