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Media research: Planning for context
Mike Bloxham and Alice K Sylvester, Admap, April 2013, pp. 20-23
The setting of a marketing communication greatly impacts on how the message is received, so understanding the context of media consumption is vital in maximising the brand moment.
The setting of a marketing communication greatly impacts on how the message is received, so understanding the context of media consumption is vital in maximising the brand moment. The proliferation of screen-based devices means consumers are able to exercise a greater degree of control and choice over where, when and how they consume or interact with content. IPA TouchPoints and USA TouchPoints research has addressed the five dimensions of context: location, activity, social setting, media, and moods and emotions. Examples of contextual analysis include looking at the media choices of young male diners in Quick Service Restaurants during the key consideration windows for lunch and dinner, and activities of consumers in the hour before the post-lunch peak shopping time.
Mobile, real-time and programmatic buying: Media issues discussed at Advertising Week Europe 2013
Joseph Clift and Brian Carruthers, Event Reports, Advertising Week Europe, March 2013
This article discusses presentations on the future of media given during Ad Week Europe 2013, and features insights from speakers ranging from tech giants like Google and Facebook, to agency holding groups like WPP.
This article discusses presentations on the future of media given during Ad Week Europe 2013, and features insights from speakers ranging from tech giants like Google and Facebook, to agency holding groups like WPP. The main themes of the presentations are: that incorporating a real-time element to marketing, often through brand "newsrooms", is being increasingly looked-at by brands; that deep integration between TV and digital efforts is often crucial to campaign effectiveness; and that the digital ad market remains in flux, with significant uncertainty over the rise of programmatic buying and the make-up of online adspend.
Demographic Group: Baby Boomers
Jessica Letizia, ARF - Knowledge at Hand, January 2013
This summary from the Advertising Research Foundation looks at the Baby Boomer demographic group - those born between 1946 and 1964.
This summary from the Advertising Research Foundation looks at the Baby Boomer demographic group - those born between 1946 and 1964. It is estimated that making up 44% of the US adult population, the Baby Boomer spending power in the US is over $2 trillion and it now spends more money on technology than any other demographic. Boomers' increasing presence of free time is driving their heavy media consumption and are now the second heaviest users of the internet, with strong presence on social media.
How Kraft eliminated TV 'waste' by matching purchases with programming
Geoffrey Precourt, Warc Exclusive, August 2012
This article describes how Kraft set about eliminating waste from the TV budget of its Selects lines of Oscar Mayer hot dogs, cold cuts and bacon.
This article describes how Kraft set about eliminating waste from the TV budget of its Selects lines of Oscar Mayer hot dogs, cold cuts and bacon. The company partnered with analytics firm TRA - which had household-level data that tied shopper purchase information to TV viewing habits - to identify which specific TV programs would likely attract the largest audience of potential consumers. The results clearly demonstrated that some shows had more Selects customers among the viewing audience than traditional high-ratings performers. These findings were incorporated into Kraft's media planning, developing it away from a purely demographically-driven approach. This delivered efficiency improvements to the schedule and reach, and reduced costs by over 50% (with surplus budget reinvested into boosting frequency or apportioned to other media). Overall, its new approach delivered an uplift in ROI of 80% on new product launches and 25% on existing ones.
Point of View: Time to ditch demos
Joe Mandese, Admap, May 2012, pp. 21-21
Demographics have long been the basis of most advertising media buys, but Joe Mandese questions their continued use given how much more precise media has become in its ability to identify consumers based on their actual characteristics and behaviours.
Demographics have long been the basis of most advertising media buys, but Joe Mandese questions their continued use given how much more precise media has become in its ability to identify consumers based on their actual characteristics and behaviours. He argues that the main reason advertisers, agencies and media continue to use age and sex as the primary means of targeting consumers is a cultural and organisational inertia and asks what can be done to wean the industry off demographics once and for all.
McCain's eCRM strategy
Felix Velarde, Admap, May 2011, pp. 16-18
McCain Foods embarked on an eCRM (electronic customer relationship marketing) programme in 2008 to establish and track value in terms of purchase frequency and sales revenues, through comparing like-for-like segmentation with supermarket data.
McCain Foods embarked on an eCRM (electronic customer relationship marketing) programme in 2008 to establish and track value in terms of purchase frequency and sales revenues, through comparing like-for-like segmentation with supermarket data. The effects of an eCRM programme become clear when you can track a customer, from first 'moment of truth' - say an eyeball on a cookie-dropping interactive ad - all the way through to lifetime value, via a checkout mechanism. Email and social media tools were used to provide value to resistant consumers, markedly improving brand consideration scores among participants over time.
Personalised targeting: Addressable TV
Norm Johnston, Admap, March 2011, pp. 22-23
The emergence of internet-connected TV sets in 2011 together with the momentum of IPTV viewing is providing advertisers with the opportunity to combine TV's historical strength in reach and branding with some benefits of addressable media.
The emergence of internet-connected TV sets in 2011 together with the momentum of IPTV viewing is providing advertisers with the opportunity to combine TV's historical strength in reach and branding with some benefits of addressable media. TV will become addressable and enable greater accuracy in the targeting of TV spots and eliminating wastage. 'Zone' targeting will enable advertisers to apply years of direct marketing data analysis and targeting techniques to TV. For example, Ford could target specific neighbourhoods with specific vehicle models based on statistical analysis of their marketing and sales database. According to Visible World, some level of zone targeting will be available in 88% of cable households by the end of this year.
Personalised targeting: Are privacy and targeted advertising reconcilable?
Ged Egan, Admap, March 2011, pp. 32-33
Consumer engagement based on a reciprocal relationship can overcome privacy concerns around behavioural targeting following controversies over Facebook and BT's Phorm trial.
Consumer engagement based on a reciprocal relationship can overcome privacy concerns around behavioural targeting following controversies over Facebook and BT's Phorm trial. Consumers need to feel engaged with the marketing communications they receive. The key to delivering successful initiatives is establishing a reciprocal relationship with them that respects their privacy and reassures them of the benefits of receiving tailored messaging - for example, the O2 More initiative. This should form part of a holistic approach that embraces new marketing strategies, while improving tried-and-tested techniques.
Personalised targeting: The race for relevancy
Tracey Follows, Admap, March 2011, pp. 24-25
Consumers' online behaviour has changed. It is now less transactional, predictable and linear, and more lateral.
Consumers' online behaviour has changed. It is now less transactional, predictable and linear, and more lateral. They potter around online, comparing, contrasting, researching and bargaining before purchasing, often offline. O2 Media has compiled a database of over a million customers, to whom it can deliver personally targeted, relevant offers via the O2 network. Mobile is not just an interface, but a digital service that offers activation in the physical world. It highlights the strategic, not just tactical, importance of brands acquiring and managing customer data to succeed in the post-digital world.
Media planning and targeting: Boost online efficiency
Nathan Woodman and Charlotte Steel, Admap, March 2011, pp. 29-31
Audience investment management (AIM) enables the intelligent management of data across exchanges, ad networks, publisher sites and supply-side optimisers.
Audience investment management (AIM) enables the intelligent management of data across exchanges, ad networks, publisher sites and supply-side optimisers. Advertisers and agencies who use AIM gain a competitive advantage because they can leverage the power of custom targeting to maximise the value of each audience investment. AIM brings transparent audience and content targeting for advertisers; natural price optimisation for publishers; and less clutter and ad irrelevancy for users. It differs from DSPs and ad networks because of its unique ability to aggregate data from relevant sources to provide custom targeting across multiple points of distribution.
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