The Most Amplifying Contexts for Amazon’s High Impact Christmas Ad

Of all the programs on US television the one that will most amplify the impact of the ad is Secret Celebrity Renovation on CBS The resonance between the ad and the program is 553 meaning that 553 of the DriverTags in the ad are also in that show DriverTags are psychological variables which are empirically proven to be causally related to program choice and brand choice by third party objective research companies such as Nielsen NCS and Neustar among othersFlirty Dancing on FOX is the second best environment for bringing out the total potential impact of this ad with a 526 resonance score that is tied by The Andy Griffith Show on MeTV TVLand and SundanceThere are a total of 598 programs on US television which score over 300 in resonance with this ad 30 resonance level was detected by a 605 study involving over 20 million households of settop box data and over 23000 completed interviews to be the level at which even a single ad exposure can generate strong first brand mention brand perception brand consideration and purchase intentFor buying run of network the topranking networks in terms of resonance with this ad areIn the above table we have chosen 200 as the relevant cutoff point because the average of all buys currently being made on television in the US average in the approximate range of 192Superior buys can be made almost as cost efficiently by rotations on network dayparts There are 185 network dayparts which have at least 200 resonance with this ad and 19 that have at least 30 resonance with this ad The highest of these is Early Fringe on MeTV with 408 resonanceFor buying digital using ID targeting the highest amplification of efficacy can be achieved by whitelisting IDs that exhibit high resonance with the RMT motivations in this ad which areThe NCS study shows that resonance between ad and context on average increases sales lift by 36The Neustar study shows that resonance between ad and ID on average increases incremental sales return on ad spend ROAS by 95Above and beyond these hints which we hope will be helpful to Amazon this ad and its placement where it will be showcased and not experienced by the viewer as a dissonant interruption with the program being enjoyed to us represents where marketing and advertising are destined to go in the upside future Ads and brand content which entertain uplift inspire and inform evoke positive experience and emotion and deepen the level of bonding with the brandMay your Thanksgiving be bountiful with reasons to be grateful And let all our lives be full of both thanks and givingBest to allBillPosted 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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The Most Amplifying Contexts for Amazon’s High Impact Christmas Ad

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Bill Harvey

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The Most Amplifying Contexts for Amazon’s High Impact Christmas Ad

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