Launching Krispy Natural: Cracking the product management code Mayank Thar
It is the analysis of a Harvard Business School case about a company that initially failed to launch its product but then was able to relaunch it successfully.
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop brand strategy
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Sales Management in Canada 1st Edition Mackenzie Test BankRubysZimmerman
Full download : https://alibabadownload.com/product/sales-management-in-canada-1st-edition-mackenzie-test-bank/ Sales Management in Canada 1st Edition Mackenzie Test Bank , Sales Management in Canada,Mackenzie,1st Edition,Test Bank
This presentation is from the KNOW series, featuring Josh Lysne, Eric Piela and Tony Franklin. Topics included social media, engage marketing and online media.
Launching Krispy Natural: Cracking the product management code Mayank Thar
It is the analysis of a Harvard Business School case about a company that initially failed to launch its product but then was able to relaunch it successfully.
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop brand strategy
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Sales Management in Canada 1st Edition Mackenzie Test BankRubysZimmerman
Full download : https://alibabadownload.com/product/sales-management-in-canada-1st-edition-mackenzie-test-bank/ Sales Management in Canada 1st Edition Mackenzie Test Bank , Sales Management in Canada,Mackenzie,1st Edition,Test Bank
This presentation is from the KNOW series, featuring Josh Lysne, Eric Piela and Tony Franklin. Topics included social media, engage marketing and online media.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
Today and tomorrow in the world of emailPhillip Smith
A review of where email is going by looking at where it has come from. Are the lessons of the past relevant for the future? And what technology, innovation and consumer insight is driving change in the email channel.
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
Website design--pre-testing Neuromarketing - agence de publciité Montréalb-to-one
Website design--PRE-TESTING - USER ENGAGEMENT PRETESTING Neuromarketing - agence de publciité Montréal Montreal Web design - Montreal advertisng - publicité Montréal marketing Montreéal
http://btoone.com
Realeyes enables brands, publishers and agencies make profitable marketing decisions by measuring human emotions via webcam in real-time.
Realeyes at I-COM, April 2014, Seville:
"It's an honour to win both the audience vote and the official judges selection but, more importantly, it validates how we're helping marketers to make better decisions," says Mihkel Jaatma, Realeyes' CEO. "The industry is obsessed with automation, numbers and targeting whilst the creative quality is often overlooked. Yes, programmatic allows hitting the right people at the right time but if the ad itself is poor its wasted money and damaging to the brand. Emotion analytics, which offers the scale and speed of programmatic media, avoids this, improving the quality and distribution of your creative"
How to Trigger Repeat Behaviors and Increase User Engagement Branch
According to Forbes, it is 6 or 7 times more costly to acquire a new user than retaining an existing one, which is why it's so important for brands to create experiences for their customers that encourage repeat behaviors. How can you improve stats like MAU's, session lengths, and opt-ins? In this webinar, Branch and Lehigh University professor Rebecca Wang will cover the ins and outs of user engagement on mobile. They'll present research behind consumer habits and share versatile tactics that can be harnessed into actionable improvements.
DVJ Insights optimising brand strategy and media investmentSimon McDonald
How to combine consumer surveys, internal and external data and consumer knowledge to optimise media and brand strategy. Learn from academic and scientific principles and apply to your tracking solutions.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
A workshop on how to think about integrating marketing measurement to create interactive, single view measurement to drive insights and strategy over just recording results
We started a social-media campaign to champion the value of the Share of Experience (SOE) metric to help brands unlock growth and as a better predictor of ROI and sales than Share of Voice (SOV), which only includes paid media. SOE captures data across all customer touchpoints, even the ones that they create themselves. We're excited to share the campaign posts highlighting 8 senior voices across marketing, market research, and client industries that understand the value of Share of Experience in our experience-driven economy.
Similar to Professor Karen Nelson-Field PhD’s presentation at Mumbrella MSIX 2018 (20)
Doris Li, General Manager - Marketing & Communications at Bastion China, presented on High End Heaven: How China Is Creating a Luxury Boom Down Under at Mumbrella's Luxury Marketing Summit.
Giulio Gasperini's (Technogym) presentation at Mumbrella's Luxury Marketing S...Natasha Michelmore
Giulio Gasperini, Marketing Manager at Technogym, presented on The High-End Workout: How Technogym Appeals to the Luxury Consumer at Mumbrella's Luxury Marketing Summit.
Kim Do's (IBISWorld) presentation at Mumbrella's Luxury Marketing Summit 2018Natasha Michelmore
Kim Do, Senior Industry Analyst (IBISWorld), presented on the statistics surrounding the Australian luxury market at Mumbrella's Luxury Marketing Summit.
Myriam Conrie (MCA) presentation at Mumbrella's Entertainment Marketing Summi...Natasha Michelmore
Myriam Conrie, Head of Communications & Marketing at MCA, presented on The MCA on Reinventing Marketing Partnerships for the Arts at Mumbrella's Entertainment Marketing Summit.
Sue Brenchley (Fetch) presentation at Mumbrella's Entertainment Marketing Sum...Natasha Michelmore
Sue Brenchley, Marketing Director at Fetch, presented on How Fetch Reinvented Itself in the Crowded Entertainment Market at Mumbrella's Entertainment Marketing Summit.
James Greet and James Sykes' (CleanThinking) presentation at Mumbrella's Ente...Natasha Michelmore
The Co-Founders of CleanThinking presented on Let Us Entertain You: How Entertainment Marketers Can Really Engage at Mumbrella's Entertainment Marketing Summit.
Sally de st Croix (BBC Studios) presentation at Mumbrella's Entertainment Mar...Natasha Michelmore
Sally de st Croix, Global Franchise Director at BBC Studios, presented on The Doctor’s In: Regenerating the Famous Franchise at Mumbrella's Entertainment Marketing Summit.
Brent Coker's (University of Melbourne) presentation at Mumbrella MSIX 2018Natasha Michelmore
Brent Coker, Online Consumer Psychologist at University of Melbourne, presented on Viralogy: The Science of Viral Marketing at Mumbrella's MSIX conference.
Melissa Mullins' (9Powered at Nine) presentation at Mumbrella MSIX 2018Natasha Michelmore
Melissa Mullins, Director of Strategy at 9Powered (Nine), presented the 9Powered Insight Study* – Love is a (New) Battlefield research at Mumbrella's MSIX conference.
*Research conducted in consultation with The Lab including qualitative research with 7 singles and 10 x people in relationships; quantitative consumer survey (N – 500); and category expert interviews.
Stefan Grun’s (VicHealth) presentation at Mumbrella’s Health Marketing SummitNatasha Michelmore
Stefan Grun, Executive Manager at Victorian Health Promotion Foundation, presented on the This Girl Can campaign at Mumbrella’s Health Marketing Summit.
Amy Walker (Cognitives) and Kat Brown’s (SFI) presentation at Mumbrella’s Hea...Natasha Michelmore
Amy Walker, Head of Growth at Cognitives, and Kat Brown, Global Social Media Content Manager at Soho Flordis International, presented on Scaling Content Operations in Healthcare at Mumbrella’s Health Marketing Summit.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
5. Simple.
There’s a genuine and logical
argument need for a
comparable cross platform
impression measure.
Attention is a universally
applicable, cut-through metric.
Reflects vast modal
differences.
Scalable and passively
collected.
6. “ “Attention is the allocation
of mental resources.
Before consumers can be
affected by advertising
messages, they need to
first be paying attention.
Thales Tiexeira
Professor Marketing Harvard
Attention lets information in,
memory holds it in place.
Without the former, the
latter doesn't exist.
Dr Jared Cooney-Horvarth
Cognitive Neuroscientist Uni Melb
7. “
AdAge: Fox Wants
'Attention' To Be
New Language For
TV Ads 2018
Ad Attention
Research:
Effectiveness
hinges on more
than just reach
2017
Do not pay for
impressions,
pay for
attention.
2002
Attention is rising to attention as the
trading future.
The Economist
introduces multi
platform attention
buy for its clients
2015
8. But there is attention and then there is
attention
▪ Eyes on screen, eyes off screen,
eyes on screen AND on ad
▪ In-situ viewing (natural)
▪ Scalable for sample size
▪ Anchored to Sales/Product choice
▪ Passive collection
▪ Dwell time/time spent in view
▪ Goggles or Lab settings
▪ Restricted sample size
▪ Anchored to Recall or Likeability
▪ Self declared attention
VS
9. We see vast differences in attention declared by
HUMANS versus attention measured by MACHINE
We found half over-reported attention by 42% and half
under-reported by avg. 36%
11. 1. Download Collection App.
Collects facial footage and
viewing metrics.
Intercepts natural ad load.
Tracks test ad viewability metrics.
2. View Test
Platform or
Programming.
Viewing occurs
in a natural
environment.
3. Go to
Virtual
Store.
Discrete choice
used as an
anchor to
attention.
4. Data
Pushed to
Analytics
Framework.
Sec by sec
attention and
viewability
metrics at view
level.
Our collection process is natural
and in real-time
12. What we mean by in-situ viewing
We capture attention across BOTH media platform and viewing device
…...PLUS
13. We also capture inward facing
information
COVERAGE
% of screen covered by ad
PIXELS
% of ad on screen
TIME
time spent in view
SCREEN SIZE
size of viewing screen
14. And Brand
Quality
Purpose built annotation tool for
objective measurement
Metric 1: Brand Frequency
Metric 2: Brand Entry Timing
Metric 3: Total Brand Duration
Metric 4: Brand Prominence
(size)
15. Machine based annotation allows us to rate executions on their
branding quality at scale and quickly.
And minimises any potential error of human coding of this information.
16. Strong emotion drives forwarding of emails (Berger and
Milkman 2012).
Longer life span of ‘memes’ (Bell and Sternberg 2001).
Emotions are a driver of brand favourability (Heath 2009).
Greater concentrated attention (Teixeira, et al. 2011).
And emotions: long noted as a conductor for further
cognitive and behavioural reactions.
17. Positive
High Arousal Low Arousal
Hilarity Amusement
Inspiration Calmness
Astonishment Surprise
Exhilaration Happiness
Negative
High Arousal Low Arousal
Disgust Discomfort
Sadness Boredom
Shock Irritation
Anger Frustration
But for now, defaulted to tested
Arousal/Valence Grid (2013 Nelson-Field)
18. - Products with Ekman 6 training data available.
- Paul Ekman 1971 – Emotions constants across
cultures.
- Research not about behavioural outcomes
(sales).
- Ekman 6 not balanced across arousal and
valance.
- We are not alone: “Silicon Valley Thinks
Everyone Feels the Same Six Emotions”.
Why didn’t we integrate an ’off the shelf’
emotions SDK?
Because measurement issues
aren’t restricted to attention.
20. Just because it’s tech,
doesn’t mean it’s the best
measurement or
construct.
Look for both,
good construct and good
collection method in
copy-testing.
21. Device
Media Platform
Ad Coverage
Ad Pixels
View Time
Screen Size
Product Choice
Brand Quality
Emotions
NEW: Sound on/Sound Off
NEW: Search and online buying
ALL Considered with Attention.
Research Questions - Copy Testing
22. SCALE SO FAR
70,000 TEST AD VIEWS, 44 STUDIES, 3 COUNTRIES
125,310 mins of viewing
37.5 million facial data points to train our attention model
24. Media choice matters a lot to attention
Visibility differs significantly by platform and device.
Attention can vary sig cross platform, regardless of ad
quality (creative held constant).
Coverage Variation avg. 10-100% Pixels Variation avg. 51-100%
As such huge difference to the amount of attention advertising attracts.
25. High Arousal content helps too
LOW AROUSAL HIGH AROUSAL
STAS
Avg.
Attention
per second
STAS
Avg.
Attention
per second
128 50 167 58
Prevalence 78% Prevalence 22%
- High Arousal content delivers more ATTENTION and SALES than La content.
- Although High Arousal content is rare.
- No real surprise, this is all consistent with previous work.
26. “
BUT the influence
emotion has on attention
is SIGNIFICANTLY less
than the influence of
platform choice
(about half).
27. At 5 frames per second we can dig
deeper into the exact attention
grabbing moments.
What does this detail tell us about the factors that
drive attention and its ability to produce a sales
impact?
28. “
We see attention
spikes are typically
triggered by emotion,
but not all high
attention translates
to a sale.
29. -5
5
15
25
35
45
55
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Second
Lipton
Active Attention (%) SalesDifferential
Transposed our aggregated
STAS to a second by second
Sales Differential against
attention.
% uplift propensity to buy at
active/non attention.
What was happening when
this uplift was greatest?
Attention and Sales
second by second
When attention spikes,
sales also go up here.But why not here?
30. This is a high arousal, high attention moment, but what brand is this?
A common potential reason:
31. Mere presence of branding
at attention peaks increases
the chance of buying.
Attention without branding still
increases the chance of
buying.
And branding without
attention helps, but
significantly limits opportunity.
33. But we can take it one
step further.
- BRAND SIZE MATTERS MOST:
100% of higher performing ads (median
split by STAS) showed the brand twice
the size.
- BRAND EARLY ALSO IMPORTANT
With sec by sec analysis you can
brand at the RIGHT TIME not
simply ALL THE TIME.
34. E! NEWSFLASH
An over-reliance on
emotions hits advertisers
where it hurts.
1- Emotions have less of an
impact on attention than media
choice.
2- Emotions have less of an
impact on the sale than good
branding.
Obsess less on whether
content will ‘go viral’ and
start obsessing over
whether the RIGHT content
is VISIBLE.
35. An Attention Hierarchy formed
EFFECTIVE ATTENTION =
((Ad Visibility + Ha Emotion) = Attention Spike) + Quality Branding -> Sales
37. Ha
Emotions
Ad Visibility
Quality
Branding
Only Ad Visibility + Ha
Emotions = misattributed to
competitor.
Effective
Attention
Model
Only Quality Branding + Ha
Emotions = ad hardly visible.
Only Ad Visibility + Quality
Branding = limited cut through.
Beware the dysfunction – all 3 maximise the
attention opportunity
38. 1. Beware, not all attention measurement is equal.
2. More attention can be gained by choosing the right media
upfront than by building emotive creative, but emotion
does help.
3. Branding at high attention points significantly improves the
chance of a sale. Do sec by sec copy testing.
4. Brand prominence is the most important brand quality
element.
Make every attention opportunity count, they are rare.