This panel discussion, moderated by Circana’s Michael Ellgass, discussed the current state and emerging opportunities in retail media, including measurement as well as organizational issues. The following are edited highlights from their conversation.
This presentation discussed cooperation between Coca-Cola and Adelaide. Adelaide created a metric AU—a single metric for brands to ensure their media gets the most attention. They conducted a campaign with Diet Coke to understand how attention metrics could be incorporated into a campaign measurement system to improve efficiency and to understand what could drive success. Coca-Cola has an end-to-end framework for measuring their campaigns. The E2E metrics has key components that measure human impact: head metric—all different measures if an experience was noticed and recalled; heart—resonance and relevance; hand—purchase/shopping; mouth—consumption. AU is part of the “head” component. An earlier trial in Europe took two campaigns—one with Aquarius and one with Coke. Half of media was optimized based on attention and the other on exposure. Clear convincing results showed that there is higher ad recall, recognition and impact based on attention as opposed to viewability.
Across all platforms, creative continues to have the dominant effect ranging from 46% to 49% of the effect of the campaign. The proportional effect of media and brand vary by platform depending on the targetability of the medium, the ability to build reach and the appeal to younger audiences such as is the case for social media.
Mars and Realeyes prove connection between creative attention and sales performance. Mars’ Agile Creative Expertise (ACE) tool tracks visual attention and emotion responses to digital video ads. Visual attention AI and facial coding measures how long participants watch a video and how their attention changes as they watch. Proven this model to work—optimizing content, lifting sales up to 18% in 19 markets, $30 million in ad optimizations in 18 months.
In this session, Yannis Pavlidis of consumer insights and CX firm DISQO tackled the challenges of benchmarking, cross-media outcomes and brand lift due to incomplete data from siloed platforms and media channels. In the opening, Yannis provided a refresher on the importance of benchmarks and obstacles from existing approaches to benchmarking (e.g., inconsistent methodologies, outdated data and collection techniques). The discussion examined solutions to address issues in data collection concerning benchmarking ad impact, which streamlines the process using consented, single-source data. The presentation also examined calculating benchmarks based on data taken from one source group (rather than two unaffiliated groups), considered the recency of the campaign used and subsequent behavior(s) which then can be correlated with survey responses. The advantage of using consented single-source data is that it can lead to more insightful, relevant and consistent outcomes in benchmarks.
In this session, speakers Bennett M. Kaufman, Kyle Holtzman and Michelle Smiley of Google explored a two-pronged approach to cross-media measurement and planning that considered the full-funnel impact across traditional TV and streaming video (YouTube), to make sense of all the “disparate forms of data and measurement.” The approach considered a geo-based experiment and audience incrementality to demonstrate and solve the following challenges: to retain current loyal customers, to age down the brand and to appeal to new consumers (Generation Z). The speakers presented a study done by Google in partnership with Burger King to test a new experimentation strategy to understand and measure the relationship between Linear TV and YouTube. The speakers touted the benefits of this method as repeatable and customizable across a variety of media channels, in addition to being timely, omni-channel and privacy safe.
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.
Kyle Holtzman – Business Lead Restaurant Vertical, Google
Bennett M. Kaufman – Cross-Media Measurement Lead, Google/YouTube
Michelle Smiley – Analytical Lead Restaurant Vertical, Google
Key Takeaways
Marc Guldimann – Founder & CEO, Adelaide
Greg Pharo – Sr. Global Director, Holistic Communications & Marketing Effectiveness, The Coca-Cola Company
This presentation discussed cooperation between Coca-Cola and Adelaide. Adelaide created a metric AU—a single metric for brands to ensure their media gets the most attention. They conducted a campaign with Diet Coke to understand how attention metrics could be incorporated into a campaign measurement system to improve efficiency and to understand what could drive success. Coca-Cola has an end-to-end framework for measuring their campaigns. The E2E metrics has key components that measure human impact: head metric—all different measures if an experience was noticed and recalled; heart—resonance and relevance; hand—purchase/shopping; mouth—consumption. AU is part of the “head” component. An earlier trial in Europe took two campaigns—one with Aquarius and one with Coke. Half of media was optimized based on attention and the other on exposure. Clear convincing results showed that there is higher ad recall, recognition and impact based on attention as opposed to viewability. The Diet Coke campaign focused on the following questions: Can attention metrics offer insights into media? What level of attention is needed to increase brand lift? How can we gain real time insights? Can we leverage attention metrics to reduce ad waste? Methodology—3 stages: 1. A/B test: The campaign was split into two groups, AU-optimized and BAU optimized to VCR and CTR. Findings show consistent results when optimizing attention. Half to viewability and half to attention. 2. Max AU analysis: This considers the single highest AU impression for a respondent to control for frequency. It uses actual response data to gauge lift. This suggests the level of attention at which single impressions are impactful. Findings show exposure to media above 35 AU resulted in higher ad recall, purchase intent and favorability among consumers. 3. AU flight control: This considers the relationship between the frequency of exposures and Lucid survey results at different levels of media quality. Suggests the AU above which media is cumulatively impactful. They conducted regression analysis to find the minimum AU to use to drive consistent outcomes. The correlation at given frequency between ad exposures and purchase intent increases above 20 AU. For the Diet Coke campaign, optimal AU increased above 20 AU and is strongest above 29 AU, peaking at 38 AU. There is an opportunity to drive incremental lift: 1. Exposure to high AU media drives brand lift indicating AU is a proxy for Coca-Cola’s KPIs. 2. Identifying the minimum level of AU required for a KPI uncovers significant efficiencies. 3. Attention metrics provide a real-time window into brand performance. Next steps: How to measure AU everywhere; To explore leveraging high AU PMPs to provide targeting opportunities.Key Takeaways