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Advertising by Mindset
 

Advertising by Mindset

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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Advertising by Mindset. This presentation focused on how mindsets ...

At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Advertising by Mindset. This presentation focused on how mindsets impact advertising receptivity and how to optimize relevance. Presenters include Edwin Wong Director, B2B Strategic Research and Insights at Yahoo!, Inc. & Yaakov Kimelfeld
SVP Digital Research & Analytics Director at MediaVest.

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    Advertising by Mindset Advertising by Mindset Presentation Transcript

    • Advertising by MindsetOptimizing Receptivity by ActivityEdwin Wong Yaakov KimelfeldDirector, B2B Strategic SVP Digital Research &Research and Insights Analytics DirectorYahoo!, Inc. MediaVest
    • Advertising by Mindset Consumer mindset is a key ingredient to advertising receptivity By understanding how to connect with consumers based on their mindset, marketers can create more meaningful connections with their audiences
    • Overview1 Methodology2 Online activities & mindsets3 The impact of mindset on advertising receptivity4 Optimizing relevance, tone & format5 Conclusions & implications
    • PHASE 1. Layered QualitativeWHAT, WHERE, & HOW? Participants Across 4 Geographies – Rural California – San Francisco Bay Area – Toronto, Canada – New York City Pseudo-longitudinal – Participants fill out online diaries for two weeks in order to capture how they use the Internet, and provide input into our IDIs One-on-one IDIs – In-depth interviews with each respondent for well over 2 hours
    • PHASE 1. Layered QualitativeWHO? 18-55 years old Ethnic background Gender Socioeconomic status Work status and industry Online activities Connective behaviors Personality traits Savvy shoppers
    • PHASE 1. Layered Qualitative WHO?We Spoke to a Married male, 30s, 1 toddler Married female, 40s, 2 teens School teacherLot of Different People Husband and a dog Recently married In culinary school Spa manager Real estate investor Op Manager at financial services company Retail clothing Documentary transcriptionist HR and recruiting Female, 32, in a relationship Married male 37, 2 kids Two boys, ages 13 and 15 Student at FIT Passionate about photography Stockbroker at securities firm Human resources Barista Construction company Male, 28, single Former NYC police officer Single mom, 2 teen girls Non profit office manager Owner, high-end children’s t-shirt company Female, 24, single Fitness instructor Engaged, mother of 4 Male, 26, single School bus matron Non profit recruiter Single female, early 20s
    • PHASE 1. Quality in Home Session WHO?We Spoke to aLot of Different People
    • PHASE 2. Quantitative Survey Online survey among 3,300+ respondents, representing over 18,000 activities & internal Y! as analysis of millions of impressions & clicks across propertiesDefinitions Online Session ExampleSession ACTIVITY 1: ConnectAn instance of online usage; Task 1: Email – write and checka period of time spent on Task 2: Blog – read favorite sports Blogthe Internet. Task 3: Socialize – update Twitter/FacebookActivityBroad categories that are ACTIVITY 2: Shopformed based on activities Task 1: Look at specs on different camerasthat have similar goals or Task 2: Read camera reviewsmotivations. ACTIVITY 3: ManageTasks or Action Task 1: Check bank statementA specific task that ispursued orcompleted.
    • Online activities & mindsets
    • Framing Online Activities Manage Shop Research Inform Connect Entertain PassionManaging Purchasing Searching Informing Connecting Consuming Pursuing akey aspects or for a oneself via chat, entertain- hobby orof your life comparing specific about the email, social ment learninglike your prices for piece of current media content aboutstock goods or information events, somethingportfolio or services like a news or one ispaying an health- sports passionateonline bill related updates about question or looking for a new job S11b Now, please view the list of activities below and select the one(s) that you feel most closely resemble what you wrote in the previous question.
    • Activities Do Not Vary By Time of DayProportion of Activity by Time of Day Manage Shop Research Inform Connect Entertain Passion 12:00am-8:59am 21% 19% 19% 17% 18% 18% 17% 25% 27% 29% 24% 23% 28% 9:00am-2:59pm 29% 37% 41% 3:00pm-8:59pm 39% 37% 40% 38% 43% 16% 18% 21% 18% 9:00pm-11:59pm 13% 12% 15%Base: Gen Pop Sample Accessing the Internet in the Past 24 Hours: Shop (257); Research (252); Manage (251); Inform (245); Passion (270); Connect (307); Entertain (247)S9b And what time of day was it?
    • However, Frequency Does Vary – With Connectingand Entertaining Happening Most OftenMinutes & Frequency Manage Shop Research Inform Connect Entertain Passion Average minutes 7.0 11.1 8.8 8.9 27.9 24.0 7.5 Multiple times per day 19% 19% 20% 40% 68% 38% 28% Popularity (most likely to 37% 33% 37% 42% 73% 49% 30%occur in a session)Base: Gen Pop Sample Accessing the Internet in the Past 24 Hours: Shop (257); Research (252); Manage (251); Inform (245); Passion (270); Connect (307); Entertain (247)S11b You just provided a summary of your recent online activity in your own words. Now, please view the list of activities below and select the one(s) that you feel most closely resemble what you wrote in the previous question.S12 How long did you spend doing each activity? Please answer in minutes.S14 On average, how frequently do you do the activity or activities listed below at the website(s) you mentioned)
    • Activities Can Be Bucketed by Mindsets — Which Fall Into Three Primary States Accomplishing Goals Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain Passion v v v vConsumer is attempting to Consumer is in the middle Consumer is deeply complete a task that of doing something, but is involved in an enjoyablerequires full attention and open to redirection and personal experience has a goal exploration Source: Phase 1 Qualitative
    • Goal-oriented Activities Hold Consumer Attention the Most How Much Attention Did You Give to This Activity – Gave Full Attention Accomplishing a Goal Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain PassionI gave my full attention 56% 69% 60% 56% 56% 52% 49% 51% + + / / - - - Base: Total Occasions: Shop (871); Research (737); Manage (760); Inform (761); Passion (924); Connect (922); Entertain (814) +/- Indicates percent is significantly higher/lower than Total at 95% confidence C8 Please choose the statement below that best represents how much attention you paid to the Internet activity.
    • They Also Lead to the Greatest Feelings of Accomplishment I Was Accomplishing a Goal – Top 3 of 11-pt Scale Accomplishing a Goal Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain PassionI felt like I wasaccomplishing a goal 57% 78% 59% 60% 58% 58% 41% 51% + / + / / - - Base: Total Occasions: Shop (871); Research (737); Manage (760); Inform (761); Passion (924); Connect (922); Entertain (814) +/- Indicates average of percents is significantly higher/lower than average of Total at 95% confidence C11 Using the scale below, please tell us how well each statement describes your experience while you were (INSERT ACTIVITY).
    • Goal-oriented Activities Have an InverseRelationship to EnjoymentI Enjoyed Using the Website and Accomplishing a Goal –Top 3 of 11-pt Scale Accomplishing a Goal Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain Passion 74% 68% 69% 67% 67% 61% 58% I enjoyed using the website I felt like I was accomplishing a goalBase: Total Occasions: Shop (871); Research (737); Manage (760); Inform (761); Passion (924); Connect (922); Entertain (814)C11 Please tell us how well each statement describes your experience while you were (INSERT ACTIVITY).
    • Accomplishing a Goal and Chasing Passions Lead to Greater Immersion I Was Completely Immersed – Top 3 of 11-pt Scale Accomplishing a Goal Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain Passion I was completelyimmersed in what I was doing 42% 52% 43% 46% 38% 34% 42% 43% + / + - - / / Base: Total Occasions: Shop (871); Research (737); Manage (760); Inform (761); Passion (924); Connect (922); Entertain (814) +/- Indicates percent is significantly higher/lower than Total at 95% confidence C8 Please choose the statement below that best represents how much attention you paid to the Internet activity.
    • When Accomplishing Goals or Pursuing Passions Consumers Don’t Want to Be Interrupted I Didn’t Want Anyone to Bother Me – Top 5 Out of 11-pt Scale Accomplishing a Goal Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain PassionI didn’t want anyone to bother me 49% 58% 44% 54% 47% 42% 47% 51% + / + / - / / Base: Total Occasions: Shop (871); Research (737); Manage (760); Inform (761); Passion (924); Connect (922); Entertain (814) +/- Indicates percent is significantly higher/lower than Total at 95% confidence C8 Please choose the statement below that best represents how much attention you paid to the Internet activity.
    • The impact of mindset onadvertising receptivity
    • Advertising Receptivity Differs By Activity Type and Mindset Accomplishing Goals Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain Passion v v v v“Belongs to me” “As expected” “My immersion”Advertising can feel Advertising is expected Advertising can feel intrusive unless and I am open to it intrusive unless highly highly targeted to related to what I love what I’m doing Source: Phase 1 Qualitative
    • Hearing from Real People Sharon When doing online banking, she’s “I signed in online mobile banking with Bank Of America to concerned about ads because they see if all my finds were available … There were no ads on make the site feel less secure. the webpage, it was very secure and they did not bother trying to sell you something else until you signed out.” Frank While researching H1N1 virus, “$50 gift card on a $250 purchase at [insert store]… he was not receptive to ads from a this was not relevant to me … I do not feel that they need to home improvement superstore. be advertising on a webpage that discusses the flu vaccine.” Anne She liked seeing quality, informative “On my Hotmail account I saw 2 ads for Windows 7, ads when doing email. opposite each other. I liked both ads as they look very contemporary and chic. The ads are very simple; one showing a picture of a laptop and the other saying ‘get peace of mind’ with a Windows 7 logo.” Jason He talks about a tough GMC truck “I didn’t mind the car ad because it’s dealing with football... on a football site that he visits It’s tough and strong… something you could associate with on Sundays. the NFL... it’s engineered with the site…”Source: Phase 1 Qualitative
    • Goal Orientation Has an Inverse Relationshipwith Ad RecallDid You Remember Seeing Advertising? Accomplishing a goal Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain Passion 69% 60% 56% 56% 52% 49% 51% 28% 27% 20% 23% 20% 18% 13% I gave activity my full attention I remember seeing an adBase: Total Occasions: Shop (871); Research (737); Manage (760); Inform (761); Passion (924); Connect (922); Entertain (814)A1a When you were [INSERT ACTIVITY], do you remember seeing any advertisements on the website?
    • But, When an Ad is Remembered, Goal &Immersion Lead to Stronger Ad AwarenessWhat Exactly Do You Remember About the Ads? Accomplishing a Goal Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain Passion I just remember seeing ads in general I remember some images 18% 17% 20% 15% 18% I remember only 11% the company 10% I remember everything about 43% 44% 39% 35% 28% 35% 39% the adBase: Those Recalling Number of Ads Seen: Shop (126); Research (101); Manage (73); Inform (127); Passion (206); Connect (127); Entertain (182)A1c How well do you remember what was advertised in those ads when you were on [INSERT WEBSITE ONLY]?
    • Goal Orientation and Engagement Lead toMore Advertising InteractionAction Taken After Seeing Ads Accomplishing a Goal Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain Passion 36% 34% 27% 29% 18% 20% 12% Clicked on the Ad Visited the product website Mentioned the ad Searched for more infoBase: Remember Seeing an Ad: Shop (168); Research (131); Manage (93); Inform (172); Passion (253); Connect (182); Entertain (230)A1e Did you do any of the following activities as a result of seeing ads when you (INSERT ACTIVITY)?
    • Survey Reported Ad Interaction Match Yahoo!Properties AnalysisClick-through Analysis of Yahoo! Properties Accomplishing a Goal Browsing Leisurely Pursuing Passion Manage Shop Inform Connect Entertain Passion Y! Entertainment properties exhibit interaction rates that are 0.2x higher than the index, which equals hundreds of thousands of interactions 1.2 1.1 1 0.6 0.6Source: Phase 2 b - Yahoo! Internal Data
    • Optimizing relevance,tone & format
    • Consumers Are the Most Open to Experiences, Including Advertising, When Browsing Leisurely Size of ball indicates openness to advertisingDoes not need to feel as relevant Reading celebrity Emailing gossip Checking the weather Recipes Facebook Doing Checking homework the sports Shopping newsNeeds to feelvery relevant for a Technical support specific Researching Religious item a disease Online banking Manage Shop Research Inform Connect Entertain Passion Source: Phase 1 Qualitative
    • Goal-Oriented Activities Should HavePersonally Relevant AdvertisingAd Preferences – Relevance to You or Website Research Shop Passion Inform Entertain Manage Relevant to the Relevant Connect website to you content Manage Inform Entertain Shop Passion Research Connect Based on Based on my the website interests contentBase: Total Occasions: Shop (871); Research (737); Manage (760); Inform (761); Passion (924); Connect (922); Entertain (814)A2b Please use the scales below to describe the types of ads that would be most appropriate to display on [INSERT WEBSITE] the next time you are using it to [INSERT ACTIVITY].
    • Make Advertising Relevant to the Mindset toIncrease Ad Receptivity Accomplishing Enable or sponsor a Goal their goal Browsing Contribute to the experience with humorous and interactive Leisurely formats Pursuing Associate your brand with that Passion passionSource: Phase 1 Qualitative
    • Ads for Goal-Oriented Activities Should Be More Serious,Whereas Leisurely Browsing Ads Can Be More HumorousAd Preferences – Humorous or Serious Accomplishing a Goal Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain Passion 52% 48% 45% 40% 42% 32% 30% 23% 24% 20% 30% 19% 11% 10% Humorous SeriousBase: Total Occasions: Shop (871); Research (737); Manage (760); Inform (761); Passion (924); Connect (922); Entertain (814)A2b Please use the scales below to describe the types of ads that would be most appropriate to display on [INSERT WEBSITE] the next time you are using it to [INSERT ACTIVITY].
    • Information is a Necessity Among Goal-OrientedActivities, More So Than Being Visually AttractiveAd Preferences – Detailed Information or Visually Attractive Accomplishing a Goal Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain Passion 49% 42% 39% 34% 36% 34% 33% 21% 22% 23% 19% 19% 27% 26% Detailed Information Visually AttractiveBase: Total Occasions: Shop (871); Research (737); Manage (760); Inform (761); Passion (924); Connect (922); Entertain (814)A2b Please use the scales below to describe the types of ads that would be most appropriate to display on [INSERT WEBSITE] the next time you are using it to [INSERT ACTIVITY].
    • Providing New Information is the Most Important Ad Feature Across Activities Ad Preferences – Rank the Following with Top 3 Shown Accomplishing a Goal Browsing Leisurely Pursuing Passion Manage Shop Research Inform Connect Entertain PassionBUILDING THE BRAND …only show logo ...tell me something new 1 2 2 1 2 3 3 …remind me of brands or products I know 2DEALS …offer deals or coupons 1 1 …direct me to website to find out more later 3 3 1 2 2GOING FURTHER …a brand sponsorship 3 1 2 1 1 …an offer, free giveaways, or prizes 2 2 Base: Total Occasions: Shop (871); Research (737); Manage (760); Inform (761); Passion (924); Connect (922); Entertain (814) A2a Again thinking about when you were [INSERT ACTIVITY], please rank these different types of ads from 1 to 7, where 1 means most appropriate and 7 means least appropriate, to be displayed on [INSERT WEBSITE] when you are using it to [INSERT ACTIVITY].
    • | Plus one Goal Drive consumers to do one more activity on Yahoo! Brief By understanding consumer mindset more fully, develop creative executions that fit within the online activity and mindset of consumers Provide Yahoo! brand campaign assets that demonstrate creative executions for the Yahoo! brand across the Yahoo! Network
    • Accomplishing GoalsManage Shop ResearchMindset: Consumer is attempting to complete a task that requires full attention and has a goalTone of Ad: Provide information that is useful to them given their current activity - be part of the solution to their taskObjective: Build awareness of a brand or product, even without direct attention; good return for ad interaction
    • Browsing LeisurelyInform Connect EntertainMindset: Consumer is in the middle of doing something, but is open to redirectionTone of Ad: Entertain them, get them excited, engage them, grab their attention while they are “on break”Objective: People will actively consume advertising, but it is fast, “drive-by” consumption - they don’t read every word, but they do actively look
    • Pursuing PassionsEntertain PassionMindset: Consumer is deeply involved in an enjoyable experience that requires full attentionTone of Ad: Be careful to respect the immersion, relevance to what they love becomes more importantObjective: People will actively engage, focus on the ad for a period of time and absorb it; great return for ad interaction
    • Findings There are seven fundamental Online activities consumers engage in and these activities can be bucketed into three Mindsets: Accomplishing Goals, Browsing Leisurely and Pursuing Passions Mindset plays a critical role in how receptive consumers are to marketing messages We need to understand the right tone, ad format and messaging by online activity to optimize digital creative
    • How to Optimize Ads Based on Mindset Accomplishing Browsing Pursuing a Goal Leisurely PassionAd Preference • Build awareness • Interact & • Align with their quietly entertain passion Tone • Subtle • Open • Interesting • Serious • Playful • Contextually relevant Creative • Unobtrusive • Big • Engaging Principles • Few words • Bold • Interactive • Informative • Colorful • Informative • Simple • Exciting • Integrated • Limited motion • Interactive • Full motion • Graphically rich Source: Phase 1 Qualitative
    • Implications Marketers should consider using more than one creative message across their digital buy to optimize performance Activity-based optimization and the optimization tools already available (via Smart Ads, BT and time-spent optimization) will lead to even more effective advertising Map metrics of success to ad interaction and receptivity across online activities
    • Authors Edwin H. Wong Yaakov Kimelfeld Lauren Weinberg Daniel Stubbs Julie Pfeifle Jen Hu Vinayak Sambargi Sebastian Fernandez Radha Subramanyam Tricia Jenkins Samir Sheth Aaron Fetters Sharon Jain Patricia Sulken Grant Johnson Dino Mytides Shannon Knock Robyn Hightower Zak Kirchner Bill Westerman Ilana Westerman Designer Scott Bresson
    • Thank You