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 FROM MAGNA AND IPG MEDIA LAB REVEALS AD PERSONALIZATION OFFERS A KEY TO FORMING STRONGER PERSONAL CONNECTIONS

October 13, 2020


“Pursuit of Relevance” Finds Higher Levels of Personalization May Be Needed to Drive More Difficult-To-Shift Metrics

 

NEW YORK – October 13, 2020 – As the world has continued to innovate, we have found that ad personalization is one of the more effective tools out there to help brands deliver more relevant ad experiences. In a new robust study by MAGNA and IPG Media Lab, “Pursuit of Relevance: All About Ad Personalization,” the effectiveness of personalized ads on brand KPIs was quantified and revealed brands can forge stronger connections with people through relevance in the form of personalized messaging. Ultimately, the same pre-roll video ad can drive +5% higher purchase intent with the use of more relevant, personalized messaging.

The study found that most forms of ad personalization had value, but generally higher levels of personalization were often needed to shift more difficult-to-move metrics. For example, personalizing ads based on major life events struck an emotional chord with people, leaving them interested in hearing more from the brand (+16%) and more likely to purchase the brand (+12%) compared to the same video ad without a personalized message. Similarly, personalizing ads based on search terms, which are also deemed more sensitive than other forms of data such as age, drove brand preference (+8%).

The scope of the research included responses from over 6,600 participants and spanned three industry verticals (auto, retailer and finance). Testing was conducted among two audience types – each brand’s demographic target and High Value Audiences (HVAs), which are based on people-based IDs for brand-identified targeting personas created by Kinesso. Ultimately, six types of data sources for personalization were tested: demos, past purchases, location, life events, search terms, and persona-based messages (HVAs only).

“This is an important study that reinforces our belief that personalized messaging, when coupled with precision targeting is a key to driving the results that brands demand today of their advertising,” said Brendan Gaul, Global Chief Content Officer, Head of UM Studios. It also uncovers the importance of maintaining best practices and creative excellence in the development of the work. A good ad that is personalized works very hard. A bad ad that is personalized is still a bad ad.”

“Relevance is a critical part of brand marketing strategy because people today are inundated with content on a daily basis and it can be overwhelming,” said Kara Manatt, SVP, Group Director, Intelligence Solutions at MAGNA Global. “Personalized messaging can not only help create more relevant ads, but also help amplify brand stories, forging stronger more solid personal connections.”

 

Additional key findings the study found on the effectiveness of personalized messaging include:

  • Personalization doesn’t guarantee branding. Performance of personalized ads is amplified when branding is incorporated into the messaging. With branding in the message, personalized ads are +8% more memorable than standards ads. Creative best practices still apply, so the process of planning for personalization shouldn’t distract from the need to have strong branding.
  • Higher levels of personalization may be needed for more difficult-to-shift metrics. Personalizing ads based on life events and search terms were more likely to shift metrics such as brand preference and purchase intent. People were particularly open to the information in ads that were personalized based on their search terms and drove preference for the advertised brand over competitors (+8%). Ads personalized based on life events struck an emotional chord and drove intent to purchase (+12%).
  • Couple personalization with precision targeting. Using people-based IDs for targeting HVAs is effective, but these audiences are often critical of mass market messaging. In response to personalized ads, however, HVAs are much more open (+5%, “something I’m open to right now”). Brands should also consider crafting persona-based messaging for even greater impact (+20% on brand preference vs. +8% with standard personalization).

 

Download the full report

 

This study comes on the heels of another study MAGNA and IPG Media Lab conducted with Verizon Media, “Know Everything About Me: The Consumer Take on Data + Ad Personalization,” which delved into the intricacies of ad personalization and data privacy.

 

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

 

 

 

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.

 

# # #

 

Media Contact:

Zinnia Gill

IPG Mediabrands

Director, Global Corporate Communications

(646) 965-4271

zinnia.gill@mbww.com

 

 

 

Los consumidores prefieren a las marcas que son culturalmente relevantes: Twitter, Magna e IPG Media Lab

September 9, 2020


Descarga el estudio / Download the report

Que las marcas se involucren con la cultura, es casi tan importante como lograr una percepción positiva. 

México, 9 de Septiembre, 2020 – “El Impacto Cultural: lo que significa para las marcas en la actualidad”, el nuevo estudio publicado por Twitter, MAGNA e IPG Media Lab, analiza la visión de los consumidores sobre la participación de las marcas en la cultura.

Inspirado en el aumento de marcas que buscan conectar con lo que está pasando en el mundo real, así como tener influencia en las conversaciones de sus audiencias, el estudio plantea dos preguntas importantes: ¿Para las marcas, qué significa ser culturalmente relevante? ¿Qué piensan los consumidores sobre las marcas que se involucran en temáticas culturalmente relevantes?.

Los aspectos más relevantes del estudio son:

  • Para el 92% de las personas en Twitter, la definición de cultura va más allá de conceptos tradicionales. Para ellas, los eventos, tendencias sociales y la cultura popular son temas de gran importancia en los que las marcas pueden participar.
  • Ser culturalmente relevante es casi tan importante como tener una percepción positiva de marca. Para las personas, la participación cultural de una marca representa el 25% de la decisión de compra.
  • Las marcas con mayor relevancia cultural tuvieron mayor preferencia entre los usuarios de Twitter y la población en general.
  • 3 de cada 5 consumidores piensan que es importante que las marcas se involucren en temas y movimientos sociales, mientras que 4 de cada 5 consideran importante que las marcas participen en eventos y tendencias culturales.
  • Los consumidores más entusiasmados con la participación de las marcas en la cultura son jóvenes, de entre 18 y 35 años, y los más apasionados e informados son los usuarios de Twitter.
  • “Retribuir” es un elemento clave para que las marcas se vuelvan más relevantes culturalmente. Los usuarios de Twitter fueron más receptivos con las marcas que se enfocaron en tres pilares:
    • Filantropía: el 67% de los usuarios fue más receptivo con las marcas que apoyaron causas sociales, 50% con las que apoyaron a la comunidad y 40% con las que realizaron donaciones caritativas.
    • Conocimiento de los clientes: el 60% de los usuarios prefirió marcas que fueron transparentes, 58% a las que promovieron la inclusión y 52% a los que priorizaron sus necesidades como clientes.
    • Actualidad: el 58% de los usuarios mostró afinidad con marcas que patrocinaron eventos culturales y 52% lo hizo con marcas que estuvieron al día con las tendencias.

 

“Las marcas más relevantes para los consumidores mexicanos son aquellas que logran alinearse con los factores culturales de las personas, promueven tendencias positivas y apoyan movimientos sociales”, afirmó Karla Natareno, Head of Magna para Latinoamérica. “Estos hallazgos nos permiten trabajar estratégicamente con nuestros partners y clientes para crear conexiones reales con sus audiencias”.

 

Por su parte, Juan Francisco Diez, CEO de Mediabrands México comentó: “En un mundo lleno de una gran oferta de productos y servicios, los consumidores preferirán siempre a las marcas que son culturalmente relevantes. Nuestra misión en Mediabrands es ayudar a las marcas  a encontrar estos puntos de convergencia cultural que les permita conectar de mejor forma con sus consumidores, generando resultados tangibles para sus negocios”. 

 

Para este estudio, se preguntó a los consumidores sobre sus opiniones en torno a la participación de las marcas en la cultura. También se realizó una encuesta para identificar los factores más importantes que los consumidores consideran al momento de tomar una decisión de compra. Los participantes fueron seleccionados al azar para calificar las percepciones hacia las marcas de 5 industrias, incluyendo su relevancia cultural.

 

Acerca de Twitter

Twitter es lo que está pasando en el mundo y de lo que la gente está hablando ahora mismo. Desde noticias de última hora y entretenimiento hasta deportes, política e intereses cotidianos, mostrándote cada lado de la historia. Únete a la conversación abierta. Ve los eventos de transmisión en vivo. Está disponible en más de 40 idiomas en todo el mundo, se puede acceder al servicio a través de twitter.com, Twitter Lite (mobile.twitter.com), dispositivos móviles y SMS. Para obtener más información, visita about.twitter.com, sigue @TwitterLatAm y @TwitterMexico y descarga las aplicaciones de Twitter y Periscope en twitter.com/download y periscope.tv.

 

Acerca de MAGNA

MAGNA es el recurso centralizado de IPG Mediabrands que desarrolla estrategias de inteligencia, inversión e innovación para equipos de agencias y clientes. Utilizamos nuestros conocimientos, previsiones y relaciones estratégicas para ofrecer a los clientes una ventaja competitiva en el mercado.

 

MAGNA aprovecha el poder agregado de todas las inversiones en medios de IPG para crear influencia en el mercado, negociar precios preferidos y asegurar un inventario premium con el fin de generar el máximo valor para nuestros clientes. Los equipos de inversión e innovación de MAGNA diseñan estrategias de inversión de comercialización en todos los canales, incluida la televisión lineal, impresa, digital y programática en nombre de los clientes de IPG. El equipo se centra en el uso de oportunidades emergentes de medios, así como en soluciones basadas en datos y tecnología para impulsar el rendimiento óptimo del cliente y los resultados comerciales.

 

MAGNA Intelligence ha establecido el estándar de la industria durante más de 60 años al predecir el futuro del valor de los medios. El equipo de MAGNA Intelligence produce más de 40 informes anuales sobre las tendencias de la audiencia, el gasto en medios y la demanda del mercado, así como la eficacia de los anuncios.

 

Acerca de IPG Media Lab

Como parte de la red Interpublic, IPG Media Lab identifica e investiga innovaciones y tendencias que cambiarán el panorama de los medios y cómo las marcas interactúan con sus audiencias. Desde 2006, el laboratorio ha trabajado con nuestros clientes y socios de la industria que pueden ayudarlos a adaptarse mejor al cambio disruptivo. Su experiencia, recursos y servicios de consultoría también ayudan a informar los aprendizajes, estrategias y resultados comerciales de todas las agencias de Interpublic. Para obtener más información, visita https://www.ipglab.com/ o sigue a @ipglab.                                        

ENGLISH VERSION:

Consumers prefer brands that are culturally relevant: Twitter, Magna and IPG Media Lab

For brands, being involved in culture is almost as important as achieving positive brand perception.

México, September 9, 2020 – “The Impact of Culture: what it means for brands today”, the new study published by Twitter, MAGNA and IPG Media Lab, analyses the vision of consumers about brand involvement in culture.
Inspired by the rise of brands looking to connect with what’s happening in the real world and that have influence in their audiences’ conversations, the study poses two important questions: for brands, what does it mean to be culturally relevant? And what do consumers think about brands that get involved in culturally relevant topics?
The most relevant aspects of the study are:
● For 92% of people on Twitter, their definition of culture goes beyond traditional concepts. For them events, social trends, and popular culture are deeply important topics that brands can be involved in.
● Being culturally relevant is almost as important as having positive brand perception. A brand’s cultural participation represents 25% of the purchase decision for people.
● When brands were bucketed by cultural relevance, those with high cultural relevance were more likely to be preferred by both Twitter users and the general population.
● 3 out of 5 consumers think that it is important that brands get involved in topics and social movements, while 4 out of 5 consider it important that brands participate in trends and cultural events.
● The consumers most excited by brands participating in culture are young, between 18 and 35 years old, and those that use Twitter are the most passionate and informed.
● “Giving back” is a key element for brands that become more culturally relevant. Twitter users were the most receptive to brands that focused on three areas:
○ Philanthropy: 67% of users were more receptive to brands that support social causes, 50% to those that support the community and 40% to those that donate to charities.
○ Knowledge of your Customer: 60% of users preferred brands that were transparent, 58% those that promoted inclusivity and 52% those that prioritized their needs as customers.
○ Staying up-to-date: 58% of users showed affinity towards brands that sponsored cultural events and 52% towards brands that were up-to-date with trends.

“The most relevant brands for Mexican consumers are those that are able to align themselves with people’s cultural factors, promote positive trends and support social movements,” said Karla Natareno, Head of Magna for Latin América. “These discoveries allow us to work strategically with our clients and partners to create real connections with their audiences.”

Juan Francisco Diez, CEO of Mediabrands México commented: “In a world filled with a wide offer of products and services, consumers will always prefer brands that are culturally relevant. Our mission in Mediabrands, is to help brands find these points of cultural convergence that allow them to better connect with consumers, generating tangible results for their businesses.”

For this study, consumers were asked to give their opinions regarding the participation of brands in their culture. A survey was also carried out to identify the most important factors that consumers consider when they are making a purchase decision. The participants were selected randomly and asked to rate their perceptions of brands in 5 industries, including their cultural relevance.

About Twitter
Twitter is what is happening in the world and what people are talking about right now. From breaking news and entertainment to sports, politics and daily interests, showing every side of the story. Join the open conversation. Watch events being transmitted live. Available in over 40 languages around the world, service can be accessed via twitter.com, Twitter Lite (mobile.twitter.com), mobile devices and SMS. For more information, visit about.twitter.com, follow @TwitterLatAm and @TwitterMexico and download the Twitter and Periscope applications at twitter.com/download and periscope.tv.

About MAGNA
MAGNA is a centralized resource of IPG Mediabrands which develops intelligence, investment and innovation strategies for teams of agencies and customers. We use our knowledge, foresight and strategic relationships to offer our clients a competitive edge in the market.

MAGNA takes advantage of the power given to every investment in IPG media in order to create influence in the market, negotiate better prices and ensure a premium inventory with the goal of generating maximum value for our clients. The investment and innovation teams at MAGNA design investment and commercialization strategies in all channels, including television, print, digital and programmatic in the name of IPG clients. The team focuses on the use of emerging media opportunities, as well as solutions based on data and technology to drive optimal client performance and commercial results.

MAGNA Intelligence has set the industry standard for more than 60 years by predicting the future value of media.The MAGNA Intelligence team produces more than 40 annual reports regarding audience trends, spending in media and market demand, as well as efficacy of advertisements.

About IPG Media Lab
As part of the Interpublic network, IPG Media Lab identifies and researches innovations and trends that will change the panorama of media and how brands will interact with their audiences. Since 2006, the laboratory has worked with our clients and industry partners to help them to better adapt to disruptive change. Their experience, resources and consulting services also help inform training, strategies and commercial results for all the agencies of Interpublic. For more information, visit https://www.ipglab.com/ or follow @ipglab.

 

THE ANATOMY OF A VIDEO EXPERIENCE: A MULTICULTURAL STUDY

August 24, 2020


“The Anatomy of a Video Experience: A Multicultural Study” Provides Insights for Advertisers on How Best to Deliver Brand Messages to Receptive Audiences

Music video platform Vevo has partnered with MAGNA and IPG Media Lab, to reveal significant findings around the nuances of multicultural audiences’ video viewing behavior.

“The Anatomy of a Video Experience: A Multicultural Study” explores how audiences consume content across multiple devices and their motivations around viewing habits. Understanding these subtleties is key for advertisers and brands looking to reach receptive audiences and better inform their planning efforts.

The study found that all of the U.S. audiences observed (Black/African American, Asian, Hispanic/Latino and White), shared a love of co-viewing (watching video with someone other than yourself) on Over-The-Top (OTT) devices compared to desktop, mobile, laptop and linear TV.

Longer viewing periods result from content that people find culturally relevant, specifically sports and music. On average, 37% of highly culturally relevant content viewing sessions last for one hour or more. When it comes to ad receptivity in particular, viewing music content on OTT devices is key, with over 60% of each group responding that they would be receptive to ads.

“Partnering with MAGNA and IPG Media Lab once again for this study is really valuable for our business” says Bryon Schafer, SVP of Research, Vevo, “With recent findings showing that 79% of Vevo’s CTV content is being co-viewed, it’s important for us to understand the nuances of audience behaviors in order to pass on these insights with our clients and partners. No screen is seeing a greater surge in Vevo viewership than the television, which has seen an increase of over 20% since March of this year with 61M viewers exclusively engaging on connected TV screens. Modeling user behavior against our content and go-to-market strategies keep us in tune with our global audiences. We’ve really enjoyed finding out exactly what makes viewers tune in – and stay tuned in to the content they watch.”

While co-viewing on OTT devices spans across all surveyed groups, each demographic has vast differences around why, when and how they watch content on various devices. Some of these findings include:

Asian audiences:
Older audiences are more likely to seek out informative videos for task-based viewing sessions across all devices.
Younger Asian audiences are more likely to watch binge-friendly genres, like music, resulting in longer viewing periods of over an hour across all devices.

Black/African American audiences:
As a whole, Black/African American audiences watch binge-worthy content for longer periods of time. However, unlike younger Asian audiences, younger Black/African American viewers tend to watch content in shorter spurts of less than 30 minutes, likely driven by higher levels of mobile usage.
Black/African American viewers are the most likely audience to seek out music and sports content.
OTT is the leading device to resonate with Black/African American viewers at their most engaged with 63% of audiences being receptive to ads on this device.

Hispanic/Latino audiences:
English-dominant and bilingual Hispanic/Latino viewers tend to have longer watch time, while Spanish-dominant audiences watch for mid-length sessions of 30-59 minutes.
33% of total Hispanic/Latino viewing sessions last longer than one hour.
60% of Hispanic/Latino viewers watching music on OTT are receptive to ads.

“Culture is a pervasive and essential part of every consumption and is being driven by people of color,” says Oscar Allain, VP of Cross-Cultural Strategy & Research at UM. “These consumers are critical to the growth of businesses across all sectors. Not only are they influential in driving their own cultures, but they are also shaping mainstream culture.”

“Our Cultural Dimensions study reinforced the idea that social media platforms have helped propagate and influence the conversation on culture.  So the merging of our datasets with IPG Media Lab’s and MAGNA’s helps to bring new multicultural insights into how we think about creating smarter strategies for data analysis, planning, creative and more,” says Deidre Smalls-Landau, U.S. Chief Marketing Officer and Global Head of Culture for UM.

Read the article on Record of the Day.
Download the full report.

Mixing It Up

July 9, 2020


NEW STUDY BY TWITTER, MAGNA & IPG MEDIA LAB FINDS DIVERSIFYING ACROSS AD FORMATS MAKES MEDIA DOLLARS GO FURTHER

Study Reveals Delivering a Mix in Ad Formats Creates Better Storytelling, Drives Intent to Take Action & Leads to Higher ROI

NEW YORK – July 9, 2020 – Now more than ever advertising budgets are fixed, leaving the bulk of advertisers questioning whether to spend more on a single ad format or spread budget across multiple formats. In a new study by Twitter, MAGNA and IPG Media Lab, “Mixing It Up: Diversifying Ad Formats to Achieve More,” results demonstrate that diversifying ad formats in digital advertising can help marketers better convey their story and create bigger impact on awareness, brand favorability, as well as research and purchase intent. In addition, being thoughtful about the order in which ad formats are delivered can further boost performance.

 

The main objective of the study was to find out if ad format synergy is real, and if so, explore how advertisers should leverage it to make budgets go further. Research was conducted in two parts: via eye-tracking to test eyes on screen and ad effectiveness to test impact on branding metrics across different ad formats and ad mixes. The ad effectiveness portion included around 4,000 Twitter users for participation on mobile devices across three ad types including Pre-roll (which is known as Amplify at Twitter), traditional Promoted Video, and First View. The test was conducted across six industry verticals and 136 different ad scenarios.

 

Additional key findings of the study include:

 

  • A Mix for Better Storytelling: Seeing an ad in a variety of visually different contexts makes the ad stand out more and ultimately tell a more compelling story (holding frequency constant). Using multiple formats leads to 6X the impact on research intent and 2X the impact on purchase intent. In addition, the study found that maximizing the variation in look and feel across ad exposures by breaking up more similar formats leads to lifts in positive brand perceptions like favorability, as well as purchase intent.

 

  • First Impressions Count: Casting the widest “attention net” with the first exposure maximizes overall campaign impact. Advertisers should aim for the first exposure to be the most attention grabbing, which in this case was the First View ad format that appears at the top of consumers’ content feed. The tactic of using First View as the first exposure is 27% more cost efficient at impacting purchase intent than using another format first.

 

  • Leverage Unique Strengths: While a mix of ad formats works harder in part because a mix simply offers variation for the consumer, the unique role of each ad format also plays a part. First View generates mass attention, while Pre-roll and Promoted Video work together to drive new consumers and past purchasers through the purchase journey.

 

  • Pre-roll drives awareness to a broad group of consumers (+8% new product awareness) and leads consumers to learn more (+8% research intent).
  • Promoted Video resonates especially strongly among consumers with a previous relationship with the brand (past purchasers of the brand are +14% more likely to complete Promoted Video), boosts awareness of cultural connections (+18% cultural associations) and fosters positive brand perceptions (+9% Brand is Good Quality).

 

Stephanie Prager, Twitter’s Head of Global Business Partners, said, “When you’re building a campaign, you’re trying to tell the best, most impactful and most accessible story possible. Our research validates that at its best, storytelling isn’t just about the message; it’s also about the method. We hope this encourages advertisers to continue exploring and experimenting with the different surfaces and formats for their messages that live within digital platforms like Twitter.”

 

“For a long time, many brands thought it made sense to put a majority of their budget into an ad format that worked for them, but our study’s findings are a major differentiator because it indicates that a mix works better at driving awareness, purchase intent and brand favorability,” said Kara Manatt, SVP, Intelligence Solutions at MAGNA. “Creating this sort of variation in ad experiences doesn’t necessarily require creating a whole host of new assets. In our study, the same exact ad led to better results when presented differently.”

 

The full study can be found  here.

 

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

IPG Mediabrands

Director, Global Corporate Communications

(646) 965-4271

zinnia.gill@mbww.com