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Growing ROI with YouTube ABCDs Creative Effectiveness Guidelines

Ariane Le Port Global Creative Effectiveness Lead, Google

Arthur Anglade Advertising Research Manager, Google

Ignacio Mamone Manager, Nielsen

Key Takeaways

  • Creative is the main driver of sales and represents a competitive edge.
  • Ads following the ABCDs creative best practices on YouTube consistently see stronger ROI and sales response across markets and categories, according to MMM meta-analyses. However, few advertisers are currently optimizing their ad creative for YouTube.
  • There are market, category and geographic nuances, as well as varying levels of best practices adoption and sophistication, in applying this framework.
  • Combine art and science to maximize sales and ROAS.

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NYCU: What Happens When Advertisers “Go Dark”?

While a new ARF study explores the long-term impact of different advertising strategies during last year’s pandemic, a new paper in the Journal of Advertising Research provides evidence on a specific strategy: “Going Dark.” When Brands Go Dark: Examining Sales Trends when Brands Stop Broad-Reach Advertising for Long Periods” is the title of a new paper in the Journal of Advertising Research (July 2021). Their study examined the sales performance of beer, cider and spirit brands that advertised intermittently over almost two decades. Of 57 cases, 34 stopped mass media advertising for more than a year. The researchers analyzed changes in sales for the years when brands stopped advertising relative to the last advertised year. Their findings:

  • On average, brand sales declined immediately in the first year and every subsequent year without advertising.
  • The sales decline was faster for smaller brands and for brands that already were declining in sales before advertising cessation.
There are several detailed findings in the JAR paper. But the simple answer to the question “what happens if advertisers go dark?” is that sales are likely to decrease for years. Source: Hartnett, N., Beal, V., Kennedy, R., Sharp, B., Gelzis, A. (2021, July). When Brands Go Dark: Examining Sales Trends when Brands Stop Broad-Reach Advertising for Long Periods. The Journal of Advertising Research.    

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NYCU: Dentsu & A+E Guarantee with Attention Measure

As more and more networks and agencies are looking at measures of “attention” to ads, A+E Networks and dentsu have taken a major step, using an eye tracking measure as guarantee for an Anheuser-Busch campaign.  Paolo Provinciali, Head of U.S. Media, Anheuser-Busch, "We went back to the basics and focused on people's changing media consumption behavior. The assumption was that if we could run a campaign that could be seen by a higher number of people and capture a higher share of attention, it could drive higher brand equity and subsequently, impact consumer behavior. We partnered with A+E to guarantee our buy against people being present in the room when our ads were airing, increasing our chance to drive meaningful impact with our investment."

  • According to Cara Lewis, EVP, head of U.S. Investment at dentsu's Amplifi, "Anheuser-Busch has a partnership with the TVision data that we used for this test. They asked us to propose a partnership with networks to guarantee on viewability data” (TVision uses eye tracking devices in 5000 households.) A+E is the first network to guarantee on these eye tracking impression data which can register exactly when eyes are on screen for at least two seconds.
For Provinciali, "The challenges were two-fold. The first was technical; integrating the TVision data into the dentsu planning tool and into the A+E serving stack to optimize the buy in-flight. The second was to align on commercial terms that could drive benefits for both the buy and sell side. The approach was that more attentive inventory should command a higher price because of its higher quality. We can all agree on the fact that if no one is in the room when your ad is airing, there's no chance it will drive an impact on your audience, and therefore higher viewability and attention limits the amount of 'wasted' impressions, allowing the investment to go further. This allows us to gain an efficiency that can be shared in commercial terms between the advertiser and the network." Roseann Montenes, VP Precision + Performance Ad Sales Partnerships, A+E, shared that, "We were able to see a lift once we optimized against Anheuser-Busch's historical data through TVision. We were still able to see improvement against every single network in our portfolio.” As she explained, "Guaranteeing against metrics that mean the most to our clients, really interested us. The risk was worth it, and now the study is in its second wave and the partners are trading on this currency.” Source: Weisler, C. (2021, May 5). Dentsu and A+E Team to Guarantee Attention by Tracking Eye Movement. Media Village.  

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NYCU: In Brief -- Extra Gum’s Back-to-Normal Ad

Céline Dion’s “It's All Coming Back to Me Now” thunders throughout the two-minute spot. Gum sales have declined during the era of face masks and social distancing. The amount of death, economic anxiety, social isolation and political strife that’s occurred over the past 14- months or so is something anyone who’s lived through it will never forget. Source: Hiebert, P. (2021, May 3). Extra Gum’s Back-to-Normal Ad Is a Euphoric Release. Adweek (only Adweek subscribers can read the full article – but the Ad is available to all viewers, see below).   In this hilarious ad, Extra Gum imagines a post-pandemic world where we can't not hook up with the next person we see. Energy BBDO is the agency.  View the video.  

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What a Product’s Weight Conveys to Consumers

  • Marketing Science Institute

A product’s shape, packaging or logo contributes to consumer understanding and reactions to that product, previous research has found. But what impression does the perceived weight of a product convey and how can this be used for advertising and marketing purposes? Researchers Priya Raghubir, Lu Yang and Dengfeng Yan looked into this and discovered that consumers use a stability heuristic for weight judgements. Shorter, broader objects are judged to be heavier and thus are considered more stable. And when it comes to food items, weight also plays on such things as calorie assessment.

  • Article

NYCU: Corporate Trust Is (Mostly) Rising

The public's view of most industries has improved since the beginning of the pandemic. However, social media companies rank in the bottom 10 of the list and are viewed slightly less favorably now than before the pandemic.  The poll ranks the 100 most visible brands in America, and is based on Harris Poll research. Companies were rated by 34,026 U.S. adults from June 24-July 6. The public's view of almost every industry has improved since the beginning of the coronavirus pandemic. Industries with a prominent role in life under quarantine have seen especially big jumps. Why it matters: Businesses in America were already undergoing a transformation from being solely focused on profits to being focused on values as well. The pandemic has expedited that shift, and consumers are responding favorably to it. Details: Consumers in the poll scored the top 100 companies across 7 qualities: Affinity (trust), citizenship, ethics, culture, vision, growth and products and services. Affinity is weighted higher than all other categories. Leading the index are companies that have focused on solving problems related to the coronavirus. Grocers, including Publix, Wegmans and Kroger, are among the highest-ranking companies, as are delivery companies like Fedex, Amazon and UPS. Consumer packaged goods companies that focus on cleaning and kids, like Clorox, Hersey's, Disney and Procter & Gamble Co. ranked in the top 25. Pharmacies, including Walgreens and CVS, also scored well on consumer trust, culture and ethics. According to the poll, 75% of consumers agree that generally speaking, during the pandemic and related shutdowns, "companies were more reliable than the federal government in keeping America running." What's next: Overwhelmingly, the poll finds that consumers approve of companies that address social and societal issues.   Source: Allen, M. (2020, July 30). 1 big thing…Axios Harris Poll 100: Corporate trust soars during pandemic. Axios.  

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NYCU: 90% Say Brands Should Continue Advertising

Editor’s Note: The next report focuses on attitudes about advertising and the impact of advertising that addresses the current crisis. The findings paint a complex picture – strong support for advertising during this crisis, some positive impact, but also cynicism. According to the survey, consumers also think brands should incorporate COVID-19 messaging into their ads. FreeWheel released the results of a new survey of over 1,000 consumers on their changing behaviors and attitudes towards advertising in light of COVID-19 events. The results showed that 91% of consumers believe it’s appropriate for brands to continue advertising during the COVID-19 pandemic, with about half saying they believe it’s appropriate only with “certain types of ads.” The survey, conducted using a SurveyMonkey, also revealed that nearly 60% of consumers believe brands should incorporate messaging around COVID-19 into their ads. But discretion is needed: most consumers – about 50% – agree that brands should only do so “if it is tasteful.” When asked about their feelings towards brands that advertise in the current environment, over 40% of consumers say that when brands incorporate COVID-19 messaging into their ads, it can result in positive feelings. Though again, consumers caveat that messaging must be sensitive, with 29% saying that ads with COVID-19 messaging only gives them positive feelings if done tastefully. Consumers were also asked what types of ads they are most open to seeing now. The top category by far was food and beverage companies (51%), followed by financial (28%) and technology (24%) companies. Source:  FreeWheel (2020, April 28). FreeWheel Real-Time Insights, APRIL 28, 2020: Consumer Survey. FreeWheel.  

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