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Concurrent Track Panel Discussion: Art & Science in Ad Creative

Edward BabcockLead, Consumer Insights & Analytics, PepsiCo

Korri KoleseaChief Revenue Officer, Veritronic

Chris McCarthy EVP, Brand and Innovation Strategy, Kantar

Kevin MoellerHead, Consumer Insights & Analytics, PepsiCo

Jenny NelsonEVP, Marketing Solutions & Strategy, Audacy

Duane VaranCEO, MediaScience

Earl TaylorChief Knowledge Officer, MSI MODERATOR

Key Takeaways

  • Jenny Nelson (Audacy) noted the consumer need for a real and authentic connection with brands, particularly with the rise of digital platforms and changes in attitudes born from the pandemic.
  • Pointing to the Telescopic Model, Duane Varan (MediaScience) indicated that in this current environment where "ads are more fleeting," the use of a 6-second ad could be advantageous as a "teaser" to invite consumers in, to create the "quality time" with the audience that is more difficult to obtain.
  • Chris McCarthy (Kantar) suggested that within innovation, the challenge lies in not going far enough, pointing to tension resolution as a pathway to the consumer.
  • Regarding sound logos and mnemonics, Jenny suggested ad logos lend themselves to shorter ad durations and help with boosting brand recall. Conversely, Korri Kolesa (Veritronic) suggested that sound logos work well in any length of an ad, noting that the use of sound logos grounds the brand message consumers will hear and gives an instantaneous recognition of the brand.
  • Concerning attention, as a type of currency in ad effectiveness, Kevin Moeller (PepsiCo) indicated that balancing the difference at the program level, media level or the content level is key in optimizing the content and getting the attention of the consumer, pointing to the combination of content and distribution.
  • Duane opined that inattention is a more reliable indicator than attention, noting attention is ineffective as a measurement due to the various types of attention, which do not correlate well with one another.

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One Size [Does Not] Fit All Optimizing Audio Strategies for Success

Korri KolesaChief Revenue Officer, Veritonic

Jenny NelsonEVP, Marketing Solutions & Strategy, Audacy

Key Takeaways

  • “There is no one-size-fits-all answer," but in general 30-second ads are a successful driver of brand recall, and intent to purchase.
  • Thirty-second ads outperformed others on almost all KPIs such as engagement, brand effect, recall, and came across as more trustworthy and likable.
  • When designing a media plan, it is beneficial to boost creative by investing in two 30-second ads versus one 60-second ad. This creates more efficiency and drives more frequency and connection.
  • Fifteen-second ads were found to be valuable in reinforcing longer messages. When coupled with a 30-second spot, 15-second ads were found to bring frequency to a campaign.
  • Brands that consistently used 15-second ads can help drive higher brand recall with high frequency, high reach and shorter duration campaigns.
  • Of those surveyed, 61% indicated that they listened through the full ad. In addition, the results indicated that 30-seconds was seen as the optimal point at which an ad can hold the attention of the audience so that they may learn something, but not so long that audience attention is lost.
  • People that listen to both radio and podcasts (super listeners) experienced a deeper ad impact, suggesting that the coupling of radio and digital audio can increase recall and intent.

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NYCU: Audio Advertising Innovation

More good news for radio and other audio services: This author details opportunities for audio advertising and expresses optimism about successful innovation.  Advertisers today have no choice but to generate more compelling creative to ensure that consumers are fed a steady diet of more interesting and entertaining ads. It’s time for audio services to start innovating in a similar way. Early indications point to the fact that we’re finally on the cusp in 2021. The ingredients are all there. YouTube recently announced a 15-second audio ad unit. SXM/Pandora, which now owns AdsWizz, would benefit greatly from new and compelling ad units. And Spotify has indicated publicly that there is a huge growth opportunity in the conversion of broadcast radio revenue into music streaming. All of these and more are hints at where things may go as the coming year unfolds. No matter your opinion of the state of broadcast radio today, it’s still a powerful driver of audio entertainment. Hundreds of millions of Americans still tune in every week, and even during the pandemic there are signs that overall listening has grown. Think of the quick sponsorship reads that are subtle, but still noticeable. Think of a contextual ad, perhaps an announcement that a music group is coming to town right before the DJ plays one of the band’s songs. Think of an NPR station, where the sponsor is proudly announced prior to a program kicking off.  These are all audio ads, they’re just contextually more appropriate than what we’re used to in digital. They’re also shorter, tighter and less annoying by far. Now add in some of the benefits of being online. We can target ads much more effectively, so a short and punchy ad has a better chance of resonating with a consumer. Realistically though, it will take everyone in the value chain to make this happen. Brands, agencies, service providers and platforms will all have to adopt a new approach. But the end benefit will be more effective ads, which lend themselves to better listening experiences, which are likely to drive significant improvements in consumer response –and in turn generate more revenue for the industry. Source: Zalon, Z. (2021, January 7). 2021 Will Be the Year of Audio Advertising Innovation. AdExchanger.  

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Strategies for Creating Successful Six-Second Ads

  • Colin Campbell, University of San Diego; Erin Pearson, University of East Anglia
  • JOURNAL OF ADVERTISING RESEARCH

Scholars and practitioners in recent years have grappled with the potential and limitations of six -second ads. A new study clarifies those constraints and offers actionable strategies in various stages of the creative process, to help advertisers boost the effectiveness of short, online video ads.

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NYCU: MARS Unveils Insights from Research on Digital Ads

'You get 2 seconds to engage consumers online': Mars neuroscientist shares key findings, including that attention is a strong proxy for sales impact (but it’s not the only criterion). Mars, the family-owned global company behind brands like M&M’s, Wrigley’s gum, Skittles, and the like, thrives on impulse buys for many of its products. Sorin Patilinet, global consumer marketing insights director, and his team in the communications lab are investigating how to first draw attention and then create an emotional connection -- the magic formula for triggering impulse purchases. “You don't go to the store with gum on your shopping list,” says Patilinet. His team has spent the past six months working with RealEyes and other partners to develop what it calls the “future of pre-testing.” Through anonymous facial coding, it can detect attention and emotion. The team has tested 130 digital ads across key geographies from the US to China. They’ve also tested various durations ‑ six, 15, 30-seconds and long formats on YouTube, Facebook and other platforms.  This is the latest tool within one of the largest neuromarketing studies in the world, now in its fifth year. One of the biggest takeaways from it all: “Marketers would be shocked if they knew how little active attention some of their executions are getting,” says Patilinet. “They think that people watch all the 15-seconds, and then they find out that in some cases, it’s only two seconds.” In addition to the new “future of pre-testing” tool, Mars has gathered 4,000 campaigns from which they have identified a direct sales impact. They’ve done so in partnership with Nielsen, Catalina, IRI, Kantar and GFK. Of those thousands of ads, they’ve tested 250 for various elements of the cognitive process, attention, emotion, and memory. They’ve learned from the good and the bad to develop an understanding of what a “four-star ad” looks and feels like. The research shows that attention is a strong proxy for sales impact. But attention alone is not the answer, you need to elicit emotions. By building emotions, you can encode your distinctive assets into the consumer’s brain much better. And then those assets can be recalled. So the ultimate goal is memory encoding. That happens faster through emotions than through rational messages. Patilinet and his team will continue to investigate how to strike the correct balance by leveraging neuroscience. “Too many ads, too much clutter on websites has created this attitude of removing ads from your life.” Source: Hein, K. (2020, August 13). 'You get 2 seconds to engage consumers online': Mars neuroscientist shares key findings. News: The Drum.    

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Eyes on :06s: What Factors Predict Attention to Short Ads?

  • Henry G. Wolf and Paul Donato
  • JOURNAL OF ADVERTISING RESEARCH

TV commercials are getting shorter and shorter, mimicking their digital counterparts, but how good are they at capturing viewers’ attention? ARF research comparing the effectiveness of more than 3,000 short-form TV advertisements found that what drives visual attention to :06s differs from the drivers for :15s and :30s.

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