Mindshare

Freestyle - HBB TV Cross Screen Integration

Awards: Programmatic Advertising (Bronze)

Campaign summary
In Turkey, the number of fixed/broadband internet subscribers reached almost 13 million. However, the researches show that, even though it offers economic advantages, subscribers don’t want to sign up for a 24-month commitment, unless they get to try the service first. Vodafone was the first internet provider offering “Zero withdrawal fee during the first 3 months”. We wanted to deliver this impactful consumer benefit with a strong targeting strategy and measure the business return. TV’s still the mainstream ad channel. In this campaign, we’ve also used Programmatic TV and we targeted Non-Vodafone users who were in search of home-internet. We targeted the rival internet service providers’ users through Programmatic TV as a tactical media usage. Those of whom we grabbed their attention to try “Vodafone Home Internet”, pushed the red button on their remote-control and left their contact details easily.
At the end of this campaign, through TV targeting, we reached 372.000 unique users and through TV&Web Cross targeting, we have retargeted 126.000 non-responders across digital channels. Ad investment conversion rate realized as 2.5% for Programmatic TV and we achieved 11.40% conversion rate in total.

1. Objectives and Strategy
   Researches show that show that, most of the fixed/broadband users are not happy with the service they get. Thus, while seeking a new provider, subscribers don’t want to sign up for a 24-month commitment, even though it offers economic advantages. They get to try the service first. Vodafone was the first internet provider offering “Zero withdrawal fee during the first 3 months”.
   Fixed internet is one of the most competitive sub-categories of telco industry, due to its growth potential. Despite high growth targets, Vodafone is investing less than the competition for Marketing activities. In order to maximize campaign effectiveness, we wanted to deliver this impactful consumer benefit with a strong targeting strategy and measure the business return.
2. Execution and Media
   Simultaneously with the digital campaign, we targeted consumers who use competitors’ home internet services through Programmatic TV, as an interactive media touchpoint.
   After 5 seconds the viewers landed on a channel, we triggered our banner ad delivering the campaign offer and call-to-action for a lead.
   Those of whom we grabbed their attention to try “Vodafone Home Internet”, pushed the red button on their remote-control and left their contact number easily.
   Along with the leads, we have also collected the data of users who were exposed to the ad but didn’t fill out the lead form.
   For the first time in Turkey, we used cross-device data generated from HBB TV and retargeted users who were exposed to our lead ads on Programmatic TV, but did not fill out the lead form, across digital platforms.
   in the newspaper, and columnists’ videos explaining the project on the website.
3. Creative
   We’ve arranged ad delivery timing to 5seconds after a viewer landed on a channel. Less than 3 seconds indicate zapping; where viewers are either focused on seeking out a content or distractedly swiping through channels. If a viewer is watching the same channel for around 10seconds, they are likely to unhand the remote to continue watching.
   Via delivering the ad on 5thsecond, we aimed to reach out to the consumers when their attention is on the screen and they still have their remote at hand, more likely to fill out the form simply via pressing a button on the remote.
4. Innovation
   For the first time in Telco/Turkey, we used cross-device data generated from HBB TV and retargeted users who were exposed to our lead ads on Programmatic TV, but did not fill out the lead form, across digital platforms.5. Results
   After using Programmatic TV data to retarget the online, number of people who gave their contact information quadrupled. We also generated exclusive scenarios for the cities that interacted with our TV ads at most. With these scenarios, we tripled the conversion rate.
   At the end of this campaign, through TV targeting, we reached 372.000 unique users and through TV&Web Cross targeting, we reached 126.000 unique users. Ad investment conversion rate realized as %2.5 on TV media and we achieved %11.40 conversion rate in total.

Universal McCann

Toyota Hybrid Cars Programmatic OOH

Awards: Programmatic Advertising (Bronze)

With no other brand in Turkey (except Toyota) producing hybrid engine technology, consumers were still very new to this tech. There was also misinformation about hybrid engines. Universal McCann carried out a campaign with extensive and informative messages to raise awareness of Toyota’s hybrid vehicles and implemented a data driven OOH campaign.

Spotify

Spotify for Brands Virtual Reality House Tour

Awards: Virtual and Augmented Reality (Silver)

Campaign summary
Spotify Business Marketing is responsible for driving demand for Spotify’s advertising business and keeping Spotify top-of-mind with media buyers and brands through experiential, digital and social campaigns. Spotify operates a freemium model with more than 116 million people globally enjoying advertisements on the free, ad-supported tier; however, many media buyers and brand marketers are Spotify Premium subscribers and do not regularly engage with the Spotify ad experience. Common feedback from the ad sales team was that buyers didn’t understand the basics about how ads are shown on the platform and what the opportunities are for targeting. Verbally explaining the look and feel of ad formats can be a dry experience. Spotify Business Marketing needed to find a differentiated, impressive, creatively inspiring way to showcase our ad products. VR was the answer.

1. Objectives and Strategy
   
   - Drive advertising revenue growth on Spotify’s ad-supported free tier and highlight Spotify as a tech innovator
   - Provide an immersive, “wow” experience that showcases Spotify's ad products in context and in action to bring Spotify advertising alive
   - Create an effective tool that is portable and accessible for groups of 10-20 and can be easily scaled globally

   VR allowed us to create a portable, immersive experience.This house only needed to be built once, but could be adapted to the user and then explored by anyone, anywhere wearing a headset.

   The global Business Marketing team are able to use the VR CMS to adapt the tool to their local languages and cultures, as well as change the ads and facts displayed within the house. Local teams take the VR headsets to meetings with clients and create opportunities to experience the VR tool at roadshow sessions and tentpole events like Cannes and CES.

2. Execution and Media
   Typically, the VR tool is used to kick off meetings and events with an attention-grabbing moment that makes attendees see Spotify ads differently. The Sales team then prompt those who’ve experienced the tool to explore what surprised them in what they saw, and what ideas it sparked for integrating their brands into the Spotify platform.

   Spotify approached several experiential and VR agencies in the UK to develop this tool, before eventually deciding to work with Manzalab, an agency based in Paris. Manzalab visited Spotify’s London and Paris offices to take inspiration for the design from the interior decoration of our offices and worked closely with our internal design and brand teams to ensure the House was consistent with the Spotify brand identity.

3. Creative
   The VR experience begins with a brief voiceover introduction to the tool. Users then find themselves in the central hall of the House and can choose where to go next. There are four doors to open: To a kitchen, a gym, a study and a baby’s room. Each room features a different device, showcasing a different Spotify format within the Spotify user experience and playing a different genre of music. The House also features facts about advertising on Spotify (e.g. on the noticeboard in the study) and “easter egg” interactive elements, like a rocking horse that rocks when you hover over it.
4. Innovation
   For the ads themselves, we were able to leverage “dummy” ads featuring fictional brands, so as not to tie the experience to any one specific brand; although in some cases, we do insert specific ads from certain brands via the CMS in order to personalize the experience for buyers and marketers working on that brand.

   The development of the CMS for the tool was especially significant as it allowed all global teams to quickly and efficiently change elements of the House without additional cost or delays. Further, the CMS makes the tool extremely flexible. For example, at Dmexco 2018, we were able to offer English and German versions of the tool to booth visitors.

   5. Results
   Nearly 1,000 Spotify for Brands prospects and clients have experienced the VR tool since launch. By tracking VR tool use in Salesforce, we are able to directly attribute the use of the tool to several hundreds of thousands in additional advertising revenue for the business by noting who has used the tool and who is subsequently marked as a contact on revenue bookings. Use of the tool is ongoing and resulting revenue continues to increase. So far, we’ve seen at least a 5x return on investment in the tool’s development.

   In addition to direct impact on revenues, feedback from clients and prospects has been very positive, with most noting how the tool had advanced their understanding of the Spotify ad offering, as well as being fun and entertaining to use.

Saatchi&Saatchi Ukraine

Sprite: DRONE PAINTER - Ugly or Contemporary Artist

Awards: Virtual and Augmented Reality (Bronze)

Controlled by an AI-based algorithm, Saatchi&Saatchi Ukraine worked with Sprite to create ‘Drone Painter’ – a drone that paints iconic murals, without the need for human involvement. They allowed hundreds of people to design their own unique mural online, with the best mural chosen to be painted by the drone.

GONG

Tymbark – Funbot

Awards: Virtual and Augmented Reality (Bronze)

Campaign summary
Market Context: Young people love spending summer holidays with their friends. And snapping photos together. Many photos. Tymbark, a popular fruit drink manufacturer, sought to be a part of their holiday experience. There was one hurdle to clear, however—getting youths to share their pictures with the brand. Funbot is an original, custom-designed AI-powered solution, which uses a highly advanced image recognition and analysis algorithms to facilitate interaction between brand and consumer. The innovative service boosted customer engagement among younger demographics, driving them to share over 300,000 photos and continue to interact with the brand as far as twelve months after campaign conclusion. 

1. Objectives and Strategy
The 15-24yo demographic makes up up the biggest group among on-the-go drink consumers. Tymbark, a market leader in the industry, faces specific challenges in this particular area—its market share is vulnerable to both typically youth-oriented brands (Frugo, Roko), and established brands with international reach (Cola, Fanta, Sprite). To maintain the market leader position, a brand needs to be perceived as a trendsetter and early adopter of innovative solutions that boost engagement among the younger consumers. For the 15-24 demographic, the summer holidays are a perfect opportunity to spend some time with friends. And snap photos together. Hundreds of photos. The challenge was to design a digital activation campaign that would encourage younger consumers to share their holiday memories, in the form of pictures, with the brand.
KPI: 50,000 photos within the activation
KPI2: At least 2 pictures shared per user
CoreTG: younger consumers (15-24yo).

2. Execution and Media
To have Funbot caption a picture, a user has to take a photo using their smartphone or upload it from their computer, IG, or FB account. The application will analyze the picture within seconds and come up with five fitting captions. The user will then pick one and receive a branded picture with the caption written down inside the trademark Tymbark bottlecap.
Funbot became an integral part of Tymbark’s Messenger chatbot. The app was also deployed on a mobile website, developed according to RWD principles, which did not require the installation of any additional software.
Social media – 18%
Video – 25%
Display – 56%
Search – 1%
The main thrust of the media efforts was pursued over six summer holiday weeks and focused on SM.
Promotional efforts in mobile channels turned out to be highly successful. 

3. Creative
Funbot is an app—based around Bottlecap—that adds personalized captions to submitted photos on the fly. Funbot is based on AI-powered image recognition and analysis solutions. Using a handful of image recognition and analysis algorithms, we designed an original platform.
A user has to take a photo using their smartphone or upload it from their computer, or IG or FB account. The application analyzes the picture within seconds and comes up with five fitting captions. The user receives a branded picture with the caption written inside the trademark Tymbark bottle cap, they can share on SM.
We taught Funbot to recognize popular popcultural elements, including celebrities, movie stills, famous paintings, even logotypes.

4. Innovation
Using a handful of image recognition and analysis algorithms, we designed an original, high-efficiency solution. After processing the image, the algorithm then produces a couple, sometimes even a couple dozen, keyword that describe elements present in the image—it’s capable of identifying objects, structures, weather, vacation situations, celebrities, logotypes of other brands, even emotions of people in the pictures.
Then, the algorithms were fed thousands of typical vacation pictures to have them learn to identify their most commonly occurring elements. This resulted in a dictionary holding a couple of thousand phrases and their combinations, which we managed to assemble into over 3,000 creative captions. With each analyzed photo, the algorithm “learned” the best answers, and optimized relevant weights in the dictionary. It’s safe to say that Funbot is currently the most advanced tool for identifying vacation situations in photos.

5. Results
Together, innovative algorithms, unparalleled precision, and thousands of witty captions produced the desired results. Young people went crazy about Funbot and began flooding the app with photos, not just vacation pics, in order to try and beat the app at its own game. Powered by AI, the Tymbark Bottlecap managed to encourage young people to share their photos in numbers heretofore unseen. Everyone who engaged with Funbot submitted five photos on average (2.5 times the KPI) during the activation campaign.
Throughout the six summer weeks of the campaign, we received nearly 100,000 photos (2 times the KPI2).
Six months after concluding the campaign, the number of submitted pictures passed 300,000, with an average of around 1,000 new photos coming in every day.

Annalect

Coop Agile Marketing Mix Modelling

Awards: Advertising Solutions (Winner) and Best Use of Research Budget (Highly Commended)

Project summary
Annalect has developed an agile MMM setup for supermarket retailer Coop in Denmark. Marketing Mix Modelling requires data collection from a wide range of sources, often making the data collection phase more time consuming than the actual statistical modelling phase.

Each month Coop can review complete updates of modelled sales data that is less than two weeks old, with digital media split into nine channels. The setup enables analysis on effects created from different digital executions, i.e. always-on vs campaign bursts or tactical messages vs. branding messages

A process that previously would take 8-10 weeks to complete and would usually only be done once a year on an aggregated level.

The research setup for Coop spans four different retail chains and utilises different digital technologies to create a seamless data flow, updating all data sources continuously. We have created a state-of-the-art modelling setup with high levels of automation in all steps from the data extraction, transformation and loading (ETL process) through the modelling phase to end visualisation.

This solution rests upon us as researchers being able to innovate not only within applied statistics but also within new tech solutions and software development to bring answers faster and more often.

1. Objective(s)
Coop’s objective was to create a dynamic learning environment to optimise campaign execution on a regular trial-and-error basis. Marketing mix modelling was well known to Coop but only provided top level strategic insights once or twice a year, making it difficult to use in the fast-paced retail market, where campaign concepts, digital channels and executions are constantly being changed and experimented with. Faster reaction times were needed to create competitive advantage and the objective was also to gain a more granulated understanding of the many digital channels and opportunities.

2. Methodology
As cloud computing gives us more processing power, new techniques such as machine learning come into play. We use serverless methodologies and auto scaling to spin-up desired number of compute engines.

Modelling of numerous digital channels has meant moving from spread sheet regression analysis to coding in programs such as R.

We use state-of-the-art optimisation techniques to find optimal solutions at a faster pace.
In order to estimate the parameters, we use around 1.000.000 regression calculations every time we optimise a model.

As cloud-engine we use the AWS platform and the optimised computing services like Lambda, EMR, EC2 and AutoScaling.

3. Key results
The base modelling provides the usual vital MMM learnings such as media channel ROI, effects from own media, effects from initiatives such as store openings, seasonal effects and competitor impact.

Furthermore, the detailed media data not only supplies results on channel level – including nine digital channels – but also on creative type, concepts, messages and targeting. All updated on a monthly basis.

This agile approach means more results more frequently. Thus, the setup enables results in many different areas. These results include detailed Facebook analysis on post types, response curves for leaflet circulation and spot length evaluation.

4. Impact and Application
The key point is the sheer volume and usage of results, that is a direct effect of the automated data and modelling process, i.e. the agile setup.

Because the models need to run automatically, data coding is extremely detailed. This also adds a new dimension of detail to campaign results, giving us the opportunity to analyse many different executions e.g. media channel effects on different creative concepts.

Results are published immediately in a user-friendly dashboard, forcing stakeholders to keep up-to-date with results from every campaign. Never have we experienced a client utilising results in this way. Furthermore, results have touched many different client stakeholders. From the social team looking into detailed Facebook activities to top executives eager to find savings in large cost areas such as leaflet production and circulation (leaflets are central to retailers in Denmark).

Already within six months of the release, budgets have been moved to the most efficient channels, creative concepts have been reviewed and campaign timing has been optimised. All based on the results. The overall leaflet strategy has been revised for two of the four chains, with more changes to be made in 2019. Circulation is being cut and budgets are invested in new targeted digital channels.

From a research point-of-view, we have seen the competitive advantage that can be created from faster reaction times and moving results closer to the client. A test-and-learn environment is created because we can get results immediately, adjust and run new tests. This is also changing the data science competencies we need in the future.

CMO at Coop, Pia Niemann, says:
“Day by day, we become better at investing our media money and will be able to deliver increased sales effects with the same investment. Hopefully, this also allows room for media experiments on a more informed basis.”

5. Significance
The detailed coding of digital data has allowed for previously unseen depth. Digital channels are highly specialised and have previously delivered uneven results. Now, not only do we report on nine different digital channels (programmatic, takeovers, social etc.) but within these categories we can differentiate effects created from different execution strategies.

An example is Facebook, where results for the continuous ‘always-on’ tracks can be compared to the one-off campaign posts and again compared to organic versus paid activities.

Decisions based on these insights have increased effects, resulting in digital channels creating three quarters of the growth in media driven sales.

Click here to view research project

The renewal of the model of Mediaplanning: how to improve prediction in a digital world

Mediametrie

Awards: Advertising Solutions (Highly Commended)

Project summary
In a world where advertisers seek for more transparency, measuring campaign performances with a 3rd party, independent & audited body is key.
With the success of post campaign analysis solutions such as Nielsen Digital Ad Ratings, advertisers can now precisely track daily campaigns reach, frequency and impressions by demo.
Predicting campaign performances is a more complex science. Historically Médiamétrie has been proposing in France a Mediaplanning solution.
Mediaplanning is currently based on Internet Global audience (IAB 2018 Research award winner) which reports top 6000 Brands and top 1000 applications monthly. Individual data are shared with Centre Servers which distribute calculated probabilities through their tools to agencies, saleshouses to evaluate and optimize reach & frequency for a selected mediaplan.
However, mediaplanning relies on theorical audiences which shows some limits; most of the time, we observed over estimated reach, especially when selecting multi publishers advertising packs or programmatic campaigns. Médiametrie developed a scientific approach to reconcile pre and post campaign evaluation.

1. Objective(s)
The objective of Médiamétrie project was to offer more precise campaign planning recommendations by reconciling planning and post campaign performances.
Firstly, the aim of the R&D was to set the right balance between the reach and the frequency globally and per support by defining calculations to be applied by the Centre servers.
Secondly, by developing “EvalWeb”, its own Mediaplanning API, Médiamétrie aims at proposing its own engine to connect mediaplanning data to the whole digital eco system.

2. Methodology
Methodology consisted in comparing DAR results based on 47 campaigns & 192 supports, and the equivalent prediction in Mediaplanning.
Methodology took into consideration features related to digital mediaplanning such as share of voice, capping and target page purchasing. A key approach was to challenge the models and particularly the assumption of the independence in the distribution process of ads on pages viewed on a site by an individual which tend to affect the levels of coverage.
Médiamétrie proposed a Markovian Binomial model defining the level of correlation to be applied by type of support.

3. Key results
Médiamétrie model showed positive results.
For all the 192 supports, the deviations of coverage with our new model went on average from 1.6pt to 0.3pt and the variation of the deviations around this average was attenuated (the standard deviation going from 0.0186 to 0.0108).
The model we developed also improves the forecasts by type of support. We can say that the distributions by support are more or less centred (average around 0) and that the standard deviation reduces.

More details are available in the document downloaded “IAB Europe Research Awards 2019 Mediametrie Eval Web – Summary & Results” (p11-12).

4. Impact and Application
Centres servers all accepted to implement those new calculations to reinforce Digital mediaplanning role.
Agencies strengthened their role on the advertising market by setting up mediaplan based on independent and audited data.
EvalWeb, the new web service (single calculation engine transported on a distant server) to benefit from those calculations with a simplified implementation of the solution and optimized calculation times for the mediaplanning service providers is in beta test.

5. Significance
Trust reinforced for media agencies and their clients when establishing their strategic recommendations as predictions are stronger and coherent between the various mediaplanning service providers
Other fields of application for other medias or in addition with Internet: this approach is valid for the Press mediaplanning (print + digital contacts)

Time Spentwith Brand (drives outcomes)

Hearts & Science

Awards: Audience Measurement (Highly Commended)

A new research project by Adform, Audience Project, JP Politikens Hus and Hearts & Science, had the objective to explore whether the total amount of time a consumer engages with brand messaging plays a role in creating effective business outcomes.

Outdoor Ad Impact Forecaster

MeMo²

Awards: Grand Prix, Best Use of Research Budget (Winner), Brand Advertising Effectiveness (Highly Commended) and Research and Data Innovation (Winner)

Project summary
MeMo² observed an important transformation within the domain of marketing analytics, namely: the transformation from ‘Descriptive Analytics (What happened?) to ‘Prescriptive Analytics’ (How to shape the future?). This transformation has become a motivation for the start of an innovative big data & machine learning project.

Since 2014, Exterion Media has invested significantly in offering advertisers data and learnings regarding their outdoor campaigns. Post-campaign results concerning the realised Impact and uplift in Awareness and Purchase Intent were shared with more than 275 advertisers. The market however, shows a strong desire to receive insights before their campaign starts.
This was the starting point to develop a powerful online tool to predict the quality and impact of (Digital)Outdoor campaigns. Based on machine learning and the underlying results of over 300 studies conducted since 2014, which included 68.000 respondents and a variety of brands and industries, MeMo² has created a state-of-the-art and easy-to-use tool to forecast the impact of (Digital)Outdoor campaigns.

After validation in 2017, the Outdoor Ad Impact Forecaster was launched in 2018, and successfully used for more than 100 cases. In May 2018 the tool was awarded with a prestigious AMMA Research Award. Tool is currently public for jury only (https://exteriontool.memo2.nl/ login:MeMo2 pass:Abrit00l2018)

1. Objective(s)
In MeMo² & Exterion Media started an unique collaboration with the VU University Amsterdam, 300 studies (N=68.000) showed the strongest drivers of Brand Lift realised via Outdoor advertising (see Whitepaper). This journey proved to be a solid start for a new and innovative approach to predict and improve outcomes of Digital Outdoor campaigns. MeMo² and Exterion Media started an extensive modelling and machine learning project. Main goal was to develop a powerful online tool that supports advertisers with Digital Outdoor campaign optimization. The tool needs to deliver useful and reliable predictions and recommendations before the start of an (Digital)Outdoor campaign.

2. Methodology
Input for the forecasts are Creative, Brand and Media characteristics.
Important methodology steps undertaken:
- Coding and controlling the research data.
- Data enrichment with campaign information, e.g. impressions, number of panels, timings and audience.
- Detect and select strongest predictors with a Python image processing script.
- Built an Extreme Gradient Boosting (XGBoost) predicting model
- Development of an interactive tool in which users can upload their 'own' ad and fill in their campaign characteristics. Based on this input, the model forecasts the effects of the campaign (realtime) and provides the user with recommendations. 

3. Key results
The predictive validity of the tool is tested by calculating the correlation coefficient between the prediction of the Forecaster and the factual results measured post-campaign. The conducted verification showed a high correlation (0.75) between the forecast output of the Outdoor Ad Impact Forecaster™ and the results generated via control measurements. This test confirmed the power and predictive value of the tool’s output. In other words, the tool proved to be a solid and thorough instrument to successfully predict the impact of (digital)outdoor ads.

Important outcome: impact of (digital)outdoor is for 40% attributable to Creation, 30% Brand and 30% Media.

4. Impact and Application
• Exterion Media and MeMo² succeeded in developing and launching an intelligent and user friendly tool, that is able to predict the impact of an (Digital) Outdoor campaign. The Outdoor Ad Impact Forecaster™ is an online machine learning tool, that offers powerful validated predictions, taking into account the most important variables that could influence the effect of (Digital)Outdoor advertising.
• Currently the Outdoor Ad Impact Forecaster™ is implemented within the research products offered by Exterion Media. Since 2018 the tool is used for the (Digital)Outdoor campaigns of more than 100 advertisers. Digital Out-of-Home Experts of Exterion Media use the tool to provide clients with actionable, trustworthy and independent recommendations, before campaigns run.
• Forecasts and recommendations coming from the tool are highly appreciated by Media and Research experts working at launching partners and key clients such as Coca-Cola, Takeaway.com, Tele2 and ING.
• The Outdoor Ad Impact Forecaster™ is awarded for an AMMA Research Award in May 2018. Jury: “…The jury appreciates the cooperation between the different disciplines, the combination of research methodologies, the implementation of brand, campaign and creative data in order to predict campaign effects. Besides this, the jury admires the manner how the results are shared with the market, via a free accessible and use friendly online tool that delivers on-demand insights and recommendations.“ https://www.mwg.nl/foto/normaal-Hans%20du.jpg
• Independent global agency MeMo² stopped offering its 'traditional' Outdoor pretesting methodology and has become a frequent user of the Outdoor Ad Impact Forecaster since the launch.
• 48h delivery promise. After filling in an online form (https://www.outdooradimpact.com/home) and uploading the (D)OOH ads, forecasts and recommendations are delivered within 48 hours. This quick response offers marketeers a data solution for short-term optimization of their DOOH campaign strategy.

5. Significance
Locally and globally, there are lot of words and publications about Big Data Analytics and Machine Learning. However the number of successful initiatives within the domain of digital media are limited. MeMo² and Exterion Media experience that only a small number of initiatives or scientific publications focus on the factual Brand Lift of (Digital)Outdoor Advertising. MeMo² and Exterion Media started something new. This tool is called a 'game changing analytics solution'. The Outdoor Ad Impact Forecaster is a perfect example of how research and data can contribute to ‘Prescriptive Analytics’ that are useful for professionals working in Digital Marketing.

Click here to view research project

Text-mining as methodological approach to influencers evaluation

Havas Media

Awards: Brand Advertising Effectiveness (Winner) 

Havas Media aimed to find a way to evaluate the marketing potential of influencers in a fast and inexpensive way. The tool they created meant they were able to optimise effects, costs and total effectiveness of influencer marketing activations, without additional research costs and on a daily basis.

Emotional response to ads on different platforms

Annalect

Awards: Consumer Attitudes and Behaviour (Highly Commended)

Project summary
In a world of constant stimuli and attention span decreasing, we believe more than ever, it is essential that our communication reach and leave a mark on the consumer. Not just in
memory but on a more subconscious level.

Inspired from Byron Sharp’s theory about Emotional Impact, we included biosensors when testing three ads with different creative expressions. The theory concerns the importance of brands creating positive emotional responses to make brands grow. Since we believe platforms interfere with the emotional response, the ads were tested on Facebook, YouTube and TV-on-demand.

To create a realistic ad-exposing setting as possible, we developed interface-mockups and combined it with observation and in-depth-interviews.

We concluded that the ads awoke different emotional responses. But more importantly we discovered that the same ad performed differently on the platforms indicating diverse ‘platform-mindset’ and therefore diverse ‘emotional matches’ between creative expressions and platforms. This created evidence-based knowledge instead of assumption about differences in platform performance.

Furthermore, we nuanced the way to look at performance, as best performance normally would be based on respondents’ answers and time spent watching an ad, but by adding emotional measurement tools, we brought attention to the importance of choosing and adjusting to platforms.

1. Objective(s)
   Main objective of this study was understanding which emotional responses different creative expressions created on different platforms and why?

   The analytical framework was testing Byron Sharp’s theory about the importance of Emotional Impact. Byron Sharp has through evidential studies proved, that decisions are made with an emotional filter. This means, that besides having easily recognizable brand assets, it is important that brands create positive emotional responses in communication to make their brand grow.

   Therefore, we tested three different creative expressions from three different industries on three different visual platforms. This create insights about both creatives and platforms combined and separately.

2. Methodology
   To analyze actual emotional responses to the platforms and ads, we developed realistic ad-exposing interface-mockups and combined it with observations, in-depth-interviews and multiple technological measurement tools:

   • Eye-tracking of the visual attention patterns in eyes including time spent and order in focus areas and navigation.
   • Emotional arousal/physiological intensity through skin-conductance (SCR) such as sweat reactions.
   • Facial expressiveness/response and emotional valence.

   This method combination ensured physical and psychological reactions combined with self-reflection on own behavior. Furthermore, the test environment was fixed, realistic and controlled along with ad and platform rotation meaning less interference from other elements ensuring higher validation and reliability.

3. Key results
   Besides concluding the ads awoke different emotional responses, we discovered the ads performed differently on the platforms indicating different ‘platform-mindset’ and ‘emotional fit’ between creative expressions and platforms.

   This means, although TV-on-demand performed best regarding time spent across platforms and ads, we discovered positive ‘emotional matches’ between ads and platforms:
   • Ad-1 emotionally matched TV-on-demand because a person is talking all the way through the ad and it is essential to hear the entire speech.
   • Ad-2 matched YouTube due to the humorous and “self-challenging” universe in the ad.
   • Ad-3 matched Facebook as the ad expression is dreamlike and works without sound.

4. Impact and Application
   Testing an ad’s emotional impact is relevant by itself but adding the different platform performance was very valuable as it creates an even better understanding of the performance of the ads and the platforms. There has always been an assumption that the platforms invite to different mindsets and behavior but less evidence-based knowledge.

   Normally we would conclude TV-on-demand to give the best performance based on respondents spending the longest time watching the ads on this platform. But is that the right way to measure best performance? By adding the emotional measurement tools, we discovered very different emotional responses to the same ad on three platforms meaning different emotional matches. This is a nuanced insight which is very essential when developing media strategy along with analyzing creative performance. Furthermore, this brings attention to the importance of choosing and adjusting our creative to the platform if possible.

   Following the completion of this research, we have been more precise and nuanced in our consulting, as we have evidence about the platforms performing differently to certain creative expressions. Becoming aware that it is possible to measure eye tracking and nuanced emotional impact, we have extended our product portfolio.

   Besides offering our clients the possibilities to test their ads’ emotional responses, we have developed emotional impact and eye-tracking solutions for instore-environments relevant for e.g. the FMCG category. The methods are very valuable in observation studies where we want to know and understand which placements and brand assets catch the consumers’ eyes.

   In general, we believe it is essential to combine different methods – including methods that can complement survey and interview data – as this creates a more valuable analysis. Introducing methods that monitor both psychical and psychological responses creates a more holistic analysis.

   5. Significance
   Firstly, the study showed the importance of choosing the right platform for your creative expression as there is a difference in ‘platform-mindset’ which will result in different emotional responses to the same ad. Furthermore, this proves the importance of adjusting creatives to the platforms.

   The analytical ad-exposing setup with interface-mockups also brings attention to the pitfalls of traditional pretests based on a survey questionnaire and interviews. This type of test is far from reality – meaning the ads are not shown in a realistic framework, where the respondents are watching content and then being presented to ads.

Warsaw, 5 June 2019 - IAB Europe, the leading European-level industry association for the digital advertising ecosystem, is delighted to announce the winners of their prestigious MIXX Awards Europe and IAB Europe Research Awards. The annual award competitions showcase the very best of digital advertising from across Europe and the winners were announced at IAB Europe’s annual Interact conference in Warsaw, Poland on 4 June.

The 2019 MIXX Awards winning companies include: Mindshare Poland, Havas Denmark, Initiative, Reprise, Mindshare Turkey, LDV United, MediaCom Switzerland, Hype and OMD.

The 2019 Research Awards winning companies include: MeMo², Annalect, Gemius SA, Havas Media, Kantar and Teads.

The full MIXX Awards Europe winners can be viewed here and the full IAB Europe Research Awards winners can be viewed here.

The MIXX Awards Europe recognise and celebrate the best digital advertising campaigns in Europe. Chaired by Anna Lubowska, Independent Business Consultant and Supervisory Boards Member, the MIXX Awards Europe has 13 categories which were reviewed by a jury of leading industry experts. More information about the MIXX Awards Europe jury members can be found here.

Anna Lubowska, Chair of the Jury said: “Today marketers have a range of channels in which they can reach their target audiences. This brings with it challenges on deciding where to allocate advertising budgets. Celebrating the latest and greatest work, the MIXX Awards Europe highlight why digital is a necessary channel for all campaigns. The competition recognises these campaigns and the teams behind them achieving excellence in digital marketing. Winning a MIXX Awards Europe prize puts victors in the marketing spotlight.”

The IAB Europe Research Awards recognise and showcase great European digital research projects and the contribution they have made to the development of the digital advertising industry. There are 8 categories including Consumer Attitudes & Behaviour and Research & Data Innovation. The Jury was chaired by Rene Lamsfuss, Chief Analytics Officer at Publicis Media DACH. More information about the Research Awards jury members can be found here.

Rene Lamsfuss, Chair of the Jury said: “The IAB Europe Research Awards have celebrated and showcased excellence in digital advertising research from across Europe for nearly ten years. Winning a Research Award is an industry recognised achievement and I am pleased to have been able to review the breadth and depth of submissions this year.”

The winners were announced at IAB Europe’s flagship digital advertising conference ‘Interact 2019’. The Grand Prix winners of the MIXX Awards (LDV United) and the Research Awards (MeMo²) will both present their winning projects during the second day of the Interact conference on Wednesday, 5 June, where over 600 Industry leaders from across Europe’s digital advertising ecosystem, including advertisers, publishers, agencies and technology companies attended.

Notes to editors

• The MIXX Awards Europe and IAB Europe Research Awards 2019 are two separate competitions run by IAB Europe each year
• More information about the awards, jury members and conference is available here: interactcongress.eu

About IAB Europe:

IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.

Media contact: 

Marie-Clare Puffett, Business Programmes Manager, IAB Europe – puffett@iabeurope.eu

Helen Mussard, Marketing & Business Strategy Director, IAB Europe - mussard@iabeurope.eu