Event content

Maximizing Media ROI with Context
Chris Bacon – EVP, Global Research Quality & Innovation, ARF

The benefits of aligning your message with the content – how much does context drive ROAS? Is it all about the emotional appeal? Or does attention to one type of content halo to another? Several ARF original research initiatives tackled these questions. An IRI study of three major CPG brands found that aggregating across campaigns, the sales lift index and ROI are higher for high attention, high alignment ads. However, individual campaigns show high variability of lift and ROI results. The impact of too much frequency can negatively impact the ad’s lift or ROI. A Pinterest study found that high contextual alignment (between attention and alignment) also showed sales lift for Apparel, Auto, CPG campaigns. A MediaScience neuro experiment tested the possible emotional transfer from the context to the ad, and found that only humorous or surprising content transferred to the ad – but they also impeded recall.

Key takeaways:

• Despite open questions, research evidence shows clearly that context is likely to impact advertising effectiveness. Ignoring context is risky.
• There are many context effect opportunities – you need to understand your consumers’ motivations.
• Fundamentals are still key: right message, right target, impactful creative.

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Context Effects on Engagement: Application to Radio Advertising
Vanessa Singh, Ph.D. – Director, Client Services, Neuroscientist, Nielsen

The effectiveness of advertising can be influenced by the media context that an ad appears in. The impact of context effects on radio advertising is less well established. At least two different mechanisms, direct and indirect may exist for auditory context to affect radio advertising: indirect “halo effect”; direct associative priming. Commissioned by the ARF, this study aims to evaluate the degree and manner by which audio contextual factors influence neural engagement with radio advertising. Key findings:

• Context that is more direct (associative priming) has stronger impact on ad processing.
• Ads targeted toward males, after being primed in a direct way, increased the likelihood that they would act on what they heard.
• In radio – direct context (associative priming) can lead to higher attention, higher engagement, and better brand resonance.

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Context Matters: Gender Equality in Advertising
Shelley Zalis – CEO, TFQ; Creator, The Girl’s Lounge

Stereotypes hold women back both personally and professionally, and media impacts how women see themselves. That’s why it’s so important to portray women and girls in media and entertainment as they truly are. Based on #seeher research:

• 40% of women do not identify at all with the women they see in advertising.
• 90% of parents #1 concern is “no role models for girls.”
• 55% of adults believe women are portrayed negatively in the media.
• 60% women agree and 49% of men agree that stereotypes personally impact people’s career and/or life.

Diversity is not just a nice to have. It is a business imperative. If women reach their “full potential” at work, the U.S. 2025 GDP opportunity is estimated to be $4.3 T. We can create change through action and collaboration by and between corporations; more women shifting from part-time to full-time work; caring corporate cultures. When passion meets purpose, we are unstoppable.

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Contextualized Content in the Connected World
Joanne Nichols – Brand Partnerships, WAZE

Location data paired with context can facilitate exceptional branded experiences, and even save lives. WAZE is a crowd-source navigation map with 23 million users in the U.S. and 100M globally. 30K accidents are reported on the app every day. 63% of callers don’t know their locations. 70% of these 30K accidents are reported on the app, almost 2 minutes, before 911. Working with emergency responders, WAZE notifies them of these accidents and lets them know where they can go. According to the FCC, a 1-minute decrease in response time can save up to 10,000 lives a year. WAZE has seen up to 4-minute reduction in emergency response time. This is one example of the actionable improvements that can happen through the app. The presentation provides an overview of the platform, use cases, and how WAZE can apply these insights while working with marketers.

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Beyond Demographics: Psychographics for Deep Consumer Insights
Lauren Moores – Director, Data Analytics, Tala

Psychographics, measuring customers’ attitudes and interests, can provide deep insight that complements what we learn from demographics. Psychographics can put behavior in context and use data in a way that allows us to understand audiences beyond who they are to what makes them tick. Tala, a Fintech start-up, based in Santa Monica, uses psychographics to create personas that helps them to better understand their clients, who are in emerging countries. Moving beyond demographics to understanding the attitudes, lifestyles, and opinions allows us to better understand our audiences and not place them in a bucket. This approach allows you to reach people that you might not normally have reached with messages that are little more open.

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It’s a Fascinating Time for Culture and Entertainment
Alexia Raven – VP, Media Research & Insights, Warner Bros.
Akosa Akpom – Director, Consumer & Brand Insights, Ultimate Fighting Championship
Thomas Ciszek – Head of Media and Entertainment Research, Twitter
Moderated by Keith Friedenberg – Partner & EVP, Global Insights Group, WME/IMG

This panel discussion addressed how consumer engagement, content creation, marketing, and research has evolved in today’s dynamically changing landscape.

• Authenticity is vital: Keith noted that today, people want to feel like they are intimately part of something authentic, participate in it, and broadcast their participation. Akosa remarked that for UFC, authenticity of your brand to your fans is what matters, regardless of platform. Data is everywhere, authenticity is where you win.
• Listen to your fans: Alexia stated that you need to put the fans first. You need to deeply understand what motivates them, in order to produce and develop new content that hits with the right message, distributed on the right platform that gives the fans opportunity to play and express themselves. Akosa also emphasized that you need to listen to your fans, especially when they are telling you what you are doing wrong.
• Beyond media: According to Alexia, younger generations have much more expectations for media. It is no longer enough to be something they watch. They want to be able to watch it, sing it, dance it, play with it, YouTube it, or go to events. They want the entire experience and don’t understand when it’s not available to them. Keith noted that traditional platforms can be elevated in different ways by levels of enticements around it, that amplifies the experience.
• Contextuality of the content matters. The collision of content and technology has created an ecosystem that enables and amplifies organic voices, done by fans. Nurturing that ecosystem around your brand is a goldmine. Brands can seed content in the broader ecosystem, like Twitter, but should work with partners to not be too intrusive. It’s a delicate balance.
• Push to more custom, primary research. Alexia noted that as there are more nuances in the marketplace, WB is pushed into more primary research to understand what will actually move the business. They start with exploratory discussions around their fans to understand how they talk about things, feel about things through focus groups, ethnography, to understand the whys behind behaviors. UFC relies heavily on primary because they have very specific research needs, e.g. what storyline resonates around pay per view.

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