Gen Z’s Phygital World
Does Maslow’s hierarchy of needs still describe Gen Z consumers’ needs? These researchers updated the classic model to explore how our need for safety, belonging and identity have evolved in the 21st century.
Does Maslow’s hierarchy of needs still describe Gen Z consumers’ needs? These researchers updated the classic model to explore how our need for safety, belonging and identity have evolved in the 21st century.
Customer service problem resolution on microblogging platforms offers a way for firms to shine after interacting with customers or to leave a less than stellar impression. This study identifies key tactics for effective digital customer engagement and mitigating negative social propagation. The research identifies four frontline problem-handling tactics—resolving, reassuring, compassion and passion—and their impact on social propagation by followers. The study also highlights the importance of efficient problem resolution and communication strategies in digital marketing.
Member Only AccessExplore the latest findings from the ARF Attention Measurement Validation Initiative. The phase two report is a comprehensive examination of various attention measurement methods used in creative testing. It concludes with reflections on the challenges of attention measurement, as well as some suggestions for advertisers on how to choose and evaluate attention measurement providers.
Member Only AccessPedro Almeida – CEO, MediaProbe
Context matters—not all reach is equal, and so, we need a way to qualify each impression and valuate each of these impressions. Metric of valuation needs to be valid, reliable and have predictive power for business outcomes. The research focus: 1) What can we say about the value of emotional engagement (EE)? 2) Can we model the value of EE via its impact on memory? 3) Can we use EE to optimize and valuate content and ad positions? How? Methodology: MediaProbe used Galvanic Skin Response with participants who were exposed to content through a MediaProbe panel (U.S., 2,700 households). Data gets delivered second by second and data extracted goes toward creating an impact measure of how much people are reacting to what they are watching. The platform calculates an impact value that enables comparisons across media platforms. There was an added layer to see whether participants are leaning into the content and are engaged. U.S. TV dataset includes over 45,000 participants, reaching over 85,000 hours. More than 1,000 TV hours are monitored and over 42,500 ads. Using a subset of 16,351 ads and 329 “premium pod” formats, participants watch content and are then asked which ads they remember. Findings:Monica Longoria – Head of Marketing Insights, LG Ad Solutions
Tristan Webster – Chief Product Officer, TVision
The research presented included an online survey of over 1,000 respondents incorporated with TVision’s 5,000+ U.S. home panel data. Questions asked: 1. Does CTV garner more attention? 2. Are consumers more likely to co-view CTV? 3. Does co-viewing negatively affect attention? TVision’s equipment includes their always-on panel, a webcam that can capture how many people are in the room and eyes on screen at a second by second, a router meter to understand which CTV device is on and detects apps. TVision measurement engine includes remote device management and ACR engine. Findings:Shannon Bosshard, Ph.D. – Lead Scientist, Playground XYZ
Bill Harvey – Executive Chairman, Bill Harvey Consulting
Advertising starts with attention. If gained and sustained long enough, brain engagement occurs. Once this happens, memory encoding might happen, and that is when incremental brand equity and sales occur. Attention economy has now reached a pivotal moment: What is it that drives attention and how is this related to outcomes? Is it media platforms or creative? The presenters took two approaches: the first was brand lift studies (focusing on the conscious) with 20,000 participants, 35 well-established brands, 60 ads, on social media platforms, using eye tracking and post exposure survey. The second approach was a neuro study focusing on the subconscious, with 50 participants, across 150 sessions, people exposed to over 1,800 ads. They used a combination of eye tracking and EEG, and RMT method for measuring motivations. Hypotheses:Rohan Castelino – CMO, IRIS.TV
Mike Treon – Programmatic Lead, PMG
Representing the Alliance for Video Level Contextual Advertising (AVCA), Rohan Castelino (IRIS.TV) and Mike Treon (PMG) examined research conducted with eye tracking and attention computing company, Tobii. The research endeavor focused on the impact of AI-enabled contextual targeting on viewer attention and brand perception in CTV. Beginning the discussion, Rohan examined challenges with CTV advertising. He noted that advances in machine learning (ML) have empowered advertisers to explore AI enabled contextual targeting, which analyzes video frame by frame, uses computer vision, natural language, understanding, sentiment analysis, etc., to create standardized contextual and brand suitability segments. Highlighting a study of participants in U.S. households, the research specifically aimed to understand if AI-enabled contextual targeting outperformed standard demo and pub-declared metadata in CTV. Additionally, they wanted to understand if brand suitability had an impact on CTV viewers’ attention and brand perception. Results from the research found that AI-enabled contextual targeting outperformed standard demo and pub-declared metadata in CTV and increased viewer engagement. In closing, Mike provided the marketers’ perspective on the use of AI-enabled contextual targeted ads and its practical applications. Key takeaways:As all media are full of analyses, polls and commentaries, with this year’s Super Bowl ads, it is worth looking at research insights from past Super Bowls.
At this Insights Studio, researchers in Europe, the U.K. and the U.S. presented work in relatively new fields that have high-impact potential for the advertising industry. Starting with a forthcoming paper on sonic branding, the authors described their ground-breaking framework for measuring the implicit effects of sonic branding using music to manipulate visual scenes in video, film and TV. Next, a deep dive into autonomous sensory meridian response (ASMR)—a sensory-inducing device in ads—included strategies for helping brands collaborate with successful ASMR influencers. Lastly, a preview of an article to be published in the March Prosocial Advertising Special Issue showed how brand activism influences attitudes and purchase intentions, revealing a credibility gap between established activist brands and brands emerging in that space. Taking questions from Paul and from attendees, panelists in the concluding Q&A explored links between sonic branding and ASMR, the demographics of ASMR followers, ways for emergent activist brands to close the credibility gap with established activist brands, and future research possibilities.
Member Only AccessHow can brand managers maximize their engagement with tingle-inducing ASMR videos? A new study, recently published in the Journal of Advertising Research, offers evidence that brands risk being perceived as “inauthentic intruders” when advertising within ASMR communities. They should instead consider collaborating with ASMR influencers, especially those who are highly visible and/or terrific at building emotional connections with viewers.
Member Only Access