attention

Panel Discussion

  • Posted: June 5, 2023

In this session, Elea McDonnell Feit (Drexel University) led a panel discussion with the day’s speakers on innovations in experiments in marketing and referred to these experiments as a “mature part of the measurement system.” In this discussion panel members brought up ideas and examples of how to effectively employ randomized controlled trials (RCT) and the benefits of using experiments for attribution. They examined the lack of patterns stemming from advertising incrementality and credited this to the changing nature of the consumer journey and unique factors in strategy, the business life cycle and the product being sold. The panel also explored processes to ensure the deployment of a successful and effective experiment. In addition, geo-based tests were also considered. Other topics discussed were the cost-effectiveness of running experiments and the value of failed experiments.

Analytics, Attribution, and Experiments – Building a Solid Measurement Framework in a Privacy-centra Era

  • Posted: June 5, 2023

Sudeshna Sen (Dentsu International) and Aarti Bhaskaran (Snapchat) examined the unique role experiments play in marketing performance and decision-making. The increased importance of experiments was discussed, particularly in light of App Tracking Transparency (ATT), which created a challenging shift in the way Dentsu and other marketing firms collect user data. The discussion around the growing importance of experimentation in marketing included ways to incorporate experimentation into a client’s marketing goals and best practices for testing and experimentation. Performance collaborations with platforms were examined as a method to produce solid testing results based on client needs and business goals. In addition, the importance of aligning relevant business goals and KPIs were acknowledged as a key component in identifying the appropriate testing and measurements, to create more meaningful outcomes. Next steps include progressing from “anecdotal incidents of performance to a proof of concept.”

Measurement with Large-Scale Experiments: Lessons Learned

  • Posted: June 5, 2023

In this session, Ross Link (Marketing Attribution) and Jeff Doud (Ocean Spray Cranberries) examined a large-scale experiment conducted with Ocean Spray. They applied randomized controlled trials (RCT) to approximately 10 million households (30 – 40 million people) in which ads were consumed by their participants via a variety of devices. Jeff explained that the experiment was done to measure the impact of when certain ads were suppressed for some of their participants. Additionally, they examined an MTA (multi-touch attribution) logit model that was subsequently applied, which yielded KPIs such as ROI. Information from this MTA-RCT experiment supplied refreshed results monthly. Daily ROI results from the campaign were collected from the MTA-applied modeling. Outcomes from this experiment revolved around retargeting and recent and lagged buyers. In addition, the study also explored creative treatments and platform effectiveness.

Unlocking Reach in Premium Content

  • Posted: June 2, 2023

NBCU’s Mike Levin and Emily Kwok tested brand safety in premium video content from a viewer perspective in their research using NBCU’s proprietary AI tech for automating brand safety and suitability decision making. The study’s three objectives asked whether increasingly violent episodes influence viewers’ experiences, if they then assign blame to marketers for knowingly advertising in explicit or violent content, and if there are specific instances where adjacency affects viewer sentiment towards an ad.

Engaging the Next Generation: Challenges and Opportunities in Marketing to Gen Z

  • Posted: June 2, 2023

With 90% of Gen Z using their platform, Snap’s Aarti Bhaskaran and Kara Louis shared six top trends gathered over three years of studying this cohort from a combination of consumer insights and media measurement. As the most diverse generation in the U.S., Gen Z values authenticity and looks for personal online experiences in ways that inform how they engage with content.

Putting Cinema in the Frame

  • Posted: June 2, 2023

Lumen has a comprehensive attention dataset for most media about visual attention, yet cinema was missing. How much attention goes to cinema advertising? The comparison between media is important. Clients have been asking to complete the picture—how to “put cinema in the frame”?

Beyond Measurement: How Coca-Cola Uses Attention Metrics to Increase Efficiency & ROAS

  • Posted: June 2, 2023

This presentation discussed cooperation between Coca-Cola and Adelaide. Adelaide created a metric AU—a single metric for brands to ensure their media gets the most attention. They conducted a campaign with Diet Coke to understand how attention metrics could be incorporated into a campaign measurement system to improve efficiency and to understand what could drive success. Coca-Cola has an end-to-end framework for measuring their campaigns. The E2E metrics has key components that measure human impact: head metric—all different measures if an experience was noticed and recalled; heart—resonance and relevance; hand—purchase/shopping; mouth—consumption. AU is part of the “head” component. An earlier trial in Europe took two campaigns—one with Aquarius and one with Coke. Half of media was optimized based on attention and the other on exposure. Clear convincing results showed that there is higher ad recall, recognition and impact based on attention as opposed to viewability.

Let’s Face It: Facial Coding Isn’t Up to the Task

  • Posted: June 2, 2023

There are limitations in terms of measuring the emotional impact of video. Facial expressions are powerful. Neuroscience has proved that special parts of our brain is dedicated to faces. Development psychology also demonstrates the power of facial expressions. Consumer neuroscience also demonstrates the importance of faces. The question is whether Facial Action Coding System (FACS) is the best tool to measure consumers emotional response when viewing ads?

Using Attention AI to Predict Real-World Outcomes

  • Posted: June 1, 2023

Mars and Realeyes prove connection between creative attention and sales performance. Mars’ Agile Creative Expertise (ACE) tool tracks visual attention and emotion responses to digital video ads. Visual attention AI and facial coding measures how long participants watch a video and how their attention changes as they watch. Proven this model to work—optimizing content, lifting sales up to 18% in 19 markets, $30 million in ad optimizations in 18 months.

In-Home Psychophysiological Television Measurement

  • Posted: June 1, 2023

How to measure attention? This presentation introduced MindProber—a tool that includes biometrics, physiology, conscious/dial AND survey methods to assess attention. MindProber measurement is passive—second by second emotional engagement is measured through electrodermal activity (EDA), aka galvanic skin response (GSR) and also active—measures cognitive response via an optional feature to indicate like/dislike content through app. N= 1,500 and growing to 3,000 by end of year.

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