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Evidence-Based Research for Effective Marketing

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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Concurrent Track Panel Discussion: Audience-Driven Trends in Media

Concurrent Track Panel Discussion: Audience-Driven Trends in Media

Mukta Chowdhardy – VP Cultural Insights, WarnerMedia Matt Ross – SoDA Product Manager, Digital I David Tice – Consultant, HUB Entertainment Research Michael Tscherwinski – Media Principal, IRI Britta Cleveland – SVP, Research Solutions, Dotdash Meredith Corporation MODERATOR

Key Takeaways

  • Continue advertising through product supply constraints.
  • Leverage a data-driven approach to connect with the highest value consumers.
  • Advertise the portfolio to mitigate out-of-stock pressure on any one brand.
  • Enrich CRM data, conduct agile “test & learn” now and glean insights to invest at scale when supply conditions improve.

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Is Hollywood Losing its Influence Over Global Audiences?
  • Article

Is Hollywood Losing its Influence Over Global Audiences?

Matt Ross – SoDA Product Manager, Digital I

Key Takeaways

  • There has been increased viewership of non-English language content on streaming platforms, even in the U.S.
  • English-language and U.S. content still dominate in the U.S.
  • U.S. content remains critical to the global entertainment ecosystem.
  • Based on the success of Squid Game, SVOD production budgets could increasingly be spent outside the U.S.
  • However, financially, the U.S. is still in a prime position since the large streaming companies are predominantly from the U.S.

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Attention Everywhere
  • Article

Attention Everywhere

The NBA tested an attention metric for digital media ad placements developed by Adelaide–called the AU–to increase tune-in to the NBA Finals and to improve its brand metrics. They leveraged the AUs of their CTV and digital placements to optimize a large campaign across CTV, digital, social, and OOH with over two billion video impressions. They also used the AUs, which they obtain in near real-time, to adjust those placements in-flight. They found that AUs lifted their KPIs and will incorporate them into their media mix models. Adelaide is also working with TVision to get AUs for linear television by daypart and genre. Their tune-in data was provided by SambaTV.

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