Award winning end to 2018 for Data Stories

 

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I’m delighted to announce that three client projects have been recognised with industry honours this year. Each one has been a pleasure to work on. If you’d like to learn more about how Data Stories can help harness award winning research for your business then don’t hesitate to get in touch.

The time spent with social video ads matters more than ever: three to four seconds is optimum for driving purchase intent

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This article was first published on ondeviceresearch.com. On Device Research are a mobile surveying and digital ad effectiveness research company with whom I work in my capacity as an independent data consultant. To find out more about On Device please get in touch.

On Device Research has today released findings from its social media effectiveness measurement solution that reveal the optimal video ad exposure time on social platforms is three to four seconds: a time frame in which both Brand Consideration and Purchase Intent are maximised, increasing by +4% and +6% respectively.

“Obviously we stopped wasting money on 30-second ads, and we’re designing ads to work in two seconds.”
Marc Pritchard, Chief Brand Officer, P&G

It was little over a year ago that Marc Pritchard, Chief Brand Officer of the world’s biggest advertiser, made a rallying cry at DMEXCO for the digital ad industry to create the next generation of video ads. Citing the fact that only 20% of video ads are viewed for longer than two seconds, the need to drive brand impact in an ever shorter time frame in a medium where consumer attention is scarce, is more important than ever.

One year on, and having tested several video ads running in social platforms across 3,000 survey responses, On Device Research has seen a trend develop that highlights that while video ads in social environments can indeed have impact after just one to two seconds of viewing time, optimum brand impact is seen at just three to four seconds. At the three to four second mark, a +4% increase in brand consideration and a +6% increases in purchase intent has been recorded on average.

While previous industry research (such as this 2016 study) points to shorter video ads having an impact on smartphone, perceptions around the definition of “short” will increasingly fall in line with Marc Pritchard’s two-second claim if the trend seen in On Device’s data continues.

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It’s clear from the ads tested, that creative design is catching up with the reality around the attention consumers have for online video ads. With On Device Research’s Guide to Retail Marketing Effectiveness revealing that four fifths of consumers always or very often skip through video ads in social platforms, the importance of having immediate impact is again highlighted. Early and prominent branding and product shots are both commonalities of successful social video ads.

The debate around the role of social platforms such as Facebook and Instagram in the marketing mix, continues to rage on, as highlighted by the recent high profile disagreements between Mark Ritson and Gary Vaynerchuk. Either way, what is clear is that social video can drive brand impact throughout the branding funnel and that the time we spend with ads matters more than ever in terms of maximising impact.

The proven unconscious impact of digital advertising

On Device Research has released a report that highlights the unconscious impact of digital advertising. The findings reveal that consumers who have been exposed to digital ads but who don’t actively recall having seen them, still record uplifts across a range of brand metrics: from an average increase of +10.2% in Unaided Brand Awareness to +1.6% in Purchase Intent. In other words, digital advertising works, even though you may not know or remember having seen it.

The unconscious effect that advertising has on consumer attitudes and behaviours is a well-established assumption of marketing effectiveness. Daniel Kahneman’s often quoted book Thinking Fast and Slow highlights the role that the brain’s System 1 performs in driving fast automatic decisions at the unconscious level (unlike System 2, which focuses on conscious and rational decision making). Where advertising is concerned, it is System 1 processing that creates emotional brand associations and drives long term brand preferences.

An analysis of ten digital ad impact studies across seven advertiser categories and 3,000 consumer responses has enabled us to shed light on this issue. By tagging campaign creative and visualising digital exposure on our consumer panel we can compare brand metric scores among those who we know have seen an ad but don’t recall doing so, and those who we know have seen an ad and do recall doing so.

Our key findings are as follows:

1. Our memories are not perfect: Most people don’t recall the ads they have been exposed to. In fact 76% of people who we know have been exposed to test ads, claim that they haven’t seen them in the last 30 days. Brand impact therefore happens for most people passively, highlighting how important it is to measure alongside ad recall.

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2. Digital ads have impact passively: Those who don’t actively recall seeing test ads still drive brand metric uplifts throughout the purchase funnel vs those who we know definitely haven’t seen test ads. On average we see uplifts of +10.2% increase in Unaided Brand Awareness; +5.9% in Top of Mind Awareness; +2.3% in Brand Consideration; and +1.6% in Purchase Intent.

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3. Significant brand multiplier for actively recalled ads: Despite the fact that brand impact happens for most people at the passive level, when ads do cut through and are actively recalled they can drive a significantly higher impact. Amongst the 24% of our sample who actively recalled seeing the tests ads that they were exposed to, they drove shifts in awareness metrics three times higher than the passive exposure group; along with six times greater shifts in Brand Consideration and seventeen times greater shifts in Purchase Intent. Indicative analysis reveals that those who actively recall ads are far more likely to be existing brand customers, so while ad cut through matters, it is likely to be your existing customers who will be most primed to recall your ads.

4. Passive ad measurement matters: Much of ad measurement still relies on the imperfect human memory to record ad exposure. Many brand tracking studies and ad impact measurement solutions determine who has and who hasn’t seen advertising through simple ad recall questions which ignore the effect that advertising has on those who do not actively recall having seen an ad. To ignore the impact on those who do not actively recall ads results in an under-estimation of total campaign brand impact. Passive measurement should not just be confined to the digital space either. ACR (audio content recognition) technology can be used to measure TV and radio exposure, while geo-location data enables us to track exposure to out-of-home media.

 

Listen to the UK Guide to Retail Marketing Effectiveness

Listen to a reply of the On Device Research Guide to Retail Marketing Effectiveness report. In it I discuss:

  • The extent to which mobile now commands consumer attention vs linear TV.
  • The role that mobile plays in the retail path to purchase.
  • The impact of direct to consumer models on consumer shopping habits.
  • The role of emotion in driving brand impact.
  • Benchmark data on the impact of digital on retail brand building and store footfall.

On Device Research are a mobile surveying and digital ad effectiveness research company with whom I work in my capacity as an independent data consultant. To find out more about On Device please get in touch.

Royal Mail Market Reach launches JICMAIL powered insight engine

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JICMAIL is the youngest media planning currency in the industry, gaining new subscribers by the week. This free tool from Market Reach is an extremely useful way of accessing JICMAIL data and unpicking how consumers are interacting with DM and door drops with an accuracy never before seen. Give it a whirl at www.marketreach.co.uk/insight-engine

Alongside my independent consultancy work, I act as Director of Data Leadership and Learning within JICMAIL. For information go to www.jicmail.org.uk