Research has demonstrated that developing messages, creative and targeting based only on demographic characteristics is not optimal. Investing in research on consumers’ values and emotions is likely to increase marketing effectiveness. Read more »
Prayushi Amin – Associate Director, Magna Global
Idil Cakim – SVP, Research & Insights, Audacy
Audio is a daily ritual at the heart of the day. With the richness of audio experiences, should brands strive for contextual alignment? But what is contextual alignment? There are two types: Genre based—aligning with audio content genre that is contextually relevant to the brand; Ritual based—aligning with audio ritual/behavior that is contextually relevant to the brand. Methodology: a controlled test to quantify the impact of genre and ritual-based contextual alignment; recruitment of weekly audio listeners from a representative online panel, listening to content that they chose for roughly 30 mins. Listeners then answered brand metric questions to determine ad effectiveness. Findings:
Rohan Castelino – CMO, IRIS.TV
Mike Treon – Programmatic Lead, PMG
Representing the Alliance for Video Level Contextual Advertising (AVCA), Rohan Castelino (IRIS.TV) and Mike Treon (PMG) examined research conducted with eye tracking and attention computing company, Tobii. The research endeavor focused on the impact of AI-enabled contextual targeting on viewer attention and brand perception in CTV. Beginning the discussion, Rohan examined challenges with CTV advertising. He noted that advances in machine learning (ML) have empowered advertisers to explore AI enabled contextual targeting, which analyzes video frame by frame, uses computer vision, natural language, understanding, sentiment analysis, etc., to create standardized contextual and brand suitability segments. Highlighting a study of participants in U.S. households, the research specifically aimed to understand if AI-enabled contextual targeting outperformed standard demo and pub-declared metadata in CTV. Additionally, they wanted to understand if brand suitability had an impact on CTV viewers’ attention and brand perception. Results from the research found that AI-enabled contextual targeting outperformed standard demo and pub-declared metadata in CTV and increased viewer engagement. In closing, Mike provided the marketers’ perspective on the use of AI-enabled contextual targeted ads and its practical applications. Key takeaways:On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.
Realeyes uses software solutions for measuring human attentional and emotional response to advertising. Max Kalehoff explained the importance of attention measurement as a gauge of brand performance. He urged companies, particularly those with latent sales, to incorporate it into their business models.
Three core factors driving/limiting targeting are privacy, devices (IDFA), and at browser level (third party cookies). There are two broad trends in marketers’ response: 1) recreate identities or improve contextual targeting. Initiative suggests their attempt to recreate identity is balanced by their respect for privacy. Initiative is trying to maintain journey based engagement through technology.
As consumer concerns about privacy are growing and legislators are responding by introducing legal restrictions, marketers are focusing on contextual targeting (instead of cookies) to make their advertising more effective. Research by Integral Ad Science (IAS) has shown that the growth of contextual targeting is not only being embraced by marketers, but also welcomed by consumers: they prefer ads that match the content they are viewing – which makes them more relevant to them.
This presentation, based on research conducted jointly by Activision Blizzard and Alter, looks at the power of gaming with emphasis on ROI. Jonathan provided the background of esports, which he defined as professional gaming organized across teams or leagues with a range of game types. Professional e-gaming has grown rapidly to 436 million global viewers as of 2020 and is a highly fragmented marketplace.
Scott introduced Marc Pritchard to the ARF stage with a discussion about the most important marketing and advertising measurement challenges in the industry and Procter & Gamble’s priorities in approaching solutions. While the perpetual fragmentation of the media ecosystem is complicating accurate measurement across platforms, advertisers still have the same simple questions, according to Marc. The consumer is the center of it all – how many people are advertisers reaching, how often are they reaching them, and how effective and efficient is the advertising itself?