Program Environment Can Add +35% to +37% ROI Lift

DriverTagsTM are psychological metatags attached by RMT coders to programs and ads and to any other form of content Derived by a systematic empirical process from the over one million words in the English language in the final distillation these 265 terms were the ones that most accurately predicted which homes would convert to loyal viewership of a television series as measured by settopbox data Controlling for network and time period DriverTagsTM account for 76 of a program39s Nielsen ratingThe same Turner study tested two other measures of context for their effects on ROI as measured by Nielsen Catalina One was LEAP scores a surveybased method which asks respondents which is the one television series to which they have the strongest emotional attachment This was also found to be positively associated with higher ROI but the ROI lift effect was not 35 to 37 it was 10 for both brands in the top tertile LEAP programs than the brand39s campaign average ROIThe other context classification system tested wasamp160the Nielsen Quad scores a measure of the degree to which a program enjoys high viewer loyalty and complete viewing of episodes This one was positively correlated with higher ROI for one brandamp160and negatively correlated with higher ROI for the other brand Brand A had a 24 higher ROI in the programs with top tertile Quad scores but Brand B39s ROI under the same conditions was 45 lower This reminds one of the oftencited directresponse finding that DR delivers higher ROI in programs with low attention and supports the idea that depending on the individual ad a high attention program may be either a benefit or a disadvantage It39s clearly an area deserving of closer study in futureNielsen Catalina Chief Research Officer Leslie Wood in a breakout session at the same conference reported ROI results associated with program genres across all Nielsen Catalina CPG ROI studies to date The highest lift of about 10 was found for comedies This is reminiscent of the finding reported in the 1950s by Horace Schwerin the father of modern copy testing who showed that ads for food and beverage products yielded lower persuasion scores in fearproducing programming making comedies the best environment for such product adsHorst Stipp distinguishes two general approaches to leveraging program context for greater advertising effectiveness one which attempts to measure the attentional effects of the program and the other which seeks to measure the congruence between the psychological nuances moods values etc of the ad and the program DriverTagsTM is the only contemporary approach to congruence and its ROI lift power has been proven to be three to four times greater than the attentional approaches Ideally one would use both approaches to maximize ROI and would do so without blunting the ROI lifting effects of other tactics such as targeting heavyswing purchasers using fastreach media buying cost efficiently etcCurrent events relating to DriverTagsTMSimmons Research is using DriverTagsTM as part of its new Holistic PsychographicsTM productTurner Broadcasting is offering to help its advertisers leverage DriverTagsTM in schedule optimizationSpectrum Reach the data analytics arm of Charter Communications whose set top box data now covers Time Warner and Bright House as well as Charter is prepared to do AB testing comparing DriverTagTM context optimized schedules to otherwise identically bought schedules which are not DriverTagTM context optimizedStandard Media Index is now inviting inclusion of DriverTagsTM and Simmons Holistic PsychographicsTM in its ROI studies reflecting the knowledge that such quotcreativequot aspects of ad stimuli outweigh media in determining ROIClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160

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Program Environment Can Add +35% to +37% ROI Lift

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Bill Harvey

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

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