The New Advertiser Emphasis on Quality of Experience

Further the new system is not solving for the walled garden silos but will be using purposely obfuscated for privacy protection estimating techniques that harken back to the mid20th century to estimate frequency on audience pieceparts So the pure media measurement mechanics are not the cause of the advertiserincreased desire for quality of ad experience They are a key part of the implementation process but not its causeThe cause I feel is that the new technoyouthdriven culture which has evolved from the youthdriven culture that39s been around since the 1960s Back then when it all started it was people in their 20s and 30s Now it39s a broader age cohort people that Mike Donahue calls quotscreenagersquot all the way up to people who think like them in their 40s Now it39s even more the main driver of our culture their procedural memories fully ensconced in technology Now it39s the most major shift in our culture possibly since the invention of the wheelWe39ve known that experience is a strong motivation for youth since the SRI VALS study and it has come up even more strongly from RMT research Carl Marci describes the way the brains of today39s younger people are rewired such that they get a jolt of endorphins every time their attentions flit to a new and interesting experience so they do that flitting as often as possible It is the technoyouthculture I believe that is driving perhaps unconsciously the upsurge in perceived value for the quality of the advertising experienceIt39s not just the advertising experience either It39s the total experience with the brand whose quality must be maximized The DTCs are taking away market share partly because they act so human and friendly to the customer and prospect They have the benefit of their origin stories on social media which humanize them and motivate youngsters to want to launch their own businesses rather than go to work for someone elseTwo other factors interact with this main experiential quality driver in the technoyouth culture influencers and social good The dominant subculture wants big business to do more than its share of making the world a better place since they have written off government as a force for good Big business is in the same doghouse but at least the citizenry know that they have some leverage with companies that want to sell them thingsInfluencers have become far more important due to internet reviews and individuals whose Facebook pages blogs tweets etc have propelled them out of obscurity These people are the role models for the rest Interactive media as I predicted have given the individual a chance to bloom as never beforeAdvertisers and their agencies are simply wising up to these colossal forces and adapting to them faster than in the past It39s taken less than ten years for the world39s advertisers to accept that purpose social good and influencer marketing are essential to core marketer thinking and that the endorphin jolt of a good experience whether produced by an ad brand content packaging the brand itself or experiential marketing is far more important than the quantity of GRPs or impressionsThis is actually quite a wonderful thing Quality rising over quantity in our thinking It will lead to better marketing better products more valuable brands and an economic boom outracing thermonuclear boom It may even lead to more social goodFourteen out of the 15 RMT Motivations are inherently idealistic some more than others power is the one exception What this means in terms of creative content as well as advertising is that there is ample opportunity to lead with positive role models heroes and heroines of one kind or another This is a new time in which antiheroes will decline in popularity except in the groups whose main Motivational driver is power This movement back to the heroic in our content and ads will in itself be a real driver of social goodOne RMT study presented at ARF done by 605 and sponsored by one of the largest advertisers in the world shows that a single ad impression in a program environment with more than 30 Motivational Resonance causes statistically significant increases in first brand mention saliency and purchase intent Erwin Ephron said based on marketing mix modeling data that advertising is a weak force I believed him until I saw these 605 RMT resultsThe reason you now see the rise of companies such as RMT Adelaide Iristv RealEyes and Lumen all of which do different things and are additively efficacious for advertisers agencies and media is because advertisers et al are waking up to the quality of the ad experience as being far more important than tonnage quantity Maybe someday even the emperor CPM39s nudity might be acknowledgedOur advertiser agency and media leaders are speaking up strongly on the subject of context right now The Adelphic webinar on February 26 2021 heard Brad Stockton head of Video Innovation at dentsu and Philip Lo head of Predictive Analytics at Nissan both say that Premium Digital Video must quickly move to context transparency not only knowing the program in which your ad appeared post hoc but being able to choose the program propter hoc Crackle was first to institute such a procedure and we know of larger networks that will soon be announcing the same thingThis is important because as RMT showed selecting Premium Digital Video placements by program rather than network doubles the lift in sales effect you get when you buy PDV by network Even buying by network provides some sales effect lift according to the RMT data but program buying doubles that liftThat39s because the quality of the experience of an ad depends to a large degree on how much psychological synch there is between the ad and the program or other context in which it is seenThe new emphasis on quality of experience is making marketers more psychologically sensitive And that39s a good thingClick the social buttons above or below 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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The New Advertiser Emphasis on Quality of Experience

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Bill Harvey

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The New Advertiser Emphasis on Quality of Experience

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