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

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

Engaging the Mind

December 21, 2018


NEW STUDY FROM MAGNA AND IPG MEDIA LAB SHOWS CONSUMERS PREFER ADVERTISING ON CONNECTED TV DEVICES AS COMPARED TO LINEAR TV

 

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

NEW YORK – December 21, 2018 – As the advertising industry has previously noted, ads served on Connected TV devices (CTV) tend to decrease ad overload, and according to a new study, they also create more positive emotions and increase engagement for viewers across all age groups as compared to Linear TV (LTV). The study by MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands and IPG Media Lab, the media futures and advisory arm of IPG Mediabrands, “Engaging the Mind: How Consumers Really Respond to Connected TV and Linear TV Ads” explores consumer engagement with and brand lift generated by short-form video content on CTV compared to traditional ads on LTV.

 

The study employed advanced neurometric technology to measure participants’ unconscious responses to ads served on CTV and LTV. Eye engagement was measured via eye-tracking glasses and brain pulses from Electroencephalography (EEG) were used to assess emotional arousal and cognitive load. Participants were pre-recruited based on their media consumption habits and participated in an in-lab media experience.

 

CTV ads far outperformed LTV, generating a retention rate 3.8X higher even when controlling for attention. Additional key points of the study include:

 

  • Consumers are painfully aware of higher ad load on LTV and find that the number of ads on LTV crosses the line – but not on CTV
  • The same ads are generating more positive emotion when viewed on CTV
  • CTV creates more emotional ad experiences than LTV among younger and middle aged audiences, who tend to have an intense negative reaction to LTV
  • LTV ads risk boredom in some age groups while CTV does not

 

“Video consumption continues to thrive and it’s no surprise consumers prefer ads on Connected TVs as compared to Linear TV, because of the content variety, user control and relatively uncluttered environment” said David Cohen, President, North America, MAGNA. “Consumers like to view ads on their own terms, and would prefer less, shorter ads in their entertainment content. Serving ads in Connected TV environments ensures a stronger emotional response and allows marketers to connect to a wider audience than Linear TV does.”

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 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