NYCU: In Brief

We know that human truths drive advertising creativity. The assumption is that you provide consumer insight to a creative professional, and they work their magic, choosing freely among appeal types. What’s not clear is what role the insight plays in the making of that magic. Here’s a preliminary roadmap for finding the emotional pulse of the creative process.
Member Only AccessAgain, this year, Super Bowl commercials are a hot topic and we hear many announcements proclaiming which ads were audience favorites. Here are four reports that rank the ads. They use very different methods – and come to different conclusions. In next week’s NYCU, we will address a question one might consider even more important: “Are Super Bowl ads worth their price tag?”
Animals have been used in ads effectively for decades, yet little is known about their effects on consumer reactions along the purchase-decision process. New research shows evidence of animals’ influences on different stages of the decision-making journey, with women reacting more positively than men. But the outcomes changed when human models were included in the ads.
Member Only AccessData on the amount of time spent on media over a 50-year+ period is very rare. Germany has conducted research on this with comparable methods since 1964. The findings reveal a dramatic increase between 1964 and 2005 – from about 3 ½ hours per day to over 8 hours – but no increase during the last 15 years. The public media organizations in Germany conduct a complex “Mass-Communication-Long-Term-Usage Study” every year. Their analysis of the trend data as well as the 2020 study reveals that during the 60’s, 70’s and 80’s, the increase in time spent with media in Germany was driven by the increased availability of TV and radio choices, while time spent reading remained steady. The internet brought the next major increase around 2000. The total media time budget for most population segments did not increase after 2005 for these reasons:
Procter & Gamble's Secret, in cooperation with YWCA USA and the Women's National Basketball Association, unveiled an in-house "#RaiseItUp" campaign that spotlights the disproportionate impact of the pandemic on women, particularly minorities. An anthem, 60-second spot is set to an original poem by Black poet Jasmine Mans. The push includes a social challenge promoted by WNBA players and actress Gabrielle Union as well as national and regional newspaper ads. Click here for a link to the 60-second spot https://youtu.be/yUGHpxXFV4Y Source: Brownfield, A. (2020, October 5). P&G and YWCA partner to help women most impacted by coronavirus. Cincinnati Business Courier.
Member Only AccessThe publishing industry has been challenged for many years now. However, this report should come as a ray of hope. Data show that consumers recognize the value of content and that, increasingly, they are prepared to pay for it. As consumers go in search for well-researched stories on the pandemic, they’ve increasingly gravitated toward trusted news sources and have been willing to pay for quality content. “Digital subscriptions and paywalls are rapidly emerging as the primary revenue driver for many media businesses,” said James Hewes, President and CEO of FIPP. “The phenomenon of digital subscriptions and paywalls is global. There is not a country on Earth where this model is not working.” A primary example: The New York Times has doubled their growth in the first true quarter of reporting coronavirus results and now has 5.7 million digital subscribers overall. Other success stories include Dow Jones, where digital subscriptions now account for 67 percent of subscription revenues, and The Athletic, a sports website that has managed to hit the one million subscriber mark in September (a growth of 66.7%). Topping the list of the new entries in the report is The Atlantic, whose paywall had a rocky start but who has now reached the phenomenal figure of 500,000 digital subscriptions in a short space of time. Other newcomers include Business Insider (200,000). According to Marc Isler, Chief Revenue Officer, Tamedia AG, “Users also spend much more time on an article. It’s mainly corona content, but content that goes more in depth. What makes me happy is that it’s not a completely new audience, which will disappear after corona. It’s users who were already heavily engaged before, but didn’t convert. So far, they mostly stay with us.” While newspapers have forged ahead when it comes to digital subscriptions, the magazine industry continues to largely ignore the model. York Walterscheid, Managing Director of CeleraOne, believes they should test the waters more. “Technically, from a software side, a paywall is not a big thing. More important is that you have a strategy in place – objectives, key results, what is your USP, what product do you want to offer and what pricing models you want behind that. If you don’t have the right strategy in place, the software won’t help.” Source: De Villiers, P. (2020, October 12). “Digital subscriptions and paywalls are rapidly emerging as the primary revenue driver for many media businesses”: FIPP Report. WNIP (What’s New In Publishing).
Member Only AccessFour months of data show improvement rising each month across the six measured media. However, only September's mobile and digital conditions have risen to the growth line.
Developed by WARC, the GMI is a monthly indicator of the state of the global marketing industry, based on current conditions among practitioners. An index value of 50 indicates no change, below 50 indicates decline and above 50 indicates growth.
The Global Marketing Index tracks current conditions among practitioners. The global panel consists of experienced executives working for brand owners, media owners, creative and media agencies and other organizations serving the marketing industry.
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Source: Mc Cready, Z. (2020, October). Digital Budgets Back To Pre-Pandemic Growth. WARC.
Member Only AccessWe know from prior research that different consumers give different emotional responses to ads that show images of gay men and women. New research shows evidence that political ideology is a key determinant, suggesting that marketers consider geopolitical segmentation and targeting to reduce potential negative outcomes to sales.
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