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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.
More Mutter About Clutter: Extending Empirical Generalizations to Facebook
Karen Nelson-Field, Erica Riebe, and Byron Sharp, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 186-191
This article examines the impact of clutter on advertising placed on Facebook. This platform is quite different from broadcast media, yet the current study unveiled very similar findings as previously seen for television and radio—that advertisements were better recalled when placed among fewer other advertisements.
This article examines the impact of clutter on advertising placed on Facebook. This platform is quite different from broadcast media, yet the current study unveiled very similar findings as previously seen for television and radio—that advertisements were better recalled when placed among fewer other advertisements. The improvements in advertising recall, however, do not appear to be sufficient to justify the likely price premium that advertisers would have to pay to reduce clutter on Facebook. The research found that larger brands are more immune to clutter than small brands, so low-clutter environments are more important for lesser-known (i.e., smaller and new) brands.
If an Advertisement Runs Online and No One Sees It, Is It Still an Ad? Empirical Generalizations in Digital Advertising
Stephanie Flosi, Gian Fulgoni, and Andrea Vollman, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 192-199
This study presents findings from three charter studies involving leading global advertisers in three key geographical regions: the United States, Europe, and Canada.
This study presents findings from three charter studies involving leading global advertisers in three key geographical regions: the United States, Europe, and Canada. The goal of the research was to identify and better understand the incidence of sub-optimal digital campaign delivery as it pertains to viewability, audience delivery, geographic targeting, and brand safety. Through an evaluation of the study findings, several significant empirical generalizations emerged, and this article highlights these generalizations and discusses their implications for the digital advertising ecosystem.
The Brave New World: Leveraging digital effectively
Bhomik Chandna and Priti Mehra, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper explores the impact and growth of digital in Asia, by asking whether digital leads to an incremental reach and synergistic impact versus other media channels.
This paper explores the impact and growth of digital in Asia, by asking whether digital leads to an incremental reach and synergistic impact versus other media channels. It discusses results of a research study comparing the impact of different media in achieving marketing objectives, including brand awareness, favourability and purchase intent. By using this framework, the authors aim to determine global digital campaign performance across geographies (with a focus on Asia), the performance of the emerging digital platform of mobile, and best practices for digital creatives. More generally, the authors conclude that understanding digital media is the key burning need of consumers and that digital media across the globe work strongly for successfully implementing marketing objectives.
In search of digital ROI: Best practices for including digital data in marketing mix modeling
Eric Schmidt, ARF Experiential Learning, Re:Think conference, 2013
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI.
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI. To better understand how to make mix decisions, it considers the unique difficulties in measuring three digital media types - online display, search (paid), and social word-of-mouth (buzz). Once the metrics have been determined, they must be combined with other sales drivers in a sales response modeling framework. Results are developed in a consistent framework with 'traditional' media to allow resource allocation decisions across the entire mix.
The Role of Visual Attention in Internet Advertising: Eleven Questions and a Score of Answers
Adam S. Greenberg, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 400-404
In this article, the cognitive neuroscientist, Adam Greenberg, provides answers to a series of questions on consumers' attention to digital marketing, based on his analysis of a large dataset provided to him by the Advertising Research Foundation.
In this article, the cognitive neuroscientist, Adam Greenberg, provides answers to a series of questions on consumers' attention to digital marketing, based on his analysis of a large dataset provided to him by the Advertising Research Foundation. Greenberg had no experience of advertising research prior to the exercise, but was selected to provide a fresh perspective given his extensive work in the general field of human attention and cognition (and particularly about how humans control their behavior in response to a visual stimulus and the brain mechanisms this involves). Some of the 11 issues discussed include: How does design affect consumers' engagement with an advertisement? Is clutter a distraction? What is the impact of page placement on attention? Are clicks a good measure of attention? What are the best practices for display advertising?
Empowering Online Advertisements by Empowering Viewers with the Right to Choose: The Relative Effectiveness of Skippable Video Advertisements on YouTube
Max Pashkevich, Sundar Dorai-Raj, Melanie Kellar and Dan Zigmond, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 451-457
In 2010, YouTube introduced TrueView in-stream advertising—online video advertisements that allowed the user to skip directly to the desired video content after five seconds of viewing.
In 2010, YouTube introduced TrueView in-stream advertising—online video advertisements that allowed the user to skip directly to the desired video content after five seconds of viewing. Google sought to compare these "skippable" in-stream advertisements to the conventional (non-skippable) in-stream video advertising formats, using a new advertising effectiveness metric based on the propensity to search for terms related to advertising content. Google's findings indicated that skippable video advertisements may be as effective on a per-impression basis as traditional video advertisements. In addition, data from randomized experiments showed a strong implied viewer preference for the skippable advertisements. Taken together, these results suggest that formats like TrueView in-stream advertisements can improve the viewing experience for users without sacrificing advertising value for advertisers or content owners.
Seeding Viral Content: The Role of Message and Network Factors
Yuping Liu-Thompkins, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 465-478
Online viral campaigns require a seeding strategy that involves choosing the first-generation consumers to spread a viral message to others.
Online viral campaigns require a seeding strategy that involves choosing the first-generation consumers to spread a viral message to others. Building on social-capital theory and social-network analysis, this research examines key aspects of the seeding strategy by tracking the diffusion of 101 new videos published on YouTube. The results show that the need for a "big-seed" strategy (i.e., using many seed consumers) depends on message quality. Furthermore, one should choose consumers who have strong ties with the advertiser and who also have strong influence on others, rather than simply wider reach. Among seed consumers, they should share a moderate amount of interest overlap instead of being too homogeneous or heterogeneous as a group.
The Power of Evil: The Damage of Negative Social Media Strongly Outweigh Positive Contributions
Marcel Corstjens and Andris Umblijs, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 433-449
Media activities generated by consumers or communities that are neither paid for nor induced by brand owners are claimed to have a potentially game-changing impact on communication and brand building.
Media activities generated by consumers or communities that are neither paid for nor induced by brand owners are claimed to have a potentially game-changing impact on communication and brand building. In this study, the authors propose a rigorous methodology to assess the impact of this type of social media activities on the actual performance of brands in the market. The article begins by developing a four-step process to condense the complex reality of micro-social-media events for a brand into a manageable set of social media indicators (SMI). These SMI subsequently are used as a subset of the drivers, together with more traditional marketing-mix elements—in a general market-response model—to estimate their relative impact on brand performance in the market. This methodology is illustrated with two real-world examples—one in the flat-screen-television market and the other in the set of Internet broadband-service providers.
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