Next Big Leap in Data Driven and Outcome-Focused Advertising

These leaps gave us many tangible strides forward often adding links between ads and sales Media optimization improved reach of target by about 15 on average amp160Passive peoplemeters still not being used for TV currency in the US are currency for radio in the US and for either or both in other markets amp160ADIDMA made it possible to compare sales and advertising geographically its progenitors before me included Roger Cooper Gus Priemeramp160and Bob Coen amp160Scanners made the measurement of promotion accurate revealing an average 80 of promotions produce net loss IRI which finding hasn39t changed advertiserheavy usage of promotion amp160Scanners and their brilliant use by BehaviorScan ScanAmerica et al also gave John Philip Jones and Erwin Ephron the findings they needed to create recency theory which is still not being activated enough BehaviorScan also got ARF into studying How Advertising Works HAW in their first Adworks studies in the 1990s HAW has been brought back and is providing multiplication of the indispensable value of ARF amp160Big Data and Purchaser Targeting average 28 ROI lift TRA have brought the valuable toolsets of direct marketing to brand advertisingSo what39s the next Big Leap amp160There are two one is big the other enormous and they both have substantive effects on ROI lift amp160The one that Turner Fox and Viacom are doing now via Open APamp160is to whitelist the shows allowed in rotations for a specific brand amp160This is important because rotations can reduce the ROI lift of purchaser targeting to as little as 4 whereas with program specificity ROI lift caused by purchaser targeting has gone over 200 amp160Whitelisting shows within rotations allows most of the ROI lift value to come throughAll of theamp160historical accomplishments noted above have had their impacts on media planningbuying but no impact on creative which is 65 of ROI amp160The next Big Leap includes the creative in optimization amp160How can anyone do that amp160It involves the general principle of being able to code four things based on psychological variablesIndividuals and householdsRollups of the latter into categorybrand buyers etcAdsEnvironments into which ads can be placedIn what is probably the largest and most ambitious psychographic study that has ever been attempted Simmons Research in January conducted ampgt3000 intab reinterviews of its 2017 national probability sample amp160These reinterviews measured hundreds more psychographics in addition to the nearly 600 already in the main Simmons questionnaire amp160Those in the Simmons regular questionnaire tend to be specific to verticalsamp160and those added are a compendium of the most promising and validated scientific instruments in the world of psychology today amp160Simmons at the ARF in March began sharing findings which for the first time quotqualitatively quantifyquot the ineffable creation and environment variablesamp160 At the same time the findings shown drill more holistically into the psychological differences among human beings than has ever before been activated in marketing or any other fieldWhat truly distinguishes this effort is that every psychographic variable is being validated based on the degree to which it is predictive of brand usageamp160for the top 8000 brands in America all of which are measured by SimmonsRMT39s DriverTagsTM are among these 1500 psychographic variables being validated against brand choice amp160The DriverTagsTM validated against ROI series renewalsamp160and ratings are also showing high predictivity of the psychographic battery as well amp160This is good because DriverTagsTM are the empirically derived breakthrough which enables psychological coding of ads and programs in ways that are predictive of the outcomes marketers want amp160It also means that settop box data can be used to predict everything else using DriverTagsTM as fusion hooks since they predict the psychographics which predict the behaviors and the demographics amp160This turns fusion usefully on its head since today fusion starts from geodemographics which have the least predictivity of all the other variables in the game amp160This opens the door to the possibility of far better fusion in the futureamp160and greatly increased value of settop box and other such dataSimmons envisions a fourstep process for advertisers and their agencies to follow in order to extract maximum value from this work and to maximize brand ROI and longterm brand equityStudy market structure and brand usage trends informed by purchase data and psychographic segmentologySelect the target audience for the next campaign based on these factors plus what the competition is doing simultaneously decide on the approximate messagingProduce the creative brief for the campaignMedia selection including targeting not only current targets proven to lift ROI 28 by TRA but people with their same psychographicsDriverTagsTMamp160and maximizing resonance between ads and programs which has been proven to lift ROI 36 by ARFTurnerNielsen CatalinaRMTConsider for example the following slide presented by Simmons at the March ARFThis type of analysis would be a part of the first step in that fourstep process studying the segments and deciding which ones to focus on why and what must then logically be conveyed in the creative based on the needs and wants of those segments amp160This brand of car ought to convey the ideas shown in blue and not convey those in red because the people who describe themselves according to the blue attitudes are the ones who have in the past wound up buying that brand while those of the red attitudes have tended to buy competitorsA wonderful March 9 interview in the Drum of Oliver Maletz head of media and planning at Volkswagen elicits this wise leader39s view that the car manufacturer needs to do essentially what Simmons is recommending as step one in the processamp160and then hand it over to the agency with the creative brief informed by such planningTurner39s AdTech leader Larry Allen and I will be deep diving into how Turner and RMT are already bringing creative into the Turner optimization of ROI for its advertisersamp160in an ARF How Advertising Works webinar free to ARF members from 12 pmamp160on June 7 amp160We39ll also be covering the latest findings in the exciting work being done by Simmons SMI and Spectrum in this new field of ROI total optimization amp160Hope you can be on the callClick the social buttons above or below to share this story 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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Next Big Leap in Data Driven and Outcome-Focused Advertising

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Bill Harvey

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Next Big Leap in Data Driven and Outcome-Focused Advertising

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