Media Trials

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Media Trials are scientifically rigorous experiments that use next-gen research technology to quantify the effectiveness of new products and strategies.

The objective of our Media Trial program is to impartially prove the effectiveness of your unique ad products and/or media vehicles, and provide wide-scale marketing and PR for visibility.

ALL MEDIA TRIALS

NEW STUDY REVEALS SIGNIFICANT DIFFERENCES IN AD RECEPTIVITY FOR DIGITAL AUDIO LISTENERS VS. DIGITAL VIDEO VIEWERS

June 4, 2019


“Ad Receptivity, Deconstructed” Explores What Factors Drive Ad Receptivity and Ad Attention for Digital Audio Listeners vs. Digital Video Watchers”

NEW YORK – June 4, 2019 – Mood, needs state and situation are key indicators of ad receptivity (willingness to see an ad before exposure to it) and ad attention (the active behavior of noticing an ad) for both digital video and digital audio consumers, according to “Ad Receptivity, Deconstructed,” a new media trial study by MAGNA and IPG Media Lab in conjunction with Pandora Media, LLC, a subsidiary of SiriusXM, that launched today.

The study surveyed over 2,000 respondents who kept an online diary of their digital audio and video consumption over 24 hours. While audio listeners and video viewers are similar in that they are most receptive to ads when in a state of excitement and when spending time with family, they exhibit distinct differences as well. Listeners are generally 35% more open to ads and specifically receptive when relaxed and focused, for viewers it’s when they’re stressed. Ultimately, the more receptive consumers are, the more likely they are paying attention.

“This study validates that digital audio and video have infinite moments to reach people willing to be exposed to advertising. Marketers who understand the when, the where and the what to meet people’s state of mind and needs state will win their attention.” Keri Degroote, SVP Research & Analytics, Pandora.

The study revealed a number of other important insights, including:

  • Mood Matters: Ad receptivity is dependent on a person’s emotional state. Good moods (excited, relaxed, focused, happy) means more willing to see advertising for audio, whereas an excited mood translates to better ad receptivity for video viewers. When people are tired, they’re least receptive to ads on both audio and video.
  • Generational Divide: Gen Z’s are an elusive audience that are least receptive to video + audio advertising. Looking across generations, Millennials are receptive to both audio and video ads, although video reported a 4% higher receptivity to video, whereas GenX are 32% more receptive to digital audio than digital video advertising.
  • Situational Sensitivity: Digital Video viewers are highly receptive to ads when spending time with family and dramatically less so when pursuing interests and hobbies. Audio listeners, however, stayed relatively situation-agnostic with receptivity levels remaining fairly even across different scenarios.
  • Parents Are Dramatically More Receptive to Ads: Gen Z, Millennial and Gen X parents are dramatically more open to ads than their childless counterparts by dramatic margins. For instance, Millennial parents are 27% more receptive to video ads and 15% more receptive to audio ads than those without children.
  • Content Connection: Audio is audio when it comes to ad receptivity with content format (music, podcast, audiobook) does not matter, unlike Video where content length impacts ad receptivity. Video Viewers were most receptive to mid-length content like TV shows.

“Digital audio and video provide significant opportunities for advertisers to target audiences at the most opportune moments, but it requires really understanding what they are feeling and thinking when consuming different media,” said Kara Manatt, SVP, Intelligence Solutions & Strategy, MAGNA Global. “People are focused when listening to rock music, excited when watching action movies…their mood states vary wildly throughout the course of a day and so does their openness to receiving an ad. Brands that understand the mood behind the action are dramatically more likely to grab the attention of listeners and viewers.”

The report includes an “Audio Receptivity Influence Index” as well as a “Video Receptivity Index” that details how sensitive audio listeners and video viewers are to changes within each indicator (i.e. Mood, Needs state, device, time of day, etc.).

 

 

About MAGNA

MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

 

MAGNA harnesses the aggregate power of all IPG media investments to create leverage in the market, negotiate preferred pricing and secure premium inventory to drive maximum value for our clients. The MAGNA Investment and Innovation teams architect go-to-market investment strategies across all channels including linear television, print, digital and programmatic on behalf of IPG clients. The team focuses on the use of emerging media opportunities, as well as data and technology-enabled solutions to drive optimal client performance and business results.

 

MAGNA Intelligence has set the industry standard for more than 60 years by predicting the future of media value. The MAGNA Intelligence team produces more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

 

About IPG Media Lab

Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies and business outcomes of all Interpublic agencies. For more information, please visit www.ipglab.com or follow @ipglab.

 

About Pandora

Pandora, a subsidiary of SiriusXM, is the leading music and podcast discovery platform, providing a uniquely-personalized listening experience to approximately 70 million users each month with its proprietary Music Genome Project® and Podcast Genome Project® technology – whether at home or on the go – through its mobile app, the web, and integrations with more than 2,000 connected products. As the largest streaming music provider in the U.S., with an industry-leading digital audio advertising platform, Pandora connects listeners with the music and podcasts they love the most.

 

Media Contact:

Scott Berwitz

IPG Mediabrands

SVP, Global Corporate Communications

(347)448-0566

Scott.berwitz@mbww.com

 

The Impact of Culture (Canada)

June 3, 2019


CULTURE-FOCUSED ADS INCREASE BRAND RELEVANCY AND CONSUMER PURCHASE INTENT IN CANADA, ACCORDING TO NEW STUDY BY TWITTER, MAGNA, AND IPG MEDIA LAB

Canadian Consumers Say It’s Important for Brand to Take a Stand,

But They Must Be Thoughtful and Authentic in Their Approach

Traditionally, brands sell products through brand-centric messaging. Yet as cultural events gain traction among audiences, there is a unique opportunity for brands to make meaningful connections with consumers through shared perspectives. The question is, do consumers care about a brand’s cultural connections when making a purchase?

A Canadian version of the global media trial released by Twitter, MAGNA, and IPG Media Lab looks at the Canadian consumer’s view of brand involvement in culture. Inspired by the rise of brands weighing in on real world moments their audiences are talking about, the study asks two important questions: How should we define culture from a consumer’s point of view? How do consumers think about culture in relation to the brand they interact with?

Here’s a breakdown of their top findings:

  • CULTURAL RELEVANCE HOLDS PURCHASE POWER
    When it comes to making purchase decisions, being involved in culture is nearly as important as having a positive brand perception (24% vs 30%). Of the different types of cultural involvement, brands that promote social issues have the most impact on consumer spend.
  • BRANDS SHOULD STAND UP FOR SOCIAL ISSUES
    51% of consumers feel it’s important for brands to be involved in social movements, such as gender equality and fair trade.
  • POP CULTURE COUNTS
    37% of consumers appreciate when a brand associates itself with pop culture events/moments, everything from the Oscars and the Super Bowl right down to #tacotuesday.
  • CULTURE IS KEY, BUT GIVING BACK IS KING
    Consumers feel brands should be philanthropic, with 63% agreeing they should give back to the community and 60% voicing they should support social issues that benefit everyone.
  • INCLUSION IS IMPERATIVE
    61% of consumers said that brands seeking to be more culturally relevant should be inclusive of all types of people.
  • CELEBS HOLD LITTLE SWAY
    Turns out that celebs are not the biggest culture drivers. Celebrity endorsements were the least popular way consumers believe brands can become more culturally relevant.

For this study, consumers were asked about their opinions regarding brand involvement with culture. The second part of the test served both traditional, product-ads and culture-focused ads to participants on their Twitter feed. A post-exposure survey was then conducted to measure a number of key brand metrics – including ad recall, brand perceptions, etc. – and to elicit qualitative feedback.

Read the Full Report

CULTURE-FOCUSED ADS INCREASE BRAND RELEVANCY AND CONSUMER PURCHASE INTENT, ACCORDING TO NEW STUDY BY TWITTER, MAGNA AND IPG MEDIA LAB

May 20, 2019


Consumers Say It’s Important for Brand to Take a Stand, But They Must Be Thoughtful and Authentic in Their Approach

 

NEW YORK – May 20, 2019 –The Impact of Culture: What it Means for Brands Today” – a new study released today by Twitter, MAGNA and IPG Media Lab looks at the consumer view of brand involvement in culture.

Inspired by the rise of brands that are seeking to connect with what’s happening in the real world and weigh in on what their audiences are talking about, the study asks two important questions: How should we define culture from a consumer’s point of view? How do consumers think about culture in relation to the brand they interact with?

Highlights from the study include:

  • Being involved in culture is nearly as important as having a strong brand image: Cultural relevance accounts for 25% of product purchase decisions.
  • The definition of culture has expanded: When asked how they think about culture in their own lives, 83% of consumers expressed that they think of culture as something other than just the traditional measures such as language, religion, and cuisine.
  • Inclusion is imperative: 50% of consumers – and 60% of Twitter users – said that brands seeking to be more culturally relevant should be inclusive of all types of people.
  • Cultural relevance matters: While the general population prefers brands of high cultural relevance to brands of low cultural relevance (39% vs. 32%), this is especially true of Twitter users.
  • Celebs are not the biggest culture drivers: Celebrity endorsements were the least popular way consumers believe brands can become more culturally relevant.
  • Giving back is key, especially for Twitter users: 58% of consumers – and 65% of Twitter users – agree that brands should be philanthropic.

 

“Brands simply can no longer sit on the sidelines while the most important cultural conversations are taking place and reshaping the world we live in,” said Deidre Smalls-Landau, global chief cross-cultural officer, UM Worldwide. “Consumers want to know they are giving their money to companies that share their values and are as passionate about social issues as they are. In short, brands that do good will likely do well.”

 

“Brands come to Twitter to understand what matters to their audience, and the findings in this study underscore the fact that Tweets are important cues.” said Stephanie Prager, global head of agency development at Twitter. “As consumers become more complex and discerning, its critical for brands to keep pace.”

 

For this study, consumers were asked about their opinions regarding brand involvement with culture. The second part of the test served both traditional, product-ads and culture-focused ads to participants on their Twitter feed. A post-exposure survey was then conducted to measure a number of key brand metrics – including ad recall, brand perceptions, etc. – and to elicit qualitative feedback.

Read the Full Report

 

About Twitter

Twitter, Inc. (NYSE: TWTR) is what’s happening in the world and what people are talking about right now. On Twitter, live comes to life as conversations unfold, showing you all sides of the story. From breaking news and entertainment to sports, politics and everyday interests, when things happen in the world, they happen first on Twitter. Twitter is available in more than 40 languages around the world. The service can be accessed at twitter.com, on a variety of mobile devices and via SMS. For more information, visit about.twitter.com or follow @twitter. For information on how to download the Twitter and Periscope apps, visit twitter.com/download and periscope.tv.

 

About MAGNA
MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

MAGNA harnesses the aggregate power of all IPG media investments to create leverage in the market, negotiate preferred pricing and secure premium inventory to drive maximum value for our clients. The MAGNA Investment and Innovation teams architect go-to-market investment strategies across all channels including linear television, print, digital and programmatic on behalf of IPG clients. The team focuses on the use of emerging media opportunities, as well as data and technology-enabled solutions to drive optimal client performance and business results.

MAGNA Intelligence has set the industry standard for more than 60 years by predicting the future of media value. The MAGNA Intelligence team produces more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

About IPG Media Lab
Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies and business outcomes of all Interpublic agencies. For more information, please visit https://www.ipglab.com/or follow @ipglab.

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Media Contact:
Scott Berwitz
IPG Mediabrands
SVP, Global Corporate Communications
(347) 448-0566
Scott.berwitz@mbww.com

THE SENTIMENT DRIVEN CONSUMER JOURNEY

January 31, 2019


 Optimizing Ad Journeys Based On Consumer Sentiment Could Save Millions Finds New Study From ViralGains, MAGNA and IPG Media Lab

Over half of all ad impressions could be wasted with traditional video retargeting; Optimizing journeys based on sentiment doubles brand trust and likelihood to take action

NEW YORK, NY – January 31, 2019 – According to a new study, obtaining and responding to consumer sentiment is crucial to optimizing the consumer ad journey, saving otherwise wasted video ad dollars and positively impacting brand affinity metrics. The Sentiment Driven Consumer Journey, research conducted by MAGNA, IPG Media Lab and ViralGains, the industry’s only video ad journey platform, takes a deep dive on the brand impact generated by intelligent video advertising.

The study tested two video ad journeys among 6,000 consumers in the third quarter of 2018. One group of consumers received a series of video ads optimized based on sentiment – specifically each viewer’s level of interest in the first video ad – gathered via a poll served immediately after the advertisement. The second group received a series of videos that were served based on exposure only.

Key findings from the report include:

  • On average, 59% of ad impressions were wasted with standard video retargeting
  • Consumers on a sentiment-driven journey were more likely to take action – 7x more likely to search for the brand and 2x more likely to visit the brand’s website
  • Sentiment-driven journeys:
    • Result in a better overall ad experience as 85% of consumers agreed the ads were interesting, 76% agreed the ads were relevant and 66% agreed the ads were informative
    • Improve brand perception – serving a corporate responsibility ad to viewers with low brand interest increased brand trust by 2.2x and brand favorability by 4x
  • Suppressing ads to audiences that have indicated they are not interested in your brand and reallocating impressions to those who have shown interest can deliver an average of $59k in savings for a $100k campaign

“Marketers know that a great story is a relevant story, and the best marketers understand that they must use consumer sentiment to create customized and relevant consumer journeys; otherwise they risk not improving brand or product purchase intent or worse—increasing negative sentiment about their brand,” said Tod Loofbourrow, Chairman and CEO, ViralGains. “Engage consumers in a dialogue about their preferences, and listen to the feedback that signals sentiment and purchase intent—when you optimize individual journeys at scale using first-party data and science, everyone wins.”

“Brands that listen to the consumer and create a customized experience rather than blanket everyone with the same ad sequencing stand to benefit in almost every conceivable way,” said Kara Manatt, MAGNA. “Customizing the consumer ad journey is a key element to smart advertising, as it allows advertisers to tell a cohesive story across ad exposures, as opposed to an inefficient ‘hit and miss’ approach. It not only leads to greater impact on brand KPIs, it also makes for a more positive ad experience for consumers.”

Read the full report

 

About ViralGains
ViralGains is a digital video ad journey platform that enables marketers to engage targeted audiences with relevant brand stories in the contexts they most favor. Using the platform to engage in two-way conversations, brands and agencies discover exactly what people want — and how they feel — and leverage those insights to build unique, full-funnel ad journeys that can generate increased awareness, motivate intent, and drive purchasing decisions. ViralGains is headquartered in Boston, with regional offices in New York, Los Angeles, Chicago, San Francisco, Atlanta and Detroit. For more information, please contact us at www.viralgains.com.

About MAGNA
MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

MAGNA harnesses the aggregate power of all IPG media investments to create leverage in the market, negotiate preferred pricing and secure premium inventory to drive maximum value for our clients. The MAGNA Investment and Innovation teams architect go-to-market investment strategies across all channels including linear television, print, digital and programmatic on behalf of IPG clients. The team focuses on the use of emerging media opportunities, as well as data and technology-enabled solutions to drive optimal client performance and business results.

MAGNA Intelligence has set the industry standard for more than 60 years by predicting the future of media value. The MAGNA Intelligence team produces more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

About IPG Media Lab
Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies and business outcomes of all Interpublic agencies. For more information, please visit www.ipglab.com or follow @ipglab.

Media Contacts:
Scott Berwitz
IPG Mediabrands
SVP, Global Corporate Communications
(347) 448-0566
Scott.berwitz@mbww.com

Brook Terran
Blast PR for ViralGains
(805) 570-3309
brook@blastpr.com

 

LINEAR TV ERODING DUE TO A POOR VALUE EXCHANGE, NOT COST

January 25, 2019


“Reaching the ‘Un-Reachable’” Explores and Debunks 5 Myths About Those Who Watch Little to No Linear Television

 

NEW YORK – January 25, 2019 – Cable and satellite viewership is eroding because it is perceived as a poor value exchange according to a new study from MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands and IPG Media Lab, the media futures and advisory arm of IPG Mediabrands. “Reaching the ‘Un-Reachable” debunks five commonly-held myths about those who watch little to no television, including which demographics are veering away from traditional television and why.

While the shift away from linear television has been well documented, a number of misperceptions have persisted about the characteristics of this elusive – and growing – group. Some of the myths explored in the story include:

  • Myth #1: “Watching television” is broadcast or cable on a television set.
  • The truth: Television is no longer a device. Instead, consumers broadly define “watching TV” to refer to video content viewed on any device, including computers and phones.
  • Myth #2: Those shifting away from linear TV are mostly young with little purchasing power.
  • The truth: In fact, light linear TV viewers have the highest proportion of affluence (incomes of over $100,000/per annum) and over 40% of them are Gen X or older
  • Myth #3: Consumers are simply opting out of traditional TV subscriptions because it’s “too expensive.”
  • The truth: On the surface, this would appear to be accurate but dig a little deeper and it is revealed to be inaccurate. Even among affluent consumers for whom the cost of a cable or satellite subscription represents a minute fraction of their disposable income, cost is cited as an issue. This actually communicates that it’s not an issue of affordability, but rather a poor value exchange driving the opt-out trend.

“Linear TV may be declining but video consumption is as strong as ever,” said David Cohen, President, North America, MAGNA. “There are no ‘unreachables’…rather there are device-agnostic streamers with deep pockets who watch just as much video as linear TV viewers and are receptive to relevant, targeted video ads. This segment is growing and it’s crucial for marketers to gain traction with them.”

Read the full Report

 

About MAGNA

MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

MAGNA harnesses the aggregate power of all IPG media investments to create leverage in the market, negotiate preferred pricing and secure premium inventory to drive maximum value for our clients. The MAGNA Investment and Innovation teams architect go-to-market investment strategies across all channels including linear television, print, digital and programmatic on behalf of IPG clients. The team focuses on the use of emerging media opportunities, as well as data and technology-enabled solutions to drive optimal client performance and business results.

MAGNA Intelligence has set the industry standard for more than 60 years by predicting the future of media value. The MAGNA Intelligence team produces more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

About IPG Media Lab

Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies and business outcomes of all Interpublic agencies. For more information, please visit www.ipglab.com or follow @ipglab.

Media Contact:

Scott Berwitz

IPG Mediabrands

SVP, Global Corporate Communications

(347)448-0566

Scott.berwitz@mbww.com