Brand Growth Without Overspending

Objectives and optimizers team training and financial incentives should be set to achieve the following collection of brand growth metricsBrand growth in inflationcorrected dollarsMarket share growthIncrease in user base penetrationIncrease in composite Consumer Lifetime Value CLVIncrease in brand loveIncrease in Net Promoter Score NPSShortterm ROAS for its effect on executive compensation and stock valueAn optimizer could weight these together with a default at equal weighting and the brand decider able to change that weighting on the dashboardStatistical analysis over time will determine the intercorrelations within this 7dimensional matrix This might determine that for example one variable letamp8217s say brand love drives all the others This might change the default weighting to upweight the apparent causal driversMessagingAdvertising works by making the brand more attractive to the prospectcustomer not necessarily at the conscious level This attraction is achieved by making the brand perception messaging resonate with the personamp8217s deepest motivational drivers which includes their subconscious aspirational self This aspirational self is not something the average human being is aware of consciously Questionnaires do not capture this information RMT passively collected privacyprotected content consumption analysis reveals this informationOne of the weakest links in advertising has always been the way brand users are portrayed in advertising Of course the users are shown to be happy and satisfied with the brand and they are shown living a fairly good life in a nice home all of that is good and somewhat obvious But in order to include a touch of humor users are often shown to be a bit silly and in order that the average person can identify with the user in the ad todayamp8217s ads have learned to make the people in the ad seem like normal everyday peopleHowever this is a very bland reducer to the mean when each person subconsciously aspires to be special An ad can gain power to achieve the seven objectives by a moment in which the user in the ad shows a flash of something outstanding Perhaps being cool and blasamp233 Perhaps being sparkling And so on These amp8220aspirational selfamp8221 clues about the category users can be detected by the RMT methodThe new ad should not only contain guidance from all of the usual topnotch questionnairebased data but also from behavioral data analyzed through psychographic filters and validated against the seven objective functionsAttention per se is not necessarily an indicator of attraction When we say attention we are referring to the most used measures of attention today which are gaze at screen and eye fixations on the ad itself Latest data from the Wharton Neuroscience RMT partnership sponsored by FOX reveals that in the case of YouTube for example only a fifth of the time that the gaze is on the screen during an ad play is the eye fixated on the ad itself EEG synchrony which is the best predictor of sales lift shortterm ROAS is itself best predicted by RMT resonance which is 64 times more sales predictive than eye fixation and 32 times more sales predictive than gaze durationAttention in terms of eye fixation or even better EEG attention can mean interest in the essential brand messaging in the ad interest in a peripheral aspect of the ad confusioncognitive dissonance morbid curiosity or skepticism Only interest in the essential brand messaging is valuable to the advertiserCreate the messaging platform creative brief and creative executions based on the most sophisticated means possible Detect early inflight whether to keep running the ad as is or not Mars and TRA showed at the ARF annual conference in 2012 evidence that shortterm ROAS can be increased 52 by early weeding of ads not producingMediaThe greatest inefficiencies which exist today in media usage by global advertisers are in two areasContext Effects Advertisers and their media agencies in general act as if all impressions are of equal value when in reality the value of most digital impressions is a small fraction of the value of impressions in televisionlevel streaming and traditional media Influencers and podcasts are the two great exceptions to this ruleFrequency is excessive for a large chunk of the media budget and is insufficient for another large chunk of the media budget Improving audience measurement across media types in itself has no power to change this The only way to change this is to make far more sophisticated use of addressable media Frequency Capping introduced by my 1990s company Next Century Media is only effective if it can be applied at the campaign level Controlling frequency within one media platform at a time has only a slight effect on the overall problemLetamp8217s dive a little deeper into each of these two challengesContext EffectThere are two levels at which the context predestines the outcomesThe media type constrains the range of success available For example in digital other than television level streaming influencers and podcasts the user is actively avoiding advertising to a far greater extent than in traditional media The attention companies led by Amplified Intelligence have been driving home this point for the better part of a decade but it has failed to slow the shift of 80 of ad dollars to digitalThe programming content preceding the ad has an enormous effect on how well the ad performs The resonance between the content and the ad as measured by RMT accounts for differences in shortterm sales lift from 50 to 100 The same wide range of context content effect is shown by the latest Wharton Neuroscience RMT work sponsored by FOX as shown in these graphsBy using the RMT method in media selection the brand places ads only in content which primes the viewer to remain immersed in the same mood when the ad comes on This greatly reduces the need for frequency as shown by this study for one of the worldamp8217s largest advertisersFrequencyThe concept of frequency arose a long time ago in advertising long before the availability of big data A brand didnamp8217t know when a prospect would be in the market for her or his product and so advertising needed to be continuously reaching people Besides the theory went that the more times you saw an ad the more likely it could persuade youToday with the proper use of big data it is possible to make better estimates of when the timing is right to reach a specific person with an ad for your product In a Leslie Wood analysis of ScanAmerica data she found that two exposures in the 48 hours before a shopping trip had the most shortterm sales lift for CPG products Joel Rubinson more recently proved that frequent shopper card data can be used to predict when a household is going to be in the supermarket next With addressable media used in the most sophisticated manner much less frequency properly placed can cause an increase in recency and therefore sales lift successIt is best to use all media types and each type has its own saturation level at which the diminishing returns curve sets in and itamp8217s time to stop spending more in that media type Today most media types hit their saturation point by the time that type achieves a reach of 1030 of targets The exception is linear TV where the saturation point is 60 reach Nielsenamp160Janus and Sequent in a CIMM analysis report that allocating enough budget to achieve 40 reach of the target in linear followed by allocating enough budget to achieve another 2040 reach points with MVPD addressable TV minimizes cost and excess frequencyIn this short article I hope that we have covered enough aspects of how to achieve brand growth without overspending in order to change the way you do marketing Good huntingPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Brand Growth Without Overspending

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Brand Growth Without Overspending

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