Media Trials

media-trials-logos

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

THE BRAND SAFETY EFFECT

October 24, 2018


CONSUMERS VIEW NON-BRAND SAFE ADS AS AN INTENTIONAL ENDORSEMENT BY THE BRAND, ACCORDING TO NEW STUDY BY CHEQ, MAGNA AND IPG MEDIA LAB

The Study, Conducted in Collaboration with BMW and a Leading Online Entertainment Platform Is the First to Measure and Quantify the Precise Impact of a Negative Ad Placement

NEW YORK – October 24, 2018 – In the wake of a number of recent brand safety issues in the digital advertising marketplace, autonomous brand safety company CHEQ, together with IPG Mediabrands, BMW and a leading online entertainment platform, today announced the results of an in-depth media trial study – “The Brand Safety Effect” – that examined how ads that appear near negative content result in a 2.8x reduction in consumers’ intent to associate with these brands. The study was initiated by CHEQ and conducted with MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands, and IPG Media Lab, the media futures and advisory arm of IPG Mediabrands.

More than 2,000 consumers were surveyed on their reactions to ads that appeared alongside three different types of “negative” content: generally unsafe content (i.e., a school shooting); brand-averse content (i.e., an airline ad next to an article about an airline forcibly removing a passenger); vertical-averse content (i.e., a soda ad in front of content about diabetes).

Chief among the insights was that many consumers view brand unsafe ad placements as an intentional endorsement of the negative content.

“It seems manipulative,” suggested one respondent. “I’d prefer a company that doesn’t use that kind of technique.”

Another respondent added, “It’s disturbing that they are generating revenue through disaster.”

One respondent even went as far as saying that it “Looks like they’re exploiting shock value.”

We also found that when consumers assume every ad placement is intentional, it makes them 2.8x less willing to associate with a brand when its ads are displayed in unsafe environments.  In addition, two-thirds of consumers who indicated high purchase intent for a specific brand were less likely to buy that brand after being exposed to an ad from the same company appearing alongside unsafe content. The open-ended feedback in the study shows more of the same.

“Our joint research with CHEQ shows that most consumers believe there are no mistakes in advertising, meaning that if an ad runs next to violent and/or offensive content, for example, they assume the brand deliberately placed it there and is in some way endorsing the content,” said Joshua Lowcock, global brand safety officer at UM Worldwide, part of IPG Mediabrands. “Brands need to be aware that blindly following a customer or chasing media price efficiency can have devastating effects on the long-term health of their brands.”

The individual feedback in the study was particularly revealing – with many respondents expressing points of view that make it clear they believe negative ad placement is intentional.

“First-generation ad-verification solutions have focused primarily on reporting brand-safety violations after they have occurred, rather than preventing them in real-time,” said Guy Tytunovich, CHEQ’s CEO and Founder. “This means that advertisers are still, repeatedly on display alongside potentially damaging content. For this reason, we launched this study, with the intent of gauging the effect of this negative exposure on the brand’s image. The findings clearly show just how compromised brands are, and how years of reputation building can go down the drain with just a few negative ad placements.”

The study goes into detail on a number of additional negative consumer perceptions of companies when their ads show up in an unsafe, negative, and/or brand/vertical averse environment.

Additional key findings include:

  • The Brand Doesn’t Care About Me: Consumers are 4.5x more likely to feel the brand doesn’t care about them
  • The Brand Is Out of Touch: Consumers are 3x more likely to feel that the brand isn’t “in the know”
  • The Brand is Undesirable: Consumers’ brand quality perception drops 7x
  • The Brand Should be Avoided: Consumers are 50% less likely to recommend the brand

The Brand Safety Effect,” conducted with CHEQ, is the latest in MAGNA and IPG Media Labs’ media trial series. Recently, the companies explored: harnessing the power of content creators with Twitter; the power of content targeting with Zefr; best practices for mobile ads in its “Battle of the Mobile Ad Formats” study;  360 video ads in its “The 360Effect” report; the use of haptic technology in mobile video ads in its “Ads You Can Feel: The New Mobile Ad Experience” study and the impact of viewability on performance based campaigns in its “Pulling Back the Curtain: Viewability + Direct Response” report.

READ THE FULL REPORT HERE

About CHEQ

CHEQ is a global cybersecurity company and a pioneer of Autonomous Brand Safety, protecting the digital ad spend for the world’s leading brands. With offices in Tokyo, New York and Tel Aviv, the company’s mission is to help sustain the digital ecosystem by protecting advertisers from the risks of online advertising and helping them regain confidence in the space. At a time where the world’s largest advertisers are excluding premium news and UGC publishers from their media plans, CHEQ aims to enable advertisers to resume buying in environments they deem risky, while eliminating the need of bill deductions, loss of media scale, and tiring, report-based optimizations. CHEQ is a Battery Ventures portfolio company and an alumnus of “The Bridge Builders”, Coca-Cola’s, Mercedes’ and Turner’s commercialization program. For more information, please visit http://www.cheq.ai.

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. To access full reports and databases or to learn more about our subscription-based research services, contact forecasting@magnaglobal.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.

 

 

 

 

SPONSORED LENSES SPUR MORE ATTENTION AND ENGAGEMENT THAN PAID ADS EVEN WHEN SHARED, ACCORDING TO NEW STUDY

October 24, 2018


Study Used Neuroscience to Measure Consumer’s Unconscious Response to Brands

LOS ANGELES – October 24, 2018 – Sponsored Lenses (AR) are more effective than traditional pre-roll ads, according to “The Power of Camera Advertising,” a study by Snapchat in partnership with MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands, and IPG Media Lab, the media futures and advisory arm of IPG Mediabrands.

The study compared the emotional and cognitive responses participants had to Snapchat Sponsored Lenses and to :15 pre-roll video ads using mobile eye-tracking, Galvanic Skin Response (GSR), heart rate (PPG) and brain pulses from Electroencephalography (EEG).  They found that Sponsored Lenses generated more engagement (heart rate and excitement levels were both significantly higher in response to Sponsored Lenses) and increased retention (unaided brand recall resulting from Sponsored Lenses was nearly 4X higher than from skippable pre-roll ads).

“Augmented reality allows marketers to bridge the physical divide between them and their customers, which is why it drives higher engagement and spurs more emotion than pre-roll ads,” said Carolina Arguelles, AR Product Strategy Lead at Snapchat.

Interestingly, even those who received Sponsored Lenses from friends are 40% more focused on the brand or product than they are with skippable pre-roll ads and exhibit higher retention as well.  Sponsored Lenses engender more positive emotional experiences amongst this group as well.

Brands have quickly found innovative ways of employing the technology in innovative ways. Mike Frank, SVP, Creative Director at Deutsch, said, Volkswagen’s 2018 World Cup campaign was all about giving American soccer fans a new country bandwagon to jump on since the US team didn’t qualify for the tournament. In addition to the TV spots, we used Snapchat to create country-specific lenses that went live during the most watched games of the tournament. And with the evolving platform, we were able to create an immersive experience for our fans by leveraging their audio triggers and multi-lens functionality, which allowed us to teach fans how to cheer in the language of their adopted team.”

“Measuring Sponsored Lenses was a challenge because they are an ad format unlike any other – they leverage the consumers’ camera and allow for particularly high levels of interaction,” says Kara Manatt, SVP, Intelligence, Solutions & Strategy, MAGNA Global.  “We expected that consumers would enjoy Sponsored Lenses more than traditional ads, but to get a deeper understanding than ever before of consumers’ unconscious responses, we activated the latest measurement technology to compare their effectiveness.”

“The Power of Camera Advertising,” is the latest in MAGNA and IPG Media Labs’ media trial series. Recently, the companies explored the tangible impact of brand (un)safety in “The Brand Safety Effect”; harnessing the power of content creators with Twitter; the power of content targeting with Zefr; best practices for mobile ads in its “Battle of the Mobile Ad Formats” study;  360 video ads in its “The 360 Effect” report; the use of haptic technology in mobile video ads in its “Ads You Can Feel: The New Mobile Ad Experience” study and the impact of viewability on performance based campaigns in its “Pulling Back the Curtain: Viewability + Direct Response” report.

Read the full report here

 

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

 

The Humans vs. the Machines

September 19, 2018


MACHINE LEARNING DRAMATICALLY INCREASES BRAND FAMILIARITY, BRAND INTEREST, AND PURCHASE CONSIDERATION ACCORDING TO NEW STUDY BY MAGNA, IPG MEDIA LAB, AND TRUE[X]

LOS ANGELES – September 19, 2018 – Machine learning technology makes advertisers dramatically more effective at identifying and targeting the most receptive consumers, significantly increasing purchase intent as well as other KPIs, according to a study published today. Entitled “The Humans vs. The Machines,” the study was conducted and released by MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands; and IPG Media Lab, the media futures and advisory arm of IPG Mediabrands; and true[X], the leader in attention-based advertising products.

The study analyzed three live ad campaigns utilizing UP//LIFT measurement technology powered by true[X], to determine if more impact is delivered over the course of a month when the campaign is managed with or without the assistance of machine learning — in effect, humans versus machines. Machines working with humans bested humans alone in virtually every category measured – including raising brand familiarity (machines: +6.2%, humans: +3.3%), brand interest (machines: +8.6%, humans +1.9%) and, perhaps most important purchase consideration (machines: +5.7%, humans +0.8%) and purchase intent (machines: +1.1%, humans +0.5%). Machine learning was also more economical, with only 3.08 ad exposures per consumers vs. 4.13 generated by humans required for brand recall.

“The goal of right message, right person, right time is a lot more complex than marketers realize, with dimensions like platform, location, duration, and live vs. on demand viewing all factoring in,” said David Cohen, president, NA, MAGNA. “It is a market that necessitates real-time optimization and the use of machine learning to deliver the best results for marketers.  We are excited to be able to quantify this impact with true[x] as a result of this study.”

A key learning from the study is that ad effectiveness surveys aimed at measuring brand lift should be shorter and to the point.  Long surveys not only have high dropout rates but induce fatigue, generating poor data and creating missed opportunities with hard to reach audiences.  Utilizing UP//LIFT’s “Brand Funnel Impact” (BFI) one-question survey overcomes these obstacles by asking consumers to self-report their position in a brand journey or “funnel” increasing survey completion rates from 67% to 93%.

“Streamlining traditional brand lift questionnaires into a one response brand funnel impact survey doesn’t just create a better user experience that can scale across devices, it generates more data, significantly increasing the representative sampling of a campaign’s reach,” said Jamie Auslander, SVP Research & Analytics, true[X]. “Higher volumes of observations then completely transform brand lift data from what have conventionally been performance notes post-campaign, to driving actionable data that machines can use to boost ROI in real time.”

“The Humans vs. The Machines” is the latest in MAGNA and IPG Media Labs’ media trial series. Recently, the companies explored the tangible impact of brand (un)safety in “The Brand Safety Effect”; harnessing the power of content creators with Twitter; the power of content targeting with Zefr; best practices for mobile ads in its “Battle of the Mobile Ad Formats” study;  360 video ads in its “The 360 Effect” report; the use of haptic technology in mobile video ads in its “Ads You Can Feel: The New Mobile Ad Experience” study and the impact of viewability on performance based campaigns in its “Pulling Back the Curtain: Viewability + Direct Response” report.

Read the Full Report here

The Age of the Creator: Promoting in a Social Environment

June 21, 2018


by TYLER VAUGHT and MEGHANN ELRHOUL. Published by TWITTER on 21 June 2018.

The Power of Creators on Twitter

By ‎@tylervaught‎ and ‎@megel‎

Thursday, 21 June 2018

The concept of brands partnering with creators to produce ads is not something new. Take a scroll through the numerous social feeds on your phone and you are bound to see branded content from a creator. For marketers today, it’s not “if” you should be partnering with creators but more so “why and how” to partner with them. What’s even more important for brands to understand is that there is a unique why and how for every platform – especially for Twitter.

To help brands and agencies better understand how to incorporate creator content into their Twitter strategy, we partnered with Magna and IPG Media Lab on a Twitter-sponsored study to analyze what brands and marketers should know about working with creators, how to optimize creator content, and what they have to gain from working with creators.

THE WHY

Creators are today’s celebrities. They are not just influential – they entertain, inform and inspire audiences by sharing original content every single day. On Twitter, they are more than just a part of  “What’s Happening.” In fact, 2 of 3 Twitter users agree that creators actually change and shape culture*. In many instances, they are “What’s Happening.”

More than any other platform, Twitter is about conversation. Creators turn to Twitter to build a community, and their followers come to the platform to connect directly with the creators they love the most. In fact, 61% of Twitter users follow a creator, more so than on any other platform*.

When individuals who carry a wealth of influence and creativity become more accessible and their thoughts and conversations more transparent, audiences begin to trust those individuals. People look to creators for recommendations over online reviews, brand Tweets, and traditional TV and digital ads when it comes to what to buy, where to go, and what to watch. Today’s word-of-mouth marketing is often driven by creators on Twitter.

“The results of this media trial proved that creator content is a valuable asset for brands. To keep up with the fast-moving pace of social environments, branded creator content is a quick, easy, and affordable way for advertisers to impact consumers,” Kara Manatt, SVP Intelligence Solutions & Strategy at MAGNA.

THE HOW

Creators are unique in that they care just as much about the content they produce as the brand does – first and foremost, original content is their livelihood. In order to ensure their content feels authentic, 94% of creators look for brands that connect with their style and image*. They want to work with brands that share a common aesthetic, and partner to create content that feels true to their message and their audience.

Creators also want to be more than just a production resource – collaboration is key to successful creator-driven marketing campaigns. 93% of creators look for brands that want to hear their ideas and tap into their voice*. Creators are experts at eliciting a response from their audience and brands should trust this expertise. Provide guidelines but let the creator come back with ideas that feel genuine to their feed.

WHAT MARKETERS HAVE TO GAIN

When you partner with creators in a way that feels authentic, all parties will benefit. Brand metrics are higher across the board when creators are recognized as genuine. These include:

  • +61% increase in brand favorability
  • +88% increase in purchase intent
  • +64% increase in recommendation intent*.

In fact, branded content from creators drives increased view times for those ads on Twitter. Audiences on Twitter spend 24% more time watching an ad from a creator, because they are more genuine and trustworthy*. This in turn drives significant impact to lower funnel metrics. Twitter users who recall an ad from a creator show a +39% increase in brand favorability, and +41% increase in purchase intent, versus ads recalled that were produced by brands*.

MAKE IT HAPPEN

Finally, once you understand “why” and “how” to work with creators – you also need to determine the best way to connect with them. From a creator’s standpoint, they’d much rather work with experts in the space who can effectively translate the brand’s needs while supporting creators’ creative integrity.

For brands on Twitter, Niche is your solution. Niche is Twitter’s talented team of Strategists and Content Managers who connect brands on Twitter with the world’s best creators to reach an audience through premium, original content. Niche has one of the largest and most diverse community of creators in the world and understands fully how to optimize branded creator content across any category.

In addition to custom content needs, Twitter also just launched Creator Originals, a new program that enables creators to produce their own high-end content series. Brands can partner now with creators on programs, in line with our in-stream video sponsorship offerings.

Creators are what’s happening on Twitter – and with Niche, it’s easier than ever to partner with them for powerful branded content.

METHODOLOGY

We conducted a research study with Magna and IPG Media Lab in a two-phased approach, using a creator perspective and consumer perspective. In Phase 1, the creator perspective, we partnered with Niche to survey creators in the US and UK and understand the creator experience of making content and the process in working with brands (n=171). In Phase 2, the consumer perspective, we surveyed participants in the US from a representative online panel via a mobile survey (n=3,251). We first asked demographic and media consumption behavior questions and then participants were asked to view their Twitter feed to determine their ad experience. We tested promoted content and leveraged a post experience survey to measure traditional brand metrics. This was done across 12 brands and 9 industry verticals.

*Twitter + Magna IPG Media Lab, ‘Art of the Creator’, 2018
Read the Full Study Here

Skipping Around the World: Optimizing Skippable Video

May 10, 2018


We examined ad skipping behavior in 10 countries to understand how to maximize ad performance.  

Read the full report here