In decades past, demographic characteristics were considered the strongest predictors of consumers’ values, attitudes and purchasing behavior. Over time, however, they have grown to become weak predictors and correlates. In this Knowledge at Hand report, Dr. Horst Stipp, EVP at the ARF, summarizes the latest and most impactful research to date on consumer values and how researching them carefully can help shape effective business strategies and impactful ad messages.
Representing the Alliance for Video Level Contextual Advertising (AVCA), Rohan Castelino (IRIS.TV) and Mike Treon (PMG) examined research conducted with eye tracking and attention computing company, Tobii. The research endeavor focused on the impact of AI-enabled contextual targeting on viewer attention and brand perception in CTV. Beginning the discussion, Rohan examined challenges with CTV advertising. He noted that advances in machine learning (ML) have empowered advertisers to explore AI enabled contextual targeting, which analyzes video frame by frame, uses computer vision, natural language, understanding, sentiment analysis, etc., to create standardized contextual and brand suitability segments. Highlighting a study of participants in U.S. households, the research specifically aimed to understand if AI-enabled contextual targeting outperformed standard demo and pub-declared metadata in CTV. Additionally, they wanted to understand if brand suitability had an impact on CTV viewers’ attention and brand perception. Results from the research found that AI-enabled contextual targeting outperformed standard demo and pub-declared metadata in CTV and increased viewer engagement. In closing, Mike provided the marketers’ perspective on the use of AI-enabled contextual targeted ads and its practical applications.
Key takeaways:
Challenges with CTV advertising: Ads can be repetitive, offensive and sometimes irrelevant, in addition to ads being placed in problematic context.
In addition,buyers are unsure who saw the ad or what type of content the ad appeared within. A recent study by GumGum showed that 20% of CTV ad breaks in children’s content were illegal (e.g., ads shown for alcohol and casino gambling).
Advertisers have begun experimentation with contextual targeting in CTV, as a path to relevance.
A study conducted with U.S. participants that examined the effects of watching 90 minutes of control and test advertisements, using a combination of eye tracking, microphones, interviews and surveys to gather data found that:
AI-enabled contextual targeting attracts and holds attention (e.g., 4x fewer ads missed, 22% more ads seen from the beginning and 15% more total ad attention).
AI-enabled contextual targeting increases brand interest (e.g., 42% more interested in the product, 38% gained a deeper understanding).
Research to understand if brand suitability had an impact on CTV viewers’ attention and brand perception found that:
Poor brand suitability makes CTV viewers tune out ads and reduces brand favorability (e.g., 54% were less interested in the product, 31% liked the brand less).
AI-enabled contextual targeted ads are as engaging as the show.
A JAR 2022 call for papers on prosocial advertising generated a deluge of submissions aimed at helping advertisers use more effective means of communicating in ways that benefit society. The result is the newly published March issue focused on messaging strategies that help consumers make informed decisions on health, the environment and charity.
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.
How can brand managers maximize their engagement with tingle-inducing ASMR videos? A new study, recently published in the Journal of Advertising Research, offers evidence that brands risk being perceived as “inauthentic intruders” when advertising within ASMR communities. They should instead consider collaborating with ASMR influencers, especially those who are highly visible and/or terrific at building emotional connections with viewers.
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.
Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.
Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.
Few would argue that a solution for identity resolution is needed to effect cross-platform video measurement. However, connecting different digital devices to unique users and households is fraught with legal, technical, and organizational barriers. How likely are we to see some kind of interoperable ID system that all industry participants can and will adopt?
Broadbeam Media found past assumptions of consumer behavior being upended by the pandemic. To better understand the transformation happening in the American home, they conducted proprietary research to focus on the respondent’s perceptions of the last year, through sight, taste, hearing, smell, touch, and feel, to influence respondents to think about their last year in a fresh way. The following includes what they learned through the research.
