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Point of view: Small media are different
Byron Sharp, Admap, September 2013, pp. 7-7
This article discusses the benefits and drawbacks of advertising through small media, and argues that more research is required to properly understand how the digital revolution has fragmented media.
This article discusses the benefits and drawbacks of advertising through small media, and argues that more research is required to properly understand how the digital revolution has fragmented media. Using examples of specialist paid for magazines and geographically limited media the article shows that small media can be useful to advertisers seeking to target specific groups of consumers based on interests or location. Other small media is less useful as audiences are less committed and engaged, and more fragmented and accidental.
Addressable TV: Traditional Television Just Became Untraditional
Aaron Fetters and Helen Katz, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper discusses the development and results of a project from Starcom MediaVest (SMG), a media agency, that looks into addressable TV in the US.
This paper discusses the development and results of a project from Starcom MediaVest (SMG), a media agency, that looks into addressable TV in the US. The project was undertaken with the food manufacturer, Kellogg's (an early mover in adopting the technology in its ad targeting) and with the media partner, DirectTV. Results from the project include: addressable campaigns are more precisely targeted and increase the frequency of ads seen, and commercials targeted in this way are also seen for slightly longer than the norm. The paper concludes by discussing several learnings and questions arising from the project, including: the impact of addressability on KPIs, connecting exposure to sales, the optimal frequency threshold, addressability across platforms and the speed with which addressability will scale.
Media research: Planning for context
Mike Bloxham and Alice K Sylvester, Admap, April 2013, pp. 20-23
The setting of a marketing communication greatly impacts on how the message is received, so understanding the context of media consumption is vital in maximising the brand moment.
The setting of a marketing communication greatly impacts on how the message is received, so understanding the context of media consumption is vital in maximising the brand moment. The proliferation of screen-based devices means consumers are able to exercise a greater degree of control and choice over where, when and how they consume or interact with content. IPA TouchPoints and USA TouchPoints research has addressed the five dimensions of context: location, activity, social setting, media, and moods and emotions. Examples of contextual analysis include looking at the media choices of young male diners in Quick Service Restaurants during the key consideration windows for lunch and dinner, and activities of consumers in the hour before the post-lunch peak shopping time.
Mobile, real-time and programmatic buying: Media issues discussed at Advertising Week Europe 2013
Joseph Clift and Brian Carruthers, Event Reports, Advertising Week Europe, March 2013
This article discusses presentations on the future of media given during Ad Week Europe 2013, and features insights from speakers ranging from tech giants like Google and Facebook, to agency holding groups like WPP.
This article discusses presentations on the future of media given during Ad Week Europe 2013, and features insights from speakers ranging from tech giants like Google and Facebook, to agency holding groups like WPP. The main themes of the presentations are: that incorporating a real-time element to marketing, often through brand "newsrooms", is being increasingly looked-at by brands; that deep integration between TV and digital efforts is often crucial to campaign effectiveness; and that the digital ad market remains in flux, with significant uncertainty over the rise of programmatic buying and the make-up of online adspend.
Demographic Group: Baby Boomers
Jessica Letizia, ARF - Knowledge at Hand, January 2013
This summary from the Advertising Research Foundation looks at the Baby Boomer demographic group - those born between 1946 and 1964.
This summary from the Advertising Research Foundation looks at the Baby Boomer demographic group - those born between 1946 and 1964. It is estimated that making up 44% of the US adult population, the Baby Boomer spending power in the US is over $2 trillion and it now spends more money on technology than any other demographic. Boomers' increasing presence of free time is driving their heavy media consumption and are now the second heaviest users of the internet, with strong presence on social media.
How Kraft eliminated TV 'waste' by matching purchases with programming
Geoffrey Precourt, Warc Exclusive, August 2012
This article describes how Kraft set about eliminating waste from the TV budget of its Selects lines of Oscar Mayer hot dogs, cold cuts and bacon.
This article describes how Kraft set about eliminating waste from the TV budget of its Selects lines of Oscar Mayer hot dogs, cold cuts and bacon. The company partnered with analytics firm TRA - which had household-level data that tied shopper purchase information to TV viewing habits - to identify which specific TV programs would likely attract the largest audience of potential consumers. The results clearly demonstrated that some shows had more Selects customers among the viewing audience than traditional high-ratings performers. These findings were incorporated into Kraft's media planning, developing it away from a purely demographically-driven approach. This delivered efficiency improvements to the schedule and reach, and reduced costs by over 50% (with surplus budget reinvested into boosting frequency or apportioned to other media). Overall, its new approach delivered an uplift in ROI of 80% on new product launches and 25% on existing ones.
Point of View: Time to ditch demos
Joe Mandese, Admap, May 2012, pp. 21-21
Demographics have long been the basis of most advertising media buys, but Joe Mandese questions their continued use given how much more precise media has become in its ability to identify consumers based on their actual characteristics and behaviours.
Demographics have long been the basis of most advertising media buys, but Joe Mandese questions their continued use given how much more precise media has become in its ability to identify consumers based on their actual characteristics and behaviours. He argues that the main reason advertisers, agencies and media continue to use age and sex as the primary means of targeting consumers is a cultural and organisational inertia and asks what can be done to wean the industry off demographics once and for all.
McCain's eCRM strategy
Felix Velarde, Admap, May 2011, pp. 16-18
McCain Foods embarked on an eCRM (electronic customer relationship marketing) programme in 2008 to establish and track value in terms of purchase frequency and sales revenues, through comparing like-for-like segmentation with supermarket data.
McCain Foods embarked on an eCRM (electronic customer relationship marketing) programme in 2008 to establish and track value in terms of purchase frequency and sales revenues, through comparing like-for-like segmentation with supermarket data. The effects of an eCRM programme become clear when you can track a customer, from first 'moment of truth' - say an eyeball on a cookie-dropping interactive ad - all the way through to lifetime value, via a checkout mechanism. Email and social media tools were used to provide value to resistant consumers, markedly improving brand consideration scores among participants over time.
Media planning and targeting: Boost online efficiency
Nathan Woodman and Charlotte Steel, Admap, March 2011, pp. 29-31
Audience investment management (AIM) enables the intelligent management of data across exchanges, ad networks, publisher sites and supply-side optimisers.
Audience investment management (AIM) enables the intelligent management of data across exchanges, ad networks, publisher sites and supply-side optimisers. Advertisers and agencies who use AIM gain a competitive advantage because they can leverage the power of custom targeting to maximise the value of each audience investment. AIM brings transparent audience and content targeting for advertisers; natural price optimisation for publishers; and less clutter and ad irrelevancy for users. It differs from DSPs and ad networks because of its unique ability to aggregate data from relevant sources to provide custom targeting across multiple points of distribution.
Personalised targeting: Are privacy and targeted advertising reconcilable?
Ged Egan, Admap, March 2011, pp. 32-33
Consumer engagement based on a reciprocal relationship can overcome privacy concerns around behavioural targeting following controversies over Facebook and BT's Phorm trial.
Consumer engagement based on a reciprocal relationship can overcome privacy concerns around behavioural targeting following controversies over Facebook and BT's Phorm trial. Consumers need to feel engaged with the marketing communications they receive. The key to delivering successful initiatives is establishing a reciprocal relationship with them that respects their privacy and reassures them of the benefits of receiving tailored messaging - for example, the O2 More initiative. This should form part of a holistic approach that embraces new marketing strategies, while improving tried-and-tested techniques.
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