Kara Manatt, VP Consumer Research
Strategy for IPG Media Lab, is in the epicenter of advertising receptivity
research at the agency.
Her department, which is the creative technology arm of
IPG Mediabrands, conducted research for 74 brands globally, representing over
20 studies and covering 749,000+ interviews. “I fell into research,” she
confides, “It was not part of my career plan.” But one of her professors
encouraged her to go to graduate school where she attained a Masters in Social
Psychology and from there, “research was a natural fit.”
In this interview, Kara talks
about her work at IPG, the surprising results of some recent research studies,
insights regarding viewability.
Charlene Weisler: Tell me about the type of
research you currently do.
Kara Manatt: While our goal is
always to help inform better media buying decisions, my team’s work tends to fall
into two buckets. First, we aim to answer our clients’ toughest questions as
they relate to advertising effectiveness and changing consumer behaviors. For example, we recently conducted a first of
its kind, scientific study on viewability. Other topics include, the importance
of contextual relevance in ad effectiveness, determining what consumers really
want and expect from ad personalization, and developing a deeper understanding
of ad avoidance behaviors. The second area of focus is on understanding the effectiveness
of emerging ad products and strategies. We serve as a testing ground of sorts
for new ad product innovations. We’ve
found that the best way to foster innovation for our clients is to bring the
testing in-house.
Charlene: What type of research applications
do you use?
Kara: We aren’t beholden to
any specific approach or methodology. Every
project we work on is different, so we customize our approach to answer the
questions at hand. That may include more
traditional research approaches, but more often than not we are incorporating
next generation technology into our studies.
Obviously, technology has drastically changed media, and we believe that
same technology should change the way we measure it. Because of this, we’ve even built our own
tools to track consumer responses, such as ad avoidance, attention, and
emotions. I will also say that the
keeping true to experimental design, which is the most rigorous form of
testing, is extremely important.
Charlene: Are you working on any cross
platform studies?
Kara: We’ve done a number of cross
platform studies in the past and it will be an integral part of our work moving
forward as well. Our past studies have
focused on understanding how consumers experience various platforms and how
those experiences translate into ad effectiveness. We’ve also explored best practices around the
ideal timing for cross screen re-targeting and message sequencing across
screens. This year, we plan to focus
quite a bit more on newer platforms, such as OTT or connected TV. Our clients want to know more connected TV’s
role in the media mix.
Charlene: Anything that you have found
through your research that surprised you?
Kara: Yes, our studies are fairly
comprehensive, so there’s almost always something surprising. Those tend to be the most fun studies as well
– when I’m wrong about a lot. In a
recent global study on branded content, I had several hypotheses in which I was
proven wrong. Going into the test, I
thought that entertainment would be
one of the biggest drivers of effective branded content. It turns out that entertainment is really
just table stakes. There are many other
aspects of branded content that are much stronger drivers of success. For example, offering consumers valuable
information in a way that is trustworthy and authentic for the brand. Another recent surprise for me was from our
research on contextual targeting. It’s
common sense that aligning with contextually relevant content is a good thing. But, I was really surprised to see the power
relevance can actually bring to the table.
The same video ad can perform dramatically differently based on the type
of content is next to. We saw a 63%
increase in purchase intent simply by being next to contextually relevant video
content. That is fascinating to me. Context can completely change the way consumers
internalize ads.
Charlene: Is there a general rule to maximize
effectiveness?
Kara: Having any sort of contextual
relevance is a good thing, but I think the rules vary by industry vertical and
your campaign objectives. For example, if you are a brand who has invested in
creating ads that are aimed at eliciting emotions, you should be thoughtful
about where you place those ads. Will an emotional ad work harder if you run it
against emotional content? In general, no - It must be emotionally congruent.
Run a happy ad next to happy, uplifting content. So again, the general rule is context
matters, but to truly maximize effectiveness, you have to treat each campaign
differently.
Charlene: Trafficking ads on TV in order to better
match context seems to be very difficult to achieve. How can an agency help networks
make the right match?
Kara: Our recent test was with
digital video and that technology does exist.
We worked with a company called Zefr to match ads with the right content
on the digital platform. Their technology allows you to do this sort of
matching at scale. And that brings up a
good point, we sometimes have cool ideas, but decide against working on them if
they can’t actually translate into something brands can truly take advantage of
in the market at scale. TV has less flexibility at the moment, but as it evolves,
we should be able to try out these same concepts in the living room.
Charlene: Have you done any research on Viewability
and if so, what did you find?
Kara: Yes, we recently conducted a
large scale research project on viewability, in partnership with Cadreon and
Integral Ad Science. Some of our conclusions are: 1. At a high level, there is
a strong relationship between viewability and ad effectiveness. That is, as
viewability increases, so does consumer attention and ad recall. 2. Of the two dimensions of viewability –
time in view is more important than the number of pixels in view. They both
play a role in effectiveness, but again, time in view is a stronger driver of
effectiveness. We also explored what advertisers can do to have bigger impact
even at lower levels of viewability. For one, they can take simple steps such
as placing their logo at the top of the ad. When the logo is on top, it makes a
big difference at lower levels of viewability. Advertisers can also run their
ads on less cluttered pages and run video in places where consumers are more
likely to have the volume on.
Charlene: Can you give me some predictions as
to how you see the media landscape evolving in the next 3-5 years?
Kara: Some of the changes that are
most exciting to me are changes that will take place in the living room with
TV. We are moving to a more flexible
programming grid that will allow for more feed-based discovery. This will be really exciting for brands
because it means their custom curated content can appear next to popular TV
shows. Changes in the TV landscape also
mean we will be able to do more media buying based on audiences instead of
shows. We will see the full flexibility
of digital, including interactive ads in the living room. From a research perspective, these changes
are what I’m really looking forward to.
This article first appeared at www.MediaBizBloggers.com
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