MediaScience

Catch today's episode of MediaScience MYTH BUSTING Episode 03: Addressable TV Ads THE MYTH: Addressable TV Ads are the Holy Grail of Advertising (at least for category-based addressability) VERDICT: BUSTED Remember, every work day in October, MediaScience will share research challenging industry conventions. Today we explore what has long been hailed as the Holy Grail of TV advertising: Addressability. Specifically, we explore category-based addressability (dog food for dog owners / cat food for cat owners). Such addressability promises two levels of benefit: First, improved efficiency by eliminating waste (e.g. non-users of the category). And second, higher impact on the assumption that people in category will respond more favorably to the ad. The efficiency argument is pure media math (simply compare the addressable vs. mass cost, factoring for your target), assuming, of course, that targeting users is the right strategy (ask Dr. Byron Sharp about that one). But the higher impact question requires research - and it's research that MediaScience has conducted across numerous studies over the past two decades. Across all of our studies, we see almost no evidence supporting this claim. Category-based addressable ads deliver similar impact to non-targeted ones - and more importantly, our neurometric data clearly demonstrates that the ads are experienced exactly the same way. This is not to say that there is no effect - just that the effect is small. In fact, in our research, we estimate it to be around a 10% effect - considerably less than the effect associated with the ad creative (60%). So if you're compromising on ad creative for the benefit of relevance, it's a losing proposition. Also, we demonstrate that within a 30 day window, half of what people were in market for has moved on. So if targeting data is not incredibly fresh, it is failing to land on the 'right' audience. And don't get me started with how poor so much of the targeting data really is. None of this is to argue that addressability does not work. There are incredibly powerful things our research shows that you CAN do with addressability. This includes frequency capping, targeting based on 'fresh' data and targeting viewers based on their emotional journeys (we cite a great study we did for ESPN targeting based on whether your team was winning or losing). So the issue is less about addressability and more about what we do with it. To make the most of addressability, we need research to help better guide our product offerings - and we need to rise beyond simplistic assumptions. #addressableadvertising #targetedmarketing #marketingscience #advertisingstrategy

The TV experience is no longer passive – today’s advertisers should embrace the total TV experience and the entire connected living room. 📺 Our latest study reveals that the new opportunities in CTV aren’t just hype; they represent effective CTV advertising strategies with real impact. 🔎 Key Finding: Brands that incorporated a full TV experience – combining CTV Video, Native ads, and Mobile Video – saw substantial performance improvements. Brand awareness increased by 4.7x, ad recall surged by 8.7x, and brand consideration grew by 11.2x, all while reducing cost per visit by 23%. For more insights download the report: https://hubs.ly/Q02RDS480 #CTVadvertising #streaming

Don't miss today's MediaScience MYTH BUSTING episode: Episode 02: The Power of News THE MYTH: Ads are harmed by being placed in the news environment. VERDICT: BUSTED Remember, every work day in October, MediaScience will share research challenging industry conventions. Today we bust the myth that news is bad for ads. We share findings from over a decade of research demonstrating that ads actually benefit from being in news. Why? News activates a viewers cognitive functions and they go into the ad break with better access to their memory structures. This often translates into stronger memory for ads seen in news. Watch the episode for more details - and let us know what you think. #news #advertisingstrategy #advertising #marketingresearch

Innovation Across the CTV Landscape Webinar Join me and my Special Guests for an Insights-Packed session! Friday, October 18th, 11 AM ET Sign up via: https://lnkd.in/eKzrXACc The "Innovation across the CTV Landscape" webinar will dive into the advancements transforming the Connected TV (CTV) space, with a focus on how advertisers can harness emerging ad formats to enhance viewer engagement and how premium viewing architecture enhances the viewer experience. CTV provides a platform for more interactive, personalized, and immersive advertising experiences. StreamPulse by MediaScience plays a pivotal role in studying these innovative ad formats, such as shoppable ads, dynamic creative, and interactive overlays, which allow brands to engage consumers in new and meaningful ways. This session will showcase how these cutting-edge formats are shaping the future of advertising on CTV, offering brands unique opportunities to captivate and connect with their audiences.

MediaScience MYTH BUSTING! Some of you may remember how a few years ago, we made a post every day throughout the month of October highlighting how almost every major innovation in TV advertising was first tested by MediaScience. This October, we're following that series up with a new set of posts challenging industry conventions. In fact, every week day throughout October, we'll share insights 'busting' a key convention. We're able to do this because of the extensive 'independent' research we regularly conduct, often in collaboration with academia. The research we normally see as an industry is almost always 'good news' - because those who fund the research naturally want to show you the results most favorable to them. Academia should fill the gap by sharing independent research, but it's hard for academics to fund such research and their infrastructure is limited. MediaScience helps bridge that gap. To date, we have contributed over $2 million in research grants to universities. And we have contributed MUCH more than that in in-kind support - primarily through making our infrastructure available (since our labs are best in the industry). We also regularly fund and conduct our own independent R&D, sharing these insights both in academic and industry forums. And many of our AMAZING clients often allow us to share both the good and bad news in our studies for them. All of this has resulted in extensive research - much of it published in academic journals. In fact, if MediaScience was a university, it would rank among the top 25 in the world in terms of publications in top tier journals in the advertising research discipline. No other industry supplier would rank even among the top 100. And so throughout October, you'll see the fruits of so much of this independent research in our short video posts. Prepare to have your socks blown off! And to feel uncomfortable. Either way, I promise you'll never look at our landscape quite the same way again. hashtag #mediaresearch hashtag #advertisingresearch hashtag #advertisingstrategy hashtag #marketingresearch hashtag #marketingscience

What it Means to be “Premium” in Advertising Comcast Advertising and MediaScience There is no shortage of video content available for audiences to watch. Its ongoing proliferation combined with the convergence of new and traditional endpoints is shaking up the video ecosystem at large. And with TV’s evolution, the time is now to accurately define the medium. Why? Because research shows that advertisements airing alongside premium video create positive experiences for viewers and fuel positive brand associations… and we know that not all video can be considered premium. Download the full report: https://lnkd.in/eU8AeTc8 And great coverage from Ad Age- 3 reasons addressable TV advertising has solidified its upfront presence https://lnkd.in/e93ZyDKM

Last week, at #INBOUND2024, Kate Newstead shared insights from our latest research with MediaScience on effective branding in B2B. One key takeaway? There’s no such thing as over-branding. In fact, viewers better remember and attribute heavily branded ads: 3+ brand mentions boosted brand identification by 50%. Read the full report for more insights: https://lnkd.in/dT3xbnQN

Brand investment unlocks an immediate and long-term competitive advantage – yet 81% of B2B ads fail to gain adequate attention or drive recall ❌ We set out to address this tragedy by uncovering the secrets to breakthrough B2B ads. To do so, we teamed up with MediaScience to conduct the largest neurometric, eye-tracking and human memory study in the B2B industry, ever. 📣The result is in our groundbreaking new paper: Better, Bolder B2B Branding. The full report reveals why better, bolder and more distinctive branding is the biggest untapped opportunity in B2B marketing, and what branding tactics are superior to others at gaining attention and brand linkage. Download it today: https://lnkd.in/dT3xbnQN

In partnership with MediaScience, we conducted extensive research to quantify the performance of our High Impact CTV formats. Here are just a few benefits of our Enhanced CTV Spots: 🛒 68% Purchase Intent 🧠 33% Increased Unaided Awareness when combined with traditional spots 📈 81% Viewer Ad Rating Watch this short video to learn more about the results of our study. 📺 More CTV resources ➡ https://hubs.li/Q02Q1q5J0 #ctv #ctvadvertising #adtech #creativetech #research #streaming

CONTINUING DEBATE ANALYSIS COVERAGE: AGE BREAK DOWN Continuing on in sharing insights from MediaScience's research of this week's debate (see earlier posts)... Although Harris won the night decisively across all issue segments of the debate, there is one cohort which Trump held well across the night: Older voters (54+). This is a cohort that Harris has been struggling with - and recent media coverage interviewing key members of her campaign have indicated that Harris has been working hard to adjust her message to make it more appealing for such voters (see a recent article in NY Magazine on this https://lnkd.in/gCs98fbd). Our dial data, collected in the 7 swing states, demonstrates that the response pattern among this older voting cohort was entirely different that the other age groups - with Trump performing considerably better across the night. Have a look at the attached video clip from our research, for example, which demonstrates how effective Trump's arguments about Harris's change on her positions landed with older voters (54+ voters in brown, 35-53 in yellow, and18-34 in green). For Trump, this is literally the only 'good news' we saw in the data for the night. Of course, older voters are more reliable voters (they are more likely to turn up and vote) - so his stronger performance with them will be well-received by his team. And for Harris, it's a signal that as good as the night was, she still has work to do in her campaign. #elections #Harris #Trump #dialtesting