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

NEW STUDY BY MAGNA & IPG MEDIA LAB FINDS OPTIMIZING CREATIVE EXECUTIONS BASED ON PURCHASE JOURNEY MORE EFFICIENTLY GUIDES CONSUMERS TOWARDS PURCHASE BY +14 PERCENT

March 11, 2021


Study Explores How Ad Optimization Accelerates Progression Through the Purchase Journey & Debunks Traditional Purchase Funnel

New York, NY – March 11, 2021 – Understanding consumer behavior and how best to appeal to consumers at each stage of the purchase journey has long been an industry focus in the media, technology and retail spaces. A new study by IPG Mediabrands’ agencies MAGNA and the IPG Media Lab reveals that serving the right creative at the right time based on that journey can more efficiently guide consumers through to purchase. “The Accelerated Purchase Journey: Efficiently Guiding Consumers Through to Purchase” also found that optimization drove more product purchases (+8%, versus +2% for unoptimized ad exposures).

Before purchasing a brand, a consumer must be in-market for the product, be aware of the brand and include that brand in their consideration set. After three optimized ad exposures, 14% of people were closer to purchase . Meanwhile, without optimization, where the same ads were delivered at random, there was no progression through the purchase journey at all.

The study explored the consumer behaviors and paths to purchase for two leading brands in the beauty and personal care spaces, specifically in foundation and shampoo. Qualifying consumers for the research fit each brand’s key audience demographic and were open to buying the product from category over the next six months. Consumers were randomized into a test cell: Control, Non-Optimized or Optimized. The optimized groups received pre-roll ads over the course of several weeks with the creative execution based on their position in the purchase journey. The non-optimized groups received the same ads over the same time period, but the creative execution was chosen at random, regardless of purchase journey position. The control group served as a clean baseline and received ads for non-competitive brands.

“The key to driving purchase is delivering content that feels relevant and provides useful information,” said Kara Manatt, SVP, Intelligence Solutions, MAGNA. “The difficulty is that what is relevant and useful varies from person to person depending on whether they’ve just started considering a purchase or whether they are ready to make a final brand choice. When we deliver ads that are customized to that journey, we are removing obstacles and accelerating the purchase journey.”

“This study proves that journey-informed content is a critical accelerator of customer flow, effectively moving customers from one step in their journey to the next, ultimately culminating in a purchase,” said Jonathan Rigby, Global Chief Strategy Officer, Reprise Digital. “Audience needs and motivations change at each stage of the purchase journey so the content we create, whether for paid or owned channels, must be fluid enough to create flow.”

Additional key findings of the study include:

  • A plan beats no plan. When the creative execution is tailored to the individual’s position in the purchase journey, progression to purchase is accelerated. After just three exposures, +14% progressed closer to purchase, while there was no progression without optimization. At higher levels of frequency, after five ad exposures, an optimized plan drove more than 3 times as much progress through the funnel as an unoptimized plan (29% v. 9%).
  • Consumers could feel the difference. Not only did the optimized ad delivery prove more effective for advertisers, but consumers also had better ad experiences. When optimized, the ads felt more enjoyable, relevant, and offered more information. In addition, optimization decreased ad annoyance.
  • Location, location, location. Leveraging location-based messaging when at the end of the purchase journey led to greater impact on intent to search for and purchase the brand.
  • If you don’t succeed. For those stuck in the middle of the purchase journey after multiple optimized ad exposures, switching to a “feel good” ad (as opposed to product-focused) proved to be a successful tactic.
  • Traditional purchase funnel, debunked. While many rely on the traditional purchase funnel, the research found that many were skipping steps in that funnel, indicating the funnel is an outdated explanation and that a matrix is a more appropriate way to look at the purchase journey.

 

Read the full report.

 

About MAGNA:

MAGNA is the leading global media investment and intelligence company. 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 and Twitter.

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:

Zinnia Gill

Mediabrands

Director, Global Corporate Communications

(646) 965-4271

zinnia.gill@mbww.com

 

NEW STUDY BY MAGNA AND IPG MEDIA LAB REVEALS PLANNED SEQUENCING OF VIDEO AD LENGTHS CAN DRIVE 2X HIGHER PURCHASE INTENT

January 27, 2021


Study Highlights Best Uses of Ad Sequencing to Drive Brand KPIs and Save Impressions

 

NEW YORK – February 27, 2021 – Marketers have long created multiple video ad lengths but with more innovative technology, we now have the ability to deliver those ads in a desired sequence. A new study by MAGNA and IPG Media Lab, “Ad Sequencing: From Exposure to Storytelling,” uncovers the key to determining the desired ad sequencing brands should use to make a good first impression and convert customers fast. The study explores the impact of ad sequencing and finds the key to a successful brand story when delivering more complex messaging is to make the most of the first impression by communicating more up front. The study also found that using short ads as a primer for creative that’s not complex (e.g. brand imagery-focused) and maximizing variation in ad lengths across exposures is key to a successful marketing strategy.

The study tested video ad lengths, sequence of ad lengths, frequency of exposure and focused on three brands spanning Apparel, Auto and Consumer Electronics. In total, 201 ad scenarios were tested. Experimental design was used by randomizing YouTube users into test and control groups, with ad exposures taking place over the course of 5 days.

“Being thoughtful about the sequence brand messages are delivered in can not only amplify the impact on important brand metrics, but also allows advertisers to achieve more with fewer impressions,” said Kara Manatt, SVP, Intelligence Solutions, MAGNA. “To plan appropriately, we realized that the complexity of the message plays a key role, and that when in doubt, maximize the variation in ad lengths across exposures”.

Additional key findings of the study include:

  • Sequence Matters. Serving video ads in the best order for a given campaign can result in 2X the impact on purchase intent. The particular sequence that works best for each campaign is ultimately driven by the complexity of the messaging and not by the consideration level of the industry vertical.
  • Messaging Content Matters. Ads with complex messaging, for both low and high consideration categories, should make the most of the first impression by communicating more information in this crucial touchpoint. When messaging is less complex and instead focused on imagery, on the other hand, using short ads to prime audiences work best.
  • Ad Sequencing Curbs Ad Skipping. Ad skipping, which is often seen as an ingrained behavior by consumers, can be curbed by a more effective sequence of ad exposures.
  • Less is More with the Right Sequence. For many traditional brand KPIs, brands were able to achieve the same brand lift with fewer exposures by starting off with the right sequence.

 

Read the U.S. report

Read the Australian report

 

 

About MAGNA

MAGNA is the centralized IPG Mediabrands resource that provides strategic investment and media intelligence 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 develop go-to-market strategies, designing unique partnerships to drive maximum value for our clients. MAGNA has set the industry standard for more than 60 years by predicting the future of media value. We publish more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

MAGNA infuses the organization with knowledge that empowers better decision-making. We are a team of experts across five key competencies who support IPG cross-functional teams through: Partnership, Enablement, Accountability and Connectivity. Follow us on Twitter @MAGNAGLOBAL.

 

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:

Zinnia Gill

Mediabrands

Director, Global Corporate Communications

(646) 965-4271

zinnia.gill@mbww.com

 

 

 

NEW STUDY BY SNAP INC., MAGNA & IPG MEDIA LAB DEBUNKS MYTHS ABOUT VIDEO AD LENGTH EFFICACY

December 10, 2020


LARGE SCALE TESTING ACROSS A RANGE OF INDUSTRY VERTICALS SHOWS AD LENGTH IS NOT A PROXY FOR AD EFFECTIVENESS DRIVING ROI

 

NEW YORK – December 9, 2020 – Marketers are creating larger sets of video assets for deployment to better deal with short attention spans of consumers and to align with the way in which video is viewed. Findings from a new study by MAGNA, IPG Media Lab, and Snap Inc., “Does Every Second Count? Planning Ad Lengths Across Platforms,” demonstrate that some old “truths” about the effectiveness of video ad length performance are no longer accurate. In the early days of short video ads, they were primarily effective at generating awareness and less so when it comes to persuasiveness. Today, however, both short and long video ads have the ability to impact metrics across the purchase funnel. The change can be attributed to the rise of short form premium content, creative tailored for short form viewing, and advertisers simply getting better at communicating in short ads.

 

ADDITIONAL KEY FINDINGS OF THE STUDY INCLUDE:

  • :06 Seconds Ads 2.0: While shorter video ads are often leveraged to drive awareness, today they can be just as persuasive as their traditional counterpart – the :15 second ad. Controlling for brand, :06 and :15 second ads drove nearly identical lifts in both brand preference (+9% and +10% respectively) and purchase intent (+5% and +4% respectively)
  • Age and Device Agnostic: Ad length performance was very consistent by device, testing the premise that ad lengths should be planned based on screen size. Similarly, short ads were persuasive among both younger and older audiences.
  • Fitting in to Stand Out: Performance of video ad lengths varied most by platform, primarily because of the way video is being consumed on each. 
  • On Snapchat, :15 second ads benefited from low skipping, allowing them to be more memorable. However, :06 ads were able to quickly get their point across to maximize persuasion. Regardless of length, the full screen vertical ads on Snapchat drove more than 2x the lift in awareness than the other platforms tested.
  • On a video aggregator, where skipping is the norm, :06 ads were appreciated by consumers and generally more effective.
  • On an FEP, where skipping is not allowed, and content is more linear TV-like, :15 second ads worked harder.

 

“As short form premium content has grown, advertisers are evolving their creative mix, so it’s better tailored for short form viewing experiences, which leads to more effective communication in less time and at less cost,” said Jon Stimmel, Chief Investment Officer, UM. “The priority must be for the industry to enable compelling and persuasive ad supported environments for a healthy marketing ecosystem. Understanding the impact of ad length in relation to varying platforms and media types will further propel a brand’s mix in short form premium content and drive improved business outcomes on their plans.”

“This research confirms our hypothesis that upper and lower funnel impact can be achieved in mere seconds via video ads,” said Snap’s VP of Global Agency Partnerships, David Roter. “We were thrilled to validate that Snap’s fullscreen, vertical, immersive video format delivers full funnel efficacy for advertisers.”

In conducting the research, 32 different ad scenarios were tested across three industry verticals, including ads from Estée Lauder, LEGO Systems, Inc., MINI, and a major CPG brand. Experimental design was used across 4 platforms, where consumers were exposed to either a control ad (public service announcement) or a brand ad. Their online behaviors were tracked, and traditional branding metrics assessed via survey after ad exposure. Over 7,700 consumers were interviewed in total.

DOWNLOAD THE FULL REPORT

 

About MAGNA

MAGNA is the centralized IPG Mediabrands resource that provides strategic investment and media intelligence 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 develop go-to-market strategies, designing unique partnerships to drive maximum value for our clients. MAGNA has set the industry standard for more than 60 years by predicting the future of media value. We publish more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

MAGNA infuses the organization with knowledge that empowers better decision-making. We are a team of experts across five key competencies who support IPG cross-functional teams through: Partnership, Enablement, Accountability and Connectivity. Follow us on Twitter @MAGNAGLOBAL.

 

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 Snap Inc.

Snap Inc. is a camera company. We believe that reinventing the camera represents our 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. For more information, visit snap.com.

 

 

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Media Contact:

Zinnia Gill

Mediabrands

Director, Global Corporate Communications

(646) 965-4271

zinnia.gill@mbww.com

NEW STUDY: CONSUMERS MORE LIKELY TO PURCHASE FROM A BRAND WHOSE VIDEO AD APPEARS NEXT TO CONTENT THEY TRUST

December 9, 2020


From Twitter, MAGNA & IPG Media Lab, the study looks at the importance of context in advertising 

 

NEW YORK – December 9, 2020 – “The Influence of Context” – a new study unveiled by Twitter, MAGNA & IPG Media Lab today – measures how the context in which video ads are viewed affects how consumers perceive them and how they perform. The U.S. study looks at context through the lens of content adjacency – the type of content an ad appears next to – and video experience – the way an ad is consumed (i.e. in-feed, non-feed, etc.).

The study was set-up to test pre-roll video ads before various types of content across in-feed and non-feed environments. Content types included premium publisher content, user generated content (UGC) from established creators and UGC from everyday people. Participants were exposed to different combinations of content and ads across three different environments: in-feed on Twitter, non-feed on a video aggregator and non-feed on publisher sites.

Here are the key findings on how different content types and environments drove different results:

  • Content adjacency is a powerful driver for brand KPIs. The importance of the environment in which ads appear extends far beyond brand safety alone. Even within brand safe content, content adjacency proves key in driving traditional metrics, such as brand favorability and purchase intent. The study revealed that when pre-roll is placed beside content that is perceived as high quality and highly trustworthy, we see a +12% increase in purchase intent based on trust and a +9% increase in purchase intent based on quality.
  • There’s a halo of premium. Consumers have an overall more positive opinion of premium content compared to UGC. Brands whose ads appear in front of premium are rated as more favorable and interesting.
  • All UGC is not created equally. There are benefits to appearing next to UGC created by verified content creators such as the ad being perceived as more relevant and trustworthy to the consumer. However, there is a big difference between content created by established creators and the average user. UGC created by the average user can actually stifle ad impact compared to high production UGC.
  • The power of choice. In-feed and non-feed environments offer different consumer experiences and therefore, different brand benefits. People felt less forced to watch pre-roll ads that appeared in a feed versus pre-roll in a non-feed environment. Also, in-feed pre-roll ads feel more relevant and have a greater impact on brand favorability (+11% for in-feed and +5% for non-feed) and purchase intent (+10% for in-feed vs. +6% for non-feed) versus the control.

 

Stephanie Prager, Twitter’s Head of Global Business Partners, said, “As digital video ad spend continues to rise, leading to a projected cost of $24.9 Billion by 2025, it is crucial for marketers to understand how to enable deeper connections between people and the things that they love and care about. We hope this study shines a light on the areas of opportunity and the range of video ad experiences marketers can explore to build high impact, performance driving strategies.”

“People often don’t realize just how powerful context is in advertising effectiveness. It’s not just about the platform or device – it’s also about content adjacency”, said Kara Manatt, SVP, Intelligence Solutions at MAGNA. “The importance of the content extends well beyond brand safety alone.  Premium in particular can have a powerful brand favorability halo.”

Download the full report 

 

Twitter, MAGNA and IPG Media Lab conducted the same study in the UK, which you can find here. Similar studies for Brazil and Saudi Arabia will launch in 2021.

 

About Twitter

Twitter, Inc. (NYSE: TWTR) is what’s happening in the world and what people are talking about right now. On Twitter, live comes to life as conversations unfold, showing you all sides of the story. From breaking news and entertainment to sports, politics and everyday interests, when things happen in the world, they happen first on Twitter. Twitter is available in more than 40 languages around the world. The service can be accessed at twitter.com, on a variety of mobile devices and via SMS. For more information, visit about.twitter.com or follow @twitter. For information on how to download the Twitter and Periscope apps, visit twitter.com/download and periscope.tv.

 

About MAGNA

MAGNA is the centralized IPG Mediabrands resource that provides strategic investment and media intelligence 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 develop go-to-market strategies, designing unique partnerships to drive maximum value for our clients. MAGNA has set the industry standard for more than 60 years by predicting the future of media value. We publish more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

MAGNA infuses the organization with knowledge that empowers better decision-making. We are a team of experts across five key competencies who support IPG cross-functional teams through: Partnership, Enablement, Accountability and Connectivity. Follow us on Twitter @MAGNAGLOBAL.

 

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:

Zinnia Gill

Mediabrands

Director, Global Corporate Communications

(646) 965-4271

zinnia.gill@mbww.com

NEW STUDY (UK): CONSUMERS MORE LIKELY TO PURCHASE FROM A BRAND WHOSE VIDEO AD APPEARS NEXT TO CONTENT THEY TRUST

December 9, 2020


From Twitter, MAGNA & IPG Media Lab, the study looks at the importance of context in advertising

 

LONDON – December 9, 2020 – “The Influence of Context” – a new study unveiled by Twitter, MAGNA & IPG Media Lab today – measures how the context in which video ads are viewed affects how consumers perceive them and how they perform. The U.K study looks at context through the lens of content adjacency – the type of content an ad appears next to – and video experience – the way an ad is consumed (i.e. in-feed, non-feed, etc.).

The study was set-up to test pre-roll video ads before various types of content across in-feed and non-feed environments. Content types included premium publisher content, user generated content (UGC) from established creators and UGC from everyday people. Participants were exposed to different combinations of content and ads across three different environments: in-feed on Twitter, non-feed on a video aggregator and non-feed on publisher sites.

Here are the key findings on how different content types and environments drove different results:

  • Content adjacency is a powerful driver for brand KPIs. The importance of the environment in which ads appear extends far beyond brand safety alone. Even within brand safe content, content adjacency proves key in driving traditional metrics, such as brand favorability and purchase intent. The study revealed that when pre-roll is placed beside content that is perceived as high quality and highly trustworthy, we see a +15% increase in purchase intent based on trust and a +8% increase in purchase intent based on quality.
  • There’s a halo of premium. Consumers have an overall more positive opinion of premium content compared to UGC. Brands whose ads appear in front of premium benefit from higher research intent and purchase intent.
  • All UGC is not created equally. There are benefits to appearing next to UGC created by verified content creators such as the brand being perceived as more innovative; and more preferred by the consumer. However, there is a big difference between content created by established creators and the average user. UGC created by the average user can actually stifle ad impact compared to high production UGC.
  • The power of choice. In-feed and non-feed environments offer different consumer experiences and therefore, different brand benefits. People felt less forced to watch pre-roll ads that appeared in a feed versus pre-roll in a non-feed environment. Also, in-feed pre-roll ads feel more relevant and have a greater impact on brand favorability (+6% for in-feed and +3% for non-feed) and purchase intent (+7% for in-feed vs. +3% for non-feed) versus the control.

 

Stephanie Prager, Twitter’s Head of Global Business Partners, said, “As digital video ad spend continues to rise, leading to a projected cost of $24.9 Billion by 2025, it is crucial for marketers to understand how to enable deeper connections between people and the things that they love and care about. We hope this study shines a light on the areas of opportunity and the range of video ad experiences marketers can explore to build high impact, performance driving strategies.”

Richard Oliver, Managing Director, MAGNA UK & Ireland said, “As the growth in the volume and diversity of video content continues, it’s increasingly difficult for advertisers to understand which of the many options are the most valuable. This important study reinforces the point that marketers have always known to be true – context matters – and helps advertisers make more informed choices in today’s video landscape.”

Harrison Boys, Director, Standards & Investment Product, MAGNA EMEA added, “Content is powerful when it comes to advertising strategies, and this study highlights that the context in which that content is delivered can be extremely impactful for brands, and not just an issue of brand safety.”

Download the full report

 

About Twitter

Twitter, Inc. (NYSE: TWTR) is what’s happening in the world and what people are talking about right now. On Twitter, live comes to life as conversations unfold, showing you all sides of the story. From breaking news and entertainment to sports, politics and everyday interests, when things happen in the world, they happen first on Twitter. Twitter is available in more than 40 languages around the world. The service can be accessed at twitter.com, on a variety of mobile devices and via SMS. For more information, visit about.twitter.com or follow @twitter. For information on how to download the Twitter and Periscope apps, visit twitter.com/download and periscope.tv.

 

About MAGNA

MAGNA is the centralized IPG Mediabrands resource that provides strategic investment and media intelligence 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 develop go-to-market strategies, designing unique partnerships to drive maximum value for our clients. MAGNA has set the industry standard for more than 60 years by predicting the future of media value. We publish more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

MAGNA infuses the organization with knowledge that empowers better decision-making. We are a team of experts across five key competencies who support IPG cross-functional teams through: Partnership, Enablement, Accountability and Connectivity. Follow us on Twitter @MAGNAGLOBAL.

 

 

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.

 

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Media Contact:

Nicky Higgs

Mediabrands

Senior Comms Manager

Nicky.higgs@mbww.com