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A Two-Pronged Approach

  • Posted: June 1, 2023

In this session, speakers Bennett M. Kaufman, Kyle Holtzman and Michelle Smiley of Google explored a two-pronged approach to cross-media measurement and planning that considered the full-funnel impact across traditional TV and streaming video (YouTube), to make sense of all the “disparate forms of data and measurement.” The approach considered a geo-based experiment and audience incrementality to demonstrate and solve the following challenges: to retain current loyal customers, to age down the brand and to appeal to new consumers (Generation Z). The speakers presented a study done by Google in partnership with Burger King to test a new experimentation strategy to understand and measure the relationship between Linear TV and YouTube. The speakers touted the benefits of this method as repeatable and customizable across a variety of media channels, in addition to being timely, omni-channel and privacy safe.

 

How Artificial Intelligence Won’t Change Digital Advertising

  • Posted: June 1, 2023

AI is a powerful technology working in an unhealthy advertising ecosystem. It is unlikely to have a significant impact on digital advertising because of three factors related to the imperfections of the current ecosystem. The first is that targeting isn’t working all that well anyway. And as third-party cookies are deprecated and the present effect of Apple’s privacy policies combine, the data that feeds AI will not be a great training set. Secondly, bad actors in the ecosystem are faster than good actors and will use AI to improve their fraud. Finally, economic expectations are such that if AI has any impact, it will be used to replace human thought workers and not improve the process of advertising.

Getting LGBTQ+ Representation Right in Advertising

  • Posted: May 31, 2023

According to the latest U.S. Census, between 8 percent and 12 percent of the U.S. population identify as within the LGBTQ+ community, yet this demographic is represented in just 1 percent of advertising. Kantar asked: Is the advertising industry creating ads that will reach this audience, and how can it do better? Insights into these questions came by conducting research using both explicit and implicit measures. Deepak Varma (Kantar) explained the use of explicit and implicit tools that measure reactions to advertising. Explicit measures track enjoyment (of the ad and the brand, asking questions on inclusion and diversity), while implicit measures track involvement or engagement with the ad (i.e., use of facial coding to measure smiles).

Inclusion by Design in Pharma Research and Marketing

Inclusion by Design in Pharma Research and Marketing

  • Pharma Council

This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions.  Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.

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A Two-Pronged Approach

A Two-Pronged Approach

Kyle Holtzman – Business Lead Restaurant Vertical, Google

Bennett M. Kaufman – Cross-Media Measurement Lead, Google/YouTube

Michelle Smiley – Analytical Lead Restaurant Vertical, Google



In this session, speakers Bennett M. Kaufman, Kyle Holtzman and Michelle Smiley of Google explored a two-pronged approach to cross-media measurement and planning that considered the full-funnel impact across traditional TV and streaming video (YouTube), to make sense of all the "disparate forms of data and measurement." The approach considered a geo-based experiment and audience incrementality to demonstrate and solve the following challenges: to retain current loyal customers, to age down the brand and to appeal to new consumers (Generation Z). The speakers presented a study done by Google in partnership with Burger King to test a new experimentation strategy to understand and measure the relationship between Linear TV and YouTube. The speakers touted the benefits of this method as repeatable and customizable across a variety of media channels, in addition to being timely, omni-channel and privacy safe.

Key Takeaways

  • The geo-based experiment addressed the understanding of changing behavior in the physical stores for Burger King, through increased sales related to media spend. This technique gave the ability to measure the uplift between control and treatment to understand media impact. The geo-experiment focused on three KPIs: store sales, store transactions and deal take rate (promotion featured in the ad).
      • Results from the geo-experiment indicated:
    • Store sales generated by linear TV were flat but store sales increased in views from YouTube.
    • Store transactions generated by linear TV decreased while YouTube views increased store transactions.
    • In terms of the deal take rate (deal shown in the ad) the take rate was higher generated by linear TV, though it still generated positive returns from YouTube.
  • Audience incrementality testing was conducted by Comscore (3rd party incrementality validation). Through this process, they wanted to understand if they were reaching a new target audience and if their message was reaching anyone that may not have heard their message on linear TV alone.
      • Audience incrementality testing resulted in the following:
    • Accounting for the target audience of adults 18-49 was critical in the short and long term.
    • YouTube reached 78 million adults ages 18-49. In addition, 34 million of the viewers were YouTube-only, unique viewers.
    • There were 43,365,489 cross-platform unique viewers.
    • 20,680,526 were unique linear TV-only viewers with 64 million total linear TV viewers.

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AUDIENCExSCIENCE 2023

AUDIENCExSCIENCE 2023

The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.

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Getting LGBTQ+ Representation Right in Advertising

Getting LGBTQ+ Representation Right in Advertising

Deepak Varma – Head of Neuroscience Insights, North Asia, South East Asia & Pacific, Kantar

Anna Wilgan – VP Product Marketing, Kantar

According to the latest U.S. Census, between 8 percent and 12 percent of the U.S. population identify as within the LGBTQ+ community, yet this demographic is represented in just 1 percent of advertising. Kantar asked: Is the advertising industry creating ads that will reach this audience, and how can it do better? Insights into these questions came by conducting research using both explicit and implicit measures. Deepak Varma (Kantar) explained the use of explicit and implicit tools that measure reactions to advertising. Explicit measures track enjoyment (of the ad and the brand, asking questions on inclusion and diversity), while implicit measures track involvement or engagement with the ad (i.e., use of facial coding to measure smiles). The questions ask whether an ad represents a modern and progressive view of society, and whether the ad have a positive effect on those who are underrepresented in advertising. Using Kantar’s global database, “we found that any positive reactions to these two statements means that the ad is progressive both in terms of race and gender.” Then, using facial coding, in the firm’s database of 55,000 ads, Deepak and team found that ads that are more expressive actually lead to a higher potential of sales success and that for ads “that make you smile, people like those ads more.” Two other reaction-time techniques are intuitive associations: “Instead of asking a question, we flash words for 2.5 seconds so that all a participant has to do is agree that the word corresponds to the act…. We wanted to understand at a spontaneous level, is the ad inclusive/diverse, does it provoke any kind of negative reaction.” Bottom line: “What people say and what they feel, especially in as it pertains to LGBTQ+, is different.” Reactions to a Zola ad showing a lesbian couple getting married, and to an Indeed.com ad about a nonbinary person (played by a real-life nonbinary actor) interviewing for a job, supported the following findings.

Key Takeaways

  • Straight/cisgender respondents’ positive and negative reactions to the ads were within the norms; implicit measures showed greater acceptance than their verbal responses.
  • Not surprisingly, the majority of survey participants who identify as LGBTQ+ (73%), Gen Z (53%) and millennials (46%) say there needs to be more representation for LGBTQ+. But importantly, more than one-third of Gen Z and millennials said they would stop buying brands that don’t support the LGBTQ+ community.
  • Authenticity trumps representation in ads: Just showing underrepresented groups has no impact on an ad’s ability to build brand equity or increase short-term sales. But showing underrepresented groups in a positive way, meaning in progressive, non-stereotyped ways that tell a meaningful, accurate story about, for example, day-to-day life experiences (like getting married and interviewing for a job), can dramatically accelerate both immediate sales lift and long-term brand equity. If you cast a celebrity, make sure they’re true/authentic to their role. This supports previous research (Garretson, 2018) that exposure to positive media portrayals increase acceptance of LBGTQ+ people.
  • In terms of theme, make sure you understand what you’re talking about. Use humor carefully. Empathy, authenticity and having the community as part of the creative process is key. Connect your creative with concrete examples of how your business is supporting LGBTQ+.

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The Future of Social Media for Marketers

The Future of Social Media for Marketers

  • By Stephanie, Scalice, Young Pros Chair, LinkedIn

On March 16, 2023, the ARF Young Pros led an exploration of the ongoing transformation and future trajectory of social media to help organizations navigate the landscape and create more strategic social media plans. Panelists discussed trends, the role of influencers, creative branding campaigns and more.

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