What is the optimal organizational structure for developing ad campaigns at agencies? A study of 554 ad campaigns—based on interviews with ad-agency professionals at firms representing major markets in Australia and New Zealand—found that not all structural configurations lead to the best creative output.
Member Only AccessToday, platforms such as PC’s and smartphones make it possible to reach consumers with print, audio, and video messages in new ways. So, how do we define the ad forms usually referred to as “native,” and what are the best practices? This Knowledge at Hand on native advertising explores answers to these questions and offers a recommendation for marketers going forward.
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Yes, context does matter in how advertising communicates, according to neuroscience studies conducted as part of the ARF’s “How Advertising Works” project. In examining the impact of humorous, fear-inducing, and sentimental programs, the studies yielded surprising and valuable findings such as this: sentimental ads may benefit from context alignment, boosting both memory and ad liking.
Member Only AccessWhen 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:
Some marketers are pushing out thousands of custom creative messages for single campaigns.
Could the concept of “programmatic creative” finally be having a moment? While billions have been invested over the past decade or so in startups touting software that promises to deliver the right ad to the right person at the right time, it’s fair to say that the majority of that investment in so-called “programmatic” advertising has focused on ad buying and targeting–and less on the actual making of ads.
The way these firms operate varies, but their promises are similar. Instead of just helping marketers target a digital ad to a person at the right moment, they provide software and tools that allow for custom ads to be built in real time.
Creating ads, even digital ones, is still primarily the domain of people.
The ARF’s researchers Garcia-Garcia and Stipp will unveil more insights on how to make advertising more effective from the ARF’s “How Advertising Works” project.
Does the sequence of platforms in a multi-media campaign matter? Should TV always be first?
Should the platform determine the campaign strategy, or should the strategy determine the platform?
“How Advertising Works” insights presented at ReThink showed the importance of Creative. The new data confirm that. The researchers will show how to optimize Creative on different platforms to increase impact.
For more information visit Audience Measurement.
We explored how dynamic digital creative formats can drive engagement and brand metrics beyond clicks and views.
This research strives to provide insights that substantiate how approaching multi-screen campaigns with dynamic creative design can potentially elevate campaign performance on an impression level and help advertisers make every impression count.
Our session will address:
Conference Paper – “Closing the Creative Loop in the Shift to Mobile” – Facebook
What creative content will maximize impact? This paper summarizes 2 years of follow up work that was presented at ARF Audience Measurement 2014 — continuing to explore what aspects of creative matter as content consumption shifts to more mobile and video.
Combining Brand Lift studies conducted on in-market Facebook campaigns with creative testing data, we close the loop and identify aspects that create value. With this data set, we model how elements of both static and display ads predict business outcomes.
This research combines a large dataset of in-market testing, media delivery, meta-data and creative content ratings to further our understanding of how to optimize content to breakthrough in a mobile environment.
From AdAge – “Neuromarketing Exits ‘Hype Cycle,’ Begins to Shape TV Commercials”
For over two decades, Neuromarketing has intrigued marketers who believed that what people say is not always how they “really” think or feel. There’s evidence that Neuromarketing has finally turned a corner.
At the Advertising Research Foundation’s Re!Think conference, marketer Mars released findings on its study of 110 TV ads based on facial response and eye tracking from firm MediaScience. The results: biometric research predicts sales results better than traditional survey-based copy testing.
ESPN employed the same company to help make the case that marketers should consider a mobile ad “viewable” by consumers if it appears partly in view for just a half second, as opposed to one or two seconds.
Neuro-Insight joined Facebook in reporting brain activity that suggests campaigns combining TV and Facebook encode memories.
Nielsen Consumer Neuroscience now has 15 offices in 10 countries, with growing interest from big packaged goods, automotive and finance players, said Carl Marci, Nielsen’s chief neuroscientist and co-founder of Innerscope.
CBS Vision President David Poltrack observed that growing validation is boosting researchers’ confidence in using neuroscience techniques.
Tim Nudd analyzes the 24 trends that drove some of the best 2015 ads in this Adweek article. He provides examples, including videos, which illustrate these trends.
Among the trends:
-Powerful Women: ads that highlighted female strength included Ram trucks and Always, as well as the use of female athletes by other advertisers.
-LGBT Mainstreaming: Campbell’s, Wells Fargo and other companies followed the 2014 example of companies, such as Honey Maid, by creating ads with gay couples.
-Saving the Planet: ads related to environmental issues, such as the Rag Bag Case study, demonstrated outstanding creativity.
-Long Copy: was demonstrated in print and outdoor ads, such as Harmony Condoms, McDonald’s (DDB Stockholm), and Depaul Nightstop.
Additional trends:
-Gender Identity
-Anti-Endorsers
-Saving Ourselves
-Livestreaming
-Simple Logos
-Emojis
-Trolling
-Robots
-Outdoor Tech
-Bloodvertising
-Older “It” Girls
-A Galaxy of Star War Ads
-Private Parts
-Crafty Creations
-The Dress
-Virtual Reality
-Drones
-Faux-Fancy Fashions
-Stock Photos
-Unicorns as advertising characters
See all 5 Cups articles.
A paper in this month’s Journal of Marketing finds that viewers experiencing a deactivating emotion (such as sadness induced by a TV drama) will respond as much as 50% more favorably to moderately energetic commercials as opposed to highly energetic ones. Despite this, highly energetic commercials are common, with the analysis indicating that over 80% of the ads on one streaming service rated as relatively energetic. Read more »