The “Shapes of Attention”
While a recent ARF survey documents the rising interest in attention metrics among marketers, a new report reminds us that “attention” comes in different shapes – which have different outcome implications.
effectiveness
The Only Number that Matters to CEOs
Proving the value of marketing means showing that the investment is paying off in faster business growth. The only number a CEO cares to hear is the incremental growth rate attributable to marketing. The rest is mumbo jumbo.
Growing ROI with YouTube ABCDs Creative Effectiveness Guidelines
Creative is the dominant ROI driver across all media platforms according to Nielsen Catalina Solutions: creative 49%, media 36%, and brand 15%. However, creative is challenging to measure. The speakers provided an ABCD insights framework for building effective ads on YouTube based on the key creative elements that drive sales as proven by Google’s partner, Nielsen.
Member Only Access
- Audience & Media Measurement
- Article
The ARF Attention Report
The ARF partnered with the UK’s Attention Council on this project, whose aim was to gauge the level of interest in attention metrics among ARF members and the Wonks community. Sixty-three participants took the survey in January of this year (2022). The qualitative study focuses on variations among the industry’s sectors in their outlook on attention metrics. The differences in outlook between researchers and the buy-side were particularly interesting.
Member Only Access
- Past Event Highlights
- Article
What is the Value of Time in Advertising? (Part II: Implications of Value Research for Industry)
The ARF’s Town Hall, Part 2, on the value of time in advertising highlighted the thinking of buy-side leaders, Denise Campbell, Chief Marketing Officer, AbbVie, Joanne Leong, VP, Director, Global Media Partnerships, Dentsu Aegis Network, and Christina (Chrissie) Hanson, Global Chief Strategy Officer, OMD Worldwide on the ideas presented at last week's Town Hall. Additionally, Scott McDonald, Ph.D., President & CEO, ARF, shared findings from an ARF Attention Survey, as well as providing his feedback on the issues and challenges relating to attention metrics. The ensuing discussion focused on the use of attention as a major currency metric and the business implications of the latest time-duration research. Cesar Brea, Partner, Bain & Company, served as the moderator and introduced the Town Hall by discussing the reasons why the industry is very interested in an attention-based currency as a basis for investment.
Member Only AccessNYCU: Do Analytics Contribute to Growth and Profit?
Business Professor Oded Netzer finds that many Chief Marketing Officers (CMOs) don’t think analytics contribute much to the bottom-line and offers a strategy to align analytics with business goals. In a recent paper in the Journal of Marketing, Oded Netzer, the Arthur J. Samberg Professor of Business and a Chazen Senior Scholar, points out that increasingly rich data from a dizzying array of sources allow marketers to capture more information on customers and competitors today than ever before and use that data to drive actionable insights. However, he finds that a 2020 survey of CMOs shows that despite steady increases in spending on analytics over the past eight years and even higher expectations for increased spending in the future, the contribution of marketing analytics to company performance has been, on average, fairly low. The disconnect comes down to this: marketing data collection efforts and analytics do not always align with growth strategy. According to Netzer and his colleagues, firms should align their data and analytics with three growth levers, informed by the customer equity framework, which suggests that a firm’s growth comes from acquiring profitable customers, making more money from existing one's customers, and retaining profitable customers:
- Customer acquisition: Harvesting social connection data gives marketers the ability to identify potential customers who are connected to existing customers and/or have preferences and motivations similar to existing, profitable customers.
- Customer development: Using clickstream data and other business intelligence data, companies can go beyond simply tracking a customer’s purchases with their firm and estimate how much that customer spends with competitors. Firms can leverage that data to increase their share of customer expenditures in a given category or industry (often referred to as customer share of wallet).
- Customer retention: Firms have traditionally relied on purchase and usage data to predict customer churn, but little attention has been given to mitigating it. Underutilized data sources, including unstructured data and causal data, are more difficult to gather and work with than traditional transactional data, but can be extremely useful in identifying impending customer churn and mitigating it.
- Targets & Segments
- Article
Are Non-Local Sports Fans Bigger Sponsor Patrons than Locals?
Fans who travel far to sporting events may be more valuable to sponsoring brands than previously thought. A research model tested against a cycling field study shows that “faraway” fans are more knowledgeable about the sport than locals, identify more strongly as a fan of the sport and have greater event attachment, potentially increasing their desire to support sponsoring brands.
Member Only Access
- Research & Data Quality
- Article
When Consumers Tune Out: A New Scale Evaluates Ad Disengagement
Why do consumers tune out advertising messaging, and what can marketers do about it? There is plenty of research about consumer engagement, but very little on disengagement. New research has filled that gap by broadening the definition of disengagement, identifying the cause for it, and developing a scale for measuring it.
Member Only AccessNYCU: The Real Marketing Word-of-the-Year
Joe Mandese argues that the marketing-word-of-the-year is not, as widely assumed, “Diversity” but “Trust.” MediaPost’s Joe Mandese concludes that Trust, not Diversity, is the “real” marketing word of-the-year, based on an Advertiser Perceptions study. The research, a survey of ad execs (both marketers and agency media-buyers), found that nearly two-thirds would likely “downgrade” or scrap a media outlet from their ad plans altogether, based on a violation of trust. While trust has always been paramount in an industry where advertisers and agencies routinely require various proofs of performance on whether their ad buys ran as promised -- pre- and post-digital -- the percentage that assert they would dump or downgrade media for violating it went up 18 percentage points over the past 18 months. That coincides with another sentiment that ostensibly grew during the pandemic: Empathy. "Two-plus years ago, we were finding things more in the 'talk, but less action' category," says Sarah Bolton, EVP at Advertiser Perceptions, who oversaw and analyzed the study's findings, adding: "But post the pandemic, the social justice movement, the trend lines are all moving toward more accountability.” "In the beginning,” Bolton said, “we were seeing it associated with things ethics of data-handling – whether that's data privacy or security: brand safety, ad fraud, trying to understand where these things stack up with performance and ROI and scale. But in the last 18 months, we've really zoomed in on brand safety and digital content safety.” She adds that the subplot here is that brand marketers and agency media buyers are becoming much more cognizant of, and guarded about, the idea that their ad budgets are financially supporting media outlets that cause direct or indirect harm to society. Source: Mandese, J. (2021, December 13). Why 'Trust,' Not 'Diversity,' Is The Real Marketing Word-of-the-Year. RTBlog, Commentary: MediaPost.
Member Only AccessNYCU: ARF Launches Marketing Optimization & Insights Certification with NYU
The ARF and the NYU School of Professional Studies have launched a new program, the ARF Marketing Optimization and Insights Certificate. The course is designed to teach methods of diagnosing marketing problems and evaluating the effectiveness of campaigns. ARF members who register for the full course by December 15 will only need to pay $2,000 (a savings of 75%). Contact arfcertification@thearf.org for more information.
The program, now open for enrollment, will commence this spring and be taught by professionals from members of the ARF who will serve as adjunct instructors at NYU SPS (New York University School of Professional Studies). It will provide the real-world application of research and analytic methods and comprise one required course, Foundations of Advertising Research, and six electives, of which three must be taken. These are: Achieving Consumer Centricity, Campaign Objectives & Strategy, Discovering and Testing the Key Consumer Insight, Informing Creative Development, Media Assessment & Tactical Planning and Campaign Effectiveness Measurement. Through the program, students will learn how to apply a consumer-centric approach to the development and optimization of marketing in daily work activities, learn how to assess the requirements of an effective marketing and advertising plan to support business goals and how to draw insights from consumer and market data. Studies will offer guidance on how to integrate the research and insights process into the development, testing and optimization of messaging and creative assets. They will also show students how to evaluate the impact of media choices, the media mix and optimal media plans on reaching marketing communications and business goals. ARF President and CEO Scott McDonald says the tailored curriculum is designed to foster an environment for professionals to learn and experience first-hand, how research and analytic methods available today play a "crucial role in the full cycle of campaign development."Source: The ARF. (2021, November 30). The ARF And The NYU School Of Professional Studies Launch Certificate Program In Marketing Optimization And Insights. NYU School Of Professional Studies, The ARF.
Member Only Access