This document discusses new advertising models and their implications. It summarizes several studies conducted on different ad models between 2006-2015. Some key findings:
- When the future is unpredictable, focusing on variables and usage behavior is important, rather than audience segments. Assumptions can be dangerous.
- New research methods like set-top box data, neuromeasures, and field experiments help provide insights into what models work and why others fail.
- Studies found that interactive ads, minimum effective frequency of one exposure, and product placement can be effective models. However, "click for more" calls to action and some execution factors hurt interactive TV response.
- Addressable advertising is more complex than assumed, as
As part of the emerging new topics series, a presentation entitled UX: The User Experience Cross-Screen, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A research study including questions, methods, and findings on cross-screen users was presented. The presentation was given by, Richard Zackon-Facilitator for Council for Research Excellence & Rick Ducey- Chief Strategy Officer at BIA/Kelsey.
In a ubiquitous world:
As we enter the third wave of computing known a UbiComp, technology will shrink in size, increase in power and ultimately disappear into the background of our every day lives. A whole new infrastructure will see using miniature remotely powered wireless computers interfaced with sensors as opposed to keyboards. As RFID gets set to link every product on the planet to the Net through near field communication and GPS, it will allow the collation of unparalleled levels of data of consumer habits both in and out of the home. Always connected and always aware, privacy could become a thing of the past. What does this mean for the future of contextual and location-based advertising; where are we at and what can we expect? Will this finally bring the utopia that is being sought by marketers to answer conclusively which 50% of their media dollars are being wasted - and if so at what price to humanity? The writing is on the wall...
See http://NothingToHide.Us
A presentation entitled MAXIMIZING MOMENTUM: Insights from Verizon, SMG & Cisco, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference. Insights on Brand building were presented. Presenters included Patrick McLean-Executive Director at Verizon Interactive, Helen Katz-SVP/Research Director at Starcom MediaVest Group, & Charlie Treadwell-Marketing Strategy Manager Corporate Affairs Marketing at Cisco.
Insights from Coalition for Innovative Media Measurement (CIMM) were presented at Advertising Research Foundation’s (ARF) AM 6.0 conference, held in 2011. Through the use of eDiaries and the example of moms, a presentation was given on the value of USA touchpoints to increase ROI. Presenters included Jane Clarke-Managing Director of Coalition for Innovative Media Measurement & Jim Spaeth-Partner at Media Behavior Institute.
At the Advertising Research Foundation’s 2011 Annual re:think convention, Stan Sthanunathan VP, Marketing Strategy & Insights for The Coca-Cola Company gives a presentation on how research must change to promote growth. The presentation shows how CEOs and companies can embody creative leadership, build operating dexterity, and reinvent customer relationships. The presentation discusses the implications of doing the above mentioned.
As part of the emerging new topics series, a presentation entitled UX: The User Experience Cross-Screen, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A research study including questions, methods, and findings on cross-screen users was presented. The presentation was given by, Richard Zackon-Facilitator for Council for Research Excellence & Rick Ducey- Chief Strategy Officer at BIA/Kelsey.
In a ubiquitous world:
As we enter the third wave of computing known a UbiComp, technology will shrink in size, increase in power and ultimately disappear into the background of our every day lives. A whole new infrastructure will see using miniature remotely powered wireless computers interfaced with sensors as opposed to keyboards. As RFID gets set to link every product on the planet to the Net through near field communication and GPS, it will allow the collation of unparalleled levels of data of consumer habits both in and out of the home. Always connected and always aware, privacy could become a thing of the past. What does this mean for the future of contextual and location-based advertising; where are we at and what can we expect? Will this finally bring the utopia that is being sought by marketers to answer conclusively which 50% of their media dollars are being wasted - and if so at what price to humanity? The writing is on the wall...
See http://NothingToHide.Us
A presentation entitled MAXIMIZING MOMENTUM: Insights from Verizon, SMG & Cisco, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference. Insights on Brand building were presented. Presenters included Patrick McLean-Executive Director at Verizon Interactive, Helen Katz-SVP/Research Director at Starcom MediaVest Group, & Charlie Treadwell-Marketing Strategy Manager Corporate Affairs Marketing at Cisco.
Insights from Coalition for Innovative Media Measurement (CIMM) were presented at Advertising Research Foundation’s (ARF) AM 6.0 conference, held in 2011. Through the use of eDiaries and the example of moms, a presentation was given on the value of USA touchpoints to increase ROI. Presenters included Jane Clarke-Managing Director of Coalition for Innovative Media Measurement & Jim Spaeth-Partner at Media Behavior Institute.
At the Advertising Research Foundation’s 2011 Annual re:think convention, Stan Sthanunathan VP, Marketing Strategy & Insights for The Coca-Cola Company gives a presentation on how research must change to promote growth. The presentation shows how CEOs and companies can embody creative leadership, build operating dexterity, and reinvent customer relationships. The presentation discusses the implications of doing the above mentioned.
Infrastructure in Africa - February 2009.PiLNAfrica
The data makes it easy to apply a deficit model to project planning, but we need to start with what we have and how we can build off it OER projects must work with what is available now, not demonstrate what would be possible if only the constraints were different but paradoxically we must hold in our minds a vision of a radically different future from the one that current trends project – change is always surprising because it takes so much longer to happen than people think it will but happens so much quicker than they expect
The data makes it easy to apply a deficit model to project planning, but we need to start with what we have and how we can build off it OER projects must work with what is available now, not demonstrate what would be possible if only the constraints were different but paradoxically we must hold in our minds a vision of a radically different future from the one that current trends project – change is always surprising because it takes so much longer to happen than people think it will but happens so much quicker than they expect
Outsourcing AP can reduce costs, but can it improve your service delivery too?sharedserviceslink.com
All shared services, P2P and AP leaders want to significantly reduce their cost bases and focus service delivery on business partnering rather than transactional activities. One route is to outsource.
This presentation from The Accounts Payable Tech Summit 2011, given by Hans-Peter Sammer, Payment Services Process Lead at AstraZeneca, shares AstraZeneca’s journey over the last two years in outsourcing to Genpact, including:
• What is the business case for outsourcing and what AP activities should you outsource.
• How to manage your transition to your outsourcer
• What steps can you take to keep control of your BPO service delivery to ensure internal customer satisfaction?
Illustrated parts list with exploded diagrams for Poulan Pro chainsaw model PP4620AVX. Poulan repair and replacement parts at http://www.sepw.com/poulan-parts.aspx
At the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011, a Keynote presentation was given entitled Meeting the Challenges of Cross Media Research. Google presented three initiatives and how they are trying to help meet the challenges of cross media research. Keynote presenters from Google were Owen Charlebois-Global Manager, Advertising, Marketing and Media Research & ElissaLee, Ph.D.-Group Manager,Quantitative Measurement.
A presentation entitled Impact of Online and Television Advertising on Consumer Behavior, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The presentation includes, the challenges to measuring cross-platform media impacts, comscore methods, case studies and results. Presenters included Joan FitzGerald-Vice President of comScore & Alan Vaughn- Statistical Analyst at comScore.
A presentation entitled Following the Sports Fan with Arbitron’s PPM, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A study using Arbitron Portable People Meter™ (PPM™) service was presented. The presentation was given by Glenn Enoch- VP, Integrated Media Research at ESPN Inc., Kelly Johnson- Director, Media and Promotion Research at ESPN Inc., & Lung Huang- VP, National Account Services at Arbitron Inc.
A presentation entitled BrandLife – Showing the Client What to Do Visually and What to Avoid was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The Interpretation of visual Semiotic “Answers” is presented. The presentation is given by Steve Wolf- Commercial Director, Global Qualitative & SVP/Division Director at Synovate Qualitative.
Infrastructure in Africa - February 2009.PiLNAfrica
The data makes it easy to apply a deficit model to project planning, but we need to start with what we have and how we can build off it OER projects must work with what is available now, not demonstrate what would be possible if only the constraints were different but paradoxically we must hold in our minds a vision of a radically different future from the one that current trends project – change is always surprising because it takes so much longer to happen than people think it will but happens so much quicker than they expect
The data makes it easy to apply a deficit model to project planning, but we need to start with what we have and how we can build off it OER projects must work with what is available now, not demonstrate what would be possible if only the constraints were different but paradoxically we must hold in our minds a vision of a radically different future from the one that current trends project – change is always surprising because it takes so much longer to happen than people think it will but happens so much quicker than they expect
Outsourcing AP can reduce costs, but can it improve your service delivery too?sharedserviceslink.com
All shared services, P2P and AP leaders want to significantly reduce their cost bases and focus service delivery on business partnering rather than transactional activities. One route is to outsource.
This presentation from The Accounts Payable Tech Summit 2011, given by Hans-Peter Sammer, Payment Services Process Lead at AstraZeneca, shares AstraZeneca’s journey over the last two years in outsourcing to Genpact, including:
• What is the business case for outsourcing and what AP activities should you outsource.
• How to manage your transition to your outsourcer
• What steps can you take to keep control of your BPO service delivery to ensure internal customer satisfaction?
Illustrated parts list with exploded diagrams for Poulan Pro chainsaw model PP4620AVX. Poulan repair and replacement parts at http://www.sepw.com/poulan-parts.aspx
At the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011, a Keynote presentation was given entitled Meeting the Challenges of Cross Media Research. Google presented three initiatives and how they are trying to help meet the challenges of cross media research. Keynote presenters from Google were Owen Charlebois-Global Manager, Advertising, Marketing and Media Research & ElissaLee, Ph.D.-Group Manager,Quantitative Measurement.
A presentation entitled Impact of Online and Television Advertising on Consumer Behavior, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The presentation includes, the challenges to measuring cross-platform media impacts, comscore methods, case studies and results. Presenters included Joan FitzGerald-Vice President of comScore & Alan Vaughn- Statistical Analyst at comScore.
A presentation entitled Following the Sports Fan with Arbitron’s PPM, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A study using Arbitron Portable People Meter™ (PPM™) service was presented. The presentation was given by Glenn Enoch- VP, Integrated Media Research at ESPN Inc., Kelly Johnson- Director, Media and Promotion Research at ESPN Inc., & Lung Huang- VP, National Account Services at Arbitron Inc.
A presentation entitled BrandLife – Showing the Client What to Do Visually and What to Avoid was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The Interpretation of visual Semiotic “Answers” is presented. The presentation is given by Steve Wolf- Commercial Director, Global Qualitative & SVP/Division Director at Synovate Qualitative.
At the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011, a presentation was given on Facebook’s information platform. The job of research team at Facebook along with the topic of making research interesting to users is discussed. The presentation is given by Brad Smallwood-Head of Measurement and Insights at Facebook
A presentation entitled The Television Audience Redefined: An Update, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Insights into the profiles of various consumers across a variety of media platforms, was presented. The presentation was given by David Poltrack-Chief Research Officer of CBS Corporation & President of CBS Vision.
A presentation entitled Measuring the Moving Screen: The Future of Tablet Measurement, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A presentation was given on the profile tablet users as well as the findings regarding ad effectiveness on iPads vs iPhones and other devices. The presentation was given by Matt O’Grady- EVP, Media Audience Measurement at The Nielsen Company.
A presentation entitled Integrated Social Media: Business Impact Study 2011, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference. The presentation explores the impact that social media has on sales. Presenters included Irfan Kamal- SVP, Digital/Social at Ogilvy & Dr. Walter Carl- Founder and Chief Research Officer at ChatThreads.
A presentation entitled Global Perspectives on Measurement Issues, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Presenters included Horst Stipp-EVP, Global Business Strategy at the Advertising Research Foundation & LuizG. Duarte, Ph.D.-Corporate Research at DIRECTV Latin America.
A presentation entitled Insights for the Future of Online Video Commercialization given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Test on online commercial viewing done by TBS was presented. The presentation included the research design and methods used as well as the findings. The presentation was given by Stacey Lynn Schulman-SVP, Ad Sales & Sports Research at Turner Broadcasting Sales, Inc.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled New Shopper Journeys: The Influence of Digital Touchpoints. The presentation explores how digital has an effect on shopper’s behaviors. Presentation is given by Alex Charlton- Director at essential research, Mike Hess- EVP of Research at Carat N.A., & Beth Uyenco- Global Research Director at Microsoft.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Supercharging the Path to Purchase: Using Word-of-Mouth to Drive More Consumers to Buy. The presentation looks at the effects of Word of Mouth advertising as it relates to female consumers. Presenters include Ed Keller-CEO of Keller Fay Group & Tony Cardinale-EVP, Brand Planning & Strategic Insights at NBC Universal.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled SHOPPER INSIGHTS. Ashmeed Ali-Senior Manager at Yahoo! & David Gill-Vice President at The Nielsen Company discussed when Mobile Goes Shopping. This presentation explored how consumers use their mobiles to research products and advertising on mobile devices. Manila Austin-Director of Research at Communispace Corporation moderated the discussion.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled The Power of Relevancy The Biometric Impact of Online Advertising. The presentation includes topics such as measuring the biological impact, and the contextual and personal relevancy of ads. The presenters include Tony Marlow-Strategic Insights at YAHOO! & Brian Levine-President of Innerscope Research.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Understanding the Relationship Between Social Media and TV Viewership. The presentation used a case study on the World cup to present findings. Presenters included, Jon Gibs-SVP at The Nielsen Company & David Coletti-VP at ESPN.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Study of the Key Drivers of Online Content Consumption. An AOL sponsored study to better understand content usage was presented. Presenters included, Kristin Kovner- Senior Marketing Director at AOL, Bill Ziff-Levine-Principal & Co-Founder Data & Management at Counsel, Inc., & Jon Stewart- Research Director at Nielsen.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled, Identifying Maximum Impact Media Placement Strategies II: When Money Moves to Digital, Where Should it Go? Research done on the effectiveness of digital marketing along with key findings was presented by Anne Hunter-VP, Advertising Effectiveness at comScore.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled, What Consumers Really Think: Neurometric Response to Advertising in iPad® Magazines. EmSense technology was used to measured consumer responses such as eye tracking and neuro-scientific responses. Use of a bio-sensory involvement map was presented on. The presentation included examples for iPad® Magazines and Korean Air. The presenters included, Betsy Frank-Chief Research & Insights Officer at Time Inc., Elissa Moses-Chief Analytics at EmSense Corporation, & Michael Haggerty-SVP, US Director, Research & Marketing Accountability at Universal McCann.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Real-Time Capture of Consumer Brand Encounters for 360°Media Optimization and Consumer Insights. The presentation offers insights about brand marketing. Dr. Walter Carl-Founder, Chief Research Officer of ChatThreads gives the presentation.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled What’s on Their Screens, What’s on Their Minds: Consumer Insights from Our Multi-Screen World. The presentation offers insight into understanding the profile of multi-screen consumers. The screens focused on are smart phones, computers, televisions, and gaming consoles. Natasha HritzukDirector of Global InsightsMicrosoft Advertising presented.
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New Ad Models
1.
2. New Ad Models
Dr. Duane Varan
Executive Director
Audience Research Labs
Murdoch University
3. Implications of Perpetual Change
When
tomorrow
looks
largely
like
yesterday...
...
analy<cs
and
insights
guide
the
way
...
(par<cular
focus
on
audience
segments)
But
when
the
shape
of
tomorrow
is
unknown...
...
we
need
to
focus
on
variables
(not
segments)
...
and
usage
behavior
(par<cularly
variability)
...
ASSUMPTIONS
ARE
DANGEROUS!
1955 1965 1975 1985 1995 2005 2015
#ARFAM6
4. The Good News...
New Research Methods Help!
Usage Isolating
Behavior Variables
Set-‐Top-‐Box
Data Research
Labs
Single
Source
Data Neuro
Measures
Portable
Measurement Collabora<ve
Projects
Ethnographic
Research Field
Experiments
Cross
PlaXorm
Data
#ARFAM6
10. Ranked Data (2006) 42 22. Speed Bumps - Linear
42. Sponsored Console
2006
16. Record Program from Ad
3. Targeted Advertising
29. Pause
Advertiser Sentiment
36 14. Impulse Response
17. Program Reminder from Ad
4. Repeat Substitution
2. Offer Customization
13. Frequent Viewing Points Scheme
31 30. Product Placement - Linear 41. Interactive Narrative of Ad
23. Speed Bumps - Interactive - Replay Ad
32. Branded Entertainment
27. Telescopic
1. Creative Customization
26
10. Ad Rating (Voting on ads) 40. EPG - Program Reminder
33. Program Loyalty 19. Arcade Game - sponsored - Pac Man
15. DALs
21 25. Bookends
39. EPG - Program Record
37. EPG - Banner and Video Mixes
34. EPG - Picture-In-Picture
36. EPG - Banners
16
28. Showcase
11. Peer Ratings of Ads
26. Bookmarks
18. Trivia Quizzes - sponsored - Nike
24. Speed Bumps - Interactive - Bank and View Ad
11 35. EPG - Barker Ads
9. U-Vision
8. Ad Zapper
5. Customization via Style Guide
12. Peer Filter of Ads
6 38. EPG - Ads as a Program Listing
21. Shared Screen Game - Tetris
6. Customization via Filters
31. In-Program Trigger Interactive
1 20. Overlay Game on Ad - Pong
7. Strike Out
Viewer Sentiment
1 6 11 16 21 26 31 36 42
#ARFAM6
11. 2009 Study (30 Ad Models)
3342
22. Speed Bumps - Linear
42. Sponsored Console
2009
2006
16. Record Program from Ad
Advertiser Sentiment
3. Targeted Advertising
30 29. Pause
36 14. Impulse Response
17. Program Reminder from Ad
27 4. Repeat Substitution
2. Offer Customization
13. Frequent Viewing Points Scheme
31 30. Product Placement - Linear 41. Interactive Narrative of Ad
24
23. Speed Bumps - Interactive - Replay Ad
32. Branded Entertainment
27. Telescopic
21
26 1. Creative Customization
10. Ad Rating (Voting on ads) 40. EPG - Program Reminder
33. Program Loyalty 19. Arcade Game - sponsored - Pac Man
18
15. DALs
21 25. Bookends
39. EPG - Program Record
16 37. EPG - Banner and Video Mixes
34. EPG - Picture-In-Picture
36. EPG - Banners
16
13 28. Showcase
11. Peer Ratings of Ads
26. Bookmarks
18. Trivia Quizzes - sponsored - Nike
24. Speed Bumps - Interactive - Bank and View Ad
1011
35. EPG - Barker Ads
9. U-Vision
8. Ad Zapper
7 5. Customization via Style Guide
12. Peer Filter of Ads
6 38. EPG - Ads as a Program Listing
21. Shared Screen Game - Tetris
4 6. Customization via
31. In-Program Trigger Interactive
Filters
1 20. Overlay Game on Ad - Pong
7. Strike Out
1
1 6 11 16 21 26 31 36 42 Viewer Sentiment
1 4 7 10 13 16 18 21 24 27 30 33
#ARFAM6
12. Across the Studies ...
Good news, bad news, and many surprises
No shortage of insights highlighting models that
work... AND with reasons why they work.
Also many models which fail (again, with reasons
WHY they don’t work)
But usually the studies highlight just how complex
the landscape really is and the wide range of factors
which must be considered.
#ARFAM6
17. Execution Factors for Interactive TV
2007
Conducted analysis of UK interactive TV response
data for over 500 ad campaigns
Coded ads for over 100 creative execution factors
(over 80,000 coding decisions)
Later replicated for US data (using Wink) in 2009 and
compared to Canoe model in 2010 (still under
embargo)
#ARFAM6
18. “Click for More Information”
is the kiss of death for interactive TV...
-423%
A call to action that promises
‘more information’ suffers in terms
of response rates. This is
consistent with our findings in
Uses & Gratifications study.
Journal
of
Business
Research
#ARFAM6
20. Addressable Advertising
Not as simple as it sounds... 2008
We tested the impact of category-based relevant
addressability across 30 categories (for almost 90
brands)
Based on two assumptions: 1) where only one ad is
relevant; 2) where ALL ads are relevant
Double gate for relevance: Both in-market and top
third of self-identified relevant categories
#ARFAM6
21. Ad Skipping
6
Control
5 1
Ad
Relevant
ALL
Relevant
4
3.5
3.3
3.1
3
2
1
0
Number of Ads
#ARFAM6
22. Percentage of Ad Seen
100
Control
90
1
Ad
Relevant
80
69.6 70.3 ALL
Relevant
70 66.7
60
50
40
30
20
10
0
Percentage of Ad Seen
#ARFAM6
23. Relevance & Serial Position
100
Percentage of Ad Seen Control
1
Ad
Relevant
80
74
69 71 70 69
68
60
40
20
0
First Second Third Fourth Fifth Sixth
Serial Position in Ad Pod
#ARFAM6
24. Brand Attitude
7
Control
6 1
Ad
Relevant
5.2 5.1
5.1 ALL
Relevant
5
4
3
2
1
Attitude toward the Brand
#ARFAM6
25. Ad Attitude
7
Control
6 1
Ad
Relevant
5.3
5.2 5.1 ALL
Relevant
5
4
3
2
1
Attitude toward the Ad
#ARFAM6
26. Ad Tolerance
7
Control
6 1
Ad
Relevant
ALL
Relevant
5
4 3.9
3.6 3.6
3
2
1
Tolerance of Ad Breaks
#ARFAM6
28. An Exception... Allergy Medication
100.0
100
Control
90
82.0
1
Ad
Relevant
80
70 ALL
Relevant
60
53.0
50
40
30
20
10
0
Percentage of Ad Seen
#ARFAM6
29. Other Factors More Important...
Percentage of Ad Seen
Brand Attitude
Category
Relevance
10%
30%
Percentage of total explained variance in
percentage of ad viewed (R² = 15%). Ad
and Brand Attitude contribute 90% of
explained variance and the only significant
predictors (why? They vary within categories,
so contribute more to explaining variance
across ads). In a model with just Rated
Relevance and In Market as predictors,
neither was significant. In Market is Ad 59%
marginally significant (p = .062) when Ad
Attitude is included. Attitude
#ARFAM6
30. WHY? “Relevance” not stable...
People know what they DON’T want better
than what they DO want
#ARFAM6
31. CAUTION
Don’t draw the wrong conclusion... other
research we have done demonstrates that
addressability DOES work...
But there are many factors to take into
consideration.
You can’t simply transplant the SEARCH
online paradigm (TV far more complex)
#ARFAM6