What Is Resonance?

The degree of subconscious motivational alignment between the ad and specific audience members this is close to the traditional definition RMT calls this adperson resonanceThe degree of subconscious motivational alignment between the ad and the media context In the past the words amp8220alignmentamp8221 and amp8220congruenceamp8221 were the most used terms relating to this similarity between ad and context RMT calls this adcontext resonanceBetween 1960 and 2014 there were at least 70 studies on the adcontext alignment phenomenon done and most of them proved that if you put a funny ad in a funny show you can expect a 15 increase in ad recall I had been tracking those studies since I got into the business and always wondered how many different attributes besides amp8220funnyamp8221 one could use in determining the alignment between an ad and a contextIn a very large 1997 field study for which my 1990s company Next Century Media won an Emmyamp174Award in 2022 an early proprietary AI system plus machine learning plus set top box data were used to identify 265 psychological variables which determine program choice Since 2017 there have been seven thirdparty studies proving that these RMT resonance scores predict and drive double and tripledigit increases in the salesbranding effects of advertisingOthers have used various methods in the recent past and present and some such as Marketcast also use the word amp8220resonanceamp8221 Marketcast which measures the memorability and likeability of ads in both pretesting and post evaluation uses the word amp8220resonanceamp8221 in its generally accepted meaning of adperson connection and their metrics ad recall message recall brand recall ad likeability are taken to be the measure of the degree of resonance which has been achievedNeuroInsight has done studies in which the literal plus sentiment similarity between the ad and context as judged by content coders was proven to increase brain memory encoding by 49Magidamp8217s Emotional DNA uses emotions to code programs and Horizon and others on the buy and sell side use these in media selection presumably in an effort to maximize the resonance between the ad and the program In an NBC study using questionnaires lifts in ad recall and other measures as high as 14 were found as result of higher levels of emotional resonance between ad and context as measured by Emotional DNAWurl uses AIbased emotional resonance between ads and programs to decide where to insert those ads and has found ad recall lifts as a result in the range of all other such studies in the pastAll of these methods used by RMT Marketcast NeuroInsight Magid and Wurl work to make advertising more successful We recommend testing all of them against sales and branding effects The minimal cost of testing is strongly justified by the known very substantial increases in ad recall and sales and all other funnel measures depending on the method Media selection which does not use any method of including impression quality is on its way out The recent surge of attention measurement for the purposes of better media selection and better ad creation opened the door which will not be closed RMT is happy to partner with all other companies including those that measure sales effect or resonance or attention or drive to searchwebsitestore traffic to maximize the return on investment for brands and for content marketing RMTamp8217s current partners are listed hereHere is a chart that summarizes the companies measuring resonance according to many of the relevant dimensions We will update this chart if we receive new informationPosted 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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What Is Resonance?

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Bill Harvey

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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What Is Resonance?

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Bill Harvey

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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