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Do new forms of television advertising occasion better recall than traditional advertising spots?
María Arrazola, José de Hevia, Pedro Reinares and Ricardo Reinares Lara, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 281-300
The loss of effectiveness of television advertising centred on advertising spots has caused the development, and subsequent consolidation, of new forms of advertising within this medium.
The loss of effectiveness of television advertising centred on advertising spots has caused the development, and subsequent consolidation, of new forms of advertising within this medium. While management assumes that these new forms of advertising generate greater recall, in order to justify their usage, there is a noticeable lack of research evidence to prove this supposition. Therefore, in this article we use a representative sample of Spanish television audiences to compare the advertising recall that advertising spots generate, as opposed to that occasioned by a combination of new television advertising formats. The empirical analysis was carried out by means of an Ordered Probit model, which showed that the new forms of advertising gave rise to better recall than advertising spots, as much with regard to aided as with unaided recall.
TV scheduling in context
John Clifton and Charles Young, Admap, May 2013, pp. 40-41
This article demonstrates how television commercials can be put into different customised programming contexts to improve ad performance.
This article demonstrates how television commercials can be put into different customised programming contexts to improve ad performance. To determine this, Turner Networks, the cable television owner, commissioned a large-scale study of 10,000 consumers' in-depth responses to over two dozen commercials. The research found that one of the ways contextual programming can work is by priming the audience to be more receptive to an advertising message, which can turbocharge commercial breakthrough power. Another dimension that determines in-market ad effectiveness is motivation, which is improved by the congruence between the programme content and the commercial execution. Congruence can occur in four areas: a sense of place and the semantic, episodic and procedural memory systems. Examples of how these principles can be applied to TV scheduling are included.
Subway sets new standards in content marketing
Geoffrey Precourt, Event Reports, ANA Media Leadership Conference, February 2013
Subway, the sandwich chain, has been one of the most successful brands when it comes to exploiting the potential of content marketing.
Subway, the sandwich chain, has been one of the most successful brands when it comes to exploiting the potential of content marketing. Its innovative tie-ups with NBC shows like Community, The Office and The Biggest Loser have all yielded impressive results, and set new benchmarks for the industry. Rigorous planning and forming long-term affiliations are among the priorities for the firm, as is creating multi-purpose material that can be distributed across several different channels.
How to target TV ads: A buyer's guide to set top box targeting algorithms
Brendan Kitts, ARF Key Issue Forum, Re:Think conference, 2013
With television advertising targeting undergoing a revolution in capabilities and accuracy, this paper reviews a variety of different targeting algorithms.
With television advertising targeting undergoing a revolution in capabilities and accuracy, this paper reviews a variety of different targeting algorithms. These range from the traditional age-gender targeting methods employed based on Nielsen ratings, to new approaches that attempt to target high probability buyers using Set Top Box data.
Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of "Model" Consumers
Amy Jo Coffey, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 101-118
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States.
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group’s greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how US Asians’ income, language, and other audience traits are valued by US television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.
Planning television as a WOM driver: Insights from CBS and Keller Fay
Geoffrey Precourt, Event Reports, Advertising Week, October 2012
This report from New York Advertising Week covers a presentation by the broadcaster CBS and agency Keller Fay about how media generates word of mouth (WOM).
This report from New York Advertising Week covers a presentation by the broadcaster CBS and agency Keller Fay about how media generates word of mouth (WOM). It specifically describes research indicating that TV drives conversations about brands better than any other media. The study brought a number of data sources together (segmentation, Nielsen viewing and WOM data) to build a profile of what sparked conversations among influential viewers (“media trendsetters”). It found that TV was referred to in almost 20% of all offline "brand conversations" (over half of which driven by commercials) – and 27% of conversations initiated by the group of influential viewers. It is argued that the new data and its findings enable advertisers to target programs popular with these influential viewers, thus optimising their media planning with WOM generation as a strategic objective.
How dual screen viewing is evolving consumer perceptions of TV advertising
Dirk Ziems, Warc Exclusive, Advertising Research, 2012
This presentation looks at the phenomenon of 'dual screening' - watching television, while also using a second screen such as a laptop or mobile.
This presentation looks at the phenomenon of 'dual screening' - watching television, while also using a second screen such as a laptop or mobile. It examines the consequences of parallel TV viewing and the growth of dual screening, and introduces the psychology-based ResearchHome methodology. Its key finding is that context is an essential influence on ad effectiveness and that TV spots can be highly effective when people are in dual screen viewing mode, as watchers are not being consciously critical of advertising content. The presentation offers suggestions for ensuring TV ads work when viewers are watching in tandem with a second screen.
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.
Multi-screen media planning: Are screens neutral?
Priyali Kamath, Admap, July/August 2012, pp. 28-29
Procter & Gamble Asia's leading media strategist believes brand builders need to think beyond the traditional norms of screen-neutral planning when aiming to make advertising that connects, entertains and informs.
Procter & Gamble Asia's leading media strategist believes brand builders need to think beyond the traditional norms of screen-neutral planning when aiming to make advertising that connects, entertains and informs. The arrival of smart tablets has had a profound impact on the relevance of the delivery mechanism, so the consumption of the same piece of advertising can be a very different experience. Broadly, two kinds of platform characteristics influence the experience they offer - consumer behaviour on the platform and industry norms on advertising for a platform. This article advises on how to get the right mix of medium, message and mood.
Multi-screen media planning: Audience measurement
Antonio Carvalho, Admap, July/August 2012, pp. 30-32
The increasingly complementary relationship between traditional TV and digital is driving content creators to take a more holistic approach to distribution.
The increasingly complementary relationship between traditional TV and digital is driving content creators to take a more holistic approach to distribution. This sees them delivering material to consumers in a way that is independent of the platform, recognising that people want access to content anywhere and at any time. However, advertisers and agencies continue to treat traditional TV and online TV as separate entities when it comes to buying strategies. This article, using examples from the likes of MTV, shows how multi-screen TV consumption, and digital in particular, facilitates an unprecedented level of detail when it comes to audience measurement and advises how these different levels of granularity can be used to best effect when planning campaigns.
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