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Screen Life: A view from the sofa - How multi-screening affects television watching
Cila Warncke, Event Reports, Thinkbox, June 2012
The Screen Life: A view from the Sofa conference reported on the results of research into multi-screening commissioned by Thinkbox, the UK's leading TV marketing body, and carried out by award-winning researchers Cog.
The Screen Life: A view from the Sofa conference reported on the results of research into multi-screening commissioned by Thinkbox, the UK's leading TV marketing body, and carried out by award-winning researchers Cog. The company used a three-stage process to investigate multi-screening among British consumers, which is defined as using at least one additional digital device such as a smartphone or laptop while watching TV. They presented results that showed higher than anticipated levels of multi-screening and follow-up interviews revealed that multi-screeners have a tendency to be more ad-aware and ad-positive. The presentation highlighted opportunities for brands to benefit from this increasingly common behaviour.
The overlooked power of media: Enhancing the memorability of communications
James Galpin, Millward Brown Points of View, June 2012
Relevance, difference, emotional impact, recency and frequency are the general characteristics of advertising that people readily remember.
Relevance, difference, emotional impact, recency and frequency are the general characteristics of advertising that people readily remember. While it is usually believed that media delivery is responsible for recency and frequency, the media vehicle can also shape the way people respond to the message itself. Relevance can be delivered through media by reaching the right people at the right time. Difference can be achieved through using a media channel that is unusual for the brand's category or through sponsoring specific and distinctive vehicles. Media can also help deliver emotion through transference from associated content, or even via the channels themselves, which consumers may have unconsciously linked to particular qualities.
Neuroscience and advertising: The essence of an ad
Charles Young, Admap, May 2012, pp. 40-41
Examining brain activity while a consumer watches a TV commercial highlights the areas of true engagement.
Examining brain activity while a consumer watches a TV commercial highlights the areas of true engagement. A commercial for the Volkswagen Passat - 'The Force' - was created by Deutsch and first aired during the 2011 Super Bowl. The ad features a child dressed as Darth Vader, a character from the Star Wars series of films, and was ranked by most commentators as the number one ad shown during the game. By following a brainwave curve, the author assesses the brainwave peaks to see how they contributed to the ad's effectiveness and what made it so memorable.
Facebook fans: A fan for life?
Karen Nelson-Field and Jennifer Taylor, Admap, May 2012, pp. 25-27
Marketers are employing the Facebook platform because of its perceived ability to engage and support deep relationships with consumers.
Marketers are employing the Facebook platform because of its perceived ability to engage and support deep relationships with consumers. A study, conducted by the Ehrenberg-Bass Institute for Marketing Science, sought to understand the degree to which the 'People Talking About This' number highlighted on Facebook profiles reflected natural fan growth compared with the degree to which fans actually interact with the brand after their first 'like'. It was found that less than 0.5% of Facebook fans engage with the brand they are fans of, and neither passion nor popular brands demonstrate greater or lesser fan engagement. Marketers need to consider whether this level of interaction is a genuine measure of success and if this kind of engagement translates into sales.
Engagement: are we there yet?
Rebecca Rangeley and Anne Mollen, Admap, May 2012, pp. 22-24
Despite engagement being dismissed by sceptics in some quarters as a 'vanity metric', most marketers see it as a central objective.
Despite engagement being dismissed by sceptics in some quarters as a 'vanity metric', most marketers see it as a central objective. BSkyB, in a joint research study with Cranfield School of Management, laid out three objectives: to establish whether engagement is a viable and worthy metric; to test whether behavioural measures 'conducted at site' are reliable proxies for the mental state of engagement; and to interrogate whether certain consumers, or 'internet activists' are more likely to be engaged than more passive consumers who are perceived to use more conventional content sites. This article looks at the three studies that comprise the Engagement Research project: a pilot study to validate the scale and two advertising effectiveness case studies from Sky Entertainment and Netmums that also tracked other outputs.
China's lower tier markets: Rise of the provinces
Steve Garton and Jessica Liu, Admap, China supplement, March 2012, pp. 8-11
With tier-1 and 2 cities already explored by domestic and foreign brands, the next areas of mainland China to target are middle to lower tier cities and even rural areas.
With tier-1 and 2 cities already explored by domestic and foreign brands, the next areas of mainland China to target are middle to lower tier cities and even rural areas. Studies have revealed that consumers in lower tier cities are catching up with their higher tier counterparts in lifestyle, media consumption and brand choice. Analysis of individual cities shows different media choices to higher tier cities and in spending and consumption they still have some way to go to match the higher tiers. For brand owners, the focus needs to be on what their brands can offer versus rival offerings.
Michael J. McDermott, ANA Magazine, February 2012, pp. 20-23
Interactive television (iTV) promises greater consumer engagement and enhanced brand perception. Recent developments are expanding its reach and making it easier for brand marketers to track performance in ways that matter.
Interactive television (iTV) promises greater consumer engagement and enhanced brand perception. Recent developments are expanding its reach and making it easier for brand marketers to track performance in ways that matter. During 2011, 75% of US TV households exposed to some type of iTV advertising. With almost 40% of households now with DVRs, the value of traditional commercial buys is decreasing and the ability to measure iTV marketing results grows in importance. Kimberly-Clark, GlaxoSmithKline, Honda and State Farm explain their reasons for taking part in iTV experiments and their findings.
Media dwell time
Bernard Cools, Admap, February 2012, pp. 40-41
In the digital field, media owners often argue that internet, social media or digital media in general do not get their 'fair share' of the budget.
In the digital field, media owners often argue that internet, social media or digital media in general do not get their 'fair share' of the budget. They argue that if the internet represents say 20% of the total media consumption, then it follows that it should receive 20% of the media budget. But this assumes that every consumption minute on every medium is of equal value. Research has shown that the same usage duration will provide different levels of ad impacts for different media thanks to factors such as ad clutter, which means these must be built into media plans.
Ian Wright, Admap, February 2012, pp. 28-29
What actually constitutes branded entertainment is diverse and for this reason, as a discipline, it can seem very difficult to evaluate.
What actually constitutes branded entertainment is diverse and for this reason, as a discipline, it can seem very difficult to evaluate. It is also often a part of a wider campaign and so isolating its success is another challenge. A key question is: what did it contribute compared to a conventional spot? Using an experimental design, Ipsos aims to measure the effectiveness of branded entertainment in a controlled environment and delves deeper into how consumers can be exposed to a particular campaign, using examples from the Glastonbury Festival and HSBC Private Banking.
Facebook Fan Pages in India: Likes are not skin deep
Sandeep Budhiraja and Devdarshini Mhatre, WPP Atticus Awards, Merit, 2011
Facebook alone has 41 million users in India and 53% of Indian consumers who use social networks have left comments about a brand, product or service.
Facebook alone has 41 million users in India and 53% of Indian consumers who use social networks have left comments about a brand, product or service. This article describes research into how brands should tackle social media in India, where marketers have been focusing on 'Likes' as a key metric. The research found that brands are not a priority to Indian consumers on social networks, but that special offers and engaging content are the factors that drive people to 'Like' a brand. Maintaining interest will come through using continuous dialogue to engage the community and creating a one-stop information shop. Innovative case studies of best practice are provided, featuring BMW, Coca-Cola, Dell and Meritage Homes.
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