brand loyalty

Going Steady: How Long Will (My Cross-Media Campaign) Last?

Brian PughChief Information Officer, Comscore

Tania YukiCMO & EVP, Digital, Comscore

In this session, Tania Yuki and Brian Pugh of Comscore explored the impact of frequency and latency in cross-platform advertising effectiveness. In her opening, Tania demonstrated consumer trends and touchpoints to better understand cross-media, in terms of reach and optimizing platforms for specific outcomes. In her discussion, Tania acknowledged the challenges of measurement due to the constant introduction of new innovations and the adoption of new behaviors to track. She also recognized the considerable increase in connected devices per household since the pandemic. Tania pointed out complexities in the current media ecosystem from the increase in which media has merged despite being separate platforms (e.g., linear TV, social media, online video, etc.). In addition to all the changing behavior in media consumption, the speaker noted the emergence of Generation Z is beginning to change the rules for establishing brand love and loyalty. In his discussion, Brian examined findings from the measurement of 400 cross-platform campaigns to understand trends in terms of platform mixes. Brian noted the continued growth of social media and CTV along with the decline in linear TV, though he acknowledged linear still remained "king." Furthermore, he found that multi-screen campaigns performed better than single-platform campaigns.

Key Takeaways

  • The number of connected devices per household has increased from 9 to 12 since the pandemic, creating a more complex path in which to reach consumers.
  • Despite being separate platforms (e.g., linear TV, social media, online video, etc.) media is “inextricably commingled together,” leading to "context switching and about getting the right content to the right consumer."
  • In terms of long-form video, "Linear television is still the juggernaut in the room at 205 billion [viewing] hours." Total video across linear, CTV and digital grew 5% year-over-year in the U.S. CTV viewing increased by 14% of the total hours watched.
  • Short-form video continues to rise in popularity through Instagram Reels, TikTok and YouTube Shorts. This trend in short-form video consumption is growing in double-digit percentages and redefining video consumption across mobile and connected TV screens.
  • The emergence of Generation Z is changing the marketer approach to brand love and establishing loyalty and building long-term value as their consumer behavior is in contrast to previous cohorts. This is specific to their lack of brand loyalty.
    • In terms of media consumption, Generation Z are heavy movie watchers (37%), preferring dramas (29%) and cooking shows (23%). Additionally, they expressed interest in local news and documentaries.
  • Social media is still growing (11%) but there are fewer linear TV households (-9%) as people are consuming media elsewhere and CTV has increased substantially (32%).
    • Though there was a clear decline in linear TV viewership, linear TV remains supreme regarding total viewership for one channel.
  • In terms of incremental reach over the length of a campaign, linear TV reached a lot of viewers in the early part of a campaign, but over time the study indicated "reaching incremental people on CTV and digital more often." This finding acknowledged the advantages of a cross-screen campaign in terms of optimizing reach.
  • Adding screens in a campaign improved brand lift but the variability of results also increased. Additionally, results for ad recall and other variables followed a similar pattern. It was noted that the optimal platform mix depended on the target audience.

Download Presentation

Member Only Access

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

Tina DanielsManaging Director, Agency & Brand Measurement Analytics, Google

Nicole GileadiGlobal 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."

Member Only Access

Today’s Shopping Landscape: Strategies for the Changing Consumer Journey

  • SHOPPER 2023

At ARF SHOPPER 2023, which took place in Chicago and virtually on March 9, the industry’s leading marketers and retailers came together to explore the latest research-based consumer insights, and how they are using this data to understand today’s shoppers, build innovative experiences and brand loyalty. Attendees learned about consumer behavioral shifts, how retail media networks are gaining traction in digital marketing strategies, and the latest shopping trends.

Member Only Access

Measuring Customer Sentiment 101

  • Author: Stephanie Jung, Paramount

On October 11, 2022, Stephanie Scalice, Winner of the 2022 ARF Great Mind Awards Young Pro of the Year Award and Senior Market Research Manager at LinkedIn, led the ARF Young Pros through a deep dive into NPS, CSAT and CES—the three most used metrics by modern businesses to better measure and understand customer satisfaction. Attendees learned more about what each metric is, when and how to implement it, real life applications of these tools and more.

Member Only Access
  • Article

Tension Hunting: A New Method for Audience Loyalty

In this session, Chris McCarthy of Kantar addressed the question: "In today's environment of constant, dynamic change, how can brands enhance how they innovate and engage with audiences?" The speaker examined the "age of disruption," noting consumer obstacles such as COVID supply chain shortages and inflation leading to a shift to higher-involvement decisions by consumers, which has resulted in some risks but also opportunities for brands. The speaker pointed to tension hunting, the process of enhancing innovation and success by focusing on the mitigation of problems, as a way to address disruption and consumer inertia, head-on.

Member Only Access

The ARF’s 2021 Research Agenda

ARF research initiatives tackle the industry’s most pressing questions. So where can you find this year’s itinerary? Announcing the 2021 research agenda. Projects include: assessing whether brand loyalty is still the norm, examining privacy issues—including those related to COVID, exploring changes in organizations’ research and analytics functions, investigating the sharing of streaming service passwords and how viewers use the apps, recording and evaluating how brands handled 2020 and the impact of those decisions, and much, much more.