Brands are reallocating their marketing budgets away from traditional media and toward programmatically bought digital media, social media platforms and retail media networks. In doing so, are they “killing the goose that laid the golden eggs?” One advertising guru thinks it is time to rethink current strategies.
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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.
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.
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:
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.
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:
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.
Member Only AccessMark 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.
Mark Loughney – Senior 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