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engagement

Evidence-Based Research for Effective Marketing

On November 9, 2022, industry leaders joined us to share highlights from EffWorks Global 2022 — a week-long celebration of the best new thinking and evidence-based decision-making research for marketing effectiveness. Topics of discussion included: marketing in the post-Covid economy, effective advertising in unprecedented times, the value of Share of Voice/Share of Attention/Share of Search in terms of effectiveness and commercial decision making, and more.

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ATTENTION METRICS: Moving from Laboratory to Field Applications

On September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.

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Attention Events

Two events take place next week that are designed to help marketers create attention-grabbing and effective messages.

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Measuring Influencer Impact

The ANA has introduced a set of guidelines for influencer marketing measurement to help advertisers better assess influencer marketing’s value. Read more »

How to Maintain Social Media Usage

While the number of social media users has increased dramatically over the last decade, user participation tends to diminish over time. A new study explores how to reverse this trend.

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Editor’s Note: although disabled fast-forwarding may be a reason for the results, the data are still valid Viewers Hang Around on VOD – source: VAB, Video Advertising Bureau, Nielsen data

 

Viewers watching 30-minute shows on their cable operator’s VOD system watch those shows 50% longer than live viewers and 33% more than other time-shifting viewers, according to a new report by the VAB.

According to VAB, which represents broadcast and cable networks, as well as multichannel video program distributors, viewers are watching an hour more per month than a year ago. And their ad engagement is up as more programmers and distributors utilize dynamic ad insertion technology that enables advertisers to target audiences with relevant messages.  

Defining Success in Brand Engagement via Videa (source: Charlene Weisler)

Brand engagement has always been the ultimate measurement goal for marketers because it presumes that engagement with a message will result in action towards sales. But what does engagement measurement really mean and what is the best metric for measuring it? Should marketers define their campaign successes with an engagement metric rather than by delivery or reach?

For the past decade, industry experts and organizations have tried to reach a consensus on the definition of engagement and have come up with hundreds of possibilities. If not everyone can agree on what engagement is, how can we agree on a measurement for it? It’s a conundrum.

Access full article from Videa

“The Science of Engagement” and The VAB Recommendation on Video Measurement

The Science of Engagement” – BBC Global News Ltd & BBC Worldwide

Content-led marketing is big business, but there are issues about how to best measure it. This paper combines traditional methods with neuro-science techniques (facial coding and Implicit Response Testing) to understand how consumers really engage with content-led marketing and what this means for brands – something that just can’t be measured by click-through rates.

Whilst facial coding has mainly been used to test video content, this is the first study of its kind measuring engagement with text based content marketing.

 

NOTEWORTHY ARTICLES

From various sources

The VAB Recommendation on Video Measurement

Given the literally billions of dollars involved, it is hardly surprising that metrics and measurement in the digital age is among the most contentious subjects in media research. Last week trade association VAB (the Video Advertising Bureau) announced a recommendation for making comparisons between “traditional” and digital platforms. 

The VAB, whose members include broadcast and cable TV networks, proposed that the industry use average audience as the basis for comparing video platforms (e.g. broadcast TV, Facebook, YouTube).

The method for calculating average audience is simple – multiple the unique audience (reach) by average minutes viewed, then divide that total by the minutes in the time period being considered. However, determining which approach the industry will ultimately adopt will likely be a more complicated task.

 

Brand Engagement on Digital Platforms

Mark Bonchek and Cara France, writing in “The Harvard Business Review,” provide “A Cheat Sheet for Marketers on the Future of Digital Platforms.

Marketers need to understand the future of consumer engagement on digital platforms, such as Twitter, Facebook, LinkedIn, Pinterest, YouTube, SnapChat, and Instagram.  Bonchek and France discuss the seven Ps of these platforms:

  1. People-digital and social platforms empower customers, employees, and citizens by removing friction in the flow of information and communication.
  2. Participate-platforms are two-sided networks that encourage the creation of communities of users and participants.
  3. Personalize-platforms will help filter the information being received and provide experiences that are more personalized, relevant, and meaningful.
  4. Product-platforms are becoming more integrated into products and services. There will be a convergence of digital platforms and connected devices, which will impact the relationship between products and platforms.
  5. Process-companies are adopting platforms that will impact business processes and organizational management.
  6. Pay-there will be greater integration of e-commerce and social networks on digital platforms.
  7. Partner-companies will need to improve their partnership and collaboration efforts to create opportunities for brands to form alliances.

The authors believe that companies can achieve increased brand engagement by involving and empowering customers.

See all 5 Cups articles.

For more on this topic, check out the Marketing Tab in Morning Coffee.

 

 

 

Tips to Increase Engagement With Facebook Image Posts

Angie Pascale, writing for ClickZ, discusses the power of images to increase brand engagement with consumers on social platforms.

Pascale states that photos receives 53 percent more likes on Facebook than the average post, and 84 percent more link clicks.

She suggests the following tips when creating and posting images on Facebook:

-Share the images of real people, preferably customers or influencers

-Focus on faces

-Use lifestyle imagery

-Write brief copy

-Encourage short responses to simple questions

-Create image galleries

-Capitalize on the nostalgia effect

Keeping the above points in mind when posting images on Facebook will increase consumer engagement with brands and products.

See all 5 Cups articles.