News You Can Use

Wendy Clark, Advertising Age’s Executive of the Year, Will be the Opening Keynoter at the ARF Annual Conference

• Posted: January 30, 2017

“I ate ramen noodles essentially for a year …”

“I am a better worker, I am a better leader, I am a better manager because I am a mom. And I am a better mom because I work.”

The winner of the coveted Ad Age Executive of the Year, she has held positions at AT&T and Coca-Cola and McDonald’s, and now as President & CEO of DDB North America—what a resume!

What an opportunity for ARF members to hear Wendy Clark discuss the State of the Industry. She will also share her thoughts on how Agency-Client dynamics are changing and changing the work, with examples from McDonald’s, State Farm, and other DDB clients.

The link below will provide you with a more up-close and personal video (at just over four minutes) http://www.makers.com/wendy-clark.

Join us at our ARF Annual Conference in NYC on March 20-21 to hear more insights from Wendy Clark and our other speakers.

Brands Need to ‘Care’ About Consumers Before They Will Buy via MediaPost (source: Wunderman and Penn Schoen Berland)

• Posted: January 30, 2017

A new study found that 79% of consumers ages 18-65 in the U.S. say brands must actively demonstrate “they understand and care about me” before they consider purchasing.

“It used to be that brands had the luxury of customers conforming to their business models, which worked for many years. But the tables have turned. Today, consumers expect businesses to adapt to their needs and our findings are consistent across all generations, geographies and genders,” stated Jamie Gutfreund, CMO of Wunderman.

Other findings from the study include:

• 90% of American consumers believe mobile empowers them to make better purchase decisions
• 89% of American consumers say that they are loyal to brands that share their values
• 74% of consumers in the U.S. say that brands can set a new standard by how they serve customers (in other words they don’t have to just offer a new product)

Access full article from MediaPost

Four Things Brands Are Missing With Data via AdAge (Interview with Baker Lambert, TBWA Worldwide’s global data director)

• Posted: January 30, 2017

When it comes to data and marketing, most people tend to focus on proving effectiveness and ROI or targeting, which is “only 20% of what you can and should be doing with data, especially in a creative agency,” according to Baker Lambert, TBWA Worldwide’s global data director.

The four things agencies and advertisers are missing when it comes to using data:

• Early enough or broadly enough in strategy
• To empower creative
• To unlock creative executions that have never been done before
• As creative content

Access full article from AdAge

Time Spent on Social Media Is Growing via Broadcasting & Cable (source: Nielsen)

• Posted: January 30, 2017

According to Nielsen’s Social Media 3Q 2016 report, 87% of adults have smartphones. Smartphones are even more ubiquitous among millennials—at 97% penetration. Smartphone penetration has also grown among the 50+ age group, up to 77%.

Millennials spent the most time on social media—6 hours and 19 minutes weekly or 24% of their total time spent on media (up 21%).

For adults 50+, media time spent on social media has jumped 64%. They now spend 20% of their media time using social media.

There were 14.2 million social media interactions about TV across Facebook and Twitter on an average day this fall in the U.S.

On Twitter 81% of the engagement with TV-related tweets come organically from audience tweets. The remaining 19% come from owned content.

Access full article from Broadcasting & Cable

Viewers Know Show Favorites, Not Their Networks via MediaPost (source: Hub Entertainment Research)

• Posted: January 30, 2017

The TV show is still the thing: Programs get strong marketing attention among viewers—but that awareness connection is not always linked to the network that produced the show.

Subscription video-on-demand platforms are making those associations harder. Among viewers who watch an original broadcast or cable network TV program that is airing on a SVOD platform, fewer than half, or 41%, could correctly identify the network where the show originally aired, according to Hub Entertainment Research.

The remaining 59% either guessed the wrong network or said they had no idea. Only 13% say a specific TV network is a “big factor” in their decision about which shows to watch.

“Consumers associate great shows with the company that delivers them, not necessarily the one that created them,” according to Hub.

Access full article from MediaPost

Jose Miguel Sokoloff, Who Brought Peace to Colombia Through Advertising, Joins ARF Annual Conference Keynote Line-up

• Posted: January 23, 2017

Jose Miguel Sokoloff is the President of MullenLowe Group’s Creative Council, Co-Chairman and Chief Creative Officer of MullenLowe SSP3 in Colombia. He is an award-winning creative who leads one of the most renown Latin American agencies and has been inducted into the Advertising Hall of Fame.

His agency was a triple Cannes Grand Prix Winner in 2011 for a campaign with the Colombian Ministry of Defense. The government had given him a daunting task: launch a campaign to end the country’s 52-year war by using an effective communication and advertising strategy. The goal was to persuade guerrillas to lay down their arms and leave the jungle without firing a shot.

By understanding the guerrillas on a human level, Jose Miguel uncovered a unique insight. This inspired their campaign; “Operation Christmas” where Christmas lights were placed on trees in the jungle of the guerrilla’s territory. The effect was a powerful one: it truly touched the guerrillas’ hearts and 300 demobilized. Since then, subsequent campaigns have been deployed and over 14,000 guerrillas have been demobilized.

The link below is a TED Talk that Jose gave on the campaign, entitled “How we used Christmas lights to fight a war.” Please come to our Annual Conference on March 20-21 in NYC to hear more insights from Jose Miguel and our other speakers.

https://www.youtube.com/watch?v=0Fi83BHQsMA

What Advertisers Really Need to Know About Cross-Platform TV Measurement via AdAge

• Posted: January 23, 2017

Total Content Ratings, or TCR, does not measure viewership of commercials. TCR is essentially a version of existing program ratings, souped up to include the elusive viewing taking place outside traditional TV schedules and screens.

“It has nothing to do with the ad model,” said Megan Clarken, president-product leadership, Nielsen. Rather it is a tool for networks to tell a comprehensive story to advertisers, providing both networks and agencies more transparency, she said.

However, top agency executives are more interested in getting to a cross-platform rating of commercial impressions than Nielsen’s push for all-encompassing program ratings. “How ad loads play in each environment is an important question,” said John Swift, CEO North American investment, Omnicom Media Group. “How do you value audiences on different screens? We have to figure out how much advertising is worth in different environments.”

That’s where GroupM, the largest buyer of TV commercial time, comes in. The media agency is developing a commercial measurement methodology that promises to quantify ad viewership across all platforms and devices. GroupM’s proposed methodology measures commercial viewership within long-form TV content across platforms over seven days, so long as the commercials remain consistent.

It remains to be seen if GroupM’s proposal will become the new standard currency. That’s if the industry opts for a new single currency at all. That’s an increasingly lively question as networks and advertisers talk more about about driving outcomes and measuring ROI, as opposed to looking only at ratings.

Access full article from AdAge

Here’s A Great Case Study On Radio’s Sales Power via Radio+TV Business Report (source: Nielsen)

• Posted: January 23, 2017

A new Nielsen study, commissioned by Westwood One, paints a rosy picture for a major unnamed auto aftermarket retailer that engaged in a three-month national radio campaign from March to June 2016.

Nielsen matched the Nielsen Audio Portable People Meter (PPM) panel with credit and debit card spending data, so it could compare purchases of those exposed to the radio campaign with consumers who were not exposed. The results: the unnamed retailer generated $21 of incremental sales for every $1 spent on radio.

Nielsen calculated ROAS by dividing the total sales boost by the radio ad investment. It found that the radio campaign drove a 64% increase in new customers; and a 48% increase in total buyers. Additionally, those exposed to the radio campaign the most (seven or more times) represented nearly half of the total sales increase.

Access full article from Radio+TV Business Report

How This Regional Toyota Marketer Connected TV Ads to Dealer Visits via AdAge

• Posted: January 23, 2017

In June and July of 2016, 652,000 households in Arkansas, Louisiana, Mississippi, Oklahoma and Texas saw at least twice as many TV ads promoting summertime deals on the Toyota Camry as others in the region. Not only did Gulf States Toyota target these households specifically based on data showing they were in-market car shoppers, the regional Toyota office measured whether the addressable ads led to an increase in foot traffic to dealerships by directly tracking when anonymized mobile devices associated with the targeted households showed up in stores.

The process involved three key players: audience data provider Experian, addressable TV ad seller AT&T AdWorks and mobile location data firm NinthDecimal. First, AT&T, which offers DirecTV inventory, imported audience data associated with in-market car shoppers from data broker Experian. Following some refinement tests, 652,000 households were determined as the target audience. During the campaign run, those households were shown up to three times the number of ads others in the non-targeted audience were, accommodating advertiser rules for optimal frequency, and ensuring ads didn’t run back-to-back, for example.

The campaign results showed that the ads sparked 19% more Toyota dealership visits from those targeted compared with the control group. NinthDecimal also found that 80% of visitors traveled 10 miles or fewer between their homes and the dealership.

Access full article from AdAge

Institutional Trust Is Declining Around The World via Media Post (source: Edelman’s Trust Barometer)

• Posted: January 23, 2017

Trust in institutions such as the media, government, and business leaders continues to decline all over the world.

According to Edelman’s Trust Barometer, faith in the media is at an all-time low in 17 countries out of 28 surveyed. Trust in business leaders is also imperiled, dropping in every market surveyed.

Indeed, more than half (53%) of the global respondents felt the system was working against them, offering little help for the future. (Only 15% believed it was working for them; the remainder felt uncertain.)

“We see a growing and continuing disparity in trust levels between the mass population and the informed public, with the mass substantially less trusting than those with higher levels of income and education,” Kathy Beiser, global chair of Edelman’s corporate practice.

For marketers, the implications mean a continued need to work on consumer engagement, rather than top-down marketing. According to the research, consumers find a company’s social media channel more believable than its advertising.

Access full article from MediaPost