GM, Pepsi, BofA, Ampersand, Needham and More: Top Takeaways from ARF 2020

These are my personal takeaway favorites amp8211 I wasnamp8217t able to watch everything going on concurrently although I timeshifted several please forgive me if I donamp8217t mention your paper I probably didnamp8217t see it yet although I plan to do more timeshifting Abby Mehta senior vice president marketing analytics and insights executive Bank of America reported a brilliant study clearly proving the importance of branding effects in predicting economic effects Its brilliance lay in the matching of survey data with CRM economic data Iamp8217m reminded of landmark studies done a long time ago that used multiple reinterviews to get at the same thing with less hardedged results Achenbaum ampamp Haley Grey Advertising circa 1962 Frank Gromer FCB about the same time Those studies even without the hard economic data managed to get the industry to move off of ad recall as the one measure people would consider into a battery of attitudinal questions plus recall that became the new standardI see Abbyamp8217s study as having equally profound impact today in making full funnel measurement the way to go as Binet ampamp Field has been saying Abby also reported that no institution today is considered both trustworthy and competent meaning that much work has to be done by all organizations to restore the trust and confidence of the publicSaejin Park director global digital transformation General Motors Aaron Wolf data scientist General Motors and Sasha Wolfe head of media Taco Bell presented a fascinating big data measurement of todayamp8217s radio audience in cars and its sales effects GM has the largest fleet of connected cars in the world The significance for the radio medium is obviously huge radioamp8217s big data has been leveraged before by individual internet radio players and Iamp8217ve personally seen some high ROI results for that medium But this now opens the door for measurement at scale of the big broadcast radio medium itselfNadine Karp McHugh president SEEHER ANA and Jennifer Pelino senior vice president Omni Channel Media Media Center of Excellence IRI reported that when women and girls are portrayed as complete human beings in advertising the sales lifts are 5X higher Other findings show that nearly half of the female population of the US cannot relate to the way their gender is portrayed in advertisingLaura Martin CFA ampamp CMT entertainment and internet analyst Needham ampamp Company LLC provided her signature tour de force Bam Bam Bam as Dave Poltrack used to say Some highlightsamp82262020 Upfront down 5B7Bamp8226Snap and Facebook mostly selling revshare direct response ad deals during COVIDamp8226SVOD didnamp8217t exist 10 years ago and has already grown larger in annual revenues than theatrical cinema predicted to grow 85 by 2024 AVOD predicted to grow 111 by 2024amp8226ComScore US reach in first half 2020 YOY 3 for SVOD 7 for AVODamp8226Wall Street favors players who have both SVOD and AVOD rather than those with a single revenue streamamp8226Economic risks of bad decisions will be increased there will be more competition and survival will become harder suggesting more use of Random Control Trials amp8211 that39s my comment not Lauraamp8217samp8226It will be harder to get reachamp8226Viewers will find it harder to discover programsamp8226Viewers will try more streaming services but with higher churnKevin Moeller head of media analytics and insight NA Beverages PepsiCo and Pawanesh Malla associate manager NA Media Advanced Analytics ampamp ROI Engine PepsiCo reported that Brand Love increases sales lift by 48Lindsey Woodland vice president analytics 605 presented a tunein case study that showed tunein advertising has very high impact on ratings if both the networkamp8217s own airtime and also paid external airtime are used carefully together to cause exposure from both types I can attest this synergy effect was not a fluke as Iamp8217ve seen it happen consistently And that unlike almost all other verticals there were no diminishing returns for additional frequency up into the 20s of exposuresNicolle Pangis CEO Ampersand indicated that streaming during COVID has increased 29 while CTV has increased 17 suggesting a disproportionate increase of viewing on nonTV devices Ampersand is working to make TV buying more automated and is already combining TV national and local addressable and nonaddressable linear streaming CTV and VOD up 30 during COVID for many clients including Ford which she named as an example Ampersand has 41 million addressable TV homes of which 28 million are linear addressable the rest VODonly addressable She twice referred to the increased value of working with competitors to enlarge campaign scale for clientsIn a presentation of the Fox BHC study I reported that the premium adsupported streaming networks are achieving 5X to 9x the ROAS of the average of all television and digital advertising Also that there are large synergy effects between linear and premium OTT and that the largest Auto CPG and QSR advertisers have invested so much in nonpremium digital video that it is saturated and not generally returning incremental gains In a presentation with Semasio CEO Kasper Skou and Reset Digital CEO Charles Cantu we presented a neuroprogrammatic case study where the KPI was quintupled by using not only industrystandard product motivations but also RMT DriverTag TM based motivations now available for digital targeting of 276 million AmericansA number of sessions showed that context matters For examplePhillip Lomax senior vice president Business Development Amy Rask PhD chief operating officer and Daniel Bulgrin lab director all of MediaScience found that COVIDrelated ads work better in the news than in sitcoms commenting that amp8220news is a better fit for informational advertisingamp8221Robin Garfield executive vice president research and scheduling CNN presented findings of studies that proved the same point and was able to explain why viewers look positively at their experiences with TV news challenging them to use their minds to make them betterinformed citizens plus a range of similar reasonsKimberly Rose Clark PhD senior lecturer Dept of Psychological ampamp Brain Science Dartmouth College translated Daniel Kahnemanamp8217s classic work on behavioral economics into a laboratory study that showed the value of news programming especially for amp8220gainframedamp8221 ads and cautioned against using amp8220lossframedamp8221 ads in the newsI presented a metaanalysis of 70plus studies conclusively supporting the same kinds of alignment effects that had been reported by MediaScience and Dartmouth when the psychological texture of an ad and program match the ad works better RMTamp8217s 265variable context approach shows twice the positive effects of simpler alignment approaches over 30 ROI improvement vs 15 ad recall improvementAll I can say to the ARF is the title of that old James Bond theme song amp8220Nobody Does It Betteramp8221Photo Chris MontgomeryUnsplashClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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GM, Pepsi, BofA, Ampersand, Needham and More: Top Takeaways from ARF 2020

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