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Maximizing the Online Video Viewer and Advertiser Experience
Cortney Henseler and Joe Blechman, ARF Experiential Learning, Audience Measurement 8.0, 2013
This study by AOL, the US internet service provider, investigates how to optimize online video. It looks specifically at short versus long form videos to understand consumers' perceptions of these formats and the advertising within them.
This study by AOL, the US internet service provider, investigates how to optimize online video. It looks specifically at short versus long form videos to understand consumers' perceptions of these formats and the advertising within them. Ad effectiveness and creative implications for advertisers in these environments are explored. The study also examines the advertising and content mix required to optimise the online ad options for a variety of different online videos. Total ad time, optimal placement, length of spots and creative concepts are discussed. Combined, the insights from this research set the standard for optimising video and ad content based on consumer insights. The findings provide direction to advertisers on how to effectively communicate to consumers within online video environments.
In the Eye of the Beholder; The Equality of Ad Effectiveness Across Platforms
Amy Innerfield and Justin Fromm, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper describes a study that is part of a wider research agenda of The Walt Disney Company, the US entertainment group, about how the video platforms upon which Disney video content is available - TV, computer, tablet, mobile - affect viewing of both the content and advertising.
This paper describes a study that is part of a wider research agenda of The Walt Disney Company, the US entertainment group, about how the video platforms upon which Disney video content is available - TV, computer, tablet, mobile - affect viewing of both the content and advertising. The study measures brand impact metrics including free recall, cued recall, brand recognition, purchase intention and attitude towards the brand, and the advertisements. The authors point out that future research should focus on the congruence between viewing platforms and the advertised brand as well as creative execution, which they see as key factors driving cross-platform advertising effectiveness.
Increase Return on Marketing Investments by Measuring the Previously Unmeasurable
Stephanie Bauer Marshall, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper looks at how Precision Market Insights from Verizon (Precision) can aid measurement of the actions and responses of mobile device users in the US.
This paper looks at how Precision Market Insights from Verizon (Precision) can aid measurement of the actions and responses of mobile device users in the US. It can be used in out-of-home media campaigns, event sponsorships, mobile sites and apps, and event attendance. Measurable elements include the demographic, psychographic and geographic trends the audience exhibits, the physical locations they visit and how target audiences respond after being exposed to a specific out-of-home campaign or message. The paper includes case studies from The Phoenix Suns, an NBA league basketball team, the 2013 Men's College Basketball Tournament in the USA and a Home & Garden Show out-of-home advertising campaign.
Car brands: The road to riches fuelled by brand power
Peter Walshe and Nick Bull, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings.
This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings. It examines what has caused these car brands to change position in the table over time, with particular focus on the effects of the global recession, model recalls, social media effects and the new 'value-conscious' era. The report argues that financial success for car brands depends on being meaningful, different and salient, and describes how they can grow in value through fostering these properties.
All media are social: Contextual media planning
David Shiffman, Kevin Moeller and Brad Fay, ARF Experiential Learning, Audience Measurement 7.0, 2012
The authors of this paper argue that a social marketing strategy should not solely rely on social media because the majority of conversations about brands and advertisements actually take place offline.
The authors of this paper argue that a social marketing strategy should not solely rely on social media because the majority of conversations about brands and advertisements actually take place offline. Specifically, consumers can be targeted when they are in a social context whilst consuming offline media (e.g. watching TV) which can extend advertising reach and increase engagement with brands and ad content. The paper provides insights on when consumers are most likely to be social by fusing the USA TouchPoints and Keller Fay Talk Track studies. The findings include the time of day and the locations that online and offline communication are most likely to take place and which media platforms are more likely to be used simultaneously. The paper also features a case study focusing on young single adults, outlining how to select the media in which to advertise, and the times of day to run the advertisements, in order to maximise the chances of reaching the audience in a social context.
Is An Advertisement Worth the Paper It's Printed on? The Impact of Premium Print Advertising on Consumer Perceptions
Stefan Hampel, Daniel Heinrich and Colin Campbell, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 118-127
Although more companies are using premium-print technologies in their advertising, empirical research has yet to examine the effectiveness of such executions.
Although more companies are using premium-print technologies in their advertising, empirical research has yet to examine the effectiveness of such executions. This article investigates the effect of premium-print advertising techniques on the key constructs of advertising impact and consumer behavior through a field experiment using participants drawn from the general population. Results show that tested advertisements employing premium-print technologies convey a greater sense of uniqueness and prestige than conventional advertising, boost consumer attitudes toward an advertisement as well as toward the brand, and enjoy higher ratings on measures of willingness to buy, positive word of mouth, and consumer willingness to pay a price premium.
The Flipside of the Sponsorship Coin: Do You Still Buy the Beer When the Brewer Underwrites a Rival Team?
Lars Bergkvist, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 65-73
This study investigated whether sponsorships can have negative brand effects in some subgroups in the target market.
This study investigated whether sponsorships can have negative brand effects in some subgroups in the target market. The study focused on European football (soccer), and results showed that fans of the Stockholm team AIK transferred their dislike of the rival team Hammarby to its sponsor, the beer brand Falcon. Mean scores on brand variables were considerably lower for AIK fans than for a control group who were fans of neither AIK nor Hammarby. Researchers and managers are recommended to consider possible negative effects of sponsorships in subgroups and to evaluate the target audience’s attitude toward the sponsored object.
Insights for the future of online video commercialization
Nancy Lucas, Lisa Quan, Joshua Sarpen and Stacey Lynn Schulman, ARF Experiential Learning, Re:Think conference, 2011
Nielsen's Extended Screen measurement is intended to allow the media industry to re-evaluate the distribution and commercialisation of programming across multiple consumption platforms.
Nielsen's Extended Screen measurement is intended to allow the media industry to re-evaluate the distribution and commercialisation of programming across multiple consumption platforms. Research conducted in 2010 by Turner Broadcasting and Magna Global involved a live, online multivariate test of viewer behaviour, comparing online video viewers to those who viewed the same full-length programmes on live television. This demonstrated that regardless of ad load consumers spent approximately the same amount of time watching the full length of both the test dramas and comedies online. This finding suggests that networks can expand the amount of advertising within programs viewed online without alienating consumers.
The Digital Day: How are people consuming video, audio, communications and text?
Kate Reeve, Jane Rumble and Guy Holcroft, ESOMAR, WM3, Berlin, October 2010
People have more flexibility and choice than ever before when it comes to what, how and when they access media content and use communications services.
People have more flexibility and choice than ever before when it comes to what, how and when they access media content and use communications services. The research presented here provides a snapshot of people’s media and communications behaviour over a seven-day period. It has been designed to explore how people use media and communications devices throughout the day, which media and devices are used concurrently, and what attention people pay to the media they use.
Relevant Pieces to the Chinese Media Puzzle
Don E. Schultz and Martin P. Block, ESOMAR, Asia Pacific, Kuala Lumpur, April 2010
Retail media planning is difficult everywhere, but particularly in emerging markets. Reported consumer media usage is employed in understanding the Chinese market rather than traditional media distribution efficiencies.
Retail media planning is difficult everywhere, but particularly in emerging markets. Reported consumer media usage is employed in understanding the Chinese market rather than traditional media distribution efficiencies. Using the twenty-six (26) media forms reported in the China Quarterly Studies, comparisons were made with U.S. consumers from the Simultaneous Media Usage Studies. A Chinese consumer typology, based on reported grocery purchases per month, was developed. That provides the basis for insights into differences in consumer media usage patterns among grocery retailers in China.
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