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.
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Virtual Support Communities (VSCs) can have both positive and negative consequences for users. On the one hand, VSCs provide information and emotional support, which can help members achieve health and wellness goals. On the other, the social dynamics are such that community managers or admins must understand how to control them, and how such forces affect consumer engagement.
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This December 1 Cognition Council event expanded on previous ARF Cognition Council research on these issues, building on the presentations and discussion at the October 14 Cognition Council event (Part 1). The event included brief recaps of the Part 1 presentations.
Member Only AccessConviva’s presentation addressed an urgent issue for content providers: how to improve strategies that help audiences find their programs and drive engagement. Nick Cicero, Vice President, Conviva, presented new insights from a survey conducted with Dynata this spring.
Two presentations (both based on research conducted by MediaScience) demonstrated how the context in which ads are placed can have a strong impact of the ads’ performance. Context Matters: Music Television Learnings on Engaging Audiences Laura Vanison - Director Consumer & Artist Insights, Vevo; Bryon Schafer - SVP, Research, Vevo; Dr. Duane Varan - CEO, MediaScience. This presentation described a research project that confirmed the power of context effects, especially when there is alignment between the content and the ad creative, in a music video environment.
An ARF Cognition Council event featured new research on ads with altruistic appeals and studies that provide different views on "brand safety."
On October 14th, The ARF Cognition Council's Context Effects Working Group hosted a panel to discuss the importance of values in advertising and the content that surrounds it. Moderated by Horst Stipp, the Working Group included talks by Manuel Garcia-Garcia (Ipsos), Kimberly Rose Clark (Merchant Mechanics and Dartmouth College), Bill Harvey (RMT), Nathaniel Greywoode (Twitter), and Stefan Wojcik (Twitter). Here is a summary of the presentations and the discussion:An Advertising Week panel on audience fragmentation reveals what media execs are worried about today.
Over the last 19 months, thanks to the pandemic, that bubble has seemingly reached a fever pitch pushing advertisers to look for new, measurable and cost-efficient ways to reach consumers, from connected television users to cord-cutting streamers. It was a major talking point amongst media buyers and TV executives at this year's Advertising Week. "We're looking forward to a world where you can buy fewer, better and more engaging ads that are measurable, and you can prove that actually moved that needle for a client," said Matt Sweeney, chief investment officer at Group M. "That's the Nirvana that we're all thinking about." Per media buyers at this year's conference, an increasingly fragmented audience across broadcast, cable, national, local and streaming means the playbook is changing and marketers can no longer rely on a one-size-fits-all approach. On the attribution side, it looks like what is pivotal is streamlining the process to measure and report on multiple data points across the ever-changing television landscape, they said. "On the digital (advertising) side, we've had a lifetime of cost-per-fill in the blank. On TV, we've always just had cost-per-how many people can you reach," Mike Law, President of dentsu's Amplifi said. "We're at a moment where we can turn it into cost-per-business outcome in a more progressive and scalable level." "It really comes down to reach and frequency," said Carolyn Sheflin, VP of advanced advertising sales at Spectrum Reach. "A lot of what we're doing is bringing (multiple data points) together to get unduplicated reach and frequency in the marketplace." Once you reach a certain scale, and once you work with enough Fortune 500 advertisers, they will demand that you lower those walls," Stuart Schwartzapfel, SVP of media partnerships at iSpot.tv. It won't happen overnight. But per Schwartzapfel, companies like Amazon and Google have already started to lean into partner certification programs as a "sign of good faith."Source: McCoy, M. (2021, October 19). 'It Really Comes Down To Reach And Frequency': TV Execs Sound Off At Advertising Week On Audience Fragmentation. Digiday.
Member Only AccessA study assessed the impact of seeing audio messages on attention to and engagement with visual messages. It found that radio ads had a positive impact on the same ads on TV or as a website banner.
The research paper is called, "The Theater of the Mind: The Effect of Radio Exposure on TV Advertising," and is by Vincenzo Russo, Riccardo Valesi, Anna Gallo, Rita Laureanti and Margherita Zito, at the Università IULM, Milan, Italy. It confirms key findings of the ARF's "How Advertising Works" project. Campaigns using more than one medium are likely to be more effective than those using only one. This study, utilizing neuroscience-based methods, found that participants who had been exposed to radio ads spent a longer time looking at the brand and had a higher engagement when watching the same advertisements on television or as website banners. The authors conclude that exposure to a radio advertisement enhances the effectiveness of the same advertisement via TV or web.Source: Social Sciences (2020, July 15). "The Theater Of The Mind": The Effect Of Radio Exposure On TV Advertising. MPDI.
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The ARF Cognition Council presented their work on altruistic advertising and brand safety, with fresh investigations from Twitter and members of the Council. This research highlighted characteristics of altruistic creative assets, public attitudes about brands’ embrace of social causes, and the impact of social values and controversial content on attention, engagement, and advertising outcomes.
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Marketers currently face a daunting paradox: 91% of US consumers say they are more likely to shop with brands that provide personalized offers and recommendations; meanwhile, 81% of respondents say the potential risks of data collection by companies outweigh the benefits. This leaves marketers to thread a delicate balance – provide customers with a personalized experience and ensure that their data is secure and being used responsibly. During this Insights Studio event, HawkPartners shared a blueprint for brands to follow when balancing these issues, and industry leaders from tech and healthcare shared best practices in how they balance these marketing priorities.
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