News You Can Use

An Hour-By-Hour Breakdown of When People Post on Instagram

• Posted: October 13, 2015

Christopher Heine, writing for Adweek presents major findings from a study of Instagram users by Mavrck.  This study analyzed 1.3 million Instagram posts and reveals details of the posts.

This study revealed:

-Marketers might achieve greater engagement with consumers between 6 a.m. and noon.  While posting volume is relatively low during these hours, users are still regularly reviewing their feeds on their smartphones.  There is less competition for their attention during these hours.

-Midnight is the most popular time to post.

-Millennial women between 25 and 40 years old are the best “micro-influencers.”

-The most popular hashtags: #TBT (throwback Thursday) and #WCW (woman crush Wednesday).

-Age matters on Instagram.  Every extra year in age among influencers (people with thousands of followers) correlated to a 0.15% decrease in followers.

For each 1% increase in the number of users they follow, influencers gained a 0.79% increase in followers.

 

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For more on this topic, check out the Advertising Tab in Morning Coffee.

 

 

What Motivates Consumers to Re-Tweet Brand Content? The Impact of Information, Emotion, and Traceability on Pass-Along Behavior

• Posted: October 13, 2015

This article from the September 2015 issue of the Journal of Advertising Research analyzes the cues that influence pass-along behavior (re-Tweeting) of brand messages on Twitter.  Theo Araujo, Peter Neijens, and Rens Vliegenthart, all from the University of Amsterdam, analyzed 19,343 global brand messages over a three-year period, and found that rich information content about the brand and its products were predictors of higher levels of re-Tweeting. Especially effective were product details and links to a brand’s website, social network sites, and photos or videos.

In addition, the authors found that although emotional cues did not influence re-Tweeting on their own, they reinforced the effects of informational cues and traceability cues (hashtags) when combined in the same message.

This article also provides a literature review on the subject, methodology for the study, a presentation of the results, a discussion of the results and findings, managerial implications, limitations and recommendations for future research.

 

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Venmo, BuzzFeed, Tinder, and Snapchat Among The Top 20 Apps with Highest Concentration of Millennials

• Posted: October 13, 2015

Adam Lella, writing for comScore’s Insights blog, summarizes a recent report by comScore, The 2015 U.S. Mobile App Report.  Some of the report’s insights focus on the digital habits of Millennials. Consumers 18-34 exhibit behaviors that differ from the digital behaviors of the general population.

Millennials spend 86 hours per month on mobile apps, which is 23 more hours than older consumers, and this report presents the apps with the highest concentration of Millennials, including:

-Yik Yak

-Venmo

-InstaSize

-BuzzFeed

-Tinder

-Snapchat

 

Most of the ranked apps have a social element to them.

According to Lella, “Perhaps the most important takeway from this analysis might be that Millennials tend to live more digitally-connected lives than older generations do.”

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Millennials: They’re Just Like Us?

• Posted: October 13, 2015

Anne VanderMey, writing for Fortune, examines the spending habits of Millennials (25-to-34-year olds) compared to the spending habits of Boomers, when they were the same age.  She based her research on the Bureau of Labor Statistics Consumer Expenditure Survey.

Among the points that VanderMey presents:

-In 1985, the spending of young adults represented approximately 101% of their average earnings. Today, the total average expenditures of young adults represent 91% of their earnings.

-In 1985, Boomers spent 6% less than the average American on apparel.  Last year, Millennials spent 7% more than the average on apparel.

-Young adults in 1985 spent 58% more than the average American on rent.  Last year, Millennials spent 69% more than the average American on rent.

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How to Sell Your Ideas to Millennials

• Posted: October 13, 2015

Ian Altman, a contributor to the Forbes website, spoke with researchers on the subject of Millennials.  Altman points out that each generation’s experiences and perspectives influence their purchasing and behavior, both as customers and as employees.

According to Jason Dorsey, Lead Millennials Researcher at the Center for Generational Kinetics, “…Millennials are not tech savvy but tech-dependent.  This is a huge distinction everyone from managers to marketers needs to know.”

Rayanne Thorn, VP for Marketing, Dovetail Software, and editor for intrepidHR, provides advice on Millennial employees. “They like to adapt and adopt, they have grown up with technology.  Engage with them appropriately and organizations will reap the rewards. . .”

Brad Szollose, author of Liquid Leadership, comments on Millennials and brand loyalty. “Whereas boomers were loyal to brands based on advertising, Millennials are attracted to brands who think and act like they do.  If you are hip enough, Millennials are willing to pay more to be associated with you than with others.”

Altman outlines the additional expectations of Millennials as well as the benefits that this generation offers brands and employers.

 

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How Advertising Works: Building Brands in the Brain

• Posted: October 5, 2015

Gayle Fuguitt, CEO and President of The Advertising Research Foundation, provided an overview of this presentation by Dr. Horst Stipp, EVP, Research & Innovation: Global & Ad Effectiveness at The Advertising Research Foundation.

Dr. Stipp’s presentation, “Improving Ad Creative and Ad Effectiveness Through Neuromarketing Research” included an overview of the evolution of Neuromarketing.

Conclusions from Neuro 1 and 2 research:

-”Strength of neuromarketing methods lies in their ability to uncover emotional reactions better than other methods.”

-Neuro + “traditional” methods can improve the predictive power of an ad test significantly.

Biometric/Neuro methods should be considered for a variety of research needs and business objectives including:

-Ad creative

-Websites

-Packaging

-In-store placement

-Price points

-Product design

-Brand tracking

In addition, eye tracking reveals that viewers pay attention to ads while they fast-forward through commercials.  Eye-tracking and EEG tests enabled the Ad Council to make a campaign message more effective.  In another example, an SST study demonstrated the need to connect entertainment and the branding message in a campaign for Evian.

Dr. Stipp concluded his presentation with these points:

-Neuro research reveals that emotional relevance drives attention, involvement, memory, wanting/liking, and purchase intent.

-Biometrics and neuro research can provide the insights that will result in the delivery of quality creative in a faster, more scalable fashion.

Additional support for the effectiveness of neuro research for advertising campaigns was provided by the following presentations:

“From the Front Lines: Buyers” presented by Daniel Slotwiner, Director, Advertising Research, Facebook; Manvir Kalsi, Senior Manager, Innovation Process & Research, Samsung; Patty Goldman, VP, Research Director, The Advertising Council.

These presenters discussed the emotional engagement and memory activation of custodial and noncustodial fathers in response to the “Father Involvement Campaign.”

“Speed to Scale: Sellers” presented by Dr. Carl Marci, Chief Neuroscientist, Nielsen Consumer Neuroscience, Nielsen; Pranav Yadav, CEO, Neuro-Insight US Inc.

Discussion highlighted the need for the integration of multiple tools to enable ad optimization including: EEG, core biometrics, facial coding, eye tracking and self-reporting.

“The Future: The Investor Perspective” presented by Dave Kohl, CEO, Morgan Digital Ventures, who concluded that “visual insights that make you more money from real people paying attention.”

comScore and Rentrak to Merge, Creating Leading Cross-Platform Measurement Company

• Posted: October 5, 2015

On September 29, 2015 comScore, Inc. and Rentrak Corporation announced that the companies have entered into a definitive merger agreement.  According to the press release on comScore’s website, the new company will provide even more robust measurement solutions to the media and advertising industries.  This press release also states that the merger “paves the way for new cross-platform ratings currency and expands choice for the television and advertising industries.”

Serge Matta, comScore’s current CEO, who will lead the combined company as CEO, provided insight into the strategic rationale for the merger,  “Together we have an even more powerful ability to deliver what our clients and the media industry have long been asking for: a comprehensive cross-platform measurement currency that accounts for all the ways in which content is consumed, whether that happens on a desktop, mobile device, live or time-shifted TV, video on demand or through over-the-top devices.”

Bill Livek,  Rentrak’s current Vice Chairman & CEO, will serve as the company’s Executive Vice Chairman & President.  He stated “Both companies have been innovators in content and consumer measurement, advanced demographics and analytics, providing the industry with world-class digital, TV and movie consumption information. This merger will accelerate the pace of that innovation, and offer an improved solution for cross-platform measurement, not available anywhere else.” He also stated, “Rentrak’s expertise in precisely measuring TV and movies, and comScore’s industry-leading digital measurement capabilities, are natural complements. Combined, our expertise and information assets will enable us to provide the industry with the most granular measurement solutions that reflect the ever-changing way that people are consuming content across platforms.”

 

 

 

The Great Debate Video-Game of Media Thrones-Who Will Wear the Crown?

• Posted: October 5, 2015

Gayle Fuguitt, CEO & President, The Advertising Research Foundation, introduced this debate. Steven Wolfe Pereira, VP, Brand Strategy & Marketing Solutions, Oracle, moderated the panel composed by David Poltrack, CRO, CBS; President, CBS VISION; Howard Shimmel, CRO, Turner Broadcasting; David Morgan, CEO & Founder, Simulmedia; Margo Georgiadis, President, Americas, Operations, Google; Radha Subramanyam, President of Insights, Research & Data Analytics, iHeartMedia, and Brad Smallwood, Head of Measurements and Insights, Facebook. Participant discussed how all parties (brands, agencies and publishers) should provide transparency to data and methodologies so the industry can develop better solutions for cross platform audience buying and measurement.

 

The C-Suite Mobilizes

• Posted: October 5, 2015

During Advertising Week, leaders in the world of media measurement and analytic services participated in a panel discussion, which was moderated by Gayle Fuguitt, President and CEO, ARF.  The “The C-Suite Mobilizes” panel discussed and debated two major issues:

-When will analytic and measurement functions look, feel and act as smartly as your mobile phone?

-How is the C-Suite leading us out of the “Frankenmetrics” world?

Participants in this panel:

Artie Bulgrin, SVP, Global Research & Analytics, ESPN

Steve Hasker, Global President, Nielsen

Bill Livek, Vice Chairman & CEO, Rentrak

Pierre Le Manh, CEO, Ipsos, North America

Andrew Appel, President & CEO, IRI

Lori Hiltz, CEO, Havas Media, North America

Serge Matta, President & CEO, comScore

Brian Wong, CEO/Founder, Kiip

The participants discussed the dramatic changes and fragmentation in the field of media measurement and demographic currencies, the lack of standards across media platforms, the development of large cross-platform measurement services, the influence of big data and many other critical issues.

Gayle concluded the panel by presenting a final question to all participants: “Looking ahead five years, how will buyers and sellers be transacting in the year 2020?”
Speaking at this Advertising Week panel, Nielsen Global President, Steve Hasker, discussed his company’s “total audience measurement tool,” which the company will roll out by the end of 2015.  This product will provide a way to measure audience across all platforms, so that advertisers and media companies will be able to track viewership of digital and TV content in an apples-to-apples fashion, according to Nielsen.

Steve Hasker also stated the CBS will begin to include Nielsen’s digital audience measurement in its TV ratings, according to reporting by Steven Perlberg, The Wall Street Journal.

 

 

 

Insights2020: Facing 2020 with 20/20 Vision

• Posted: October 5, 2015

During Advertising Week in New York, Millward Brown Vermeer presented the initial findings from the Insights2020-Driving Customer-Centric Growth Study.  This study was undertaken in partnership with The Advertising Research Foundation (ARF), ESOMAR, LinkedIn, Kantar, and Korn Ferry.

Insights2020 examines the drivers of customer-centricity and describes how being a customer-focused company impacts business and financial performance. The research revealed a number of striking differences between over- and under-performing organizations, and all tie back to three key dimensions of customer-centric growth: Total Experience, Customer Obsession and Insights Engine.  

Among these findings:

-74 percent of companies that over-perform on revenue growth create customer experiences based on data driven insights as opposed to only 30% of the under-performing companies.

-83 percent of revenue growth over-performers link everything the company does to its brand purpose, as opposed to only 31 percent among revenue growth under-performers.

-62 percent of over-performers leverage insights and analytics to drive consistency across all customer touch-points, only 26 percent of under-performers do.

-In 78 percent of over-performing companies, customer-centricity is fully embraced by all functions whereas this is only true in 12 percent of the under-performing companies.

-66 percent of all over-performers are working to link their disparate data sources, compared with only 33 percent of under-performing companies doing so.

-The Insights and Analytics function reports straight into the CEO in 33 percent of over-performer companies; this is true for only 13 percent of the under-performers.

This study was based on more than 325 in-depth interviews with senior marketing and insights leaders, and 10,000+ interviews with practitioners across 60 markets

These initial findings are being presented this week at the ESOMAR Annual Congress in Dublin, Ireland; as part of Advertising Week in New York with the ARF; and in Austin, TX, at The American Marketing Association (AMA) Annual Meeting.

The attached press release provides additional details about the differences between over-and under-performing organizations and the impact of customer-centricity.