How Content Amplifies the Persuasiveness of Advertising

  • 660 views
Uploaded on

At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled How Content Amplifies the Persuasiveness of Advertising. The …

At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled How Content Amplifies the Persuasiveness of Advertising. The presentation included sections on Flow Theory, ARS Engagement, Building Audiences, Enhanced Targeting, Content, and Earned Audience. The presenters were Vice Presidents of comScore, Ashley Grace & Joan FitzGerald.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
660
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. How Content Amplifies thePersuasiveness of AdvertisingAshley Grace Joan FitzGeraldVice President Vice PresidentcomScore Inc. comScore, Inc.
  • 2. Agenda• Introduction• Measuring engagement of TV programs and websites• How engagement relates to Amplification impact on advertising effectiveness• Conclusions
  • 3. Thought Leadership Helps Clients Stay Ahead of Shifts in Media ConsumptionLeading the way in measurement of Pioneers in copy testing with 40+ yrsonline ad effectiveness with several of experience and many industry 1stsindustry 1stsSetting the bar with Recognized for Excellence in Adprovocative, insightful and industry- Research Quality, Thought Leadershipchanging research and Client Service Global Shaper Company 2010
  • 4. The Conundrum for Premium Programand Content Providers• Pressure is growing for premium content providers to present a compelling story on the role their content plays in advertising ROI – How does my premium content amplify advertising effectiveness?• Advertisers are being held accountable to produce the greatest impact from their expenditures – How do I choose the right content to maximize advertising effectiveness?
  • 5. Creative Itself Accounts for About 50% of Impact of an Ad % influence on market share shifts Creative is Media Plan & Content and the single Ad programmingbiggest lever Weight, Quality are more in driving Price, important impact 52% Other than ever 48% *comScore ARS Global Validation Summary includes an evaluation of 396 TV ad campaigns, utilizing sales data from R. L. Polk New Vehicle Registration, IMS HEALTH, IRI InfoScan, Markettrack, Nielsen SCANTRACK or Nielsen Retail Index. Source: comScore ARS Global Validation Summary
  • 6. Flow Theory:The Psychology of Optimal Experience What is it?  Completely focused motivation  “The mental state of operation in which a person in an activity is fully immersed in a feeling of energized focus, full involvement, and success in the process of the activity.” Mihály Csíkszentmihályi (1990)
  • 7. Flow Theory:The Psychology of Optimal Experience What is it? What are the contributing elements?  Focus & attention  Loss of self-consciousness  Altered sense of time  Intrinsic rewards  Immersion
  • 8. Flow Theory:The Psychology of Optimal Experience What is it? What are the contributing elements? How can we use it?  comScore question battery  Captures the contributing elements  Combines them into single ARS Engagement score  Applicable to all content:  Television, Websites, Video, Games, Movies  Print Publications  Easily integrated into research vehicles (e.g. media monitors)
  • 9. Flow Theory:The Psychology of Optimal Experience What is it? What are the contributing elements? How can we use it? What does it tell us about advertising effectiveness?  Does it influence audience size?  Paid media  Earned media  Does it amplify advertising impact?  Does it enhance targeting?
  • 10. Methods• Measure engagement for 10 websites and 20 TV programs – Programs appealing to broad audience and programs having a more focused audience• Explore relationship of Engagement to Ad Amplification – Content/programming “amplifies” the impact of the advertising• Relate Engagement to “earned” audiences/ propensity to go viral
  • 11. Building Audiences: Websites % Visited last ARS Engagement Score 2 weeks among those visiting EngagementFacebook.com 36% 47% can be used toYahoo.com 29% 37% build breadth across wideYouTube.com 24% 57% variety ofWalmart.com 17% 33% peopleWeather.com 12% 27%Bing.com 10% 35% When content is broadly appealing, higher ARS Engagement levels drive higher website traffic…r = 0.58
  • 12. Building Audiences: Websites % Visited last ARS Engagement Score 2 weeks among those visitingPeople.com 7% 62% And also can beESPN.com 6% 53% used to build depth acrossMTV.com 5% 69% narrower groupGlam.com 2% 83%…however, focused content can yield even greater audience engagement Net, both “broadly appealing” and “focused” publication approaches can deliver greater brand sales results for advertisers with appropriate ARS Engagement levels among their audiencesr = -0.87
  • 13. Building Audiences: Television % Watched last ARS Engagement Score 2 weeks among those watchingNCIS 19% 68%Pawn Stars 14% 58%Bones 12% 72% EngagementThe Big Bang 12% 71% can be used toTheory build breadthSportsCenter 9% 50% across wideWhite Collar 8% 68%Greys Anatomy 8% 67% variety ofThe Bachelor 8% 54% peopleThe Biggest Loser 7% 55%House Hunters 7% 48% The same pattern found for websites holds for television audiences r = 0.47
  • 14. Building Audiences: Television % Watched last ARS Engagement Score 2 weeks among those watchingReal Housewives 6% 70%of AtlantaKeeping Up with And also canthe Kardashians 6% 53% be used toIntervention 6% 61% build depthThe Game 5% 71% acrossSouthland 5% 72% narrowerSons of Guns 5% 64%Ace of Cakes 4% 61% groupMad Men 3% 71%Pretty Little Liars 3% 82% Both broadly appealing and focused programming can deliver maximum value to advertisers based on the ARS Engagement Score r = -0.58
  • 15. ARS Engagement Allows EnhancedTargetingARS Engagement enhances media placement by selectingthe programming and content not only for reach but alsofor engagement of your demographic targets ARS Engagement Score ARS Engagement Score Websites Women 18 to 29 Websites Men 45 to 54Glam.com 97% People.com 69%MTV.com 66% ESPN.com 54%People.com 65% YouTube.com 45%YouTube.com 61% Facebook.com 41%Yahoo.com 61% Yahoo.com 34% ARS Engagement can be evaluated based on socio-demographic or other characteristics
  • 16. Higher Consumer Choice = Higher Sales • Consumer Choice provides r = 0.90 a powerful predictor— stronger, more realistic andMarket Share* is more discriminating than purchase intent or recall • Lifts in Consumer Choice highly correlate with market share changes over both short and long terms ARS Consumer Choice Score *Source: InfoScan or SCANTRACK
  • 17. Amplifying Advertising Effectiveness (TV) 130 120 110 Higher ARS 100 +35% Engagement 90 Lower ARS Engagement 80 70 Consumer ChoiceEngaged audiences amplify the effect of the advertiser’s creative execution. Amplification effect is on an ad’s ability to build consumer choice, the metric that has highest correlation with brand sales results*Statistically significant at the 95% confidence level.
  • 18. Translating Amplification intoBusiness ImpactPremium Programs ARS Consumer Choice Measurement Scanner Sales Share Validation and Content Can ARS Consumer Average QuarterlyIncrease Consumer Choice Score Range Market Share Change Choice & Market 23.0+ +4.9 Share 17.0 – 22.9 +2.3 14.0 – 16.9 +1.7Premium Programs are 9.0 – 13.9 +0.8 More Valuable to 7.0 – 8.9 +0.4Advertisers, Supporting 5.0 – 6.9 +0.1 Higher Ad Revenues <5.0 -0.1
  • 19. Amplifying Advertising Effectiveness Earned Media
  • 20. Earned Audiences: Propensity to Go Viral Variance Explained in Intent to Watch Again Intent to ForwardTypical 5-Star Rating 80% 64%ARS Engagement Score 89% 82%The ARS Engagement Score is more predictive of viral behaviorsand delivers a more comprehensive understanding of important characteristics of viral videos in order to bring more insight into a particular video’s affect on viewers
  • 21. Earned Audiences: Propensity to Go ViralThe ARS Engagement scorepredicts success: Top 10 Videos in Database Avg. Views Engagement Score 325,000 62% As well as those that come up short: Bottom 10 Videos in Database Avg. Views Engagement Score 17,000 21%
  • 22. Conclusions• Programming and content matter!• How programming and content Amplifies the impact of advertising can be measured in the context of incremental sales gains• ARS Engagement levels help marketers manage both broadly appealing and focused properties• Significantly higher advertising impact can be achieved by coupling ARS Engagement Scores for your target with corresponding rating information• ARS Engagement accurately measures earned media potential (virality)
  • 23. Thank You!