brand lift

Augmented Reality – Unlock New Technology to Drive Brand Growth

Aarti BhaskaranGlobal Head of Research & Insights, Snap

Kara LouisGroup Research Manager, Snap

Aarti Bhaskaran and Kara Louis of Snap presented their amalgamation of work on augmented reality (AR) with key data and client case studies from the last two years. Showcasing the growth of the AR landscape, Aarti and Kara featured how consumers are gravitating towards AR and the expanding number of opportunities available for advertisers in reaching new audiences and utilizing within the media mix. Case studies include brands using AR try-on technology from Champs Sports and Clearly eyeglasses. Key takeaways:
  • AR usage is widespread and growing, from Boomers to GenZ. By the year 2025 there will be approximately 4.3 billion AR users across all generations.
  • Almost all marketers (91%) think consumers use AR for fun, but 67% of consumers prefer using AR for shopping over fun (53%).
  • Interacting with products that have AR experiences leads to a 94% higher purchase conversion rate, as individuals can better assess them and feel connected with brands. Certain AR applications can substitute physical shopping with different features varying across the customer journey.
  • Interactive and personalized shopping experiences reach Gen Z—92% are interested in using AR for shopping, with over half of Gen Z saying they’d be more likely to pay attention to ads using AR. Gen Zs are also twice as likely to buy items that they have experienced first using AR than those who don’t.
  • AR lenses on Snapchat outperformed all other media formats. Other platforms would need 14-20 ads to generate the same level of attention as Snapchat lenses.
  • AR not only drives short-term impact with higher purchase intent and brand preference, but it also improves brand opinion, influences implicit associations and increases likelihood to purchase and recommend.
  • The creative attributes that include logo and product branding, complexity, messaging and user experience show a significant relationship with AR performance in brand lift.

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EEG Illuminates Social Media Attention Outcomes

Shannon Bosshard, Ph.D.Lead Scientist, Playground XYZ

Bill HarveyExecutive Chairman, Bill Harvey Consulting

Advertising starts with attention. If gained and sustained long enough, brain engagement occurs. Once this happens, memory encoding might happen, and that is when incremental brand equity and sales occur. Attention economy has now reached a pivotal moment: What is it that drives attention and how is this related to outcomes? Is it media platforms or creative? The presenters took two approaches: the first was brand lift studies (focusing on the conscious) with 20,000 participants, 35 well-established brands, 60 ads, on social media platforms, using eye tracking and post exposure survey. The second approach was a neuro study focusing on the subconscious, with 50 participants, across 150 sessions, people exposed to over 1,800 ads. They used a combination of eye tracking and EEG, and RMT method for measuring motivations. Hypotheses:
  1. Some ads achieve their desired effects with lower attention than others.
  2. Platform attention averages mislead media selection because they leave out the effect of the creative and the effect of motivations.
  3. Higher order effects add to our understanding of what is “optimal”: motivation, memory encoding, immersion, cognition load.
By isolating the impact of the platform (same creatives across multiple channels), the research shows that platform is not the largest driver of outcomes. In only 25% of the times there is a statistical difference between media platforms. Instead, the creatives determine outcomes: in 96% of cases we see statistical difference between media platforms. Creatives present the best opportunity for behavior change. The platform might be the driver of attention, but creative is the driver of outcome. Put differently, platforms dictate the range of attention and how the consumer interacts, but it’s the creative that drives outcomes. Attention/non attention is affected by motivations and subconscious decisions (to be proven in future). Neuroscience taps into the subconscious— memory encoding, immersion (engagement), approach (attitude), cognitive load. They compiled overall averages to make inferences regarding where to place your ad. RMT methodology used driver tags to code an ad (or any piece of content) using human coders to see how many of these tags belong to the ad. This methodology was used to examine the resonance between the ad and the person. Key takeaways:
  • Attention drives outcomes—there’s a need to understand how it is related within that cycle.
  • Creative is key—there is a need to understand how much attention is needed to drive outcome.
  • Consider consumer motivation—this correlates with neuroscience metrics and allows for more nuanced understanding of the importance of creative in driving outcomes.

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How Attention Measurement Optimizes Marketing Campaigns for Success

Neala BrownSVP of Strategy and Insights, Teads

Laura ManningSVP of Measurement, Cint

This presentation focused on the intersection of attention and brand lift. The partnership between Teads and Cint relates to the challenge of scalability, access to data and insights, and collaboration and innovation. They used normative data sets in order to examine the performance. Beyond viewability, in partnership with Adelaide who uses AU—an omnichannel metric that predicts the probability of placement to capture attention and drive subsequent impact— they conducted 17 studies in 2023. There were variance in results, in statistical significance, outcomes, etc. Results: #1 case study—media that scored highly attentive showed higher product familiarity and favorability; #2 case study—for a flat and neutral campaign, higher attention drove higher brand lift across every brand funnel metric. In terms of applicability, from a media planning perspective, this learning can be leveraged toward outcomes. When aggregating across all 17 case studies, frequency matters—lower frequencies require more AU to move metrics. People who are already familiar react to lower AU media. For favorability—more “energy” or AU is needed to move people here, it’s easier to move people with high level of familiarity. For ad recall—even at higher exposure levels, the ad needs to be high quality and needs more attention. Notably, these case studies can be replicated. Key takeaways:
  • Frequency matters: lower frequencies require more AU to move metrics.
  • Familiarity reacts to lower AU media.
  • Favorability: it’s easier to move people with high level of familiarity.
  • For ad recall, the ad needs to be high quality.

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2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.

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Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.

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ATTENTION 2023

On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.

FORECASTING 2022: How Can Scenario Planning Improve Agility in Adjusting to Change?

On July 12, 2022, forecasting, and product experts shared frameworks and strategies for participants to consider as they plan amid disruptions in the industry. Presenters discussed techniques marketers could use to drive consumer action and advocacy — as well as econometric models for search trends, insights on holistic analytics programs, reflections on gold standard probability methods — and new forecasting techniques in the wake of the pandemic and more.

ATTENTION 2023

On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.

Member Only Access