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Ad-Spend Cues, Deepfakes/A.I., Badass Endorsers and Influencer KPIs

At this Insights Studio, authors from three different continents showcase their recently published work—including the JAR Best Paper 2022 on how advertising expenditures drive consumers’ perceptions of ad and brand quality. Also featured are studies on deepfakes and AI reshaping the advertising industry, the success of using product endorsers who are actors known for roles portraying despicable characters, and KPI patterns of social media influencers across several platforms. Talking points in the concluding Q&A span the future of AI in advertising and influencer marketing, machine-driven decisions for choosing endorsers, and factors (product- and economic-related) affecting consumer perceptions of quality in TV ads and engagement in user-generated content.

MODERATED TRACK DISCUSSIONS

In this moderated discussion for the track, Cross-Platform: Measurement & Identity, the speakers answered questions from the attendees about their respective presentations and discussed cross-platform challenges.

Extending the Audience Scope: Brand in a Multisource Data Context

This presentation describes a project to enhance analytics on print and digital audiences in France. The main sources of data for print and digital audiences in France are:

  • ACPM/One Next: References audience measures for magazines and newspapers.
  • Mediametrie: Reference for broadcast and web media audiences.
  • Kantar Media Division/TGI: Established to analyze consumer behaviors, brand preference, and market trends for advanced segmentation, planning, and activation.

MODERATED TRACK DISCUSSIONS: Cross-Platform: Measurement & Identity

During the discussion, Duane Varan (MediaScience) and Steve Bellman (MediaScience & Ehrenberg-Bass Institute) discussed the metrics they used, the implications of their research for media planning, and the results of their research in the U.S. Sean Pinkney (Comscore) talked about the lessons he had taken away from his analysis of missing data.

Australia’s Largest Cross-Platform Study: The Power of News

According to the study’s sponsor, the research was prompted by many advertisers’ “ambivalence” about news as context for their ads. The study, the largest of its kind ever conducted, used an experimental design, placing comparable ads in newspapers and on digital platforms. Digital ads were placed in news and other contexts. The study was conducted in Australia, but U.S. data were also obtained. The analysis focused on three issues:

  1. Does the news context promote ad recall, positive attitudes about the product, and brand choice?
  2. Do ads work better on print or on digital platforms?
  3. What do the findings tell us about how advertising works in different contexts and on different platforms?

Ad-Spend Cues, Deepfakes/A.I., Badass Endorsers and Influencer KPIs

  • JAR Insights Studio

At this Insights Studio, authors from three different continents showcase their recently published work—including the JAR Best Paper 2022 on how advertising expenditures drive consumers’ perceptions of ad and brand quality. Also featured are studies on deepfakes and AI reshaping the advertising industry, the success of using product endorsers who are actors known for roles portraying despicable characters, and KPI patterns of social media influencers across several platforms. Talking points in the concluding Q&A span the future of AI in advertising and influencer marketing, machine-driven decisions for choosing endorsers, and factors (product- and economic-related) affecting consumer perceptions of quality in TV ads and engagement in user-generated content.

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Has Video Really Killed the Radio Star?: The State of Personal Media on the Move

Mark Loughney of Hub Entertainment Research unveiled the results of an online survey which looked at U.S. consumers’ media consumption patterns while in transit. Hub’s survey was of 2,566 U.S. consumers ages 16 – 74. There were no exclusions. It included TV and non-TV homes, pay subscriptions and non-pay subscriptions and so on. They weighted to U.S. census data, including age, gender, ethnicity, income and size.​ The data was collected from mid/late November 2022.

Has Video Really Killed the Radio Star?: The State of Personal Media on the Move

Mark LoughneySenior Consultant, Hub Entertainment Research

Mark Loughney of Hub Entertainment Research unveiled the results of an online survey which looked at U.S. consumers’ media consumption patterns while in transit. Hub’s survey was of 2,566 U.S. consumers ages 16 – 74. There were no exclusions. It included TV and non-TV homes, pay subscriptions and non-pay subscriptions and so on. They weighted to U.S. census data, including age, gender, ethnicity, income and size. The data was collected from mid/late November 2022. Over the air (OTA) radio is still overwhelmingly the most used device and medium in the car, with two-thirds using it “all” or “most” of the time. Smart phones were the most common mobile device present and music overwhelmingly the most popular genre. Commuter numbers look nearly identical to drivers. One-third of drivers claim that their passenger will use a different device in the car “all or most” of the time. That jumps to 50% for those with children. Also, the presence of a tablet nearly doubles when a child is present. Even though today, OTA radio remains king of the road, mobile hotspot usage and the streaming of music will likely increase as people retire older vehicles. The biggest change in media consumption habits came with flying, where books, followed closely by personal music, are the media most often consumed.

Key Takeaways

  • In the car, OTA radio is the most used built-in option (81%), followed by CD players (50%) and satellite radio (41%). This makes sense if you consider that about half of the cars on the road are five years old or older, many 10 years or older.
  • OTA radio is the most frequently used medium in the car (83%) and smart phones are the most common portable device on hand (73%). A tablet’s presence goes from 20-35% when a child is present.
  • Typically, one-third of drivers said their passenger is using a different device while they travel.
  • When flying, print was the most common “ever use,” followed by personal music and streaming. Magazines were about average, with at least half saying they use them sometimes.

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Contribution of Media vs. Creative vs. Brand

Brett MershmanSr. Director, R&D, NCSolutions



Across all platforms, creative continues to have the dominant effect ranging from 46% to 49% of the effect of the campaign. The proportional effect of media and brand vary by platform depending on the targetability of the medium, the ability to build reach and the appeal to younger audiences such as is the case for social media.

Key Takeaways

  • NCS uses a framework of five keys: Creative, Brand, Media (Targeting, Reach and Recency). Going back to 2006, Project Apollo found that creative, media and other factors contributed 65%, 15% and 20% to the success of a campaign. In 2017, a similar study yielded 49%, 36% and 15% contribution for creative, media and brand. Of course, in 2017, digital media provided for vast improvements in targeting over 2006.
  • In the current 2022/23 analysis, NCS broke up the composition of impact into the five expanded keys allocating the effects on campaign success as follows: creative 48%, brand 21%, reach 14%, targeting 11% and recency 4%.
  • Looking at the brands contribution, over half comes from loyalty. When comparing linear and digital, brand is much more important for digital, 25%, and media turns out much more important for linear, 39%, likely driven by reach and frequency. Creative is roughly the same for both at 49% and 48%.
  • Within social media advertising, the distribution is 46% for creative, 28% for media and 26% for brand. Targeting accounts for most of the media effect and loyalty accounts for most of the brand effect.

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