Innovation and Inclusion: Dani Benowitz’s Blueprint for Transforming Media Investment

Published on MediaVillage.com

In an industry characterized by rapid evolution and shifting paradigms, the Legends & Leadership conversation between Jack Myers and MAGNA U.S. & Global President Dani Benowitz unfolds a narrative that not only underscores the dynamic landscape of media planning and investment but also highlights the integral role of diversity, equity, and inclusion (DEI) in forging a future that respects and values diverse perspectives. Benowitz brings to the table a wealth of knowledge and an unwavering commitment to innovation, which is evident throughout their discussion.

Congratulations to Dani and MAGNA Global on their induction into the Advancing Diversity Hall of Honors, joining 35 previous inductees. Dani and her colleagues across the industry are gathering to reaffirm their commitment to DEIB leadership on April 11 at Hall des Lumieres in NYC. To join in recognizing the sixteen 2024 Hall of Honors inductees visit https://week.advancingdiversity.org.

The Legends & Leadership series has always been a platform for illuminating discussions with the luminaries of the advertising world. The third inclusion of Benowitz in this series is no exception, offering viewers a unique opportunity to gain insights from one of the industry’s most influential figures. Their conversation spans a variety of pressing topics, from the nuances of media consolidation and the importance of sports rights to the burgeoning impact of AI on the workforce and education.

One of the focal points of their dialogue is MAGNA’s pioneering role in advancing diversity, equity, and inclusion within the media landscape. This commitment was notably recognized through the induction of Dani and MAGNA into the Advancing Diversity Hall of Honors, a testament to their success with the annual Equity Upfront event. This initiative, born out of a desire to respond proactively to the societal reckonings of recent years, has been instrumental in educating the industry about the importance of investing in diverse-owned media and ensuring representation across all media platforms.

The conversation also delves into the intricacies of proving ROI and the ongoing data conversations that dominate industry discourse. Here, Benowitz highlights the importance of currency as a trading tool and measurement as an accountability factor, underlining the critical need for media partners to have access to similar data types. This approach is indicative of MAGNA’s strategic use of data to drive value for clients, a testament to their innovative edge in media planning and investment.

Innovation, as Benowitz points out, is not just about adopting new technologies or strategies but about fostering meaningful relationships and partnerships. From equity upfronts to innovations in streaming, sponsorships, and brand safety, Dani’s leadership at MAGNA is characterized by a forward-thinking approach that seeks to not only meet the current needs of clients but also anticipate future trends and challenges.

The inclusion of AI in the media and advertising industry is a topic that both Myers and Benowitz approach with a mix of optimism and caution. Their discussion acknowledges the potential of AI to transform how agencies operate and engage with data, while also raising important questions about the future of jobs and the ethical use of AI in academic settings.

Benowitz’s passion for change, both within the industry and in broader societal contexts, shines through in the conversation. Her commitment to sustainability, diversity, and driving positive outcomes is a powerful reminder of the role that leaders in media and advertising play in shaping a more inclusive and equitable future.

This video conversation between Jack Myers and Dani Benowitz is more than just a discussion about the current state of the media industry. It’s an invitation to engage with the ideas and innovations that are shaping the future of advertising, driven by leaders who are not only passionate about their work but deeply committed to making a difference. Viewers will come away not only informed about the latest trends and challenges but also inspired by the potential for positive change in an industry at the forefront of cultural and technological shifts.

Read the Article on MediaVillage.com

BRANDED INFLUENCER CONTENT PARTNERSHIPS ESSENTIAL KEYS TO MARKETERS’ PLAYBOOK IN FAST-GROWING GLOBAL MARKET

Authentic connections and transparency elevate influencer trust and drive brand engagement according to new study from Snapchat and MAGNA Media Trials

New York, February 22, 2024 — With media spend on the global influencer market expected to approach $6 billion in 2024, a new research report released today by Snapchat and MAGNA Media Trials revealed how content creators and brand-sponsored content could push the industry even further. The robust study called “Unleashing Influence: A Marketer’s Guide to Influencer Success” explored users’ perceptions and preferences across five countries including Australia, France, Saudi Arabia (KSA), The United States of America (USA), and the United Kingdom (UK). The inclusive group of participants in the study, from different generations and diverse demographics, shared thoughts on influencers and how they feel about brands sponsoring influencer content on social media.

“Creators come to Snapchat because they’re able to build relationships with our community by showing a unique, authentic look at their lives. Authenticity is what draws Snapchatters to our platform to connect with the creators they care about, and this creates an environment that drives brand trust and consideration,” said Alexander Dao, Global Head of Agency Development & Sales Partnerships, Snap Inc. “In fact, 91% of Snapchatters are receptive to brands sponsoring creator content, demonstrating the power of genuine connections with creators on Snapchat.”

The results showed users were highly receptive to brand-sponsored influencer content, with an average of 87% receptiveness, and this was true for Gen Z, Millennials, and Gen X participants, all of whom were over 80% receptive. And they were on social media primarily to follow influencers (61%). Engaging with products, especially tutorials and reviews, was a significant driver of content views in all markets. In KSA, restaurant reviews (116) indexed slightly higher than tutorials (115) for most consumed content, unveiling an area of opportunity around experiences for local marketers.

Whilst social media users proved to be receptive and actively engaged with influencer content, there was also a clear imperative for brands to use certain criteria to align with the right influencers on the right platforms. Chief amongst those criteria was trust. Most participants surveyed responded they found influencer content to be only “somewhat” (55%) or not (16%) trustworthy. In fact, when it came to product research in high stakes industries, users trusted influencers less than brands – finance (-24%), apparel (-8%), and skincare (-3%) – as a source of information.

“We are excited that our research findings can help to empower brand marketers and media planners even further as they tap into this sizable opportunity for influencer content,” said Kara Manatt, EVP of Intelligence Solutions at MAGNA. “Across social platforms and geographic markets, there is a measurable impact and appetite for brand-sponsored influencer content to drive brand reputation and awareness at the top of the funnel, as well as the bottom line.”

Honesty was the #1 trait (67%) that brands could seek from influencers to drive engagement in brand-sponsored content, more than creativity (47%) and charisma or “rizz” (38%). Creators who routinely shared personal experiences (58%) and engaged with their audience’s comments (56%) fared well on being perceived as honest and authentic. Transparency went together with trust across countries. Brand-sponsored content should be clearly identified as such, especially if you are in Australia where 92% of research participants ranked this as very to somewhat important. Moreover, transparency about sponsorship increased the likelihood of brand engagement (+63%).

In the USA an additional content viewing experience was shown to participants on a platform that they regularly use. This line of inquiry presented insights on aligning purpose and platform to get the most out of brand-sponsored content partnerships with influencers. Of the users who were on Snapchat, on average 57% used the platform to keep tabs on their favorite creators’ daily lives. They divulged that Snapchat creators “felt like a friend” (55%), which dovetailed with the data on how users engaged with Snapchat as compared to other platforms (nearly 60% use Snapchat to connect with friends and family). This natural alignment made the content and influencer come across as trustworthy and authentic, which led to positive outcomes for the brand including +51% interest in researching the brand and +49% product purchase intent.

Additional Key Takeaways:
– Brand marketers can build trust by working with influencers who are authentic and create connection with their audience through effective behaviors such as talking about their mistakes and lessons learned (60%), providing evidence and facts about their topics (58%), and openly sharing their real lives not just curated lifestyles (57%).

– Transparency is a must for brand/influencer partnerships. Customizing content disclosures for the audience goes a long way – US users prefer voiceovers (28%), users in France prefer to read captions (28%), and hashtags work well in Australia (25%), KSA (30%), and UK (26%).

– Different platforms serve different purposes, from building community to exploring interests, and brands could better connect with target audiences by strategically aligning their products and brand-sponsored influencer content with their preferred platform.

– Marketers can position influencers as trusted partners for audiences in their brand decision making journey, and this can be amplified on platforms like Snapchat where brands can lean into users’ attraction to personal connections.

To read the full Media Trials report, please visit the MAGNA website and click the link here.

Methodology:
The “Unleashing Influence: A Marketer’s Guide to Influencer Success” study was conducted in Australia, France, Saudi Arabia, United Kingdom, and The United States of America with 5,214 participants across a representative group of social media users aged 16-49 years. The groups were approximately equal size in all countries. Participants in the online panel self-reported using social media on a weekly basis. They were surveyed to gauge current perceptions of influencer content and receptiveness to brand-sponsored influencer content on social media. The U.S. participants also provided feedback about influencer content across platforms.

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About MAGNA
MAGNA is the leading global media investment and intelligence company, and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn.

About Snap Inc.

Snap Inc. is a technology company. We believe the camera presents the greatest opportunity to improve the way people live and communicate. We contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. The Company’s three core products are Snapchat, a visual messaging app that enhances your relationships with friends, family, and the world; Lens Studio, an augmented reality platform that powers AR across Snapchat and other services; and its AR glasses, Spectacles. For more information, visit snap.com.

Media Contacts:
Suzette Meade
MAGNA / IPG Mediabrands
[email protected]

Ahrim Nam
Snapchat
[email protected]

STUDY REVEALS HEALTH-CONSCIOUS AUDIENCES STRUGGLE WITH CONNECTING PHARMA MESSAGING ACROSS CHANNELS

Research from MAGNA Media Trials and PatientPoint shows consumers prefer to see educational messaging at the doctor’s office versus other channels

NEW YORK & CINCINNATI, February 15, 2024 – MAGNA Media Trials and PatientPoint released a research study, “Pharma Messaging Effectiveness: Cross-Channel Analysis,” today. The report explored the impact of prescription drug advertising across media channels and resources (e.g., online health portals, health and wellness blogs, social media, TV, radio, pharma websites, etc.). Pharma ads served in a healthcare provider’s (HCP) office outperformed all other channels as the most trusted source of health information, regardless of respondents’ age. The study found ads showed in an HCP office earned up to +16% higher level of trust compared to ads on websites and online health portals, which was the second most trusted communication channel.

“We continue to explore the benefits of matching the right audience with the right message across industries,” said Kara Manatt, EVP of Intelligence Solutions, MAGNA. “Consistently, the data shows that advanced strategies, like this cross-channel approach tested for pharma ads, yield better outcomes than traditional demographic targeting alone.”

The study revealed pharma brands can benefit from a strategic messaging approach that aligns to audience channel preferences, e.g., pair ads in the HCP environment with social media ads to reach adult Gen Z (19%), while combining HCP ads with pharma company or brand website ads to connect with Millennials (16%), Gen X (13%), and Boomers (10%).

“We now have confirmation that Americans are most focused on healthcare in the spaces and places where they receive care, and the results of our research firmly cement the doctor’s office as the most influential place for brands to reach healthcare consumers along their treatment journey,” said PatientPoint Chief Client Officer Linda Ruschau. “This research also underscores how targeted marketing in the endemic, highly contextual physician’s office environment can most effectively reach the right patients with the right information at the right time.”

A focus on trustworthiness is one area of opportunity identified for pharma advertisers. The study demonstrated that pharma brands could be more effective with less frequent advertising and by emphasizing clear, transparent messaging designed for education and actionable purposes.

When it came to pharma ads appearing on social media, research participants noted, “I’ve seen these types of ads way too many times in this setting,” and those appearing while browsing online “use complex medical terms that are challenging to understand.”

On the flip side, the top reason for participants to trust ads shown on TV and video channels was “the information they convey is educational.”

Transparency was the main driver of trust on the social media channel, with patients wanting brands to disclose the potential risks and any alternatives to the advertised treatment. These results point to the possibility of enhanced advertising outcomes based on the right mix of messaging and a cross-channel strategy. Tapping into the healthcare provider’s office places prescription medicine ads in the go-to source for trusted health information (55%), as well as the most trustworthy, suitable (84%), and relevant (5861%), and preferred (55%) environment for patients.

Melissa Gordon-Ring, Global President, Health at Initiative, commented: “Data that can empower pharma brands to deliver even better engagement strategies across their diverse audiences is incredibly valuable. Our clients, many of which are reputable, well-established brands, have a wealth of information they can provide, beyond just their product offerings. We are committed to partnering with them and exploring tools, platforms, and channels that help ensure their messages reach consumers and meet their needs.” [TBA]

To read the full Media Trials/PatientPoint report, please visit the MAGNA website and click the link here.

Methodology:

The “Pharma Messaging Effectiveness: Cross-Channel Analysis” study was conducted in the United States with 1,517 participants across a nationally representative sample of people (age, gender, geography). All participants surveyed were over the age of 18 and self-reported visiting a healthcare provider at least one time annually. They were randomly served ads in one of five channels – healthcare provider’s office, on social media, TV/video (streaming or cable/satellite), online search browsing, or pharma company’s online website (desktop or mobile). The channel environment was selected based on their typical exposure to pharma messaging.

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About MAGNA

MAGNA is the leading global media investment and intelligence company, and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn.

About PatientPoint

PatientPoint® is the patient engagement platform for every point of care. Our innovative, tech-enabled solutions create more effective doctor-patient interactions and deliver high value for patients, providers and healthcare sponsors. Across the nation’s largest network of connected digital devices in over 35,000 physician offices, PatientPoint’s solutions impact roughly 750 million patient visits each year, further advancing our mission of making every doctor-patient engagement better®. Learn more at patientpoint.com.

Media Contacts:

Suzette Meade
MAGNA / IPG Mediabrands
[email protected]

Lisa Policare
Tierney on behalf of PatientPoint
[email protected]

Screenvision study with MAGNA Pushes Hard on Cinema’s Ability to Deliver Attention

Published on Digiday

Cinema sales operations are pushing attention metrics to bring in revenue.

In a bid to increase its share of the multi-billion-dollar ad pie being cooked by marketers and agencies in advance of this year’s upfront marketplace, cinema ad firm Screenvision is touting a study it’s done with IPG’s Magna unit to market that extols the media channel’s superior attention results with viewers.

It’s not the first bout of attention-related research Screenvision has invested in, having worked with attention firm Amplified Intelligence last year. This work with Magna aimed to show how brands actually fared using cinema as a part of their marketing efforts, when compared to TV and digital video platforms.

According to Kara Manatt, evp of intelligence solutions at Magna, multiple brands participated in the study, including from categories including automotive, telecom, gaming, beauty/skincare, pharmaceutical and insurance, among others. She wouldn’t name specific brands.

Among the findings: cinema ads delivered up to three times the attention of either CTV or other digital video 30-second spots — 94% to 30% on average. They also watched an average 29 seconds of the cinema-run spots compared to nine seconds across TV.

“This piece of research had an unprecedented amount of clients in it because there was so much interest in being able to have a like for like comparison of attention across screens,” said Manatt. “Some of them are already invested in cinema, so they’re using some of the creative insights to to inform some of their decisions in the way that they run ads in cinema. And then others are taking it under advisement, to see, you know, where they may want to shift investments.”

Ad lengths, from 30 seconds to two minutes were also tested in the research, noted Jen Friedlander, Screenvision’s vp of isights and measurement at Screenvision. “For one client, we tested two different spot lengths, the question being, is someone as leaned into a 30-second ad as they are to a 90-second ad?” she said. “In fact, it is the environment — we found no difference in that level of attention, so ads of all lengths are equally engaging in cinema.”

“In many environments, clients are paying by the ad length — they’re paying more for a :30 than they are a :15,” added Manatt. “My job is frequently to see if that’s cost effective — are you getting double the attention? Our breadth of research shows most of the time the answer is no. This is one of the first times where we’re seeing that the answer is yes, which is great for all the clients that come to us asking where they should run these longer ads.”

Merz Aesthetics, one of the clients that spoke with Digiday, said the desire to reach its target demographic in a more natural habitat got the anti-wrinkle brand involved.

“Our goal is to build unique connections with our consumers, and that starts with attracting them to our brands in this highly attention-competitive economy,” said Emma Hilal, U.S. director of consumer marketing. “Testing cinema advertising was a logical extension for us to reach our target demographic ‘where they are’ – namely at the intersection of lifestyle and pop culture – and deliver strong, clutter-free engagement and overall message receptivity given the nature of the captive audience.”

The study surveyed 171 moviegoers 18 and older in Milwaukee who chose which film to see. It was conducted in September 2023. Infrared cameras were used to track eye movements.

Read the Article on Digiday