native advertising/content marketing

Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

  • JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, researchers in Europe, the U.K. and the U.S. presented work in relatively new fields that have high-impact potential for the advertising industry. Starting with a forthcoming paper on sonic branding, the authors described their ground-breaking framework for measuring the implicit effects of sonic branding using music to manipulate visual scenes in video, film and TV. Next, a deep dive into autonomous sensory meridian response (ASMR)—a sensory-inducing device in ads—included strategies for helping brands collaborate with successful ASMR influencers. Lastly, a preview of an article to be published in the March Prosocial Advertising Special Issue showed how brand activism influences attitudes and purchase intentions, revealing a credibility gap between established activist brands and brands emerging in that space. Taking questions from Paul and from attendees, panelists in the concluding Q&A explored links between sonic branding and ASMR, the demographics of ASMR followers, ways for emergent activist brands to close the credibility gap with established activist brands, and future research possibilities.

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Influencer Partners a Must for Branded ASMR Content

Influencer Partners a Must for Branded ASMR Content

  • JOURNAL OF ADVERTISING RESEARCH

How can brand managers maximize their engagement with tingle-inducing ASMR videos? A new study, recently published in the Journal of Advertising Research, offers evidence that brands risk being perceived as “inauthentic intruders” when advertising within ASMR communities. They should instead consider collaborating with ASMR influencers, especially those who are highly visible and/or terrific at building emotional connections with viewers.

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Creators Drive Commerce

  • Posted: May 30, 2023

Vita Molis and Abby Thorsgaard, both from TikTok, discussed the reasons that TikTok’s creators are impactful, drive full funnel metrics for brands and are a good investment for advertisers. Consumers view TikTok creators as authentic and informative. Not only do people learn from creators in a fun and engaging format, they also trust and relate to them. Sixty percent of consumers find TikTok creators more influential than celebrities. Creator content on TikTok is entertaining and on-brand. The real and approachable persona of TikTok creators is transferable to brands. For example, one in two consumers accurately recalled the brand after exposure to a creator’s ad. Additionally, after watching creator content on TikTok, consumers said they felt like part of the creator’s community, as well as part of the brand’s community.

Creators Drive Commerce

Creators Drive Commerce

Vita Molis – Head of Research & Insights, NA & Global Functions, TikTok

Abby Thorsgaard – Research & Insights Manager, TikTok

Vita Molis and Abby Thorsgaard, both from TikTok, discussed the reasons that TikTok’s creators are impactful, drive full funnel metrics for brands and are a good investment for advertisers. Consumers view TikTok creators as authentic and informative. Not only do people learn from creators in a fun and engaging format, they also trust and relate to them. Sixty percent of consumers find TikTok creators more influential than celebrities. Creator content on TikTok is entertaining and on-brand. The real and approachable persona of TikTok creators is transferable to brands. For example, one in two consumers accurately recalled the brand after exposure to a creator’s ad. Additionally, after watching creator content on TikTok, consumers said they felt like part of the creator’s community, as well as part of the brand’s community. Research methodology across four studies included quantitative surveys, in-context exposure, advanced analytics, eye tracking and qualitative research. A max diff exercise helped to define how creators drive commerce through the lens of the specific attributes of creators and their content. Research partners were Hotspex, Lumen, MarketCast and Material. This research enabled TikTok to prove that consumers rely on creators and their recommendations to learn about brands and to make purchase decisions. Importantly, this research also validated TikTok’s hypothesis that creators drive commerce. Sixty-five percent of TikTok users said they always rely on creator recommendations to decide what to buy online. The research also defined creative best practices for brands working with TikTok creators. Brands should leverage creator ads to inform and entertain. Consumers were motivated by ads showing the product, utilizing music and having a strong branding presence, including logos. Additionally, creator ads which featured a call to action saw a 205% uplift in purchase intent.

Key Takeaways

  • Creators on TikTok drive commerce and brands can leverage the influence of these creators to achieve full funnel metrics for brands.
  • Build relationships with brand-aligned creators to tap into their community credibility.
  • Collaborate with creators to create content that demonstrates value of the brand’s product or service.
  • Leverage an “always engaged” strategy, which includes ads, organic content, working with creators and leaning into the trends and communities on TikTok. This strategy enables brands to maximize their return.

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What Makes Product Placements Effective?

What Makes Product Placements Effective?

  • CMO Brief

Product placements have grown in recent years and the practice is predicted to increase even further. According to a new “Global Product Placement Forecast” by media economists PQ Media, global product placement spending has rebounded at double-digit rates in 2021 and is forecast to do so again this year. What makes this strategy effective? Decades of research provide us with several useful insights.

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How Ad Recognition Influences Response to CSR Native Advertising

How Ad Recognition Influences Response to CSR Native Advertising

  • Linwan Wu and Holly Overton, University of South Carolina
  • JOURNAL OF ADVERTISING RESEARCH

Is native advertising an effective tool for corporate social responsibility (CSR) communication? A new study analyzed how advertising recognition—and its perceived manipulation—influences responses to native advertisements promoting different types of CSR, focusing on consumers’ attitudes and word-of-mouth intentions.

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Why Content Quality Matters So Much in Native Advertising

Why Content Quality Matters So Much in Native Advertising

  • Yoori Hwang (Myongji University) and Se-Hoon Jeong (Korea University)
  • JOURNAL OF ADVERTISING RESEARCH

Practitioners who develop native advertising campaigns should pay close attention to where they place mentions of their brand. This empirical study found that a poorly written article that is associated with a brand message will lead to negative perceptions about both the brand and the credibility of the news source.

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