Radio advertisers have been relying on earlier research that showed that as much as one-third of their audience switch stations during advertising breaks. But the authors of a forthcoming study in JAR, available now online, claim that number is misleading. Their new benchmark—about one-tenth of current estimates—could attract greater investment in this advertising medium.
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Synergy benefits in cross-media advertising are well-known. Much less is understood about the combined effects of television and online media on individual-level buying behaviors. A study involving the purchase cycle in China found that TV ads were more effective after prior online exposure in driving purchases, but not vice-versa.
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Advertisers often debate whether to air their Super Bowl ads early on social media. This study’s moment-by-moment analysis of consumers’ emotions while they viewed the ads—and their related social-media behavior—shows that the benefits extend not just in-game but afterward, with more favorable attitudes and purchase intentions.
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P&G and Unilever have made it clear that brands need to get smarter at ways they deploy available targeting data, writes Gian Fulgoni, Chairman Emeritus of comScore, Inc. The focus should be on driving both short-term performance and long-term outcomes, which “need not be mutually exclusive.”
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Previews of four original research papers to be presented at the Audience Measurement Conference and an article of interest.
“Reach versus Frequency” – Facebook and Frito-Lay
We conducted a meta-analysis of Datalogix ROI studies to better understand the impact of reach-based planning and optimal frequencies on in-store sales.
Various media buying principles were evaluated, including the impact of reach-based planning, optimal frequency and campaign length in relation to sales lift.
We will present results which provided clear guidance and best-practices for media buying across the Frito-Lay portfolio including reach sufficiency levels, optimal frequency and creative guidelines for a mobile environment.
For more information visit Audience Measurement
One of the promises of online advertising is the ability to put a maximum cap on the frequency of impressions per user to avoid excessive repetition. Digital campaign delivery is often extremely skewed, with some users receiving far too many impressions associated with the same campaign.
This research aimed to answer the following questions:
1) Do ad impressions deliver any impact beyond a certain level? When does frequency become ineffective or counterproductive?
2) What is a safe frequency threshold that we can use, beyond which we can consider an impression practically worthless?
3) Given such a guideline, how much wasteful spending can advertisers avoid?
Joe Mandese presents information on a new media planning tool, RFT (reach–frequency-time), to be introduced by Telmar early in 2016. This tool calculates reach and frequency based on the amount of time consumers actually spend with media.
According to this article in Media Post, RFT is not intended to replace conventional reach and frequency models, but it expands the options available to advertisers and agencies.
Telmar conducted a pilot study as a “proof of concept” for the RFT analyzer using candidates for the 2016 Presidential election. This Media Post article provides additional details about this study.
According to Telmar President Corey Panno, the new RFT analyzer isn’t intended to be used as a form of media-buying “currency,” although it will be replicating the studies and offering the tool in markets where there is little or no audience data available, including emerging markets in Africa, Asia and South America. But the real purpose of the analyzer is simply to give planners and ad executives another way to think about the role of consumer time spent with media plays in planning reach and frequency.
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Millward Brown Data reported in Admap reveals that “a reach strategy yielded a 2.1% brand impact, while a depth strategy returned a figure of 2.6%… Depth strategies drive the effects of advocacy and brand video-sharing, but the authors conceded that much depended on the quality of the creative.”
