Project manager Lisa Kimura and Kara Manatt (SVP, Intelligence Solutions & Strategy) discuss our most recent media trial: Ad Receptivity, Deconstructed.
Research conducted in collaboration with IPG Media Lab and Pandora.
Research points to factors that drive our willingness to see ad before we’re exposed to it.
Mood, needs state and situation are all key indicators of ad receptivity, according to a new study by MAGNA and IPG Media Lab in partnership with Pandora.
The research, which surveyed more than 2,000 respondents who kept an online diary of their digital audio and video consumption over 24 hours, found that 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.
However, they exhibit distinct differences as well.
Listeners are generally 35 percent more open to ads and specifically receptive when relaxed and focused, while viewers are more easily targeted when they’re stressed.
“This study validates that digital audio and video have infinite moments to reach people willing to be exposed to advertising,” said Keri Degroote, SVP research and analytics at Pandora. “Marketers who understand the when, the where and the what to meet people’s state of mind and needs state will win their attention.”
The study unearthed a number of other important insights.
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.
Gen Z’s are an elusive audience that are least receptive to video and audio advertising. Looking across generations, Millennials are receptive to both audio and video ads, although video reported a four percent higher receptivity to video, whereas GenX are 32 percent more receptive to digital audio than digital video advertising.
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.
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 percent more receptive to video ads and 15 percent more receptive to audio ads than those without children.
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.”
“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:
“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.).
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.
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.
SVP, Global Corporate Communications
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:
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.