segmentation

Driving Greater Campaign Reach and Relevancy Across Formats

Driving Greater Campaign Reach and Relevancy Across Formats

Sharmilan Rayer – GM, Amazon Publisher Cloud


Sharmilan Rayer of Amazon Publisher Cloud discussed an approach to empowering addressability as legacy identifiers (cookies and mobile IDs) fade. This approach, called durable addressability, includes the sharing of first-party signals across publishers, advertisers and third parties. Its three pillars are first-party signal investment, secure signal collaboration and machine learning (ML) powered modeling. The Amazon Marketing Cloud is their new advertiser clean room which takes this approach. It allows advertisers to combine their first-party signals with Amazon’s publisher ones and any third-party’s in a privacy compliant way. Key takeaways:
  • Durable addressability starts with each member investing in first-party data from a resource, funding and technology perspective.
  • Sixty percent of advertisers report planning to leverage first-party data for ad placements, and 47% of publishers say their first-party data is the answer to cookie deprecation.
  • The first-party data advertisers would bring to this strategy includes customer engagement, conversions and proprietary audiences.
  • Amazon has access to publisher first-party data across CTV, web, mobile and audio. Having access to this first-party data allows for determining which ad opportunities are best for a particular campaign.
  • As cookies deprecate, clean rooms will begin playing a more important role, according to Amazon.
  • Modeling by machine learning has increased reach 20-30% on unaddressable supply, Amazon claims.
  • A new product called Performance Plus combines Amazon Ads signals, advertiser conversion signals and machine learning to generate predictive segments. It has been observed boosting conversions 30-80%.

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Segmentation Perils

  • Posted: February 29, 2024

These researchers identify frequently made mistakes when creating consumer segments to target certain groups. Still, they think that well-executed segmentations can help improve messaging and communication with customers.

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Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

  • JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, researchers in Europe, the U.K. and the U.S. presented work in relatively new fields that have high-impact potential for the advertising industry. Starting with a forthcoming paper on sonic branding, the authors described their ground-breaking framework for measuring the implicit effects of sonic branding using music to manipulate visual scenes in video, film and TV. Next, a deep dive into autonomous sensory meridian response (ASMR)—a sensory-inducing device in ads—included strategies for helping brands collaborate with successful ASMR influencers. Lastly, a preview of an article to be published in the March Prosocial Advertising Special Issue showed how brand activism influences attitudes and purchase intentions, revealing a credibility gap between established activist brands and brands emerging in that space. Taking questions from Paul and from attendees, panelists in the concluding Q&A explored links between sonic branding and ASMR, the demographics of ASMR followers, ways for emergent activist brands to close the credibility gap with established activist brands, and future research possibilities.

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2023 Attribution & Analytics Accelerator

2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.

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The Challenge of Churn

  • Posted: May 31, 2023

Media use has been changing rapidly and that requires paying constant attention to how viewers use services, for example, which streaming services they subscribe to and which they cancel. Churn among streaming service subscribers is typically seen as a negative: Providers try to minimize churn, maximize retention. Based on analyses of their Subscriber Science Monitor data, Magid researchers Mike Bloxham and Tony Cardinale offered a fresh perspective on the drivers of churn as well as on the implications of churn for content providers. They conclude that churn is inevitable—and that some churn is correlated to growth and cultural relevance. The key to their insights was a segmentation analysis that focused on viewers’ propensity to churn.

The Challenge of Churn

The Challenge of Churn

Mike Bloxham – EVP, Global Media & Entertainment, Magid

Tony Cardinale – SVP, Data Science, Magid

Media use has been changing rapidly and that requires paying constant attention to how viewers use services, for example, which streaming services they subscribe to and which they cancel. Churn among streaming service subscribers is typically seen as a negative: Providers try to minimize churn, maximize retention. Based on analyses of their Subscriber Science Monitor data, Magid researchers Mike Bloxham and Tony Cardinale offered a fresh perspective on the drivers of churn as well as on the implications of churn for content providers. They conclude that churn is inevitable—and that some churn is correlated to growth and cultural relevance. The key to their insights was a segmentation analysis that focused on viewers’ propensity to churn.

Key Takeaways

  • As SVOD has become mainstream, subscriber growth does not come from non-streamers anymore, but largely from churn between services. This makes churn an important issue that requires careful analysis to inform providers’ strategy.
  • Churn is not simply a reflection of the quality of the service. The analyses show that there are viewer segments with different predispositions to churn. As a result, it is important to look at the churn rates among each segment to get a full understanding of consumer sentiment.
  • Not all churn is negative. Some churn, driven by engaged viewers, is indicative of a healthy service. Subscribers with higher churn rates are likely among the most important to the content subscription platforms, as they are deeply involved in the content and are most active on social about that content.
  • To manage churn and resubscription, we need to recognize the different motivations of viewer segments. This is important for the health of a streaming business.

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