brand lift

Charting the Course for Third Party, Cross-Media Audience Measurement

Charting the Course for Third Party, Cross-Media Audience Measurement

Tina Daniels – Managing Director, Agency & Brand Measurement Analytics, Google

Nicole Gileadi – Global Product Lead, Google

In this session, Tina Daniels and Nicole Gileadi examined Google's principles for charting the course for third-party cross-media audience measurement. Tina acknowledged more third-party measurement companies were expressing interest in working more closely with Google, given their stature as the world's largest video provider. In her discussion, she acknowledged that this interest generated the need for Google to create a set of principles to offer to both measurement companies and key clients to guide the process. After reviewing these principles Tina and Nicole held an open discussion regarding these principles. Topics of the discussion included premium and high-quality content, long-form versus short-form video and the measurement of this content. In addition, Nicole touched on the importance of content and the context surrounding an ad. Other areas included the idea of exposure metrics (e.g., Where is my audience? Did I reach them?) in addition to providing signals to conduct an impact analysis.

The following are the five principles Google shared with the industry, to act as guidance for third-party measurement companies interested in working with Google:

  1. Google expects measurement companies to be comprehensive, meaning a holistic view of audiences across all platforms.
  2. Measurement should be fair and comparable.
  3. Privacy-centricity is extremely important. Only privacy-centric solutions can meet consumer expectations and be durable for marketers in the long term.
  4. Independent & Trustworthy, meaning both objective and transparent, ideally with third-party endorsement like the MRC.
  5. Measurement solutions must be actionable for advertisers.

Key Takeaways

  • The struggle that the advertising and marketing industry is currently having is that "there is no universal definition of content quality that is easily measurable in cross-media systems."
  • "Content quality is being used as this proxy for content impact." For example, "What is the impact of the content on my brand equity, my campaign objective, by marketing or business objectives?" All of these factors are specific to the marketer, the brand and the campaign.
  • When it comes to exposure metrics, advertisers and marketers should be consistently counting impressions across all channels, "because you need to count things to value them."

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The Augmented Reality Playbook

The Augmented Reality Playbook

 

Aarti Bhaskaran – Ad Research and Insights, Global Lead, Snap Inc.

Brian Hughes – EVP, Managing Director, Audience Intelligence & Strategy, Magna Global

The capabilities of AR ads, their impact on branding metrics, as well as the role of AR ads in the consumer purchase journey, were presented by Aarti Bhaskaran of Snap and Brian Hughes of Magna Global. AR should be an integral part of the marketing mix. The benefits of AR ads include increasing brand metrics, such as unaided brand awareness, aided ad recall and purchase intent. Additionally, AR’s personalized experiences help build deeper brand connections with consumers while providing utility and excitement. These conclusions were reached as a result of AR ad testing. The test methodology included a representative mobile panel, randomization and exposure to one of three Snapchat AR ads or to a 15-second pre-roll control ad. The post-exposure survey measured the impact of AR ads on branding metrics. Testing was done in U.S., Canada, France, Australia and Saudi Arabia with five brands across six industries.

Key Takeaways

  • Marketers should view AR ads as brand amplifiers rather than add-ons and use these ads strategically.
  • AR ads perform as well as pre-rolls to achieve brand objectives. Additionally, consumers considered AR ads more enjoyable, as well as providing more utility and information than pre-rolls.
  • AR ads play different roles in each stage of the purchase journey and marketers should match the appropriate AR lens with the brand goal and audience target at each stage.
  • Sequencing the exposures of AR ads can help amplify their impact. Starting the sequence with a video ad followed by the AR ad resulted in an amplified impact on brand metrics. Alternatively, placing the AR ad in between two video ads showcased the brand as cheerful and boosted search intent.

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Context Matters

Context Matters

Heather Coghill – VP, Audience, Warner Bros. Discovery

Daniel Bulgrin – Director, Research Operations & Insights, MediaScience

Heather Coghill (WBD) and Daniel Bulgrin (MediaScience) shared methodologies and results from two in-lab studies that sought to understand how impactful category priming can be without brand mention and if viewers associate brands with adjacent unsuitable content. Their presentation focused on two types of contextual effects within program context—“excitation transfer” and “brand priming”. To see if these effects carried over to ad content through excitement or brand recognition in the content, the research team utilized distraction-free viewing stations that enabled neurometrics and facial coding followed by post-exposure surveys. Impact on brand perception was measured with lifts in brand attitude, attention and memory. Results showed brand priming did change how viewers experienced the ad by lifting brand recognition, with stronger effects in heavier ad loads. The research also concluded that although brands are not harmed by adjacency to perceived unsuitable content, context effects still need to be considered.

Key Takeaways

  • Even moderate category primes can push through effects, despite modest impact, in both linear and CTV. Category priming in streaming with limited ads impacted middle and lower funnel metrics, with 31% of viewers noticing a connection between the ad and the program.
  • Although viewers agreed that low intensity “unsuitable” content was most acceptable for advertisers, there were no adverse effects as intensity levels increased—all levels were deemed suitable for advertisers, with no significant differences in brand recall or purchase intent.
  • More research is required to understand what is unsuitable for brands. The current guidelines are based on what is thought to be unsuitable—not social science.

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What Makes a Podcast Ad Effective?

What Makes a Podcast Ad Effective?

Brian Hughes – EVP, Managing Director, Audience Intelligence & Strategy, MAGNA

Arica McKinnon – VP, Campaign Analytics, Nielsen

Podcasts offer strong value for advertisers as the result of the growing amount of content, audience diversity and high engagement levels, including increased brand recall. Opportunities for monetization of podcast ads have increased and MAGNA expects U.S. podcast ad revenues to reach $2.4 billion in 2023. Brian Hughes of MAGNA and Arica McKinnon of Nielsen shared the results of a podcast advertising effectiveness study and presented the best practices that increased the effectiveness of these ads, overall, and for CPG, automotive and retail brands, specifically. The study measured the impact of podcast advertising on key brand lift metrics utilizing an online panel, controlled exposure methodology and a post survey. These results were then compared to Nielsen’s Podcast Norms.

Key Takeaways

  • Podcasts provide reliable lifts on key brand metrics, including familiarity, affinity, information-seeking intent, purchase intent, recommendation intent and aided awareness, but fine-tuning can create even more value.
  • Longer creative generally drives higher lifts, but 35 seconds to a minute ads strike the right balance between results and the listener experience.
  • More brand mentions drive better results.
  • Host read ads are better for building awareness and driving search.
  • Custom content enables brands to build awareness due to strong recall.
  • Pre- and mid-roll placements show comparable lifts, while post-roll has a clear disadvantage.
  • Podcasts can drive positive results for CPG brands across the funnel.
    • Auto brands can use podcasts to build awareness and affinity. Sports podcasts are a good fit for auto brands.
  • Podcasts work well to build awareness and affinity for retail brands.

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

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.

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