Realeyes uses software solutions for measuring human attentional and emotional response to advertising. Max Kalehoff explained the importance of attention measurement as a gauge of brand performance. He urged companies, particularly those with latent sales, to incorporate it into their business models.
As consumer concerns about privacy are growing and legislators are responding by introducing legal restrictions, marketers are focusing on contextual targeting (instead of cookies) to make their advertising more effective. Research by Integral Ad Science (IAS) has shown that the growth of contextual targeting is not only being embraced by marketers, but also welcomed by consumers: they prefer ads that match the content they are viewing – which makes them more relevant to them.
Jane Clarke, CEO, Managing Director, CIMM, interviewed Lisa Giacosa, President, Global Head of Data, Technology, Analytics & Insights, Spark Foundry.
Journal of Advertising Research authors presented their work published in the March issue of the JAR. Creativity experts delved into the creative-idea generation process and the conveying of brand passion in advertising. Strategy experts explored effectiveness of six-second TV commercials and how advertising and promotional effects drive QSR sales.
The event addressed how diversity in advertising is evolving. Consumers want to buy from companies that commit to diversity but mere representational presence in ads is not enough. Brands that produce creative that is authentic in context, and elicits emotion from consumers, will garner loyalty and ROI. Leaders from Microsoft and Kantar shared how we can collectively understand nuances better to debunk stereotypes and empower all groups of people.
The advertising industry needs more support in its efforts to harness creativity. Pointing to a Cannes-Lions State of Creativity report statistic—just 20% of brand leaders feel confident they can convince CFOs to invest in high-quality creative work—Adam Sheridan of Ipsos believes his research can help agencies and brand managers overcome barriers to adopting and promoting quality creative. He offered insights from his upcoming book, MISFITS: How Creativity in Advertising Sparks Brand Growth.
On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.
Member Only AccessNBCU’s Mike Levin and Emily Kwok tested brand safety in premium video content from a viewer perspective in their research using NBCU’s proprietary AI tech for automating brand safety and suitability decision making. The study’s three objectives asked whether increasingly violent episodes influence viewers’ experiences, if they then assign blame to marketers for knowingly advertising in explicit or violent content, and if there are specific instances where adjacency affects viewer sentiment towards an ad.
According to the latest U.S. Census, between 8 percent and 12 percent of the U.S. population identify as within the LGBTQ+ community, yet this demographic is represented in just 1 percent of advertising. Kantar asked: Is the advertising industry creating ads that will reach this audience, and how can it do better? Insights into these questions came by conducting research using both explicit and implicit measures. Deepak Varma (Kantar) explained the use of explicit and implicit tools that measure reactions to advertising. Explicit measures track enjoyment (of the ad and the brand, asking questions on inclusion and diversity), while implicit measures track involvement or engagement with the ad (i.e., use of facial coding to measure smiles).
Heather Coghill (WBD) and Daniel Bulgrin (MediaScience) shared methodologies and results from two in-lab studies that sought to understand how impactful category priming can be without brand mention and if viewers associate brands with adjacent unsuitable content.
Their presentation focused on two types of contextual effects within program context—“excitation transfer” and “brand priming”.