ad avoidance

Know Your Meme – Sensory Memetics & Audience Engagement

  • Posted: May 31, 2023

Allison Gutkowski and Michelle Niedziela of HCD Research covered unique approaches to increasing consumer engagement and introduced the concept of sensory memetics, which they describe as an approach to curating it. They also shared their thoughts on identifying consumer habits and lifestyle and incorporating these with sensory profiling to make them more meaningful. Moreover, utilizing new technologies, like ChatGPT, can offer new product ideas and social media marketing messages that evoke brand harmony and are more engaging. They also dove into the theoretical drivers behind behaviors that either spell engagement or ad avoidance and where the line is between authenticity and distrust due to sponsorship.

Know Your Meme – Sensory Memetics & Audience Engagement

Know Your Meme – Sensory Memetics & Audience Engagement

Allison Gutkowski – Director of Global Research, HCD Research

Michelle Niedziela, Ph.D. – VP of Research & Innovation, HCD Research

  Allison Gutkowski and Michelle Niedziela of HCD Research covered unique approaches to increasing consumer engagement and introduced the concept of sensory memetics, which they describe as an approach to curating it. They also shared their thoughts on identifying consumer habits and lifestyle and incorporating these with sensory profiling to make them more meaningful. Moreover, utilizing new technologies, like ChatGPT, can offer new product ideas and social media marketing messages that evoke brand harmony and are more engaging. They also dove into the theoretical drivers behind behaviors that either spell engagement or ad avoidance and where the line is between authenticity and distrust due to sponsorship.

Key Takeaways

  • More bridges should be made between R&D and marketing to inform better on consumer’s lifestyle and find ways to become a part of it.
  • Sensory profiling and cross-modal associations (i.e., a picture of a rubber ball you can hear in your memory) can improve the product experience and social media messaging about the product.
  • It’s important to embody brand harmony and that all aspects meet consumer expectations.
  • Tools like ChatGPT can help create and test novel flavors and nuanced product possibilities, as well as conjure unique messaging ideas for social.
  • Design Fiction or a closed social media feed can be used to test messaging.
  • More and more sensory people are being hired to work at brands.

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JAR Update

  • Posted: June 2, 2022

New research insights are available in a report in the Journal of Advertising Research’s Insights Studio and on the Digital First section of its website.    Read more »

Why We Should Measure Disengagement

  • Posted: March 11, 2022

Attention to advertisements and content is a hot topic today. New measures designed to assess engagement and identify powerful creative and sticky content are being employed. However, a new study suggests that the focus on engagement misses an important aspect: disengagement.   Read more »

OTTxSCIENCE 2021: Streaming in the New Media Landscape: What’s Next? (Event Summary)

OTTxSCIENCE 2021: Streaming in the New Media Landscape: What’s Next? (Event Summary)

OTTxSCIENCE, held on October 26-27, 2021, presented the latest research-based insights about viewers’ use of streaming services, providers’ strategies to reach and captivate those viewers, and the role of advertising on CTV/OTT platforms. Attendees learned about the evolving AVOD vs. SVOD landscape, advances in measurement as well as fraud detection. Experts explored data on the latest trends, the drivers of viewing behavior and the future of OTT. See the 2021 highlights: Key takeaways, the full event video, and presentations are available for ARF members: If you are interested in becoming a corporate member, please contact New-Member-Info@thearf.org.

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Inside the Journal of Advertising Research — Sixes, A.I. and Media Metrics (Event Summary)

Inside the Journal of Advertising Research — Sixes, A.I. and Media Metrics (Event Summary)

  • INSIGHTS STUDIO

At this Insights Studio, a global panel synthesized their work published in the Journal of Advertising Research on creative strategies for six-second video ads, radio ad-avoidance measures, facial coding analysis of ad sharing, and TV ad effectiveness. Creative trends, generational differences (e.g. Gen Z vs. older audiences) and the power of advertising preferences were among talking points in the concluding Q&A.

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Editor’s Note: From the AM Conference in June. Ad Receptivity: A New Metric for Improving Efficiency – presented by Asaf Davidov of Hulu and Barbara Leiflen of Leiflen Associates Market Research

  • Posted: August 2, 2016

We are continuing to share notable presentations of original research from June’s Audience Measurement Conference (AM). This week’s white paper focuses on “ad receptivity” with Asaf Davidov and Barbara Leiflen.

Their research measures the pervasiveness of ad avoidance, what drives it, as well as identifies opportunities to maximize engagement for advertisers and viewers. It spans two waves of quantitative and qualitative research that both define viewers’ ad receptivity and bring it to life.

Also provided is a four-part segmentation, an analysis of what viewers are doing when they skip commercials and the value of “purposeful viewing.”

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“Ad-Receptivity: A New Metric for Improving Engagement” and “How Annoyance Impacts Ad Performance”

  • Posted: May 3, 2016

“Ad-Receptivity: A New Metric for Improving Engagement” – Leflein Associates / Hulu

Technology is reshaping how audiences watch entertainment. Hulu commissioned research to measure the pervasiveness of ad-avoidance, what drives it, as well as to identify opportunities to maximize engagement for advertisers. Among the issues addressed:

How many viewers are avoiding ads at all costs?

What methods are being used to avoid ads?

Which viewers are more receptive to ads and why.

What drives ad-receptivity?

What types of ad experiences resonate with viewers across the ad-receptivity spectrum?

 

“How Annoyance Impacts Ad Performance” – Icosystem / Light Reaction

The authors put forward a hypothesis that, in order to elicit a reaction, an ad, even when it’s viewable, must cross several stages of Perceptual Pathway: first, we must notice it; then we must pay attention to it; next, we have a “gut” emotional reaction. Any ad that fails to cross any of these stages results in a lost opportunity.

Among the questions that will be explored are:

Are there observable differences in the subject’s behavior?

Do the subjects report being annoyed by the ads?

Do the subjects recall the ads shown?

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