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Standardising Touchpoint Analysis: A cross media neuroscience study from China with real world investment tracking
Tang Ruihong and Caroline Ji, ESOMAR, Congress, Istanbul, September 2013
This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising.
This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising. Research has shown that budgets for online video ads are catching up with traditional television spending, but doubt still remains as to their effectiveness. It is argued that traditional television and online video are, in contrast to common assumptions, very different media that require separate strategies. The study presented here uses a multiscreen neuroscience study to better understand how advertising budgets should be allocated. It recommends that when the reachable audience and media costs are the same across online video and television, media buyers should consider prioritising online video.
Screen Life: How "two-screening" changes our TV viewing
Neil Mortenson and Rob Ellis, ESOMAR, Congress, Istanbul, September 2013
This paper considers the threats and opportunities for television advertising presented by multiscreening.
This paper considers the threats and opportunities for television advertising presented by multiscreening. Researchers adopted a multidisciplinary approach with a heavy reliance on observational research to measure the prevalence of multiscreening, its effect on attention paid to television, and its impact on ad communication. A key learning is that multiscreening reinforced the television relationship and the paper identifies opportunities for new advertising initiatives.
Fancy a coffee with Friends in 'Central Perk'? Reverse product placement, fictional brands and purchase intention
Laurent Muzellec, Christopher Kanitz and Theodore Lynn, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 399-417
Fictional brands are brands that exist only in the world of fiction and not the real physical world. Reverse product placement consists of transforming these fictional brands into products and services in the real physical world.
Fictional brands are brands that exist only in the world of fiction and not the real physical world. Reverse product placement consists of transforming these fictional brands into products and services in the real physical world. This paper posits that consumers, despite having no pre-existing experience of fictional brands in the real world, may develop positive attitudes towards fictional brands; hence the fundamental managerial question is to ascertain whether these positive attitudes can drive purchase intention to justify the investment into a real product or service based on the fictional brand. Using two fictional service brands, ‘MacLaren’s Pub’ and ‘Central Perk’, featured respectively in How I Met Your Mother and Friends, this study confirms the existence of protobrands, and shows that attitudes towards a fictional brand are driven by perceived service quality, identification with the brand and attitudes towards the television programme. The study goes on to provide evidence that attitudes towards the fictional brand can influence purchase intention of a future defictionalised brand in the real world. The paper contributes to product placement and branding literature in a new emerging area.
An Episode-by-Episode Examination: What Drives Television-Viewer Behavior: Digging Down into Audience Satisfaction with Television Dramas
Donald Miller Dennis and David Michael Gray, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 166-174
Today, digital television enables consumers to record and watch live television via an array of hand-held devices.
Today, digital television enables consumers to record and watch live television via an array of hand-held devices. To help increase the effectiveness of programming and advertising in this digital age, the authors studied the attitudes and behavior of viewers during the course of a series. The findings revealed Audience Satisfaction as a dynamic construct that is predicted by Expectations, Program Performance, and, to a very limited extent, Connectedness over time. The implications suggest that television producers, directors, and advertisers could reap added value by adjusting content on the basis of between season and within season program market research and consequential insight.
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.
TV Untethered: Quantifying Mobile TV Viewing and its Impact
Laura Cowan and Christopher Neal, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper describes a US research project into the use of mobile video to quantify the number of people watching TV programming on mobile devices, their motivations and the typical viewing occasions.
This paper describes a US research project into the use of mobile video to quantify the number of people watching TV programming on mobile devices, their motivations and the typical viewing occasions. Using a combination of online surveys and viewing diaries/journals, the research found a third of the sample (15-65 year olds with broadband internet) watched TV via mobile. This group tended to be younger viewers with a skew towards multicultural groups. However, only 7% of this group conducted all viewing on a mobile device. Overall, 64% of mobile TV viewing was found to take place within the home, with "more convenient", "episode bingeing" and "fewer ads" cited as major drivers.
Viewpoint: Social media research: developing a trust metric in the social age
Gaëlle Bertrand, International Journal of Market Research, Vol. 55, No. 3, 2013, pp. 333-335
This Viewpoint argues that there is no better place than social media conversations for brands to research what drives consumers' recommendations and what ultimately builds trust in their franchise.
This Viewpoint argues that there is no better place than social media conversations for brands to research what drives consumers' recommendations and what ultimately builds trust in their franchise. Through research that analysed all public social media mentions of British Gas and Marks & Spencer, the author explains how she could derive a barometer of trust for each brand.
Screen Age: Digital impacts on Asian middle class lifestyles
Christophe Robert, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper details a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia (Singapore, Jakarta, Kuala Lumpur,Bangkok, Saigon, Hong Kong, Shanghai and Delhi).
This paper details a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia (Singapore, Jakarta, Kuala Lumpur,Bangkok, Saigon, Hong Kong, Shanghai and Delhi). It offers insights on the impact of digital life on middle class lifestyles, work, education and entertainment in emerging markets, in addition to digital fatigue from always-on multi-tasking in advanced markets. Amongst the in-depth findings, the report shows that while there are generational gaps in people's approach to digital life, even in emerging Asia, the over 50s are connecting to the internet. Young adults and teens live full digital lives, enhanced by mobile. However, there are usage differences between emerging markets, where there is a sense of fascination and excitement about the digital world, and the emerged Asian markets, where there is growing fatigue from always-on multi-tasking. Here people try to re-establish control over chaotic digital lifestyles by de-cluttering and streamlining their use of online services. In the future, this report predicts that the term 'digital' will become irrelevant, marketers must learn how to involve consumers without overwhelming them, brands must be subject to peer review, social networks will be created for specific purposes and marketers are encouraged to think local first.
Do Online Video Platforms Cannibalize Television? How Viewers are Moving from Old Screens to New Ones
Jiyoung Cha, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 71-82
This study investigated whether (and how) online video platforms displace television with respect to time investment and viewership.
This study investigated whether (and how) online video platforms displace television with respect to time investment and viewership. To that end, this study employed mail surveys of a random sample of Internet users throughout the United States. This study revealed that the existence of the time displacement effect depends on (1) what type of online video venues consumers use; (2) how much video content overlaps between online video platforms and television in general; and (3) what type of video content consumers watch online. Specifically, the current study found that the time spent using the Internet to watch user-generated videos and on video-sharing sites reduced the time spent watching television as a consequence.
The Big Picture for Large-Screen Television Viewing: For Both Programming and Advertising, Audiences Are More Attentive, More Absorbed, and Less Critical
Michael D. McNiven, Dean Krugman and Spencer F. Tinkham, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 421-432
Large-screen televisions have gained prominence in the marketplace. Focus groups and a national survey were used to investigate viewing of large-screen televisions as they relate to attitudes toward advertising and the way advertising and programming are viewed.
Large-screen televisions have gained prominence in the marketplace. Focus groups and a national survey were used to investigate viewing of large-screen televisions as they relate to attitudes toward advertising and the way advertising and programming are viewed. Results indicate that larger screens positively impact how advertising and television programming are consumed. Large-screen television viewers were less skeptical of advertising than small-screen viewers; more positive toward advertising; and paid more attention to both commercials and programming. Also, large-screen viewers were more absorbed in television programming—a phenomenon that mediates the impact of screen size on attention, evaluation, and skepticism toward television advertising.
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