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Making the case for TV as a supporting medium
Andrea Sophocleous, Event Reports, Festival of Branded Content and Entertainment, October 2013
This event report discusses how brands can use television as a supporting medium for their branded content efforts.
This event report discusses how brands can use television as a supporting medium for their branded content efforts. Such a strategy allows marketers - especially those with limited budgets - to attract an audience online and then enhance it with paid and earned exposure on TV. Engaging storytelling is essential to this idea, as shown by Virgin Mobile's campaign starring the brother of Hollywood actor Brad Pitt, and Durex's development of digitally connected "Fundawear".
Media planning: Data-driven media
Chris Binns, Admap, July/August 2013, pp. 14-16
This paper argues that usage of data on how people behave on new media platforms such as YouTube and Twitter is critical in maximising the efficiency of screen-specific media planning.
This paper argues that usage of data on how people behave on new media platforms such as YouTube and Twitter is critical in maximising the efficiency of screen-specific media planning. This requires a move to much more deliberate screen-specific based planning and a move away from spreadsheets and into journey visualisation. Case studies cited by the author include MediaCom's work with Channel 4, a UK broadcaster, as well as the agency's proprietary Second Screen Planner tool.
Addressable TV ads deliver results for Allstate
Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2013
Addressable TV advertising has long been a kind of holy grail for brands and, in leveraging this approach to reach tenants of rented homes, Allstate, the insurance company, first had to draw on data form public sources, self-reported surveys and material like Homestead Tax Exemption forms.
Addressable TV advertising has long been a kind of holy grail for brands and, in leveraging this approach to reach tenants of rented homes, Allstate, the insurance company, first had to draw on data form public sources, self-reported surveys and material like Homestead Tax Exemption forms. Having identified the appropriate residences and run its spots, the company was then required to create new forms of measurement, covering paid and owned media, as well as macro-level figures and campaign-specific metrics. It found that certain calls to action provided immediate evidence of engagement, holding promise for the future of this advertising format.
The Secret Sauce for Super Bowl Advertising: What Makes Marketing Work in the World's Most Watched Event?
Jin-Woo Kim, Traci H. Freling, and Douglas B. Grisaffe, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 134-149
This study investigated the relationship between Super Bowl advertising and advertisers’ market valuation, identifying several factors that influence the financial rewards of this media-placement strategy.
This study investigated the relationship between Super Bowl advertising and advertisers’ market valuation, identifying several factors that influence the financial rewards of this media-placement strategy. Specifically, the authors examined the impact of each commercial’s featured characters and appeals—and the product benefits promoted—on abnormal stock returns for sponsoring companies that appear in Super Bowl advertising. Event study results showed that Super Bowl advertising is positively related to abnormal stock returns for advertisers. Cross-sectional regression analyses also indicated that market value of Super Bowl advertisers is positively related to likeable characters, emotional appeals, and approach messaging. The combined use of likeable characters with either emotional appeals or approach messages also is positively associated with firm valuation.
Mind the gap – highlighting the differences between advertisers and consumers in the UK
Lena Roland, Event Reports, Thinkbox: TV Nation, May 2013
This report outlines some of the results from Thinkbox’s latest wave of its TV Nation research, an annual study which tracks attitudes to advertising, brands and media and how accurately marketers understand the motivations and behaviours of UK consumers.
This report outlines some of the results from Thinkbox’s latest wave of its TV Nation research, an annual study which tracks attitudes to advertising, brands and media and how accurately marketers understand the motivations and behaviours of UK consumers. The research also highlights some fundamental differences in the media consumption behaviour of advertising and marketing professionals compared to the rest of the population and cautions that the industry should be weary of living in a media bubble. The notion of “Britishness” is explored, as is the idea of “tribal television”, an understanding of such concepts can provide advertisers with ample opportunities to engage with consumers.
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 Experiential Learning, 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.
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TV advertising breaks and clutter
TV audience attitudes and behaviour
TV audience size and composition
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TV spot lengths and position
Cinema planning & buying
Digital media planning and buying
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Magazine planning and buying
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