Optimizing Brand Differentiation
Kantar’s Dom Boyd says that brand differentiation is the most important driver of brand growth and that we should pay more attention to which kind of brand differentiation drives sales.
optimization
- Research & Data Quality
- Article
ATTENTION METRICS: Moving from Laboratory to Field Applications
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 AccessHow to Maximize Attention to Ads
A study of digital ads suggests two ways to maximize attention: context alignment and multiple creative executions.
Brands Improve Ad Experiences
Today’s consumers have practically unlimited choices when it comes to the content they watch and the brands they choose. Therefore, brands are continuously grappling with the best ways to provide audiences with favorable and effective ad experiences. This is also important because viewers now have higher expectations for relevant and enjoyable ad experiences.
Neuro Research Insights 2022
The Neuromarketing Science & Business Association (NMSBA) summarizes new learnings from neuroscience-based research in their annual Yearbook. Here are some highlights.
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Interracial Images in Advertising
A JAR “Digital First” paper explores the impact of interracial images in advertising on consumer responses. Read more »
CTV Ad Fraud Schemes Rise
A major new study from DoubleVerify (DV) reports both progress and ongoing problems in digital advertising. Viewability rates are improving while the number of ad fraud schemes uncovered by DV spiked up 70% in 2021.
- Analytics & Data Science
- Article
Optimizing Interventions Along the Customer Journey
Random controlled experiments for A/B testing help improve things like a company's marketing or customer service. However, individually optimizing interventions may not always capture interactions across the entire purchase decision journey. To optimize interventions more holistically, use a Bayesian reinforcement learning model. It can integrate multiple historical experiments, which can improve both current impact as well as future learning.
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Enabling Alternative TV Measurement for Buyers and Sellers
Pete Doe (Xandr) and Caroline Horner (605) provided a case study of their partnership that derived results from alternative currency measurement with buy and sell side perspectives. Xandr’s nimble workflow method enabled 605’s shift from advanced targeting to a very specific, custom-built, “persuadable” target audience with a range between 2 to 10x increase in outcomes.
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Concurrent Track Panel Discussion: Attention Measures
These presenters were all true believers in the value of attention.
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