IAS and Neuro-Insight Prove “Literal” Plus “Sentiment” Contextual Targeting Lifts Brand Memory Encoding +49%

Two articles in the ARFamp160Journal of Advertising Researchamp160metaanalyze more than 70 studies that prove that sentiment contextual targeting reliably lift ad recall 15The term amp8220literal contextual targetingamp8221 is used by Operativeamp8217s CCO Ben Tatta to mean the kinds of connections that can be made between ads and media contexts based on literal facts such as Christmas automobiles and other literal objects that can be picked up in ads and in media contexts by computer vision Ben contrasts this with amp8220psychographic contextual targetingamp8221 which is what RMT DriverTags does using 265 psychological content codes that were distilled by machine learning from over ten thousand words and phrases based on adoption rates of television series as measured by set top box data after receiving a requested program recommendationBen was CEO of 605 at the time one of the worldamp8217s largest CPG advertisers tested the efficacy of DriverTag contextual targeting using set top box data to identify the homes in which ads ran in what programs and reinterviews of 23000 of those set top box homes to measure fullfunnel effects from first brand mention increased 62 through purchase intent increased 37 and everything in between Some of the midfunnel measures changes in key brand perceptions went over 100NCS did a similar study measuring actual sales effects and found average sales lift increases of 36 where DriverTag match between ad and program was above average The ARF Cognition Council did a sixyear analysis of the ability of the RMT taxonomy to explain IRI sales trends and found that RMT predicted 48 of sales changes Neustar did a random control trial showing that when the ad and the person receiving the ad aligned in terms of RMT indicators incremental sales increased 95 and from new to brand customers 115As the inventor of DriverTags which came out of the 1990s work which won Next Century Media an Emmyamp174 Award for the amp8220pioneering developmentamp8221 of set top box data Iamp8217ve always been interested in finding out how the DriverTags actually work in the brain to cause these types of improvements in advertising effectivenessIamp8217ve also been a fan of Dr Richard Silberstein the inventor of the patented Steady State Tomography SST method NeuroInsight uses since Burt Manning introduced me to Richard around the turn of the CenturyIn this new IAS study conducted by NeuroInsight an ARF awardwinning leader in brain measurements of advertising the types of contextual targeting offered by IAS literal and sentiment were tested I was thrilled to read the results The full report is available from NeuroInsight I will excerpt the results that struck me as the most powerful but I highly recommend reading the whole reportLetamp8217s start with nomenclature In the IAS NeuroInsight study youamp8217ll see that what I call amp8220sentimentamp8221 is called amp8220toneamp8221 in this study Examples given in the reportFunny ad in a funny showEmotional ad in an emotional showDramatic ad in a dramatic showMany people use the term amp8220emotionamp8221 to describe amp8220sentimentamp8221 and amp8220toneamp8221 The 265 RMT DriverTags include 75 nuanced emotions and moods that were each validated to predict program adoption Other types of DriverTags include human values character and personality traits human situations and content descriptorsYouamp8217ll also see that what Ben Tatta calls amp8220literalamp8221 this study calls amp8220contextamp8221 and gives these examplesShow features basketball ad features basketballShow mentions school ad themed around schoolProgram mentions beverage brand ad for that beverage brand runs during program product placement aka branded integrationThe main Key Performance Indicator KPI in this study was subconscious memory encoding which also measured a number of other metrics The study was designed within the scope of CTVOne of the most dramatic results is that amp8220unrelated adsamp8221 amp8211 the ads that do not have any match with the program in terms of tone or context as defined above amp8211 amp8220break viewersamp8217 neurostate causing them to pay less attention and see the ad as an interruptionamp8221amp160If you downloaded the report from NeuroInsight see page 11 These amp8220unrelated adsamp8221 which are the most common types of ad experiences have negative effects across six key measures including minus 37 in brand consideration minus 28 in the important measure of amp8220approachamp8221 neuroscientists agree that along with memory encoding the approachavoidance metric is one of the most important in predicting business outcomesThis is mindblowing What it says is that the hundreds of billions of dollars invested in advertising each year are doing more harm than good because contextual targeting is not being used WowThe report also shows that frequency does more harm than good unless contextual targeting is used By the fourth viewing an unrelated ad has decreased its memory encoding by 26 while contextually related ads both tone and context ie sentiment and literal objects on screen increase memory encoding 82 by the fourth exposureTone alone showed average increases in memory encoding of 14 39 for context match in objects on screen in ad and program alone and both tone and context 49Of course this makes me wonder what the results would have been had DriverTags been used to score the matching of the ads and the programNext Century Media had tried experimenting with throwing out some of the 265 DriverTags but that was found to reduce the adoption rate of recommended TV shows Pat Pellegrini and Steven Millman at Simmons at the time found that none of the 265 DriverTags should be excluded because they all added some incremental predictivity to the prediction of adoption of all 3830 brands in the Simmons study having at least 1000 respondents using that brand So we know there is some statistical predictive power of certain relevant outcomes in each of the DriverTagsThe 605 study also found that even one single ad exposure caused doubledigit increases in first brand mention and purchase intent when the RMT Resonance score match of at least 30 of the adamp8217s DriverTags in the program but a frequency of one had no statistically significant effect when the match rate was lower than thatPutting all of the pieces together brands should always use whatever form of contextual targeting they can and should be especially careful of excess frequency in the cases where there is very little match between the ad and the contextPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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IAS and Neuro-Insight Prove “Literal” Plus “Sentiment” Contextual Targeting Lifts Brand Memory Encoding +49%

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IAS and Neuro-Insight Prove “Literal” Plus “Sentiment” Contextual Targeting Lifts Brand Memory Encoding +49%

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