29 MAR 2022
Over the past years we have seen significant change in how consumers behave online. Therefore we need to understand how our campaigns can have the largest possible impact in this world. We pulled together some recent interesting pieces of research that we believe will help our client deliver in this area.
The building brands in the digital ages was guided by MediaComs philosophy of seeing the bigger pictures. The topics ranged from high level strategic thinking to in-channel granular optimisation, and covering almost everything in-between.
We began with Geoff De Burca talking though “The Attention Paradox”. This explored the current market interest in attention as a key metric to focus on. Geoff delved into different sorts of attention, in particular the difference between passive and active attention. His conclusion was that clearly not all attention is created equal, but different objectives can best be achieved by taking advantage of both types of attention, with passive attention still being important.
We then were taken through recent research from Thinkbox “ The TV playbook for online businesses” by Zoe Harkness. This called out some key benefits and rules for how online business should use TV. Some particular ones to mention are the clear evidence of TV to drive scale once an online business runs out of efficient online buys, as well as the fact that generally TV drives immediate results which can be seen through the tracking dashboard that so many online businesses focus on.
Staying in the area of AV, Kristian Claxon and Samantha Lister from Finecast went through their new research “A New Age Guide to TV”. This used recent meta analysis of Finecast campaigns using Audience Projects incremental reach analysis to create a playbook of rules on what an optimal TV vs OTT split look likes under different circumstances, with significant benefit being seen when there is a focus on niche audiences or audiences with significant online consumption. They also shared some thoughts on the metrics & objectives we should be looking to focus on when evaluating the efficiency of digital AV.
Moving from a topline view of channel performance to a view of granular in channel optimisation MediaCom’s Giusesspe Negro then went through a recent piece of research MediaCom’s Systems Intelligence had completed in Partnership with Meta. This focused on what elements of Facebook campaigns had been most effective at driving ad awareness. Although some results were intuitive like the effectiveness of video content compared to static, there were some that challenged preconceptions such as the value of longer second lengths, in particular for retail clients.
Finally we were taken through a masterclass in thinking about creative effectiveness by Systems1’s Orlando Wood. Beginning with a quick lesson in art history, Orlando broke down how adverts have become more and more “left brain” over the past years, with focus on facts over emotion, forcing consumers to apply a narrow focus rather than emotionally connecting with the adverts. Using a data base of creative performance combined with the IPA DataBank work of Binet & Field he proved that adverts with a broader emotion appeal tend to drive greater business impacts as well as highlighting the creative direction of recent years as a potential diver of the decline in effectiveness we’ve seen as an industry.