Leveraging Relationships Among Attention, Motivation and Incremental Brand Sales

Attention has been described as a form of quotnet impressionsquot Andy Brown head of the Attention Council and that strikes me as apt based on the higher correlations one sees between attention and ad recall and the adjacency between Advertising Exposures and Attention in the ARF Model It makes sense that Opportunity To See exposure would be heightened by the eye gaze being toward the screenThe lower correlations Iamp8217ve observed between attention and the midtolowfunnel metrics higher in the ARF Model also make sense in that attention in itself does not contain any inherent payload that would naturally increase purchase The creative39s role is to deliver such a payloadYet as Max Kalehoff Realeyes says quotNo attention no salesquot ARF CEO Scott McDonald expresses it similarly when he dubs attention a threshold measure a gate that must be passed through a necessary but not sufficient condition for advertising effectiveness much like impressions themselvesWayne Wu in his brilliant book on attention summarizes the entire fieldamp8217s scientific work as showing one relationship between goals and attention We tend to pay attention to things that are relevant to our goals motivations If the payload of the creative maintains and builds upon those same motivations which drew our attention to that ad the ad works and increases incremental sales effects and predispositions toward future purchase brand equityAs you may know my own psychological work in advertising through RMT has been focused on motivations Nielsen NCS validated that RMT Motivations when the ad and context align in terms of those motivations increases incremental sales while 605 validated that same adcontext motivational resonance increases the whole funnel of brand equity measures Neustar validated that when there is alignment between the motivations of the person reached RMT and partner Semasio have determined the Motivations of 320 million IDs in the US and 16 million in Canada and the motivations in the ad incremental sales increases Simmons and the ARF Cognition Council separately showed that RMT motivational measures explain more of the variability in brand adoption and sales These unusual degrees of proof for new marketing metrics are probably the result of RMT having empirically derived its taxonomy for motivational analytics from massive samples of settopbox dataAlso the RMT approach to measuring Motivations is not based on survey questions but on passive measurement of content consumption by settopbox and digital big data The content coding of ads and media contexts is the basis of judging the Motivations present in ads and media contexts and by the people who consume these media contexts The conscious answers a person would give in a survey are not the answers which RMT collects by means of this indirect approach which may be said to tap the subconscious motivations which can be read from actual behaviorVividata quotthe MRISimmons of Canadaquot has just released its Spring 2023 study in which RMT motivational scores have been appended to each of the 40000 respondents This makes Canada the global marketing industryamp8217s testbed for deep learning about how CMOs can think up new communication strategies when armed with insights about the motivations of their current brand users vs users of competitive brands vs other segments of prospectsLetamp8217s look at two product categories Quick Service Restaurants QSR and banks through the lens of VividataRMTamp8217s new Motivation Analytics platform available through two selfserve user interfaces Dapresy and Telmar as well as through custom studies The syndicated platforms focus on the 15 RMT Motivations which can be analyzed by any of the other data in the Vividata survey products brands media vehicles television programs websites apps other digitalsocialmobile ad platforms magazines newspapers radio stations demographics attitudinal questions Custom studies widen the lens to include finegrain subtypes within the 15 Motivations including 86 Need States which are breakdowns of Motivational segmentsNone of the 15 Motivations reachescovers 100 of Canadians The one Motivation that influences the most Canadians is Belonging with Hedonism a close second WealthSuccess is last in line in terms of reach of the Canadian publicThis might appear to be counterintuitive given how important money is across most of the nations of the world and in fact in surveys and even in a personamp8217s own conscious awareness of himself and herself money seems to take a major role in all of our lives So how could a measure that has been so widely validated say that in Canada money is apparently of less importance than many other things Itamp8217s because our findings are not based on conscious motivations but on whatever drives us to consume the content which we do personally consume Remember that 95 of what drives us is at the subconscious level according to Neuroscientist and Harvard professor Gerald ZaltmanWe chose five leading brands within QSR and five leading brands within banks in Canada We will refer to them as QSR A through QSR E and Bank A through Bank E Interestingly although Wealth is not the main Motivator in Canada for these first ten brands looked at WealthSuccess Love and StatusPrestige appear to be the RMT Motivations which could have the most positive effect in new creative executions against these user targets in CanadaRMT was curious to see if perhaps some of these ten brands had already come to the same conclusion and so conducted analyses of nearly 30 of the most recent ads these brands used in Canada Interestingly these brands in general are not making much use of these motivations in their videotelevision adsQSR Brands amp8211 ObservationsBrand A is communicating WealthSuccessBrands A and B are sometimes communicating LoveNone of the five QSR brands are doing enough with StatusPrestige understandable given the image of QSR but this can be changedQSR ads analyzed achieved Motivation scores of 20 in at least one Motivation about 70 of the time of at least 30 about 30 of the time amp8211 although mostly among Motivations of lesser importance to that QSRamp8217s customersBank Brands amp8211 ObservationsBrand A and Brand B are communicating WealthSuccessNone of the five bank brands are doing enough with Love or StatusPrestigeAll five brands are communicating Power and Creativity more than the latter three top Motivations of bank customersBrand A ads were better aligned with the top three Motivations in late 2022 than in early 2023Bank ads analyzed achieved Motivation scores of 20 in at least one Motivation about 70 of the time of at least 30 about 40 of the time amp8211 although mostly among Motivations of lesser importance to that bankamp8217s customersIn this brief introduction to this new learning laboratory for the marketing world weamp8217ve only been able to impart a thin sliver of the tons of intriguing insights Vividata and RMT have already seen by dipping into the new data Weamp8217ll continue to monitor developments in this mammoth new telescope into the minds and behaviors of our good neighbors to the North and will report to you findings and approaches which deserve consideration by marketers everywherePosted 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 MediaVillagecomMyersBizNet

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Leveraging Relationships Among Attention, Motivation and Incremental Brand Sales

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