digital video

Unlocking GenZ on Social Video

  • Posted: July 6, 2023

There are 500 hours of content uploaded to YouTube every minute. TikTok is the most downloaded social app. According to the Global Video Measurement Alliance, there was a 55% growth in total time spent on consumption of social video. Gen Z spends more time with social video than any other demographic. Kate Ginsburg, Tubular Labs, explored this coveted demo’s social video viewership, e-commerce consumer behaviors, and the opportunities for brands. Social video needs to a part of the marketing strategy. It is where brands and advertisers must be to engage with Gen Z.

MODERATED TRACK DISCUSSIONS: Attention Measures: What Counts & How Much Does it Cost

  • Posted: July 5, 2023

Jane Clarke (CIMM) followed up with each of this session’s presenters on the goals and data points of their discrete studies. The following are edited highlights from the discussions.

  • A necessity condition is that consumers have to pay attention to advertising for advertising to initiate any kind of sequence, according to Shuba (Boston University). To the extent that consumers pay attention to ads, only then is any kind of advertising effect through a hierarchical sequence triggered, so it’s a necessary condition but it’s not sufficient to say which of these intermediate factors would have the effect on sales. Not all of these metrics drive sales equally – know the sequence for your brand and advertisers.
  • Gen Z and Millennials consumed more content overall, but still had a higher rate of aided recall than other generations (Gen X, Boomers), shared Heather (Snap). Last year, they conducted a research study with Kantar to evaluate the information processing power across different generations to see if there were any differences. Each generation used Snap as they normally would, and they controlled for ad exposure. What they learned is that younger participants showed superior ad processing power when looking at ad message recall. This is surprising because we may be underestimating what we expect from the younger generations.
  • Advertisers are getting better at creating 6-second ads. According to Kara (Magna Global), back when they first started building :06 second ads, it was simply taking your :15 or :30 second ad and cutting it down to :06 seconds. You were really at the mercy at what had already been shot for another purpose. Cutting the original down to :06 seconds and maintaining branding and storytelling was very difficult to do. Now advertisers are creating :06 second ads – either on a custom basis or shooting with :06 second ad in mind, knowing that the longer versions will be cut down. Overall, that’s led to more efficient short ads because they’ve learned with the right material and testing what is going to work in a shorter amount of time.
  • The historical econometric model approach won’t garner the most accurate view of cross-platform reach or delivery, noted Heather. From this research they were able to provide a different way of thinking. A :06 second ad isn’t half as effective as a :12 second ad, and a :12 second ad isn’t a frequency of 2 to a :06 sec ad – that kind of thinking doesn’t hold true any longer. They saw that there were other kinds of descriptors, like platform, device, attention – those can and should be used to better equivalize impressions across platforms. She hopes this research challenges the industry’s way of thinking.
  • A new tool called the Attention Calculator was just launched by TVision and Lumen. Yan (TVision) explained that this tool was based on their study and it’s for anyone interested in attention for media planning and duration based metrics. It’s a free and interactive tool that calculates the cost of attention with the user’s CPMs to see the average cost per impression across platforms, based on Ebiquity data.

Does Every Second Count?

  • Posted: July 5, 2023

Kara Manatt (Magna) and Heather O’Shea (Snap) presented research that compared :06 second and :15 second ad lengths across three video platforms – Snap, video aggregators, and full episode players (FEPs) – to determine the optimum ad length for an effective ad strategy.

 

In testing the same :06 and :15 ads for the same four brands, the study factored in the characteristics of each platform – pre-roll/mid-roll, skippable and non-skippable, and device – as it tracked 7,500+ panelists’ viewing behaviors for brand awareness, brand perception, and purchase intent.

Understanding the True Cost of Attention Across Media

  • Posted: July 5, 2023

Lumen Research and TVision came together with Ebiquity to study differences in the way advertising generates visual attention across varied media and how much it costs to buy that attention. By combining their individual datasets – Lumen’s visual attention to digital advertising on desktop and smartphones, TVision’s TV attention data, and Ebiquity’s cost data – the researchers devised a new currency, the aCPM, a proxy metric representing the cost per thousand seconds of attention.

Big Data and Converging TV — What Role Can Deterministic Panels Play in Unlocking Opportunity?

  • Posted: June 21, 2023

Return Path Data. Set Top Box Data. Millions of Consumer Devices. Server Logs. In an era where big data is being tapped for decision making, and each source has a limited and often unrepresentative view, what is the role of a representative panel? What will and should panels look like in the future? After all, TV is converging with digital, the rise of CTV has ushered in content and marketing opportunities for businesses, and consumers have decision-making power unlike ever before. At this ARF Insights Studio, industry leaders Jane Clarke (CIMM), Pete Doe (Xandr), Mainak Mazumdar (Nielsen) and Paul Donato (ARF), discussed where single source panels may fit in the media measurement landscape of the future and how they can work alongside big data to benefit both.

How Augmented Intelligence Unlocks Creative Effectiveness on YouTube

  • Posted: June 13, 2023

Ariane Le Port of Google explored the relationship between augmented intelligence and creative effectiveness on YouTube. She noted that in the past, measuring creative was a challenge that was “so nuanced and so complex” that people tended to shy away from measuring it. In this session, Ariane pointed to a six-year experiment on YouTube video ads to help brands understand what is most effective in mobile video. In the experiment, they conducted A/B testing and took into account a variety of areas, such as framing, pacing, audio and other areas to find patterns of creative effectiveness. These experiments led to a partnership between Google and Ipsos to create YouTube’s ABCDs (Guidelines) for creative effectiveness. YouTube and Ipsos studied 17,000 ads in an effort to identify the creative elements that have a measurable impact, using a human and machine learning (ML) approach. Leveraging machine learning (ML) enabled them to look at large and robust datasets to gain a deep understanding of what elements work best in creative. Ariane discussed their augmented intelligence methodology which included data scope and collection, human and machine creative coding, metrics and data modeling and insights and commercialization.

Evaluating the Drivers of Attention Across Media and Creative

  • Posted: June 13, 2023

According to Britt Cushing of OMD, we need to make sure that creative and media “sit hand in glove” as everyone battles for attention in a sea of clutter that is diluting effectiveness. Sixty-five percent of media impact actually comes from the creative. OMD has been looking at attention for planning through years of empirical testing (across 25 brands, 10 categories and seven different markets). They found that attention drives mental availability and is fundamental for brand growth. In this presentation Britt discussed OMD’s approach to leveraging attention from planning to activation to garner competitive advantages for brands.

How Managing Creative Attention for Brand Growth Can Drive Outsized Outcomes

  • Posted: June 13, 2023

Max Kalehoff of Realeyes discussed what can happen when you manage for creative attention to further bridge the gap between media and creative. Realeyes uses a model based on NCS’s model on contributors of campaign outcomes to calculate how media and creative attention lead to quality exposures and brand impact. Realeyes also leans into facial coding via webcam to measure human attention on video creative—how it is captured, retained and encoded. To apply the creative efficiency to a nominal CPM, Realeyes ran a simulation study of 42 YouTube ads across seven CPG cleaning brands. They found that creative efficiency determines up to 3X delta in quality exposure share. The study also identified what moves the needle on creative attention and efficiency in CPG.

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