It’s about a 5 min. read.
Ron Amram of Heineken uttered the three words that sum up my ARF #ReThink16 experience: science, storytelling, and seconds. Let’s recap some of the most energizing insights:
Science: Using Data to Generate Insights
- AT&T Mobility’s Greg Pharo talked about how AT&T measures the impact of mass and digital advertising. They start with a regression and integrate marketing variables (media weight, impressions, GRPs, brand and message recall, WoM, etc.) as well as information on major product launches, distribution, and competitive data, topped off with macroeconomic data and internal operational data such as quality (network functioning, etc.).
- GfK’s voice analytics research actually records respondents’ voices and captures voice inflection, which predicts new idea or new product success by asking a simple question: “What do you think about this product and why?” They explore sentiment by analyzing respondents’ speech for passion, activation, and whether they’d purchase. I had to ask a question: since I have a sunny and positive personality, wouldn’t my voice always sound to a machine as though I like every product? Evidently, no. They establish each individual respondent’s baseline and measure the change.
- Nielsen talked about its new 40 ad normative benchmark (increasing soon to 75) and how it uses a multi-method approach—a mix of medical grade EEG, eye tracking, facial coding, biometrics, and self-reporting—to get a full view of reactions to advertising.
Storytelling: Using Creative That’s Personal
- Doug Ziewacz (Head of North America Digital Media and Advertising for Under Armour Connected Fitness) spoke about the ecosystem of connected health and fitness. It’s not enough to just receive a notification that you’ve hit your 10,000 steps—many people are looking for community and rewards.
- Tell your story. I saw several presentations that covered how companies ensure that potential purchasers view a product’s advertising and how companies are driving interest from target audiences.
- Heineken, for example, knows that 50% of its 21-34 year-old male target don’t even drink beer, so they focus on telling stories to the other 50%. The company’s research shows that most male beer drinkers are sort of loyal to a dozen beer brands, with different preferences for different occasions. Ron Amram (VP of Media at Heineken) talked about the need to activate people with their beer for the right occasion.
- Manvir Kalsi, Senior Manager of Innovation Process and Research at Samsung, said that Samsung spends ~$3B in advertising globally. With such a large footprint, they often end up adding impressions for people who will never be interested in the product. Now, the company focuses on reaching entrenched Apple consumers with messages (such as long battery life) that might not resonate with Samsung loyalists but will hit Apple users hard and give those Apple users reasons to believe in Samsung.
Seconds: Be Responsive Enough to Influence the Purchase Decision Funnel
- Nathalie Bordes from ESPN talked about sub-second ad exposure effectiveness. She spoke frankly about how exposure time is no longer the most meaningful part of ad recall for mobile scrolling or static environments. In fact, 36% of audience recalled an ad with only half a second of exposure. There was 59% recall in 1 second and 78% recall in 2 seconds. Point being, every time we have to wait 4 or 5 seconds before clicking “skip ad” on YouTube, our brains really are taking in those ads.
- Laura Bernstein from Symphony Advanced Media discussed the evolution of Millennials’ video viewing habits. Symphony is using measurement technology among its panel of 15,000 viewers who simply install an app and then keep their phones charged and near them, allowing the app to passively collect cross-platform data. A great example of leveraging the right tech for the right audience.
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