News You Can Use

MRC Issues Ad Fraud Rules

• Posted: November 9, 2015

The Media Rating Council, the official arbiter of media ratings in the U.S., has issued new guidelines for digital media vendors and companies as a result of the growing concern over online advertising fraud.  These guidelines, which will address the detection and filtering of “invalid traffic” generated by bots and other non-human sources, are discussed in this Media Post article by Erik Sass.

The rules are presented in a document entitled, “Invalid Traffic (IVT) Detection and Filtration Guidelines, Version 1.0.”  Among the key points in the guidelines: the requirement for enhanced internal controls covering employee behavior policies, partner qualification processes, analysis of acquired or paid traffic, periodic risk assessments, and the correct procedure for challenging a decision to remove invalid traffic.

These rules apply to all measurement products that involve tagging, beacons, cookies, redirects, and other types of message tracking, and to various types of census tracking.

The Council expects all MRC-accredited organizations to comply with the new guidelines. Although the rules take effect immediately, accredited organizations have a grace period of 180 days to comply with them. All future applicants for accreditation will be evaluated for compliance with these rules.

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TAG Rolls Out ‘Approved’ List and Payment IDs to Fight Ad Fraud: Group Takes Aim at Fraudsters With Two-Step Verification Process

• Posted: November 9, 2015

TAG, the marketing industry’s Trustworthy Accountability Group announced a new anti-fraud initiative, “Verified by TAG,”  which consists of two components: a registry of “verified” companies, and a new payment-identification system. The goal of this initiative is to bring transparency to the digital ad ecosystem.

Companies in the digital ad supply chain can now apply to the TAG Registry to be verified by TAG as a trusted advertising party. Registered companies will receive a TAG-issued ID that will identify their ads to partners in the supply chain.

According to TAG’s CEO, Mike Zaneis, “This is a first-of-its kind program to create an evergreen market of buyers and sellers with lots of different channels.”

TAG is also introducing a payment-identification system.  The goal of this system is to create a record of who gets paid for every impression, and therefore, prevent criminals from receiving ad dollars by selling fake impressions on sites they list in ad exchanges.

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Pew: Smartphones Top Computers for 18-29 Year Old Consumers

• Posted: November 9, 2015

John Eggerton, reporting for Broadcasting & Cable, provides highlights from a recent Pew Research Center report, “Technology Device Ownership.”  For the first time since Pew has been tracking device ownership, more young adults, 18-29 years old, own a smartphone (86%) than own a computer (78%).  Tablet ownership has also shown strong growth with young adults, rising to 50% in 2015.

Smartphone ownership for adults 18-49 and adults in higher income levels are close to “saturation adoption.”  The report did not find smartphone ownership differences by race or ethnic group.

Of the seven devices included in the Pew surveys, cell phones, including smartphones, are the most commonly owned device among all U.S. adults at 92%, followed by computers at 73%, smartphones at 68%, tablets at 45%, MP3 players at 40%, game consoles also at 40%, E-book readers at 19%, and portable gaming devices at 14%.

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How Corporate Sponsors Can Optimize the Impact of Their Message Content: Mastering the Message – Improving the Processability and Effectiveness of Sponsorship Activation

• Posted: November 9, 2015

 

The September 2015 issue of the Journal of Advertising Research addressed the issue of corporate sponsorships and the impact of the content of activation messages on sponsorship effectiveness.  Francois A. Carrillat, University of Technology, Sydney, Business School; Alain d’Astous, HEC, Montreal; and Marie-Pier Charette Couture, Nikon Optical, Canada, investigated these factors through an experimental design using real video stimuli with 720 adult consumer participants.

Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image). Statistical analyses supported the authors’ hypothesis that sponsorship activations that are consistent with respect to their focus and their scope are easier for targeted audiences to process. In turn, this enhanced “processability” leads consumers to develop a positive response toward the sponsor.

The authors concluded that:

-Sponsorship managers must realize that activation messages vary with respect to their focus and scope and that this represents a key determinant of sponsorship success.

-Choosing between a brand focus and an event focus in the context of sponsorship activation is a strategic decision—and a common challenge facing sponsors. The decision to adopt a product or a corporate-image communication approach can also be challenging.

-Sponsorship evaluation is optimized when the focus and the scope of the activation message both aim at fostering the commercial interest of the sponsor, or when they both put the commercial interest of the sponsor in the background.

-Sponsorship activations should emphasize the brand as a sponsor of the event to promote products but the event as being sponsored by the brand to enhance corporate image.

 

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Sustainable Selections: How Socially Responsible Companies are Turning a Profit

• Posted: November 9, 2015

A recent Nielsen global survey, “The Sustainability Imperative-New Insights on Consumer Expectations,” found that consumers are increasingly willing to pay a premium for socially responsible products.  This survey found that 66% of respondents are willing to pay more for products and services from companies that have demonstrated their commitment to positive social and environmental impact.  This percentage has increased from 55% in 2014 and 50% in 2013, according to Nielsen’s newswire about this survey.

According to this report, there are key sustainability purchasing drivers for global respondents.  Survey respondents were “very heavily” or “heavily” influenced by the following factors:

62% The products are made by a brand/company that I trust.

59% The product is known for its health and wellness benefits.

57% The product is made from fresh, natural and/or organic ingredients.

45% The product is from a company known for being environmentally friendly.

43% The product is from a company known for its commitment to social value.

 According to Carol Gstalder, Senior Vice President, Reputation and Public Relations Solutions at Nielsen, “Brand trust and reputation are paramount.” She also stated, “An excellent reputation makes it far more likely a company will be welcomed into new communities; partner with the most respected non-profits working on issues consumers care about most; and be a go-to source for products and services. And what we know for sure is that sustainability is playing an increasingly significant role in consumer decision making.”

The report also discusses the sustainability tactics used by brands in a variety of product categories.  Nielsen’s newswire provides a link to the “Global Corporate Sustainability Report.”

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Managing Brands in a Prickly Digital World

• Posted: November 2, 2015

Companies that ignore or do not respond quickly and effectively to negative social media may find that the perceptions of their brands, and their corporate revenues, profits and stock prices are impacted.  Donald E. Sexton, Columbia Business School, writing in the September 2015 issue of the Journal of Advertising Research recommends an action plan for brand managers to respond to social media criticism.

Social media has had a great impact on the ability of customers to share negative experiences with a company or dissatisfaction with a brand.  Customers can share these experiences via social media very quickly with a large number of consumers.  Sexton discusses the high rates of non-response by companies to negative stories or complaints by customers.  He points out that negative posts which are not addressed quickly and effectively can result in decreases in the brand’s perceived value, which will have a negative impact on sales, revenue, and the stock’s price.

Sexton’s suggests the following action plan for brand managers faced with social media complaints:

-Monitor the quantity and content of comments on social media regarding products and services in real time.

-Ensure that complaints on social media are dealt with quickly and effectively.

-Understand the drivers of the monetary perceived value of the brand’s products and services.

-Know the financial outcomes of actions before taking them.

Sexton concludes that companies must monitor and respond to social media complaints to avoid negative impact on their brands.  He also advises that customers should be considered members of the marketing team.

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Where is Video Going in the Future?

• Posted: November 2, 2015

Mike O’Brien, writing for ClickZ, discusses recent research by AOL and Crayon which reveals the direction of video’s future, and he summarizes five areas of focus:

-Mobile video is seeing the greatest increase in ad spending compared with desktop and TV.  From 2014 to 2015, it increased by 75% from $1.5 billion to $2.7 billion.

-Homepage videos are rare, but if done effectively, can have great potential in terms of showcasing brands and introducing prospects to the company.

-High-quality digital video content by brands will continue to be an area of growth.

-Agencies and brands are continuing to increase their purchase of digital video programmatically, and an increasing percentage have also brought programmatic buying in-house.

-More companies are moving away from just using free social video platforms.  Larger companies are undertaking in-house video hosting.

O’Brien offers some tips for marketers planning to use video to reach consumers:

-Do a lot of testing before you invest too much money.

-The potential of videos to generate ROI can be increased by positioning them near conversion points.

-High-quality video can be shot on smartphones; however, consumers expect polished videos.

-Online video content must provide value to the targeted consumers in order to attract and retain their attention.

-Programmatic video buying and video-hosting can be brought in-house, but only if marketers have the trained personnel and the appropriate technology.

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Video Viewing Time Now Equals TV Viewing Time According to Millward Brown Study

• Posted: November 2, 2015

This Media Life Magazine article presents highlights from a new study from Millward Brown, “AdReaction: Video Creative in a Digital World.” According to this study viewers worldwide watch 102 minutes of TV per day, as well as spending 102 minutes per day viewing videos on digital devices.  Their digital video time is allocated between 45 minutes on smartphones, 20 minutes on tablets, and 37 minutes on PCs or laptops.  These averages vary by generation and geography.

The study also found that only 19% of viewers report that advertising on digital videos is favorable, versus 29% for TV.  Skippable ads are generally viewed more favorably.  Specifically, skippable pre-roll ads have 34% favorability on PCs and 31% favorability on mobile devices.  Non-skippable pre-roll ads have 15% favorability.

The study further reveals that consumers would rather be targeted for an ad that is selling an item or service that they are interested in and have searched for online, but they are not receptive to feeling “stalked.”

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Social Media Platforms Will Rise to a 5% Share of All TV Marketing Dollars In 2016 and 2017 According to The Diffusion Group

• Posted: November 2, 2015

The Diffusion Group, a firm which provides research and advisory services focused on media, reports that social media will increasingly be used by TV networks to supplement their program tune-in marketing. Social media platforms will rise to a 5% share of all TV marketing dollars in 2016 and 2017.  This spending will climb to 10% in 2018, 2019 and 2020, and this increase reflects the growth of OTT (over-the-top) platforms to promote shows.

Alan Wolk, senior analyst for The Diffusion Group, stated that “Social is going to become the new tune-in driver.”  The report also suggests that Facebook will become the big player for all things related to social TV.

This Media Post article references additional sources that estimate the four major TV networks can spend $20 million to $30 million in off-air marketing for TV shows for the start of the fall season.

The article also discusses projections for 2021 and beyond, and suggests the social media platforms that will become more relevant for TV marketers.

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OmniChannel Shoppers Evaluate Their Shopping Experiences

• Posted: November 2, 2015

The e-tailing group’s Omnichannel Consumer Insights, 1st Annual Survey, provides a “consumer-facing evaluation” of the shopping experience.  According to this survey, 84% percent of shoppers surveyed strongly/somewhat agree that they enjoy the efficiency of shopping online combined with the touch and feel of the retail store.  In addition, most shoppers identify themselves as multi-channel, with 38% using a combination of channels to complete their shopping.

However, according to Lauren Freedman, President of the e-tailing group, omnichannel represents an opportunity which has not yet been fulfilled.  She states that, “significant gaps exist between what shoppers expect and what retailers are currently delivering.”

This survey, done in cooperation with B2C Partners, highlights the expectations of shoppers for consistency across channels:

-When it comes to price parity, 91% of respondents believe that product pricing should be consistent.

-86% would like to see consistent free shipping across channels.

-Assortment consistency is desired by 74% of shoppers.

Among the in-store mobile technologies considered very/somewhat valuable by consumers

-Technology that assists shoppers in finding the exact location of a product within the physical store (aisles/maps may be accessible on your mobile phone).

-Notification via mobile phone that an item in your cart is available/in-stock when you arrive at the store.

-Mobile devices for check out to avoid waiting in line.

The research includes statistics on in-store mobile technologies desired by shoppers include and compares the technologies preferred by shoppers with what is actually offered by retailers.  The gaps in retail performance are highlighted.

The article concludes with an Omnichannel Clout Checklist.  Some of the recommendations for retailers:

-Consistency should be a strategic initiative, particularly around price.

-Provide adjustments to cross-channel customer experiences in order to provide a faster and more productive shopping experience.

Emphasize the role of the store, and play up its advantages as shoppers use all shopping channels

Embrace both the self-service shopper and those customers who desire assistance.

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