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Multi-screen viewing behaviour
Dr Ali Goode and Neil Mortensen, Admap, November 2013, pp. 14-17
This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure.
This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure. Combining research methods, including filming in living rooms to capture natural behaviour, participant commentary, and a quantitative survey allowed a fuller picture of the effect of multi-screening. Key findings were that multi-screening means people are more likely to stay seated through an ad break and therefore increases ad exposure, and that people have always multi-tasked whilst watching TV, having conversations, interacting with children and animals, reading magazines and engaging in hobbies. It was found that except for having a conversation, orientation towards the TV was maintained through various multi-tasking and -screening behaviour. Additionally, multi-screening may enhance enjoyment of television as devices allow for greater engagement in the program.
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.
Do Emotions in Advertising Drive Sales?: Use of facial coding to understand the relation between emotional ads and sales effectiveness
Daniel McDuff, Rana El Kaliouby, Evan Kodra and Laurent Larguinet, ESOMAR, Congress, Istanbul, September 2013
This paper examines the impact of ads that evoke emotions and are entertaining or are memorable on product sales.
This paper examines the impact of ads that evoke emotions and are entertaining or are memorable on product sales. Research was conducted to quantitatively measure tacit emotional response to ads through facial recognition, with this information then matched to sales data. Data was collected for over 140 ads in four countries and used to identify the emotional trajectories that are most predictive of sales. It was found that amusement was the strongest predictor of sales. The findings of the research are explained and the ways in which the methods used could be applied to other areas of market research discussed.
TV's influence on word of mouth
Neil Mortensen, Admap, September 2013, pp. 10-12
This article discusses UK research into the relationship between television and word of mouth (WOM), arguing that TV advertising increases WOM and that this type lasts for longer than WOM generated by other means.
This article discusses UK research into the relationship between television and word of mouth (WOM), arguing that TV advertising increases WOM and that this type lasts for longer than WOM generated by other means. The research finds that WOM is particularly valuable in more considered purchases, but less important in small purchases that require little thought. The article argues that the majority of WOM is offline and therefore advertisers need to design content that can be shared offline. Trends towards second screening, combined with this insight on WOM, mean that advertising strategies must be integrated across all media.
Marketing-mix modeling helps AT&T boost its ROI from TV
Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2013
AT&T, the wireless carrier, wanted to gain in-depth insights into the ROI from its three main forms of television output: cable, broadcast networks and sponsorship.
AT&T, the wireless carrier, wanted to gain in-depth insights into the ROI from its three main forms of television output: cable, broadcast networks and sponsorship. To do so, the company looked back over its commercials and sponsorships during the last three years, assessing when and where they ran, and measuring rating points against efficacy metrics. Sponsorship was found to drive short-term sales most effectively, but was also a more expensive option than the other formats. In response to this finding, AT&T used marketing-mix modeling to reallocate a portion of its expenditure, and thus increased its television payback by 21%.
TV's not dead
David Brennan, Market Leader, Quarter 3, 2013, pp. 41-43
This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based.
This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based. These myths are that people don't watch TV any more, fragmentation is inevitable and bad for TV, viewers are 'migrating' to on-demand, PVR is killing the 30-second spot, advertising is dead and 'content' is dead. Instead, the author argues that television is performing better than ever before demonstrating that television viewing is at its highest peak, fragmentation is overstated and that on-demand experiences account for less than 3% of total viewing time.
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.
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.
Long Term Effects Reveal High ROIs of TV Advertising
Guido Modenbach and Raimund Wildner, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper looks at the effect of television on return on investment (ROI) and proposes ROI Analyzer: a sustainable model linking TV advertising and sales that takes into account long-term aspects of brand loyalty.
This paper looks at the effect of television on return on investment (ROI) and proposes ROI Analyzer: a sustainable model linking TV advertising and sales that takes into account long-term aspects of brand loyalty. The ROI Analyzer examines, in addition to contact with TV advertising, at a variety of independent variables to identify the pure influence of TV as accurately as possible. Long-term effects are factored into the model through brand loyalty levels. For each campaign, the ROI Analyzer uses logistic regression to measure the effect of the advertising contacts on brand purchasing over the period of the analysis year, and can project the trend to subsequent years. It can also simulate what would have happened if there had been no advertising. Early analyses show long-term ROI for the majority of brands is greater than 1.
Advertising creativity and repetition: recall, wearout and wearin effects
Kevin Lehnert, Brian D. Till and Brad D. Carlson, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 211-231
Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads.
Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads. However, the boundary conditions around this effect are less understood. This research examines how creativity influences recall across repeated ad exposures. Additionally, this paper investigates the influence of creativity on advertising wearin/wearout. We utilise creative and control commercials embedded in a television programme for a naturalistic viewing experience, along with a one-week follow-up measure. We find that creative advertisements exhibit higher recall, though repeated exposures reduce this advantage. Further, creative ads are more liked, demonstrate wearin effects more quickly and are less susceptible to wearout.
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