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Multi-screen viewing behaviour
Dr Ali Goode and Neil Mortensen, Admap, November 2013, pp. 14-17
This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure.
This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure. Combining research methods, including filming in living rooms to capture natural behaviour, participant commentary, and a quantitative survey allowed a fuller picture of the effect of multi-screening. Key findings were that multi-screening means people are more likely to stay seated through an ad break and therefore increases ad exposure, and that people have always multi-tasked whilst watching TV, having conversations, interacting with children and animals, reading magazines and engaging in hobbies. It was found that except for having a conversation, orientation towards the TV was maintained through various multi-tasking and -screening behaviour. Additionally, multi-screening may enhance enjoyment of television as devices allow for greater engagement in the program.
TV's influence on word of mouth
Neil Mortensen, Admap, September 2013, pp. 10-12
This article discusses UK research into the relationship between television and word of mouth (WOM), arguing that TV advertising increases WOM and that this type lasts for longer than WOM generated by other means.
This article discusses UK research into the relationship between television and word of mouth (WOM), arguing that TV advertising increases WOM and that this type lasts for longer than WOM generated by other means. The research finds that WOM is particularly valuable in more considered purchases, but less important in small purchases that require little thought. The article argues that the majority of WOM is offline and therefore advertisers need to design content that can be shared offline. Trends towards second screening, combined with this insight on WOM, mean that advertising strategies must be integrated across all media.
Marketing-mix modeling helps AT&T boost its ROI from TV
Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2013
AT&T, the wireless carrier, wanted to gain in-depth insights into the ROI from its three main forms of television output: cable, broadcast networks and sponsorship.
AT&T, the wireless carrier, wanted to gain in-depth insights into the ROI from its three main forms of television output: cable, broadcast networks and sponsorship. To do so, the company looked back over its commercials and sponsorships during the last three years, assessing when and where they ran, and measuring rating points against efficacy metrics. Sponsorship was found to drive short-term sales most effectively, but was also a more expensive option than the other formats. In response to this finding, AT&T used marketing-mix modeling to reallocate a portion of its expenditure, and thus increased its television payback by 21%.
TV's not dead
David Brennan, Market Leader, Quarter 3, 2013, pp. 41-43
This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based.
This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based. These myths are that people don't watch TV any more, fragmentation is inevitable and bad for TV, viewers are 'migrating' to on-demand, PVR is killing the 30-second spot, advertising is dead and 'content' is dead. Instead, the author argues that television is performing better than ever before demonstrating that television viewing is at its highest peak, fragmentation is overstated and that on-demand experiences account for less than 3% of total viewing time.
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.
Google, MediaCom and Millward Brown: New marketing trends and techniques at MAP 2013
Brian Carruthers, Event Reports, Measuring Advertising Performance, March 2013
A round-up of presentations from Measuring Advertising Performance (MAP) 2013 – a conference organised by Warc and featuring latest insights on planning, measuring and executing great ad campaigns.
A round-up of presentations from Measuring Advertising Performance (MAP) 2013 – a conference organised by Warc and featuring latest insights on planning, measuring and executing great ad campaigns. Many presentations showed shared themes, including the various ways marketers can analyse consumer emotions and distinguish between rational and subliminal thinking. There was also a trend towards defending more traditional ways of advertising, with TV revealed to remain an effective media channel, despite the hype around new media.
Marketing cars: A prestige marque for the young
David Edwards and Ollie Gilmore, Admap, February 2013, pp. 26-29
Prestige car brands are eager to attract younger drivers as cheaper 'entry-level' models have proved to be a success in recent years.
Prestige car brands are eager to attract younger drivers as cheaper 'entry-level' models have proved to be a success in recent years. The BMW 1 Series now contributes to around one quarter of BMW's annual passenger car sales and Audi's A1 demonstrated the public's appetite for Audi engineering in 'concentrated' form. Mercedes-Benz will launch its A-Class in 2013 but the brand has an age perception problem, with research showing that the perceived age of a Mercedes driver was at least a decade older than that of an Audi or BMW. It is a brand at odds with the dynamism and energy of youth. This article shows how recent campaigns for Mercedes-Benz have started to tackle the issue, using active interaction and cross-platform populist storytelling.
Insights from the IPA Effectiveness Awards 2012: TV and digital - Are we there yet? Or do we even have a map?
Phil Danter, Institute of Practitioners in Advertising, from Advertising Works 21, 2013, pp. 17-22
Based on the case studies featured in the IPA Effectiveness Awards 2012, this article presents four models for how brands have employed television and digital media together to achieve transformational campaigns and results.
Based on the case studies featured in the IPA Effectiveness Awards 2012, this article presents four models for how brands have employed television and digital media together to achieve transformational campaigns and results. These are the 'Top-down' model, whereby TV is used as the primary launch platform for the campaign message; 'bottom-up' model, where significant levels of social/online activity is generated, which is then selectively broadcast on TV to a wider audience; 'prequel/teaser' model, which uses digital channels ahead of TV launches to establish buzz around campaigns before they launch more traditionally; and 'recruitment' model, which recruits viewers to online/social programmes and activities. However, none of the campaigns that used these models has demonstrated their respective effectiveness, instead treating them as medial decisions rather than an overt strategy. This will need to be established as in the future, campaigns will have to integrate television and digital as a matter of course.
Can social media show you the money?
David Taylor, Market Leader, Quarter 1, 2013, pp. 28-30
Headlines scream that social media has changed the whole world of marketing and 'old' media, such as TV advertising, is dead - but the key driver of this frenzy is fashion, not facts.
Headlines scream that social media has changed the whole world of marketing and 'old' media, such as TV advertising, is dead - but the key driver of this frenzy is fashion, not facts. This article cuts through the hype and hysteria by questioning social media's financial limitations. Most people who interact with brands on social media are already users of the brand, so reach to new users is poor. For brands that are closer to "pasta sauce than Prada", social media should probably use less than 10% of the budget. Most consumers want interesting content on social media and, for this, a 'new team' is needed to create it. Brand owners are advised to think beyond social media, where there may be other, bigger digitally-powered opportunities to build their brand and business.
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.
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