Can reading online customer reviews (OCRs) influence the opinion of a consumer who has already experienced a product? The answer is yes, new research finds. It turns out, consumers are far more persuaded by online customer reviews than previously thought, according to this research. The findings have significant implications in how best to communicate with customers post-purchase.
Member Only AccessWhile the various polls looking at the “Best Super Bowl Commercials” tend to vary widely in their results, advertising experts show a lot of agreement on what makes Super Bowl ads successful.
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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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.
Member Only AccessTwo events take place next week that are designed to help marketers create attention-grabbing and effective messages.
The ANA has introduced a set of guidelines for influencer marketing measurement to help advertisers better assess influencer marketing’s value. Read more »
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.
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.
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.
“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.