Research to Improve AI
Yes, AI is a great tool for marketers. But how can we avoid the “AI Conundrum” – taking advantage of its strengths while avoiding its errors and risks?
consumer experience/CX
- Past Event Highlights
- Article
Augmented Reality – Unlock New Technology to Drive Brand Growth
Aarti Bhaskaran – Global Head of Research & Insights, Snap
Kara Louis – Group 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.
- Research & Data Quality
- Article
Navigating the Evolving Media Landscape
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.
Member Only AccessWhat the Metaverse Means for Marketers
On September 21, 2022, speakers from Kantar, Meta, Next Media Partners, Snap, VMLY&R, Wunderman Thompson Intelligence and XRGuild shared insights into how the Metaverse will impact marketers. They discussed implications for interoperability as well as paid advertising.
Understanding & Using Ethical Data Attitudes to Improve Consumer Relationships
A Wunderman Thompson survey of 1,000 consumers each in the U.S. and U.K. found that concerns about data privacy rank 4th—behind only the economy, the COVID pandemic and healthcare. Most consumers see the collection and use of their personal data as an opaque process, creating a “negative halo” for companies they associate with this. Consumers generally do not perceive the benefits to them of sharing personal data and desire greater control—without necessarily knowing how this could be done. Mazda’s Brad Audet said that best practice in communicating about data privacy must start with a focus on the consumer, not the company’s data needs. Citing the example of Amazon, he urged that companies “co-create opportunities with customers” to use data for personalization that creates real value for them. Otherwise, their concerns will add to the current “cascade of distrust” in government and other large institutions.
THE LAST WORD: Tuesday
Stephen DiMarco (Tubular Labs) moderated this discussion on the second day of the conference with the anchor commentators who shared their perspectives on what they heard and what it means.
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.
Leading the Next Frontier of Media Disruption
Scott introduced Marc Pritchard to the ARF stage with a discussion about the most important marketing and advertising measurement challenges in the industry and Procter & Gamble’s priorities in approaching solutions. While the perpetual fragmentation of the media ecosystem is complicating accurate measurement across platforms, advertisers still have the same simple questions, according to Marc. The consumer is the center of it all – how many people are advertisers reaching, how often are they reaching them, and how effective and efficient is the advertising itself?
Building a Customer Experience (CX) Roadmap
This MESH Experience webcast focused on how marketers can grow their business and succeed in the new age of customer experience (CX). Experts at Axa Investment Managers and Cox Communications discussed how to build a CX roadmap in the current consumer climate. Attendees were given a toolkit to grow their brand and gained an understanding of how to meet and exceed the demands of their current and prospective customers.
What the Metaverse Means for Marketers
Speakers at an ARF Town Hall gave their predictions on the development of the metaverse and described how metaverse marketing platforms will impact marketers’ strategies.