Purpose Pays Back Better

But sharper observers such as Nina Meyerhof have noticed that the degree of authenticity in Purpose advertising has been increasingPurpose advertising has only rarely been driven by the quest for economic gain Coming out of the 3970s human potential movement Enlightened Capitalism became a meme within the movement in the 3980s the proponents generally being CEOs and other high business leaders who actually did see the lightIn the 3970s when I brought the idea of brand content in TV ad pods to Don Johnson CEO of JWT he agreed with the idea but said he couldn39t risk pitching it to his clients At Grey Larry Deckinger said the same thingIn the early days of the internet some of the first brand content by pioneers such as Andrew Susman leaned heavily into Purpose without making a show of it Nestle Carnation Instant Baby Formula brand content recommended breast feeding rather than using their product Volvo presented all the new cars of every car company in Yahoo during twoweek coverage of the New York Auto Show And in a random control experiment with Volvo and the IAB it was shown that this lifted Brand Consideration of Volvo 6X significant at 99Those and other such studies done by my 3990searly aughts company Next Century Media 28 of them showed that media investments in branded digital content paid back much better than advertising Lately the Purpose tenor has lost share of space in what is now called quotnativequot and more of it is oriented to diversion and curiosityBack then in the first heyday of Purpose in brand content the marketing mix models found it to have high ROI CPG 450 relative to other ways of investing message dollars at the time TV CPG 200 but its overall impact has been constrained by the low reach inherent in all quotpullquot forms of communication This was my reasoning a decade ago when I once again recommended using TV ad pods for quotpushquot brand contentToday we are still finding that brand content has a high return although individual campaigns on digital find it hard to extend the reach of that lift TV will have to come to the rescue in ad pods and in branded programmingPurposedriven brand content has the highest return in heaven your heart and EarthIn the ARF study of altruistic advertising my company RMT39s findings showed that altruistic ads are above average in every single human motivation so they have something in them for each and every personWhat could altruistic brand content look like if presented in an ad pod on televisionIt can look like thisDoes your brand stand for any of these things Altruism SelfKnowledge Creativity Love Aspiration Achievement LeadershipHeroism The Good Life CompetencyAre you authentically and emotionally communicating those things in your ads and brand contentRMT and Semasio have IDs for tens of millions of Americans who have each of these RMT Motivations For example there are 64 million US IDs motivated by Altruism Neustar in a random control trial reported in September found that targeting people who have the same RMT Motivations as are in your ad increases incremental sales ROAS 95Recently I had the pleasure of working with MESH and Chilmark in a study of bank marketing in the US and UK I was impressed with MESH39s ability to discern how important brand content including screens seen in digital banking itself was in generating Brand Consideration for a bank brand such quotowned mediaquot ranging from 7 to 21 higher impact than paid media across brandsIn the Bill Harvey Consulting BHC ROAS study of 22T in sales vs 48B in adspend sponsored by Fox and powered by Standard Media Index IRI IHS Markit Polk and NPD CREST content marketing came up as statistically significant for a number of brands despite its budgets being dwarfed by paid mediaOnce we put Purpose on TV in ad pods and sponsorships watch the numbers riseIt39s obvious that the public wants there to be charismatic and inspiring leadership from someone Let it be youClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Purpose Pays Back Better

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Bill Harvey

"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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