consumer attitudes
Ad-Spend Cues, Deepfakes/A.I., Badass Endorsers and Influencer KPIs
At this Insights Studio, authors from three different continents showcase their recently published work—including the JAR Best Paper 2022 on how advertising expenditures drive consumers’ perceptions of ad and brand quality. Also featured are studies on deepfakes and AI reshaping the advertising industry, the success of using product endorsers who are actors known for roles portraying despicable characters, and KPI patterns of social media influencers across several platforms. Talking points in the concluding Q&A span the future of AI in advertising and influencer marketing, machine-driven decisions for choosing endorsers, and factors (product- and economic-related) affecting consumer perceptions of quality in TV ads and engagement in user-generated content.
How High-Frequency Data Offers Consumer Insights
When will things return to normal and what will our new normal look like? To answer these questions, Morning Consult is tracking how consumer attitudes are shifting across a wide range of categories to gain greater insight into not only when consumers are ready to return to their normal activities but how their habits have changed. This presentation provides a case study on travel and hospitality with insights drawn from their Tracking the Return to Normal project.
The Future Goes Viral: Brand Challenges and Opportunities Triggered by the Pandemic
The presenters summarized insights from HUB’s on-going series of surveys on viewers’ ownership, behaviors, and opinions about all aspects of TV and video. Since they have data going back to 2018, they are able to analyze long-term trends, including the impact of the pandemic.
Understanding Consumer Sentiment Towards Data & Privacy in Advertising
Lucid is a research technology platform that delivers programmatic access to first-party survey data that can be used to drive business initiatives. Using survey-based methodologies to help clients understand the accuracy and effectiveness of their advertising efforts.
In her presentation, Bridget Bidlack shared recent research Lucid conducted on consumer sentiment on data privacy as it relates to the concept of a “free Internet” and sharing of data. Although the Internet is “free” to users, there is an inherent quid pro quo requirement: users must view ads and share data to use the Internet, and this “contract” isn’t always transparent.
MODERATED TRACK DISCUSSIONS: Data Deprecation & Rising Privacy Concerns
Three core factors driving/limiting targeting are privacy, devices (IDFA), and at browser level (third party cookies). There are two broad trends in marketers’ response: 1) recreate identities or improve contextual targeting. Initiative suggests their attempt to recreate identity is balanced by their respect for privacy. Initiative is trying to maintain journey based engagement through technology.
Building Trust Through Transparency
In a 2019 Pew survey, 79% of Americans say that they know big companies track their online behavior while 59% say they don’t know how the data is used and have little control over how the data is used. In a 2020 survey, Pew found that most Americans want the right to permanently delete their health related data.
Capitalizing on the CTV Opportunity
The CTV landscape is experiencing a plethora of new streaming entries, leaving consumers overwhelmed. This includes options that provide a tidal wave of content, some of it at lower cost. Publicis and Verizon partnered to explore how consumers’ expectations of services, content, and ad exposure will evolve.
New Research on Net Promoter Score
A new study raises more questions about the ability of the “NPS” to predict company growth.
More Research on LGBTQ+
Since our last newsletter, much more research on LGBTQ+ issues has come out.