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Four Things Brands Are Missing With Data via AdAge (Interview with Baker Lambert, TBWA Worldwide’s global data director)

When it comes to data and marketing, most people tend to focus on proving effectiveness and ROI or targeting, which is “only 20% of what you can and should be doing with data, especially in a creative agency,” according to Baker Lambert, TBWA Worldwide’s global data director.

The four things agencies and advertisers are missing when it comes to using data:

  • Early enough or broadly enough in strategy
  • To empower creative
  • To unlock creative executions that have never been done before
  • As creative content

Access full article from AdAge

Original Research – “Neural Pathways: Sequencing” (more on How Advertising Works) – The ARF’s Stipp & Garcia-Garcia

The ARF’s researchers Garcia-Garcia and Stipp will unveil more insights on how to make advertising more effective from the ARF’s “How Advertising Works” project.

Does the sequence of platforms in a multi-media campaign matter? Should TV always be first?

Should the platform determine the campaign strategy, or should the strategy determine the platform?

“How Advertising Works” insights presented at ReThink showed the importance of Creative. The new data confirm that. The researchers will show how to optimize Creative on different platforms to increase impact.

For more information visit Audience Measurement.

CREATIVE

Conference Paper – “Closing the Creative Loop in the Shift to Mobile” – Facebook 

What creative content will maximize impact? This paper summarizes 2 years of follow up work that was presented at ARF Audience Measurement 2014 — continuing to explore what aspects of creative matter as content consumption shifts to more mobile and video.

Combining Brand Lift studies conducted on in-market Facebook campaigns with creative testing data, we close the loop and identify aspects that create value. With this data set, we model how elements of both static and display ads predict business outcomes.

This research combines a large dataset of in-market testing, media delivery, meta-data and creative content ratings to further our understanding of how to optimize content to breakthrough in a mobile environment.

 

From AdAge – “Neuromarketing Exits ‘Hype Cycle,’ Begins to Shape TV Commercials”

For over two decades, Neuromarketing has intrigued marketers who believed that what people say is not always how they “really” think or feel. There’s evidence that Neuromarketing has finally turned a corner.

At the Advertising Research Foundation’s Re!Think conference, marketer Mars released findings on its study of 110 TV ads based on facial response and eye tracking from firm MediaScience. The results: biometric research predicts sales results better than traditional survey-based copy testing.

ESPN employed the same company to help make the case that marketers should consider a mobile ad “viewable” by consumers if it appears partly in view for just a half second, as opposed to one or two seconds.

Neuro-Insight joined Facebook in reporting brain activity that suggests campaigns combining TV and Facebook encode memories.

Nielsen Consumer Neuroscience now has 15 offices in 10 countries, with growing interest from big packaged goods, automotive and finance players, said Carl Marci, Nielsen’s chief neuroscientist and co-founder of Innerscope.

CBS Vision President David Poltrack observed that growing validation is boosting researchers’ confidence in using neuroscience techniques.

 

 

 

 

The Year in Creative: 24 Trends That Drove Some of the Best Advertising in 2015

Tim Nudd analyzes the 24 trends that drove some of the best 2015 ads in this Adweek article.  He provides examples, including videos, which illustrate these trends.

Among the trends:

-Powerful Women: ads that highlighted female strength included Ram trucks and Always, as well as the use of female athletes by other advertisers.

-LGBT Mainstreaming: Campbell’s, Wells Fargo and other companies followed the 2014 example of companies, such as Honey Maid, by creating ads with gay couples.

-Saving the Planet: ads related to environmental issues, such as the Rag Bag Case study, demonstrated outstanding creativity.

-Long Copy: was demonstrated in print and outdoor ads, such as Harmony Condoms, McDonald’s (DDB Stockholm), and Depaul Nightstop.

Additional trends:

-Gender Identity

-Anti-Endorsers

-Saving Ourselves

-Livestreaming

-Simple Logos

-Emojis

-Trolling

-Robots

-Outdoor Tech

-Bloodvertising

-Older “It” Girls

-A Galaxy of Star War Ads

-Private Parts

-Crafty Creations

-The Dress

-Virtual Reality

-Drones

-Faux-Fancy Fashions

-Stock Photos

-Unicorns as advertising characters

See all 5 Cups articles.

 

 

Energetic TV Ads Can Turn Off Viewers

A paper in this month’s Journal of Marketing finds that viewers experiencing a deactivating emotion (such as sadness induced by a TV drama) will respond as much as 50% more favorably to moderately energetic commercials as opposed to highly energetic ones. Despite this, highly energetic commercials are common, with the analysis indicating that over 80% of the ads on one streaming service rated as relatively energetic. Read more »

Questions or Statements in Ads

Statements work best in intense environments, while questions do well in calming situations, according to a study highlighted in the Boston Globe. The research will be published later this year in the Journal of Consumer Psychology. Read more »

Where’s the Emotion in Social

Less than 20% of social content on Facebook generated any kind of detectable emotional response. The study from CrowdEmotion and Havas Media examined respondents’ reactions to a newsfeed mock-up that included sponsored ads, posts on trending articles, and ‘more authentic’ friends’ stories.  Read more »

Advertising Appeals By Country

Research for a CPG category in the Journal of Advertising Research suggests that emotional messaging is more effective in wealthier countries. The authors propose that: Read more »

When New Commercials Don’t Meet Expectations

A paper published in the Journal of Advertising examines whether a brand’s prior commercials create expectations against which consumers’ measure subsequent ads from that brand. Findings indicate that prior advertising performance might affect the effectiveness of new ads. Read more »

Humorous Ads Gain Edge With Placement

MediaTel and WARC highlight research that suggests that “the funniness of an ad is not just a creative issue but also one of media placement. The perception of funniness can be boosted through channel selection or implementational tactics.” One Millward Brown study that ran identical creative on TV and cinema revealed differences in the proportion of respondents that said they “enjoyed the humor” — 61% for cinema viewers versus 52% for TV. Read more »