Leveraging Millennials Emotional Attachment to Brands Using LEAP

One of the most challenging aspects of marketing and branding efforts today is ascertaining how one’s brand connects with consumers and how healthy this attachment is for long term consumer affection. Today, the greatest focus for both agencies and media companies is on Millennials – what are their preferences, what are the connectors that bind this demographic to a brand and what are the long term prospects and opportunities for brands to more closely connect with this cohort. 

Agency executive, Katerina Sudit, Managing Partner, Executive Lead at Mindshare, believes that the biggest challenge to brands today is the “commoditization of established brands,” especially for Millennials because, “the importance of the brand for Millennials is paramount.” She notes that it is vital for large brands to connect with the consumer in, “what is it you are doing for them, not what it is you are selling to them. It is not just about the message. It is about the value-based engagement plan.” 

Media executive Mary Kate Callen, Senior Director, Velocity Culture and Creative Insights, Viacom, found through her research that Millennials value authenticity and have a stronger sense of relationship. She asks, “Will brands take this to the next level of what being a person really is? (Millennials) have complex, dimensionalized values and that is a difficult thing for brands to nail.”

From agencies to media companies, it is clear that Millennials in particular must experience a brand attachment that speaks personally to them. How can advertisers be sure that their brands are connecting with Millennials? Gary Reisman, CEO of LEAP Media Investments, has an answer. His company has developed a patented process which activates audiences that are connected with specific brands across all media platforms - online, social, mobile and in advanced TV planning and buying.
“It’s widely known that over 75% of our purchase decisions are made based on emotion – meaning the bonds and relationships we have with brands and products yields relevance and meaning that drive us to engage and purchase brands and products,” Reisman explains.

 The higher the emotional attachment is to a brand, the less willing a consumer is to give up the brand, the greater the attention paid to messages from that brand, the greater the advocacy on social media and the higher the sales. “Every brand has its own business plan and strategic needs. LEAP has developed audiences for over 400 brands across 25 categories.  LEAP audiences specifically allow marketers to target consumers based on what level of emotional attachment they have to their brands” notes Reisman. 

According to LEAP, Amazon is a clear winner among Millennials with the greatest emotional attachment for both females and males. Other brands in the top ten for Millennials include Netflix (although stronger among women than men), Microsoft Office and Windows, YouTube, Visa, iPhone and Apple. Differences are revealing: Women are more highly attached to Target and Facebook while men are more highly attached to Samsung.

The top ten brands with the highest emotional attachment among Millennials are:

Adults 18-34                                      Females 18-34                                  Males 18-34                     63.1%*                 Amazon               68.4           Amazon                     55.4
Netflix                  55.1                      Netflix                  61.9           Visa                           44.7
YouTube              52.5                       Target                   57.5           Microsoft Office       44.2
Microsoft Suite    50.9                      Microsoft Office   56.9          YouTube                    44.2
Visa                      49.3                      Visa                       54.5          Microsoft Windows   42.9
Target                   46.6                      iPhone                   52.8          Microsoft                   39.8
iPhone                  46.3                       Apple                    51.6          Netflix                       39.3
Apple                   45.0                       YouTube               51.6          iPhone                        37.8
MicrosoftWindows    42.8                      Facebook               50.4        Apple                          36.9
Facebook             42.6                      Microsoft Windows     42.4        Samsung TV               33.5

Source: LEAP Media Investments 2016 study
*To be read: 63.1% of Adults 18-34 Have a Strong Emotional Attachment to Amazon

“The marketers we work with leverage the LEAP Enthusiasts audiences to stimulate immediate sales and social sharing, which is so important in today’s media marketplace. At the same time they also target their Conquests audiences who are moderately attached to the brand to further solidify brand attachment and gain market share,” stated Reisman.

So in this era of fragmentation and increased competition, the advantage of a strong emotional attachment to a consumer cannot be understated. Millennials, with their own unique attractions to specific brands, will be dictating the purchasing patterns and brand affiliations of the future.  Smart and strategic brands will focus on emotional attachment as a way to insure future growth and loyalty among these pivotal consumers.

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Want to Find Out What You/r Really Worth?

I am re-posting Joe Mandese's article from Media Village on my blog here to help encourage enrollment in this fascinating project. Please consider joining.

Ten years ago, Joe Marchese and I collaborated on a special edition of MEDIA magazine exploring a single question:  Was advertising a mistake?  The idea was that the ad model that emerged after World War II was based on a scarcity of media that, increasingly, no longer existed -- and that a new model needed to emerge based on a new form of scarcity: the time and attention people spend with media.

Marchese had just launched an ambitious venture enabling brands to reward consumers that gave them their attention.  Ten years later, Fox acquired Marchese’s venture -- True[x] -- named Marchese head of advertising sales and has already begun shifting from an ad impressions-based model to one based on the quality and duration of time consumers spend with Fox’s shows and the brands that advertise on them.

Marchese helped solve the problem from the industry’s perspective.  I was inspired to try and solve it from the consumer’s point-of-view, and began developing Bid/r, a new marketplace in which consumers trade their own time and attention explicitly and transparently with brands.  With the blessing of Jack Myers, I am inviting you to be a part of the live market trial that will launch in the next few weeks.

Full disclosure:  Jack, Joe Marchese and a Who’s Who list of industry veterans are also angels backing Bid/r’s launch.  They include Dave Morgan, Andrew Susman, Alan Cohen, Russ Zingale, Sarah Faye, Ellen Oppenheim, Debbie Reichig, Mitch Oscar, Charlene Weisler, Dave Thomas, Bruce Dennler, Steve Farella, Mike Lotito and David Verklin.

Bid/r wouldn’t be launching now if it wasn’t for their support.  It won’t get much past that point if we don’t get the support of people like you.  That’s because Bid/r is a people-powered marketplace that depends on people trading something -- their own time and attention -- with others willing to give them something for it: brand marketers.

So what’s in it for you to participate in the market trial?

Well, aside from the goodwill of helping me, my partner Hagen Wenzek, our angels and advisors such as Brian Monahan, Carl Marci, Bob DeSena, Bryan Wiener, Marc Guldimann and Josh Engroff, you’ll help shape a marketplace people have been attempting to crack the code on for as long as people have been talking about the “attention economy.”

Beyond that, you’ll get a “listing” on an exchange controlled 100% by you and five minutes of “inventory” each day to trade with brands offering you explicit values -- samples, swag, content, experiences, even cash -- to trade it with them.

Many of the bids you’ll receive in your “bid feed” will be things you can find in the real world, but over time you’ll see some unique, interesting and valuable bids coming directly from brands targeting users on Bid/r.  These are the trades we’re most excited about testing, because in some cases they will be forms of value exchange that have never been explored between consumers and brands before.

The goal of the market trial is to prove Bid/r’s model -- a direct-to-consumer audience exchange based on people trading themselves like an equity -- works and to refine and improve it over time.
The market trial will last for two months.  Users can only trade up to five minutes of time daily.
We are only accepting 1,000 users for the trial, so please go to and list yourself now.

The experience won’t be perfect, but with your help and feedback, Bid/r will become a marketplace based on the value of you.  So sign up and find out what you/r really worth.


Managing Local TV Market Traffic in the Ad Tech Age

Vehicle traffic on a crowded highway: how best to manage local TV trafficLocal traffic systems are often legacy systems, having processed local TV market buys for the industry for years. Now, in an age of greater data diversity and granularity, many of these systems are straining to keep up—but the future of local TV market traffic must bring change.

You Need Data and Reach

With big data sets now available to measure television, a low sample size should be a thing of the past—even at the local level. “Of the local agency clients (of Rentrak) with whom I have spoken, they have stressed the importance of stability in the ratings, availability across all networks, ‘no zeroes,’ and the ability to characterize the audience beyond age-gender,” says Caroline Horner, co-founder of advertising agency SpicyTequila. Horner also notes that advertisers buying across multiple markets want consistent metrics and tools.

This means local traffic systems should be able to import more granular data to better track contract inventory. There’s also a need to go beyond ratings and delivery as a measure of success in trafficking contracts. Reach is becoming even more of a must-have for advertisers—but few systems have updated or attempted to address either reach or target reach. “The growing importance of local reach and the need for updating the reach methodology is a common conversation,” says Horner.

Read the full article at the Videa blog.

Welcome Generation Z: Nielsen Takes a Closer Look at Post-Millennials

No sooner is the media industry starting to understand Millennials than we are faced with another, younger generation of consumers and viewers. Nielsen refers to this post-Millennial group as Generation Z and focused its latest Total Audience Report (1Q17) on this younger, up-and-coming cohort. 

Why Generation Z? They are a large percentage of the TV and Total US populations, very diverse and, through their use of technology, are expanding the media usage footprint. According to Nielsen, Generation Z (which Nielsen defines as anyone under 21) is currently 26% of all persons in Total US TV Homes – the largest generation of individuals today - and when combined with Millennials, form almost half of the total US population. They are also very diverse, accounting for 22% of all Hispanics compared to previous generations. As a Nielsen press release states, “While generations like the Baby Boomers and Millennials are well known and add their own unique value to the media landscape, the lesser studied Generation Z is quickly maturing into adulthood and will soon make their presence known.” Indeed.

I sat down with with Peter Katsingris, Nielsen’s Senior Vice President of Audience Insights, to discuss the impact of Gen Z’ers on media:

Charlene Weisler: What are the major takeaways of the recent Nielsen Total Audience report on Gen Z?

Peter Katsingris: I think the most important thing to keep in mind is that Gen Z is the largest and most multicultural generation out of all the ones we looked at. Living at home – which they tend to - comes with perks: they have access to plenty of options for viewing content. Almost 3 out of 4 Gen Z’ers have access to an SVOD service and nearly all have some sort of TV connected or digital device to view content. They are growing up in an on demand world and have more choices available to them than prior generations.

Charlene: What makes them different from Millennials?

Peter: With these younger generations, it’s all about life stages. Millennials exist as adults now – they’re finishing up college, entering the workforce, moving out on their own, or starting a family. They are trying to earn a living and figure out what they can - or can’t - afford. They are at different points in their lives than Gen Z who are mainly still at home. Gen Z tends to be less self-reliant and because they are home, I believe, they have access to more tech and services than Millennials. 

Charlene: Is Gen Z as large an influence to the culture as Boomers were to theirs?

Peter: It’s hard to say right now. I think Boomers lived through some different times and that makes it hard to compare. So many things have changed between generations, whether based on historical events or technological advancements. Only time will tell.

Charlene: What are the major attitudinal attributes of Gen Z?

Peter: They are definitely growing up in a more technologically advanced time than prior generations.  I happen to be the parent of Gen Z’er and I definitely see their need to constantly stare at screens both large and small. Wherever you go, you see this young generation being entertained by a device whether it be in a restaurant, shopping cart, at home - pretty much anywhere! They are exposed to so much more because of technology and are "growing up" quicker than prior generations.  

Charlene: How do you see Gen Z impacting media and content consumption?

Peter: Again, it goes back to life stages.  and that makes it tricky. The younger Gen Z’ers are either at home or school and as they become teens, they are out of the house more. During this transition, their habits tend to change as well. Once they hit college, consumption changes completely.  Because they are growing up in this on demand world, their media habits are different than prior generations. College kids tend to be the lightest viewers of television, but do use the TV set for their connected devices like game consoles and multimedia devices for streaming content almost as much as prior generations. Gen Z’ers will likely have similar digital use as millennials as they age, but the question still is if younger generations will look like the older ones, or will older ones change and adopt younger behaviors. It’s a lifelong study.

Charlene: How do you see Gen Z impacting ad consumption?

Peter: I think it all depends on what media they are consuming and which platform. Some platforms or services are more ad supported. For example, if we see they are only watching SVOD services, then they would be exposed to fewer ads. But they are watching or listening to media across all platforms. They are increasingly using game consoles and multimedia devices.  We can assume they are increasingly using digital devices like the younger millennials as well. Depending on how ads are served on those platforms would play a role with their impact. 

This article first appeared in


Focusing on TV Measurement. Interview with iQMedia's John Derham

John Derham found the pathway to data via his work the financial services industry. Now, as Founder,  Head of Innovation, iQ Media, Derham is focused on TV measurement. “When I saw marketers struggling with a lack of data around linear TV, I started iQ Media to improve the data and timeliness for organizations who needed to leverage TV signals to better understand their marketing,” he explained. “It is our everyday mission to make TV data more accurate, transparent and attainable for any brand,” he added. 

Charlene Weisler: From your perspective, has TV measurement changed and if so how?

John Derham: Television measurement is continually changing based on the availability and access to new and different types of data. Historically ad measurement was the main measurement point, but new technology, such as iQ Media capabilities, enables the measurement to reach into the contextualization of content. Product placements, mentions, in event views are a sampling of the new measurement objectives. 

Charlene Weisler: Tell me about iQ Media and where it sits in the TV measurement world. What does it offer that is not being offered by TV measurement services today?

John Derham: We bring context to viewing on television, helping our customers accurately identify when their brand is seen and heard on TV, and pinpointing earned vs paid mentions, allowing them to  evaluate and measure their major investments in real-time. And, we partner with other companies to quantify the impacts at both audience and key ROI hurdles. 

Charlene Weisler: Is your company developing new metrics for TV measurement? If so what are they?

John Derham: We are continually developing new tools and metrics for measurement. One of our newest and most exciting innovations is around the viewability of brand exposure on screen.
Charlene Weisler: How do you calculate the viewability of brand exposure on screen?
John Derham: Viewability deals with a number of factors such as size, location, and persistency (to name a few). The ultimate goal of measuring brand exposure on screen is ensuring that the brand is actually being seen and registered by the "human eye”. Put another way—it’s identifiable by a passive viewer who’s not specifically looking for it. Many times brands are visible, but not identifiable. When you have someone manually tracking brand appearances, they know exactly what they’re looking for, so they’ll always see it and count it—even if it wouldn’t be noticed or registered by someone who wasn’t looking for it. Reporting those instances just isn’t helpful to brands because they don’t bring them any value.

Charlene Weisler: How would you move the TV measurement market to the type of data metrics that your company supplies? Why is it better than what we have now?

John Derham:  I believe the market is mature and is comprehensively aware of audience behaviors. There is still a mix between earned and paid content exposures and the two should continue to converge and be measured together. Another area of improvement should come in the form of quicker turnaround times of data and resources.
Charlene Weisler: What are earned and paid content exposures for TV? Sounds like digital.
John Derham: Earned content is simply anything that is not paid. Mentions of brands or logos that show up in TV content aren’t always paid. Brands often get earned mentions or views on news and other dynamic content programs, for example. 

Charlene Weisler: Do you think TV measurement and digital measurement are comparable qualitatively? If not which is better and why?

John Derham: One of the challenges of digital media is measurement and tracking. Individual consumers are exposed wide ranging variants of exposures coming from multiple platforms. Advertisers are paying much more than they are getting value for and are returning to more traditional forms like television because of the tracking and certainty of the exposure. 

Charlene Weisler: There’s a lot of energy around local TV spending recently—is TV measurement as good as it can be here? If not, how can it improve?

John Derham: Local TV spend is a $25 billion dollar business. Technology now exists to help track local DNA spending and the inventory associated with it is becoming more flexible and adaptable. iQ Media's platform helps broadcasters and marketers understand local market data and viewing trends for brands. Most television ad tracking and media tracking is being done only on a national or cable basis. We have the tools to access local market content in the same manner as national content. 

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Ads Are Getting Better … Sort Of… According to Recent Kantar Media Research Study

Is advertising getting better for consumers? Are consumers’ receptivity to advertising improving as ads become more addressable? Kantar Media’s recent global DIMENSION study has revealed that while consumers say that the advertising environment has improved, there are still some challenges, particularly with online. The survey included responses from more than 5,000 “connected” adult consumers. 

Manish Bhatia, North America CEO, Kantar Media shared his views about the survey in this exclusive interview.

Charlene Weisler: What for you was the biggest takeaway from the Dimension survey?

Manish Bhatia: One of the biggest takeaways we found is that data is changing everything and not always for the better. While data helps advertising become more effective and efficient than ever, marketers who rely on the wrong data or use the right data in the wrong way risk turning consumers off and damaging perception of their brands.  

Charlene:  Your results indicate that 47% of those using ad blockers say they have issues with aspects of online advertising as opposed to ads themselves. What type of issues?

Manish: We believe excessive retargeting is contributing to these concerns: 71% of those we surveyed agree that they see the same ads over and over again and we saw many complaints about being bombarded by advertising. Respondents expressed annoyance at being shown ads for items that had recently been purchased. The industry leaders we interviewed also agreed that saturation has become a significant concern. 

Charlene: At what point does addressable advertising tip into invasion of privacy?

Manish: We found it’s really a balancing act for both advertisers and consumers. When targeted ads are relatively benign and beneficial to consumers they often don’t mind the fact that their data was shared – for example, if they are offered a coupon for a product they often buy. But ads can also start to seem too intrusive.

Charlene: Does it vary by platform?

Manish: Mobile definitely can raise greater concerns about privacy because those devices are so personal. Some consumers may also be concerned about geo-targeting ads that leverage their physical location. 

Charlene: How can feelings of invasions of privacy be avoided?

Manish: Paying attention to frequency and context can help. Seeing ads too often and seeing ads at inconvenient times or linked with the wrong kind of content can definitely be viewed as intrusive. 

Charlene:  When you talk about matching creative with context, can you give some good examples of what works and what might not work?

Manish: Don’t just match ads to content, but rather to consumer mindset and behavior. Someone who is reading a serious article about food safety is in a different place from someone who’s looking at recipes. And someone who’s browsing for quick info from a phone may be too busy to take in an ad, or might even view it as an annoyance.  

Charlene: How can this best be implemented?

Manish: You need a full understanding of all the media consumers are using – often, in this hybrid world, all at the same time. True cross-media measurement is key, otherwise you risk becoming siloed and serving too many of the same ads through different channels. 

Charlene: What are some of the lessons that programmers can take from your study?

Manish: Invest in quality data and tools that will give you a complete picture of the media landscape – and then make sure you use them wisely. Make sure to provide consumers with a compelling experience - you’ll find that they reward you for it. 

 Charlene: Is this a trend study -- do you have year to year comparisons?

Manish: DIMENSION will be a trend study but this is our first year. Check back with us next year and we’ll be happy to update you. We’re going to be tracking perceptions of advertising on an ongoing basis via our Ad Positive score so we’ll have a better answer for you next year. But overall, targeted advertising can be effective – if it’s done well. 64% of consumers we surveyed said they prefer to see advertising that is relevant to their interests.

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