Xandr's Jill Siegel: Relevance Is the Right Way to Reach an Audience

Relevance is defined by the ability of an ad to meet a consumer need at a specific moment in time and evoke an emotion according to the research study That combination of factors presents a powerful pull on the consumer39s engagement with an ad which results in not only more satisfaction for the consumer but also better results for the advertiserquotRelevance is the key driver to how receptive consumers are to advertisingquot Siegel said This is a pivotal finding because often in the pursuit of innovation companies can lose sight of the importance of relevance as a connector to the consumer quotIt still needs to be a good experience for the consumer and connected to their interestsquot she addedIn addition to relevance quotwe were also fascinated by how consumers are spending their time with all different types of contentquot Siegel revealed quotWe might possibly be at a peak point of time spent with mediaquotNielsen reported in 2018 that viewers are spending more than eleven hours a day with media which is a small gain from the previous year This may indicate a saturation point as there are only so many hours in a day quotThe reason we think that39s interesting is because at a certain point we are maxing out and simply cannibalizing time spent with other platformsquot Siegel said2019 Study ObjectivesThis year39s Relevance Report presented an opportunity to solidify baselines that were established in the previous study as well as gain a deeper understanding of relevance and consumer trends Siegel expressed that although quoteveryone is focused on what will be the next innovative thingquot the study also needed to answer the basicsamp183 What do we need to do to get and keep consumer attentionamp183 Are we moving toward innovative ad experiences such as sixsecond ads that can transfer across screensXandr surveyed 2000 adult consumers across all age ranges for the study quotWe wanted to see the agebreak differences That was essential to understanding what is coming nextquot Siegel explained The company also polled marketers quotWe were evenly distributed across inhouse agency brands and inhouse marketers with more than 1 million in investments in any videoquotThe study focused on the convergence of digital and TV as an ideal solution for advertisers understanding that true convergence could happen within the next two years In this scenario crossplatform measurement will be critical in answering questions such as quotHow do you count everyone who is watchingquot and conversely quotHow do you make sure that every impression countsquotThe study also yielded positive news for advertisers quotConsumers are not antiadvertising they39re procontentquot she said quotThey are actually very receptive to advertising especially because it underwrites their content experience They know that is what39s supporting the content they like and that is how they39re getting their content at a subsidized cost Advertising helps themquot2018 to 2019 Study ComparisonsBecause the media ecosystem is transforming fairly rapidly one might expect big changes in the study results year over year However Siegel noted quotFor the most part people are using the same products as they did in the pastquotThis year the study39s focus shifted to platforms and formats leading to additional behavioral insights quotLast year was about taking the temperaturequot she explained quotThis created our baseline for what was considered relevant and laid the groundwork for us to understand engagementquot even furtherPerhaps the real value of the study is its ability to parse all of the deciding factors in consumers39 content consideration quotIt used to be all about brands39 creative And consumers have high expectations for highquality creativequot she concluded quotBut we are finding that the focus now is also how to best target an audience It39s not just about the creative It39s how brands can use that creative to best reach their audiencequotClick the social buttons 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

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Xandr's Jill Siegel: Relevance Is the Right Way to Reach an Audience

Author

Publish date

Channel

Charlene Weisler

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Xandr's Jill Siegel: Relevance Is the Right Way to Reach an Audience

Enjoying This Commentary? There's More to Love

Charlene Weisler

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies