Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "engagement"
- The study examined how ad creative impacts 61 metrics including lift, search intent, click-through rates and more in the consumer product group, automotive and other verticals. Creative quality can lead to 23% aided ad-recall, which drops to 2% for ads with poor creative quality. The study found that consumers looking for a product are 20% more likely to notice and 13% more likely to enjoy ads with improved visuals such as human presence, product images, or prominent logo placement.
- Microsoft has partnered with Roku since 2022. Microsoft's analysis of how CTV increases performance for campaigns shows TV streaming drives an increase in search behavior. Roku TV streaming ads lead to a 9% increase in brand searches per user and an 11% increase in clicks per user.
- Teachers, those in the military and other community members are motivated by exclusive offers, SheerID reports.
- Only 16% of viewers of online video stick with content that is longer than an hour.
- Three of the top spots for online engagement for this year's Super Bowl went to pure entertainment marketers. The ad for Warner Bros.' upcoming film "The Flash" led with a 2,373 engagement index, according to EDO Ad EnGage -- which means it was 24x more effective than the median Super Bowl LVII ad.
- Like many brands today, H&R Block wanted to boost their perception with a younger audience. In 2021, there were changes to the NCAA's Name, Image and Likeness (NIL) rules. Being able to earn income off of their NIL meant a big payday for college athletes, and with that, tax consequences. This gave the tax preparation company a real opportunity to connect with consumers through a cultural moment. Pierson Curtis, H&R's Director of Growth Marketing & Engagement, will share how a culturally relevant, purpose-driven campaign helped them drive performance across paid, earned, and owned channels.
- Delivering a relevant, timely and personalized experience to customers, but how do you do it no matter how many people are on your team? OpenTable's Senior Director of Engagement Marketing, Nikki Snowhite, shares her strategy, tips and tricks on how to make the most of your team, amplify and automate your assets and create internal processes that optimize customer experience. You can watch the entire interview here:
- Persado analyzes 21.6 billion emails to find that the leading word is "announcement."
- With a name like JaM Cellars, you know they've got to love wine and music. Over the life of John Anthony Family Wines brand, from 1,000 to almost 1MM cases, music has become core to the JaM Cellars marketing ecosystem; including festivals, venues, digital shows, podcasting, and charitable giving. John Anthony Family of Wines' CMO, Sarah Montague, will share how the JaM Cellars marketing ecosystem leverages music to connect emotionally with consumers, keep them engaged and entertained, and drive value for the brand.
- TV viewers are more concerned about seeing "entertaining" ads -- and ones that offer "value" -- than seeing "fewer ads," a study from media agency Magna's research division Magna Media Trials and Roku finds.
- Facebook's Q3 Widely Viewed Content Report shows just one in the top 20 posts qualified as engagement bait, vs.100% a year earlier. For the first time since the report has been produced, none of the top 20 posts violated platform rules. The Widely Viewed Content Report aims to provide transparency and context about what people see on Facebook by sharing the most-viewed domains, links, Pages and posts for a given quarter on Feed in the United States.
- The TelevisaUnivision agreement starts in Jan. 2023, and includes Nielsen Marketing Cloud and Gracenote's Advanced Discovery suite. It offers measurement and advanced planning across TelevisaUnivision's national, digital, local and audio affiliates as well as its streaming service, ViX.
- Like many hot DTCs, smart oven brand Tovala touches and re-touches consumers across every imaginable medium. But how do you stitch these disparate channel experiences to minimize friction in the customer journey and optimize these touchpoints to improve conversions? Tovala's Senior Director of Growth Engineering, Brian Krall, digs into Tovala's use of replay session analytics to better understand engagement trends, drop-off points, and conversion paths. What has the brand learned about using this toolset to smooth the journey for customers but also evaluate media performance and test new channels?
- Using three kinds of biometric measures -- eye-tracking, "cardiac deceleration" and "sweat secretion" -- Comcast Advertising says advertising in long-form TV programming on full-screen TV or streaming platforms yields better ad "memories" than with advertising placed on digital media platforms.
- The study shows viewability is device-driven -- determined by how and where the ad gets loaded on the screen -- while attention is human-driven by how the viewer responds to the ad served on the screen.
- Thinking more like a patient than a clinician opens a marketer's imagination to more engaging ways of depicting the healthcare experience. Few brands have been more entertaining and unconventional in focusing their patient outreach than Rodeo Dental. By focusing on outcomes and experiences, deploying jazzy editing and graphics, and shifting media spending away from TV and into social and search channels, Rodeo did more than grow brand and patient acquisitions. Rodeo Dental's Director of Growth Marketing, Dr. Richard Ly, shares how they were better able to measure the impact of their media spend and improve patients' relationship with the brand.
- Sometimes bigger is not better, especially when making smarter use of social amplification. For its Tiny Desk Contest, a small cadre of content creators was recruited to drive views and engagement for the NPR Music project on behalf of a major corporate sponsor. NPR's VP of Sponsorship Marketing, Lamar Johnson, explores the ROI for this use of content creators vs. paid amplification and the tactics for sponsor integration and amplification that helped the program perform far beyond projections.
- Color is an important aspect of brand identity, and a VidMob study shows it is key to understanding relevant features of a video and how viewers interpret a company's ads.
- Evolving from a product to a brand at speed through digital content. Super Coffee's Senior Manager of Content and Influencer Marketing, Hilary Lemonick, shares how the healthy coffee brand doubled its email and social media engagement rate in less than 6 months.
- To better serve patient and customer needs, GSK needed to move beyond measuring simple social metrics like engagement. It needed genuine social intelligence and analytics that could deepen the brand's understanding of how and why people needed and engaged with their brands. GSK's Analytics Manager, US & North American Social Intelligence Lead, Danny Gardner, explains how the company brought this capability in-house, set up analytics that matter, and then democratized that insight so individual brand managers could use it.
- Professional sports players may get a break during the off-season, but for the Arizona Cardinals' marketing team, this is the time to engage fans on a different level and aim them toward season ticket products. Arizona Cardinals' Email Marketing Analyst, Angie Weyman, explains how the brand is using hyper-segmentation routines to isolate season holders from ticket buyers from non-buyers in order to tailor messaging for these different relationships with the team brand. Their use of dynamic content insertion and careful measurement is giving them a fuller picture of these different fan sets and what it takes to engage them whether players are on or off the field.
- Incentivizing customers to engage and become brand loyalists is the holy grail of contemporary marketing. Player Loyalty and CRM Manager Liz Bowles Button of North Carolina Education Lottery shared how they solved the first-party data challenge by appealing to their customers' love of chance with a gamified program. Likewise, she shares the winning strategies for keeping players engaged beyond the transient ticket purchase.
- Through a combination of app and loyalty program usage along with local events, Fazoli's is crafting a data strategy that funnels local intelligence back to franchisees and managers so they can interact with customers in more personalized ways. At MediaPost's Brand Insider Summit QSR, Fazoli's Senior Manager/Brand Marketing, Erin Stevens, shares how cross-functional teams across the organization use this data to test and learn new engagement tactics as well as inform individual outlets how to better serve customers.
- As the 90-year-old Krystal restaurant brand looked to appeal to younger demos, the marketing team focused on college towns and some of their strongest influencers - star athletes. Executing on this smart plan took more than posing Quarterbacks with store owners. Krystal Restaurants' Director of Marketing, Kaitlin Stoehr, shares what the company learned about crafting local campaigns around recruiting this special class of social influencers, creating authentic live engagements, and then amplifying this content effectively in the community.
- H-E-B's strength shows that regional retailers can do a great deal to differentiate themselves online, building simple and easy-to-use tools for online shoppers, says Grant Steadman, Dunnhumby president of North America.
- Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, Eric Tsai, the furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.
- Seeing the plastic pollution crisis as an opportunity to solve a global environmental problem through contemporary and creative product development, GOT BAG created the world's first backpack made of 100% recycled ocean plastic. A story that can be told easily online, but a difficult challenge in the retail environment. GOT BAG head of NA, Matthias Paisdzior, shares how the brand creatively leveraged POP materials to successfully inform and engage consumers in-store.
- Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, at MediaPost's D2C Insider Summit, Eric Tsai, the furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.
- KERV Interactive COO Marika Roque describes the reasons that advertisers are tied into programmatic buying, the best channels that work with CTV, how search can support CTV campaigns, and the promise of shoppable ads.
- Brands should consider using ads that appear in video content, rather than during a break in content, when advertising on CTV, a study by MAGNA Media Trials and GumGum finds. The companies believe this method captures the attention of consumers with fewer commercials
