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

Quantifying TV Viewability

December 10, 2019


TV Has a Viewability Problem Similar to Digital, Says New Study from IPG Media Lab & TVision

Study Shows Viewability is a Market Reality Beyond Digital, Finding 29% of TV Ads are Not Viewable

NEW YORK–According to a new study by IPG Media Lab, using data from TVision, TV has a viewability problem similar to that of digital. The study, “Quantifying TV Viewability,” reveals how often people are in the room when ads air and how this varies by daypart, position in ad pod and ad length.

“It’s vital for brands to have this information so they can target the right audiences and make the most of their TV campaign strategies.”

“Viewability has long been a term of discussion in the digital advertising landscape but now the industry is realizing just how difficult it is to measure linear TV’s viewability as well, and track exactly how and when ads are being viewed,” said Chad Stoller, Managing Partner, IPG Media Lab. “It’s vital for brands to have this information so they can target the right audiences and make the most of their TV campaign strategies.”

IPG Media Lab analyzed six months of TV viewing behavior data from TVision, leveraging both computer vision technology and automatic content recognition (ACR) to detect when an ad is playing, who is in the room at the time, and whether each person is focused on the TV. Individuals are weighted to represent U.S. general TV population demographics. Viewability is defined as a viewer being in the room for two or more seconds while the ad is on-screen.

According to the study, there are a number of factors that affect TV viewability, which include ad length, position in the pod, and time of day. Additionally, viewability varies based on advertiser. On average, the viewability of a campaign tended to have some inconsistency across different categories like CPG, Health, Office Services and QSR. Comparing TV’s viewability to that of digital ads, the study found that 71% of ads aired on TV were viewable, compared to 69% of ads served via digital video. TV’s viewability problem is consistent across dayparts and genres, and not isolated to either. Even prime time, often the most valuable slot, has a TV viewability of 76%, which does not significantly stand out compared to other dayparts.

Additional key findings from the study include:

  • On average, 29% of TV ads are not viewable, while 71% are viewable
  • Out of 5,961,757 TV impressions analyzed, 4,164,261 of those were viewable
  • Viewability varies by vertical. CPG Food’s average viewability was at 71%, Insurance at 71%, Pharmaceuticals at 75%, and Recreational at 65%
  • When examining viewable ads across CPG, Health, Office Services and QSR, 43% – 64% of impressions for each are in the target audience, while the remainder are not
  • While the industry moved to shorter ads, longer ads are more viewable. However, 30-second ads had less than twice the viewability of 15-second ads
  • While the first ad in a pod has the highest viewability at 72%, it may not be worth a premium. Even the last ad in a pod, which has the lowest viewability, is still at 70%

“With the television market representing more than $59 Billion in 2019, TV remains a key investment for reach, making it imperative for brands and media sellers to gain a deeper understanding of how people actually watch it,” said Luke McGuinness, President, TVision, the data source for this study. “The study quantifies just how much waste – and opportunity – there is for TV advertising that can make a real impact in capturing audience attention and driving effectiveness.”

 Read the full report

 

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.

Contacts

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

Solving Brand Suitability

October 18, 2019


NEW STUDY FROM MAGNA REVEALS IMPACT OF HUMAN-IN-THE-LOOP CONTEXTUAL TARGETING ON SOLVING BRAND SUITABILITY AND DRIVING MORE EFFECTIVE OUTCOMES

The Study, Conducted by Magna and Zefr Explores The Impact of Machine Learning Combined with Human Supervision on Brand Suitability

 

LOS ANGELES – October 17, 2018 – “Human in the loop” contextual targeting – which uses brand preferences to power machine learning that is overseen by humans – is dramatically more effective than traditional modes of ad targeting, according to “Solving Brand Suitability,” a new study by MAGNA and the IPG Media Lab conducted with Zefr, the Contextual DMP™ for brands and agencies.

 

The study aimed to provide a foundational understanding of how brands can better achieve “brand suitability,” defined by advertisers as their unique positive and negative contextual preferences. Advertisers are increasingly focused on how different targeting methods fare in achieving it.

 

The study found that just 25% of consumers think brands are doing a good job of advertising on YouTube and only 18% of those who expect relevance between the ads and the video said that the ads are typically aligned with the videos they are watching. The study then explored different methods marketers could employ to improve “Brand Suitability.” Nearly 4,000 consumers were surveyed on their reactions to ads from three brands across verticals – Nationwide (insurance), Ubisoft (gaming) and Scotts Miracle Grow (paper/manufacturing). Ads were delivered to consumers via different forms of targeting: demographic; channel; keyword; and “human in the loop contextual targeting” (where a team consistently reviews videos in order to train machine learning models). The study revealed that ads delivered through “human in the loop” contextual targeting outperformed all other methodologies in a number of key metrics:

 

  • Relevance: 64% of consumers felt ads delivered via “human in the loop” contextual   targeting are relevant (48% for channel targeting, 52% for demo targeting and only 44% for keyword targeting).

 

  • In-Market Reach: 82% of consumers reached via “human in the loop” contextual targeting were in-market consumers for the product, as ads are naturally reaching a more relevant audience.

 

  • Better Experiences: The same creative is received significantly more positively when delivered via “human in the loop” targeting. Consumers ranked the ads higher quality (83%) as well as more authentic (64%) and innovative (57%) – outperforming all other targeting methodologies.

 

 

  • Consumers Are More Positive on the Brand: Respondents view brands overall more positively when targeted via “human in the loop,” describing them as more savvy and thoughtful vs. the same ad targeted via the other methodologies.

 

  • …And They’re More Likely to Buy: The same ad generates nearly double the purchase intent for respondents targeted through “human in the loop” (+11%) than the next most powerful methodology – keyword targeting (+6%).

 

“Contextual targeting is highly nuanced for each brand, especially in video, and traditional methodologies like static ‘whitelists’ and channel targeting often miss the mark, negatively impacting reach and wasting valuable media dollars,” said Rich Raddon, co-CEO of ZEFR.  “This study provides valuable industry insights on how brands can take control with human-in-the-loop contextual targeting and increase the impact on every part of the funnel, from in-market reach to purchase intent.”

 

A somewhat unexpected insight revealed in the study is the considerable opportunity for advertisers to reach audiences by expanding their definitions of “quality” video.  44% of content machines identify as low-quality is perceived as high-quality by consumers who view it as enjoyable and interesting. The study shows that in video, quality is often in the eye of the beholder, and brands can succeed by tapping into this significant pool of largely uncharted, brand-suitable ad inventory.

 

UM’s Chief Digital and Innovation Officer, Joshua Lowcock said. “This is a firm reminder context matters as much as the data used to find an audience. The more aligned the ad is with content, the more likely consumers are to view the brand as innovative, savvy, trustworthy and one for which they will pay more. Using human-supervised machine learning to help find suitable content is one way of finding that balance.”

Read the full report

 

About Zefr

Zefr is a contextual technology company that delivers precise and effective contextual solutions for brands and agencies. Its Contextual DMP™ is an identity-less solution that enables brands and agencies to capture, organize, and activate their nuanced contextual preferences at scale, for video and beyond.  By leveraging proprietary Human-in-the-Loop technology, the company builds customized and nuanced contextual solutions for major national brands and advertising agencies. The company is headquartered in Los Angeles, California, with offices in New York, Chicago, Toronto and London. For more information, go to: http://zefr.com

 

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 MAGNA   

MAGNA is the centralized IPG Mediabrands resource for market intelligence, media investment and innovation strategies. The agency utilizes its insights, forecasts and strategic relationships to provide clients with a distinct marketplace advantage.

MAGNA harnesses the aggregate power of all IPG media investments to drive maximum value for its clients through preferred pricing and premium inventory. The agency’s Investment and Innovation teams architect go-to-market media strategies across all channels including linear television, print, digital, programmatic and emerging media. MAGNA is a leader in generating data and technology-enabled solutions that drive optimal client performance and business results.

The agency’s Intelligence unit has been a coveted source of crucial industry information, including media value predictions, for more than 60 years. It produces more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness. For more information, please visit https://magnaglobal.com/.

 

The consumer take on Data + Ad personalization

October 9, 2019


MAGNA and the IPG Media Lab partnered with Verizon Media to explore the consumer POV on data privacy and ad personalization.  The research included extensive testing of personalized ad experiences on mobile devices – 39 scenarios of varying levels of personalization to be exact. A separate set of 1,000 online interviews were conducted to explore consumer concerns around data privacy and awareness of consumer protection laws.

Key findings from the media trial include:

  • Awareness of personalized ads has grown from 62% to 88% over the past several years
  • In general, awareness of the specific types of data being used by advertisers for ad personalization is somewhat low, with 50% being the highest awareness level (social media data).  However, consumers deem most commonly used forms of data for ad personalization to be acceptable.  In fact, acceptance of data use has grown considerably over the past few years.
  • Results showed that consumers have better website experiences with the inclusion of personalized ads. Higher levels of personalization, such as the use of location data or search terms resonate stronger than more general, demographic-based personalization.  But some personalization was better than none.
  • Vast majority (88%) of consumer are willing to share their data in exchange for a service or product
  • It’s true that consumers have real concerns about their data privacy, but harmful uses of their data are what consumers are primarily concerned about.
  • While data concerns are real, lack of education is equally problematic. When it comes to data concerns, most people don’t feel empowered to protect their data. There is an increased need for the industry to educate consumers and provide adequate tools for data protection.

 

Read the full report

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.).

 

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.

 

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