mobile

Do Mobile Apps Lead to More Equitable Customer Service?

Do Mobile Apps Lead to More Equitable Customer Service?

  • MSI

Is there bias in terms of remediating service complaints? Do customers in wealthier, more educated areas get their complaints resolved easier or more quickly? The researchers behind this Marketing Science Institute (MSI) working paper analyzed data from Boston’s 311 information system to find out. The paper finds that service complaints from highly educated census blocks are more likely to be resolved more quickly than those in less educated neighborhoods. However, mobile phone applications can reduce this gap by giving customers a standardized communication tool for filing complaints. Researchers used an instrumental variable approach to address endogeneity in mobile app use.

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What the Metaverse Means for Marketers

  • Posted: July 11, 2023

On September 21, 2022, speakers from Kantar, Meta, Next Media Partners, Snap, VMLY&R, Wunderman Thompson Intelligence and XRGuild shared insights into how the Metaverse will impact marketers. They discussed implications for interoperability as well as paid advertising.

Attentive Reach: The Case for Human Attention in Brand Advertising

  • Posted: July 6, 2023

Realeyes uses software solutions for measuring human attentional and emotional response to advertising. Max Kalehoff explained the importance of attention measurement as a gauge of brand performance. He urged companies, particularly those with latent sales, to incorporate it into their business models.

MODERATED TRACK DISCUSSIONS: Cross-Platform: Measurement & Identity

  • Posted: July 6, 2023

Moderator Jorge (TikTok) asked the panelists three key questions:

  • The pros and cons of using mobile phones as meters in a time of such strong privacy concerns;
  • The panelists’ views on measurement of advertising effectiveness; and
  • The most unexpected feedback they received.

Understanding the True Cost of Attention Across Media

  • Posted: July 5, 2023

Lumen Research and TVision came together with Ebiquity to study differences in the way advertising generates visual attention across varied media and how much it costs to buy that attention. By combining their individual datasets – Lumen’s visual attention to digital advertising on desktop and smartphones, TVision’s TV attention data, and Ebiquity’s cost data – the researchers devised a new currency, the aCPM, a proxy metric representing the cost per thousand seconds of attention.

Experiential Approaches to Advertising are More Impactful than Direct Persuasion

Experiential Approaches to Advertising are More Impactful than Direct Persuasion

  • Journal of Advertising Research

Does direct persuasion still work in advertising? Two seasoned advertising research academics don’t think so. In an essay backed by empirical evidence, they argue—given the major changes in the ways consumers interact with brands today, such as online and through social media—that advertisers should shift from a direct persuasive strategy, to providing experiences that blend entertainment with more indirect persuasion.

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One Size [Does Not] Fit All Optimizing Audio Strategies for Success

  • Posted: June 20, 2023

What spot length works best? Audacy partnered with Veritonic to compare frequent radio listener responses to 15, 30 and 60-second ads across multiple categories such as auto, financial, retail and professional services to address this frequently asked question. Jenny Nelson (Audacy) and Korri Kolesa (Veritonic) presented the results of this study, which were measured by Veritonic’s audio score components such as attribute score, intent score and engagement score. This survey-based study of a panel of 2,400 radio listeners pointed to a variety of recommendations, such as initiating multiple 30-second ads instead of fewer 60-second ads, testing creative before launch and deploying a total audio strategy to reach omnichannel listeners.

Overcoming the Diversity Gap in Mobile Gaming

  • Posted: June 16, 2023

The gaming team at Meta launched an initiative to better understand the perspectives of underrepresented gamers in order to share the importance of diversity with the mobile gaming industry. Their findings, Stephen Gray (Meta) pointed out, are just as applicable to advertisers outside the gaming industry. With gaming now, the world’s most dominant form of entertainment, Chloé Gingrich (Meta) noted that the gamers population is more diverse than ever before, encompassing a spectrum of ethnicities, genders, ages, sexual orientations and abilities.

How Augmented Intelligence Unlocks Creative Effectiveness on YouTube

  • Posted: June 13, 2023

Ariane Le Port of Google explored the relationship between augmented intelligence and creative effectiveness on YouTube. She noted that in the past, measuring creative was a challenge that was “so nuanced and so complex” that people tended to shy away from measuring it. In this session, Ariane pointed to a six-year experiment on YouTube video ads to help brands understand what is most effective in mobile video. In the experiment, they conducted A/B testing and took into account a variety of areas, such as framing, pacing, audio and other areas to find patterns of creative effectiveness. These experiments led to a partnership between Google and Ipsos to create YouTube’s ABCDs (Guidelines) for creative effectiveness. YouTube and Ipsos studied 17,000 ads in an effort to identify the creative elements that have a measurable impact, using a human and machine learning (ML) approach. Leveraging machine learning (ML) enabled them to look at large and robust datasets to gain a deep understanding of what elements work best in creative. Ariane discussed their augmented intelligence methodology which included data scope and collection, human and machine creative coding, metrics and data modeling and insights and commercialization.

The Modern Grocery Run

  • Posted: June 2, 2023

Julianne Hudson of VMYL&R uncovered the results of two rounds of interviews examining the rocket ship of growth that took place in online grocery shopping beginning at the advent of COVID-19. The trend continues presently. The interviews took place eleven months apart, one in 2022 with around 2,000 respondents with a follow-up in January this year with approximately the same number, a sample totaling 4,200. Each respondent had shopped for groceries online in at least some capacity. The study helped show what online grocery shopping expectations are and what does and does not translate from the in-store to the online shopping experience.

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