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 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.

 

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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

 

 

 

 

Valuing the Value Exchange

September 10, 2020


ROKU, MAGNA AND IPG MEDIA LAB STUDY REVEALS ADVERTISERS BENEFIT 4X FROM BRAND EXPERIENCES THAT HELP CONSUMERS FIND FREE CONTENT

NEW YORK – September 10, 2020 – A new study released today by MAGNA, Roku, Inc. (NASDAQ: ROKU) and IPG Media Lab, “Valuing the Value Exchange,” demonstrates how marketers can use brand experiences that aide TV streaming content discovery while sponsorships for live events and sports are limited. The study reveals video ads and brand experiences together generate 4X greater purchase intent than video advertising alone.

The study investigated how consumers feel about brand experiences on TV streaming that support content discovery, and how advertisers can assess and measure impact. Brand experiences are ads that offer free experiences to streamers, such as promo codes to free movies, ungated TV shows/movies, and more.

“The most important benefit of brand experiences is being able to give something back to individuals by offering them real utility and the study found this to be mutually beneficial for both consumers and brands,” said Kara Manatt, SVP, Group Director, Intelligence Solutions, MAGNA. “In the end, relevance is king. We found that it was more critical for a brand to deliver a content offer that consumers deemed relevant than to deliver a deeper discount offer that the consumer found irrelevant. We also found that diversifying ad types and serving both video and brand experience ads contributed to significant branding impact.”

Of note, the study found brand experiences felt less intrusive than most video ads, provided greater differentiation from traditional advertising, and seemed more fun. Key findings include:

  • Offer Relevance Is More Important Than Offer Value: 60% of those surveyed in May 2020 were more likely to take advantage of a brand experience when the offer was relevant, and more relevant offers also served as a catalyst for driving more positive brand opinions.
  • Brand Experiences Build Brand Equity: 61% of streamers who reported interacting with a brand experience were more likely to notice the ad; 48% were more appreciative of brands who served the brand experiences; 33% were more likely to consider buying the advertised product.
  • Video Ads and Brand Experiences Are Better Together: The results of the study indicate video ads communicate brand attributes leading to improved opinions, while brand experiences offer utility and free content, and ultimately, trigger purchases. The impact was amplified by an additional 4X when both ad types worked together.
  • Branded Experience Frequency Delivers Purchase Intent and Positive Perceptions Quickly: Streamers with more frequency on branded experiences reported higher purchase intent (75%) and brand favorability (87%).

“Based on previous studies, we know that consumers tend to respond more favorably to personalized ads that cater to their interests. Offering up curated brand experiences alongside content discovery is a huge opportunity for brands looking to reach new audiences and convert them to longtime customers. I strongly feel we’ll see major growth of brands incorporating relevant brand experiences in their media campaigns, particularly in the streaming space as it offers a unique and customizable advertising experience” said Chad Stoller, EVP, Managing Partner, IPG Media Lab, and Global Chief Innovation Officer, UM.

“The growth in TV streaming has become a CMO-level priority,” said Dan Robbins, VP of Ad Marketing & Partners Solutions, Roku. “Marketers can go beyond the video ad to engage with streamers and use branded experiences to drive more brand affinity, purchase consideration and intent. Media plans that miss this opportunity only give brands one piece of the puzzle.”

Methodology

The study was conducted by IPG Media Labs and commissioned by Roku in two survey phases reaching over 2,300+ respondents total. The first conducted in Q4 2019 to measure the impact of brand experiences in the wild from brands like Energizer and a major CPG brand, and the second in May 2020 to dive deep into consumer perceptions of brand experiences and their impact on brand opinion.

Download the full Report

 

About Roku, Inc.

Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. RokuTV™ models and Roku streaming players are available in select countries around the world through direct retail sales and licensing arrangements with TV brands and service operators. Roku audio products are available in the U.S. through direct retail sales. Roku is headquartered in San Jose, Calif. U.S.A.

Roku is a registered trademark of Roku, Inc. in the U.S. and in other countries. Trade names, trademarks and service marks of other companies appearing in this press release are the property of their respective holders.

 

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:

Zinnia Gill

IPG Mediabrands

Director, Global Corporate Communications

(646) 965-4271

zinnia.gill@mbww.com