Earlier this year, Google announced they plan to stop individual ad tracking. Apple is also altering the landscape of the advertising ecosystem with its iOS 14 IDFA (Identifier for Advertisers) update. Ad targeting, personalization, measurement and fraud detection are predicted to be negatively impacted and the implications — and potential revenue loss — for brands, ad networks, publishers are huge.
At this Insights Studio: Member Broadcast, OptiMine, Havas Media and CIMM discussed exactly how Google and Apple’s changes will impact you and why they matter, how brands should think about future-proofing their advertising measurement in an environment of increased data privacy and strategies for future success.
Speakers:
Matt Voda — CEO, OptiMine
Sargi Mann — EVP, Digital Strategy, Havas Media
Moderator: Jane Clarke — CEO, Managing Director, CIMM
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Consumers increasingly make purchase decisions based on online product reviews and rankings. Meanwhile, advertising is often designed to inform about a product or service’s benefits. Within both of these scenarios, consumers learn how to dovetail new understandings into what they already know about a brand, product or service. In this study, researchers looked to quantify the impact prior information (e.g. information obtained from past purchases or use) on consumer search and purchase decisions.
At this Insights Studio, a global panel synthesized their work published in the Journal of Advertising Research on creative strategies for six-second video ads, radio ad-avoidance measures, facial coding analysis of ad sharing, and TV ad effectiveness. Creative trends, generational differences (e.g. Gen Z vs. older audiences) and the power of advertising preferences were among talking points in the concluding Q&A.
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Why do some ads get shared more than others on social media? This study used facial coding algorithms to quantify the facial expressions of thousands of individuals in response to video ads. The findings help advertisers predict how different emotions influence sharing, and provide a deeper understanding of the complexities between emotion and transmission.
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