Bad ads create bad experiences for consumers and negatively impact your brand. It is critical to know what creative element or pattern can help drive brand performance and direct response. However, creative A/B tests or lab tests with facial expression analysis are expensive and not scalable. In this research, we used Google Cloud APIs to compute thousands of features from large creative samples to conduct creative meta-analysis. We added those features from machine learning and computer vision with human encoding elements.
Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness - incrementality, we have to move away from the long-accepted methodology: pre vs. post-campaign or non-exposed vs. exposed. For this presentation we will redefine ad measurement and demonstrate how we measure it at Google with examples.
Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness - incrementality, we have to move away from the long-accepted methodology: pre vs. post-campaign or non-exposed vs. exposed. For this presentation we will redefine ad measurement and demonstrate how we measure it at Google with examples.
The market research industry is at the forefront of understanding the changes consumers and companies are going through during these unprecedented times. Many studies and data analyses have been carried out by many research organizations around the world and Romania is no exception. Join us in a three days' event series organized by SORMA, the Romanian Market Research Association, in partnership with ESOMAR, aiming at better equipping clients activating on the Romanian market in responding adequately to the old and new consumer needs: - How have they reacted, attitudinally and behaviourally to the sanitary and the economic crises? - What are the resilient behaviours? What has not changed? - Which are the new consumer expectations towards companies nowadays?Agenda of the day:Welcome: Alina Serbanica, SORMA President and ESOMAR representative for Romania Introduction: We all communicate but few establish relationships. Is "Simple but memorable communication is a real art" still relevant?- Loredana Iacob, Moderator and Session Chair Searching for the right balance between old and new in communication. How can brands remain familiar while forced into renewal in uncertain times- Veronica Ungureanu, Creative Excellence Leader, Ipsos Romania, presentation language: Romanian Tune in to roar out- Andra Constantinescu, Creative Domain Lead, Insights Division, Kantar, presentation language: Romanian Marketing after COVID. Next 12 months!- Victor Rotariu, Head of Strategy, Insights, Content, WaveMaker, GroupM, presentation language: Romanian Panel discussion (Romanian): What are the challenges of brands but also of market research agencies to adapt to The New Rules of Advertising and Branding in the post-Covid era?
The ad impact is often not obvious. Surveys provide blurry and quite contradictory answers. Behavioural tools turned out to be a godsend! By testing top brand campaigns with nonconscious research tools, we received unexpected non-trivial insights.
The ad impact is often not obvious. Surveys provide blurry and quite contradictory answers. Behavioural tools turned out to be a godsend! By testing top brand campaigns with nonconscious research tools, we received unexpected non-trivial insights.
How do our brains experience Print, Digital, TV and Outdoor Advertising differently? In this talk, you'll discover the answer, based on a fusion of cutting edge technologies such as Eye Tracking, Virtual Reality and EEG neuroscience.
How do our brains experience Print, Digital, TV and Outdoor Advertising differently? In this talk, you'll discover the answer, based on a fusion of cutting edge technologies such as Eye Tracking, Virtual Reality and EEG neuroscience.
Learn how PepsiCo developed a revolutionary new approach to pre-testing with Ada TV to unlock stronger prediction power to enable better, faster and stronger advertising development.
Our journey to better understand the impact of advertising dollars on sales beyond the short run. Operating on a hunch, we ventured to harness the wealth of customer perception data and the best of existing statistical models at Microsoft to deliver measurement of advertising's long-term impact. The value this exercise would deliver to the business, however, was unprecedented.
Ads which trigger any emotion work better than those that don't. Ads which trigger the right emotion work even better. A problem, however, has always been detecting unspoken feelings; the real kinds of emotion that an ad generates. The aim of this study is to enable VF to know which emotions do their brands elicit, decide if these emotions are aligned with the brands, and to determine if emotional targeting was used earlier in the creative process how much better would Ad performance be?