Audrey Steele (FOX) introduced this presentation by highlighting the objectivity of the years-long study focused on the relative value of different platforms and impression quality, with the brands involved amassing close to $3 trillion in sales. While many in the industry are focusing on maximum reach, this study looked at sales as the most important measure of impressions, quality and value between media platforms.
Michael Tscherwinski (Circana) and Greg Younkie (Kraft Heinz) explored how personalization of quality data can take performance up to the next level and shared learnings from a two year journey that found personalized impressions supported by the right data can drive stronger impact.
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.
Researchers have consistently found that decreasing advertising during a recession can hurt sales after the period of economic contraction, and that “going dark” is likely to cause long-term damage to a brand. The first analyses of the “What Brands Did in 2020” research project indicate more nuanced effects.
Lloyd Darbonne – Senior Director Research, Insights, & Strategy, FOX Corp.
Bill Harvey – Executive Chairman, Bill Harvey Consulting, Inc.
Audrey Steele – EVP Sales Research & Strategy, FOX Corp.
Audrey Steele (FOX) introduced this presentation by highlighting the objectivity of the years-long study focused on the relative value of different platforms and impression quality, with the brands involved amassing close to $3 trillion in sales. While many in the industry are focusing on maximum reach, this study looked at sales as the most important measure of impressions, quality and value between media platforms. Bill Harvey (BHC) detailed the study’s methodology of implementing a standard multiple regression analysis with ROI optimization using SMI’s real ad spend numbers and Circana’s and S&P Global’s sales spend across the top ten brands in each of QSR, CPG and Auto verticals over nine years of data. Lloyd Darbonne (FOX) covered how the thousands of iterations of their ROI optimizer selected the media mix that predicted the highest share for each company studied. Concentrating on entertainment (inclusive of TV sports & news, TV cable entertainment, TV Big 4 entertainment and premium digital video TV), the optimizer then measured the optimal allocation for maximum ROI in each vertical. Results across verticals documented higher ROIs with significant reallocations and rebalancing of ad spends in TV and premium contexts.Key Takeaways
Michael Tscherwinski – Principal, Media, Circana
Gregory Younkie – Sr Data Scientist & Data Strategy, Kraft Heinz
Michael Tscherwinski (Circana) and Greg Younkie (Kraft Heinz) explored how personalization of quality data can take performance up to the next level and shared learnings from a two year journey that found personalized impressions supported by the right data can drive stronger impact. Kraft started with its CRM recipe-focused data and grew it 17% with sweeps and games. Its in-house consumer insights platform, Kraft-O-Matic, had three core competencies with its consumer database incorporating 1P (first-party), 2P (second-party) and 3P (third-party) data, insights and analytics and agile marketing. Using identity resolution to match 1P data to devices and content, and enriching 3P data to create high-value audiences, Kraft then activated personalized marketing campaigns with speed to capture engagement and ROAS. Driving 1P acquisition, data enrichment, more personalized activation and uplift measurement resulted in a 93% lift in ROAS impact and secured an increase in media spend from leadership.Key Takeaways
The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.
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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
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 AccessThroughout 2022, ARF members asked the Knowledge Center most frequently about advertising and marketing best practices in periods of recession and/or inflation. New insights on this topic come from the “Brands 2020” project by the ARF.