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TV/Video

Risk Resonates with Youths in Marijuana Counter-Marketing Campaign

  • JOURNAL OF ADVERTISING RESEARCH

After becoming the first state in the U.S. to legalize marijuana, Colorado launched a counter-marketing campaign aimed at discouraging those under age 21 from using the drug. Preliminary results from a study of the campaign show how it reshaped Colorado youngsters’ perceptions of pot use by focusing on fact-based risk messaging, revealing insights into the attitudes and behaviors of this demographic.

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  • Article

NYCU: Measuring Ad Impact

In light of the dramatic changes in consumer behavior during the last year, the Association of National Advertisers (ANA) recently polled marketers about media KPIs. Half focused on ad effectiveness.   The last year drove significant changes in consumer behavior. It transformed the way we shop, with 75% of U.S. consumers saying they tried a new shopping behavior. Most intend to continue that behavior after the pandemic. During this period, consumers also spent more time on digital media, streaming, digital audio and online gaming. Despite consumers’ demand for more content—and the increasing complexity of multi-channel distribution—most media companies are still in the early stages of transforming their operations, to take advantage of these new realities. And many brands are not confident they can measure results accurately and completely across media types. That’s especially true in the growing connected TV (CTV) and gaming channels. All those changes in behavior have us wondering—how well do we really understand today’s consumer?  We need to continue to ask questions about the true impact of ads. We need to ask what we are getting, in terms of attention, and what messaging resonates with whom. Do we know if somebody is paying attention differently on one platform versus another? And what media channels drive sales and store visits? The Association of National Advertisers (ANA) recently polled marketers to understand which media KPIs are most important. It’s telling that half focused on ad effectiveness. Proactive marketers are taking steps to understand this campaign performance information. These steps include:

  • Optimize baseline verification measurement. Verification is the baseline to evaluate ad effectiveness. This includes validity and viewability (g., is a real and relevant ad served to an actual person who can see it)? Ads need to be in a suitable environment as defined and controlled by each brand. As is well known, ad fraud is a challenge all brands face.
  • Track engagement and impact. Once you connect your campaign to datasets that reveal meaningful impact, things rightly center around attention. Human, viewable and brand-safe impressions still set the standard for core measurement. But true brand effectiveness requires deeper evaluation.
  • Measure across channels. Fluid media consumption habits change how we reach and capture audiences. It also calls for the ability to understand how consumers actually pay attention across emerging formats to uncover what real viewing means.
Innovative marketers who plan and experiment with formats beyond traditional social media posts and editorial-style content learn much more. That’s because verification alone won’t tell you about impact post view. Source: Constantino, D. (2021, August 3). 3 Ways ad measurement is evolving to gauge true ad impact. InContext: An inside look at the business of digital content, OracleDataCloud.    

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Navigating the Road to Cross-Platform Measurement (Event Summary)

  • INSIGHTS STUDIO

At the ARF’s Insights Studio on Navigating the Road to Cross-Platform Measurement, Nielsen provided details about Nielsen ONE, and how this solution enables marketers to gain visibility into total video consumption regardless of platform or device. The panel discussed the challenges of cross-platform measurement, including the decreasing reliance on cookies and the importance of consumer privacy and consent.

  • Article

JAR: What’s the Best Format for “Supers” in DTC TV Ads?

In a study on formatting characteristics in direct-to-consumer, prescription-drug advertising, the adage ”God is in the details” rings loud and true. TV and online video ads use superimposed text to convey additional information about a drug’s risks and benefits. But, researchers asked, how much can details like text size and contrast affect awareness and attitudes? View article.

What’s the Best Format for “Supers” in DTC TV Ads?

  • JOURNAL OF ADVERTISING RESEARCH

In a study on formatting characteristics in direct-to-consumer, prescription-drug advertising, the adage ”God is in the details” rings loud and true. TV and online video ads use superimposed text to convey additional information about a drug’s risks and benefits. But, researchers asked, how much can details like text size and contrast affect awareness and attitudes?

  • Article

NYCU: How to Create Videos That Advertisers Will Value

To make an ad effective, creators need to take the platform, the context, and consumer motivations into account. The fundamentals of video ad measurement are rapidly changing. Simple reach and frequency are no longer enough, because consumers watch video in more environments than ever before – including traditional networks, streaming services, digital publishers and on the social media profiles of influencers and other creators. So the circumstances and environment in which video is served have become just as important as the content itself. If the goal of a video ad is to drive consumers to take action, then both ad buyers and sellers must understand the consumer’s intention and the power of context. To understand these factors, start with the taxonomy of the page where the video is viewed. Knowing how content is classified enables better understanding of the context, which enables advertisers to target consumers based not only on who they are but on what they need and when they need it. Knowing why a consumer is visiting a page can increase an ad’s effectiveness. Is the consumer looking to passively consume content, or are they actively seeking information with a specific purpose? What is their intention? Does it come from a brand they recognize and trust? Can they skip or fast forward through commercials? Are they leaning in to satisfy a specific curiosity? In a recent ad program with a CPG brand that leveraged this service-oriented approach to video content, the click-through rate was over 4x the benchmark (in addition to achieving reach and frequency goals). Although environment and user intent are important factors, aligning with content that is informed by data also has several advantages. Applying trends and data signals in the creation stage of video content ensures that the content reflects what viewers care about. This is important because advertisers are after more than just reach and frequency. They are pursuing a meaningful connection with viewers. A data-informed approach is not a substitute for reach and frequency, which remain cornerstones in the process. However, video has become a highly dynamic landscape, and not all video views and impressions are equal. Source: Newman, M. and Lidofsky, J. (2021, January 28). How to Create Video Impressions Advertisers Will Value. AdExchanger.    

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JAR Best Papers: Digital Video vs. TV Ad Spend, and Context Effects in Advertising (Event Summary)

  • Insights Studio

At this Insights Studio, JAR Best Paper winning authors discussed their findings on allocating spending across digital video and TV advertising, and the impact of media context on advertising memory. A Q&A panel then applied these insights to the industry and today’s marketplace. Guest panelist JAR Editor-in-Chief John Ford flagged topics of interest for future submissions to the Journal, including artificial intelligence, neuro-based analyses of effectiveness, cross-platform research, and the impact of Covid-19 on advertising.

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  • Article

NYCU: In Brief -- Hollywood’s Upheaval

In the 110-year history of the American film industry, never has so much upheaval arrived so quickly and on so many fronts. "Nine of the top 20 most powerful people in show business, as ranked a year ago by The Hollywood Reporter, have left their jobs for one reason or another (retirement, scandal, corporate guillotine)." Source: Barnes, B. (2020, November 28). Hollywood’s Obituary, the Sequel. Now Streaming. The New York Times. Note: Only subscribers can read the full article.

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  • Article

NYCU: Global Marketing Budgets Trend Upward

Four 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. Read the Full Article

Source: Mc Cready, Z. (2020, October). Digital Budgets Back To Pre-Pandemic GrowthWARC.

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  • Article

NYCU: Nielsen’s Streaming Top Ten

Nielsen is reporting its first ranking of streaming titles (for the week of August 3-9).  Nielsen’s first top 10 below is entirely made up of titles which are currently available on Netflix. “The Umbrella Academy” (20 episodes) – 3,011 minutes (millions) “Shameless” (120 episodes) – 1,125 minutes “Grey’s Anatomy” (361 episodes) – 918 minutes “The Office” (192 episodes) – 897 minutes “Criminal Minds” (277 episodes) – 697 minutes “NCIS” (353 episodes) – 524 minutes “In The Dark” (26 episodes) – 418 minutes “Dexter” (96 episodes) – 316 minutes “Supernatural” (321 episodes) – 315 minutes “Parks and Recreation” (121 episodes) – 304 minutes Nielsen’s ranking is based on the number of minutes consumers are streaming the particular content during the week which is being measured. Long-running shows like “The Office,” “Grey’s Anatomy” and “NCIS” are present. However, the big surprise is that they are all quite some distance behind “The Umbrella Academy” in the number one slot.  According to Nielsen, “The Umbrella Academy” accrued almost three times the number of viewing minutes than its closest competitor, Showtime’s “Shameless.” After “Shameless,” the competition becomes a lot tighter, with ABC’s “Grey’s Anatomy” and NBC’s “The Office” neck and neck in third and fourth place, respectively. Source: Thorne, W. (2020, September 3). ‘The Umbrella Academy’ Tops Nielsen’s Weekly Netflix Ratings, Ahead of ‘The Office,’ ‘Grey’s Anatomy’. Variety.  

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