bNet The CBS Interactive New Network
By Geoffrey James | April 27, 2011
If you want to be effective at selling, you must get rid of any and all traces of “salesman voice.” You know what I’m talking about… that breezy, TV-pitchman voice that’s filled with false excitement.
Many real-life sales pros unconsciously talk in “salesman voice” because they’ve been subliminally cued by listening to other sales pros who have it. The problem with “salesman voice” is that it raises the hackles of your prospects, and makes them think of you as a salesman first and a person second.
Every time you sound “like a salesman,” you’re communicating that you’re only there to sell and your credibility flies out the window. But not to worry. It’s pretty easy to get rid of salesman voice. It takes about an hour. Here’s how.
Set up a device that can record your voice. You’re going to make three recordings and you want them to be as similar as possible in terms of content, so this works best you’ve got a script that you use for cold-calling, a standard elevator pitch, or something like that.
• Your Recording #1: Imagine yourself talking to a customer. Go through the script as if you were participating in a normal communication. Don’t focus on the sound of your voice but rather the message you’re trying to communicate. This is your baseline.
• Your Recording #2: Imagine yourself talking to your best friend. Go through the script as if you were relaxing with a coffee, across the table from somebody who really know you and likes you. Focus on your desire to help your friend understand your message.
• Your Recording #3: Imagine that you’re on a TV show, playing a loud, obnoxious cartoon sales guy. Go through your script, and don’t be afraid to ham it up a little. However, don’t lose focus on the message, and stick to the script.
Listen to the three recordings in this order: #2, #3, then #1. If you’re like most sales professionals, recording #1 will have some elements of tonality, cadence and rhythm that appear in recording #3, but NOT in recording #2. That’s your “salesman voice” and it’s what’s turning off your customers.
Now listen to #2 again. That’s closer to the voice that you’ll need in order to be really successful at selling. If you can incorporate that relaxed tonality into your day-to-day work, you’ll find that prospects will warm to you more quickly and tend to give you more of chance to prove that you can be of value to them and not “just another salesman.”
Sure, it’s ridiculously exaggerated, but that’s the point. If you want to sell more, you need to sound more like Will Smith and less like Philby Sellmore.
In short, it’s all about the tonality in your voice. Sound like a salesman and you’re probably going to lose the sale! It’s really that simple.
Saturday, April 30, 2011
Friday, April 22, 2011
Arbitron, Marketron Unveil New Radio Tracking, Planning Tools
MediaDailyNews > Monday, Apr 18, 2011
by Erik Sass, Friday, April 15, 2011, 6:59 PM
As the radio business struggles to win back billions in ad spending, some of the key factors in getting advertisers to sign will be ease and accountability in terms of planning, buying, reporting and analyzing radio ads. Some of the major players in the radio business are introducing new Web-based platforms for tracking and analyzing radio spending and planning new radio ad campaigns.
Arbitron, the dominant radio ratings research firm, has partnered with Media Monitors to create new interactive tools offering users the latest radio ad campaign data from all markets covered by Arbitron's Portable People Meter.
The platform, called "Get a GRiP," allows Arbitron clients to see the frequency and reach of specific ad campaigns, which they can sort by advertiser, client, market, station, station genre, demographic target and schedule.
Among other things, "Get a GRiP" allows clients to conduct competitive comparisons for ad campaigns, breaking data down by GRPs, percent share of GRPs, commercial units and percent share of commercial units. Users can track station GRPs over time, as well as by hour and client.
Get a GRiP's tools should allow them to calculate spending and cost per point for various campaigns at the market level. All this data is available within two days of spots airing, meaning that advertisers can check on the effectiveness of radio buys and tweak them, if necessary, with a much faster turnaround time.
Also this week, Marketron announced the launch of a new, integrated online platform for reporting, analyzing, planning and buying radio inventory, and other media, if users wish. The new Marketron platform, called MediaScape, offers users access to a suite of capabilities that already exist independently -- including its Exchange, revenue builder and mobile platform.
"in one common operating environment that allows me to execute campaigns across different channels," according to Marketron CEO Steve Minisini. Users can also build in data integration from third-party services -- for example, for online measurement or ad-serving.
Because it is an open platform, Minisini said MediaScape can easily be expanded to interface with online exchanges for buying and selling other kinds of media, including print, TV, online, out-of-home. "We've built an open application layer that allows everyone to play together."
To that end, MediaScape can import financial and inventory information from other media, for example, to a common analytics dashboard; it can also be modified to handle billing for different sorts of media. Minisini concluded: "Anyone else in the industry can participate, and plug their services into the framework here."
by Erik Sass, Friday, April 15, 2011, 6:59 PM
As the radio business struggles to win back billions in ad spending, some of the key factors in getting advertisers to sign will be ease and accountability in terms of planning, buying, reporting and analyzing radio ads. Some of the major players in the radio business are introducing new Web-based platforms for tracking and analyzing radio spending and planning new radio ad campaigns.
Arbitron, the dominant radio ratings research firm, has partnered with Media Monitors to create new interactive tools offering users the latest radio ad campaign data from all markets covered by Arbitron's Portable People Meter.
The platform, called "Get a GRiP," allows Arbitron clients to see the frequency and reach of specific ad campaigns, which they can sort by advertiser, client, market, station, station genre, demographic target and schedule.
Among other things, "Get a GRiP" allows clients to conduct competitive comparisons for ad campaigns, breaking data down by GRPs, percent share of GRPs, commercial units and percent share of commercial units. Users can track station GRPs over time, as well as by hour and client.
Get a GRiP's tools should allow them to calculate spending and cost per point for various campaigns at the market level. All this data is available within two days of spots airing, meaning that advertisers can check on the effectiveness of radio buys and tweak them, if necessary, with a much faster turnaround time.
Also this week, Marketron announced the launch of a new, integrated online platform for reporting, analyzing, planning and buying radio inventory, and other media, if users wish. The new Marketron platform, called MediaScape, offers users access to a suite of capabilities that already exist independently -- including its Exchange, revenue builder and mobile platform.
"in one common operating environment that allows me to execute campaigns across different channels," according to Marketron CEO Steve Minisini. Users can also build in data integration from third-party services -- for example, for online measurement or ad-serving.
Because it is an open platform, Minisini said MediaScape can easily be expanded to interface with online exchanges for buying and selling other kinds of media, including print, TV, online, out-of-home. "We've built an open application layer that allows everyone to play together."
To that end, MediaScape can import financial and inventory information from other media, for example, to a common analytics dashboard; it can also be modified to handle billing for different sorts of media. Minisini concluded: "Anyone else in the industry can participate, and plug their services into the framework here."
Upfront: Cable Nets Expected To Take In $9.2B
MediaDailyNews Friday, Apr 22, 2011
by David Goetzl, Yesterday, 4:23 PM
A Barclays Capital report continues the trend of forecasting a stellar upfront for cable networks, but throws some cold water on the ad market at large. Volume for the cable market is projected to jump about 15% over a year ago. Cable is expected to take in total dollars on par with the Big Four broadcast networks for the first time, with both at $9.2 billion.
The report, authored by analyst Anthony DiClemente, does offer favorable predictions for the Big Four broadcasters in commanding price increases. CBS would lead the pack with a 12% gain -- with ABC and Fox up 10%, followed by NBC, up 8%.
Driving upfront health would be a strong scatter market, prompting buyers to lock in inventory before suffering down the road. Cable should also benefit from higher ratings that have chipped into broadcast viewership.
At the same time, with the print and outdoor sectors showing mild performances, Barclays is lowering its forecast for the full U.S. ad market for 2011 to 2.9% growth from 3.9%.
Also, the projection for 2012, even with an Olympics and campaign cycle, has been lowered from 6% to 5.2% -- although TV and Internet dollars should be up.
Barclays wrote that local print and outdoor advertising may be increasingly losing out to the Web, notably with the emergence of Groupon and LivingSocial as options.
by David Goetzl, Yesterday, 4:23 PM
A Barclays Capital report continues the trend of forecasting a stellar upfront for cable networks, but throws some cold water on the ad market at large. Volume for the cable market is projected to jump about 15% over a year ago. Cable is expected to take in total dollars on par with the Big Four broadcast networks for the first time, with both at $9.2 billion.
The report, authored by analyst Anthony DiClemente, does offer favorable predictions for the Big Four broadcasters in commanding price increases. CBS would lead the pack with a 12% gain -- with ABC and Fox up 10%, followed by NBC, up 8%.
Driving upfront health would be a strong scatter market, prompting buyers to lock in inventory before suffering down the road. Cable should also benefit from higher ratings that have chipped into broadcast viewership.
At the same time, with the print and outdoor sectors showing mild performances, Barclays is lowering its forecast for the full U.S. ad market for 2011 to 2.9% growth from 3.9%.
Also, the projection for 2012, even with an Olympics and campaign cycle, has been lowered from 6% to 5.2% -- although TV and Internet dollars should be up.
Barclays wrote that local print and outdoor advertising may be increasingly losing out to the Web, notably with the emergence of Groupon and LivingSocial as options.
Tuesday, April 19, 2011
Cable in Ad Sales Driver’s Seat: MagnaGlobal forecasts 11% gain in revenues
TVNewsCheck
By Anthony Crupi April 19 2011
Everything’s coming up roses for the cable TV networks, as a once thorny ad sales market promises to be particularly sweet smelling in 2011.
According to IPG’s MagnaGlobal, the national cable networks will boost their advertising dollars by 10.8 percent this year. Based on estimates from the Cabletelevision Advertising Bureau, that jump would bring cable’s overall ad sales haul to a whopping $22.7 billion.
While the upfront isn’t a perfect indicator of the general strength of the market, the total year increase predicted by MagnaGlobal echoes Tabak & Co.’s forecast for the spring sell-off. Cable nets are expected to grow their upfront commitments by 11.5
Cable’s forecast is extremely favorable when compared with the advertising industry as a whole. MagnaGlobal is now forecasting a 3.1 percent boost across all media. Cable is also on track to post much higher gains than the broadcasters, as the agency predicts a 2.4 percent lift at ABC, CBS, NBC, Fox, and The CW.
“Increasingly, large advertisers with reach and frequency goals are turning to network cable as an alternative national mass medium to broadcast TV, attracted by lower rates and broader options,” the MagnaGlobal report said. “We see a similar trend in 2011, in which large, national advertisers continue to shift dollars to cable.”
If cable is flexing its muscles heading into the 2011-12 upfront bazaar, the industry as a whole still lags broadcast on price. Estimates place the average cost of a 30-second spot in broadcast prime at around $130,000; on the whole, cable nets command an average rate of around $45,000. (Ratings leaders and networks with more aggressive pricing packages are much closer to bridging that 3-to-1 shortfall.)
Spurred by opportunities in online and mobile video as well as display advertising, MagnaGlobal sees national digital advertising growing 18.7 percent in 2011.
Weakness in several key economic indicators could bring a slowdown in the second half of 2011. Last week, the International Monetary Fund reduced its estimate for U.S. GDP growth in 2011 to 2.8 percent.
By Anthony Crupi April 19 2011
Everything’s coming up roses for the cable TV networks, as a once thorny ad sales market promises to be particularly sweet smelling in 2011.
According to IPG’s MagnaGlobal, the national cable networks will boost their advertising dollars by 10.8 percent this year. Based on estimates from the Cabletelevision Advertising Bureau, that jump would bring cable’s overall ad sales haul to a whopping $22.7 billion.
While the upfront isn’t a perfect indicator of the general strength of the market, the total year increase predicted by MagnaGlobal echoes Tabak & Co.’s forecast for the spring sell-off. Cable nets are expected to grow their upfront commitments by 11.5
Cable’s forecast is extremely favorable when compared with the advertising industry as a whole. MagnaGlobal is now forecasting a 3.1 percent boost across all media. Cable is also on track to post much higher gains than the broadcasters, as the agency predicts a 2.4 percent lift at ABC, CBS, NBC, Fox, and The CW.
“Increasingly, large advertisers with reach and frequency goals are turning to network cable as an alternative national mass medium to broadcast TV, attracted by lower rates and broader options,” the MagnaGlobal report said. “We see a similar trend in 2011, in which large, national advertisers continue to shift dollars to cable.”
If cable is flexing its muscles heading into the 2011-12 upfront bazaar, the industry as a whole still lags broadcast on price. Estimates place the average cost of a 30-second spot in broadcast prime at around $130,000; on the whole, cable nets command an average rate of around $45,000. (Ratings leaders and networks with more aggressive pricing packages are much closer to bridging that 3-to-1 shortfall.)
Spurred by opportunities in online and mobile video as well as display advertising, MagnaGlobal sees national digital advertising growing 18.7 percent in 2011.
Weakness in several key economic indicators could bring a slowdown in the second half of 2011. Last week, the International Monetary Fund reduced its estimate for U.S. GDP growth in 2011 to 2.8 percent.
Friday, April 8, 2011
Facebook Doesn't Click For eBusiness Retail Companies
OnlineMediaDaily
Editor's note: While Facebook is great social medium, traditional broadcast media and mobile may be best with which to attract consumer activity.
Philip Jay LeNoble, Ph.D.
Feature article follows......
by Gavin O'Malley, Yesterday, 3:57 PM
Like Google, Facebook represents a looming and largely unknown threat to many sectors of the Web. And while ecommerce seems like fertile land for Facebook to farm, not everyone is convinced that it can.
According to new research from Forrester Research, eBusiness professionals in retail collectively report little direct or indirect benefit from Facebook. In fact, social networks overall trail far behind other customer acquisition and retention tactics, like paid search and email, in generating any ROI.
"For some companies and brands, Facebook promises to support branding and awareness efforts ... but for most eBusiness companies in retail, Facebook is unlikely to correlate directly to near-term sales," according to Sucharita Mulpuru, principal analyst at Forrester and lead author of the report.
Barring any unforeseen events, U.S. ecommerce spending will reach $278.9 billion by 2015, Forrester recently predicted.
It credited new online shopping models -- like "flash sales" and "daily deal" services -- with continuing to generate excitement among shoppers. And it's worth noting that Facebook is exploring these areas.
Yet, two years worth of data that Forrester has collected with Shop.org shows that social networks fail to drive meaningful revenue for eBusiness retail pros, have a questionable ROI and are generally ineffective as customer acquisition tools.
"Furthermore, while Facebook proponents would argue that the best of Facebook commerce is yet to come, the fact remains that, in spite of an open architecture and several hundred thousand developers making efforts to develop useful social shopping applications, few, if any, have managed to create a breakaway success," Mulpuru says.
Led by Mulpuru, Forrester said it spent eight weeks interviewing nearly 24 technology vendors, retailers and interactive marketers to craft a perspective on the topic. Facebook apparently did not respond to requests to be interviewed for the report.
In theory, Facebook is well-positioned to address something that the Internet has been notoriously bad at supporting: product discovery, according to Forrest. "But the key challenge is that Facebook is about socializing rather than shopping," says Mulpuru.
Unfortunately, eBusiness professionals in retail regard this tactic as the least lucrative of Facebook commerce opportunities; click-through and conversion rates for links from these pages/links are anemic.
Furthermore, they report that commonly clicked on features from their Facebook efforts center on coupons and promotions. This leads many retailers to believe they are not attracting particularly valuable shoppers through Facebook initiatives.
Editor's note: While Facebook is great social medium, traditional broadcast media and mobile may be best with which to attract consumer activity.
Philip Jay LeNoble, Ph.D.
Feature article follows......
by Gavin O'Malley, Yesterday, 3:57 PM
Like Google, Facebook represents a looming and largely unknown threat to many sectors of the Web. And while ecommerce seems like fertile land for Facebook to farm, not everyone is convinced that it can.
According to new research from Forrester Research, eBusiness professionals in retail collectively report little direct or indirect benefit from Facebook. In fact, social networks overall trail far behind other customer acquisition and retention tactics, like paid search and email, in generating any ROI.
"For some companies and brands, Facebook promises to support branding and awareness efforts ... but for most eBusiness companies in retail, Facebook is unlikely to correlate directly to near-term sales," according to Sucharita Mulpuru, principal analyst at Forrester and lead author of the report.
Barring any unforeseen events, U.S. ecommerce spending will reach $278.9 billion by 2015, Forrester recently predicted.
It credited new online shopping models -- like "flash sales" and "daily deal" services -- with continuing to generate excitement among shoppers. And it's worth noting that Facebook is exploring these areas.
Yet, two years worth of data that Forrester has collected with Shop.org shows that social networks fail to drive meaningful revenue for eBusiness retail pros, have a questionable ROI and are generally ineffective as customer acquisition tools.
"Furthermore, while Facebook proponents would argue that the best of Facebook commerce is yet to come, the fact remains that, in spite of an open architecture and several hundred thousand developers making efforts to develop useful social shopping applications, few, if any, have managed to create a breakaway success," Mulpuru says.
Led by Mulpuru, Forrester said it spent eight weeks interviewing nearly 24 technology vendors, retailers and interactive marketers to craft a perspective on the topic. Facebook apparently did not respond to requests to be interviewed for the report.
In theory, Facebook is well-positioned to address something that the Internet has been notoriously bad at supporting: product discovery, according to Forrest. "But the key challenge is that Facebook is about socializing rather than shopping," says Mulpuru.
Unfortunately, eBusiness professionals in retail regard this tactic as the least lucrative of Facebook commerce opportunities; click-through and conversion rates for links from these pages/links are anemic.
Furthermore, they report that commonly clicked on features from their Facebook efforts center on coupons and promotions. This leads many retailers to believe they are not attracting particularly valuable shoppers through Facebook initiatives.
Life Is But A Stream
MediaPost's Engage: Gen-Y
By Dan Coates Friday, April 8, 2011
All this buzz about clouds is not hyperbole. There's a fundamental shift in how media is being consumed, and Gen Y is at the epicenter of it all.
Let's start with television. While traditional consumption via a television set remains the most common mechanism by which Gen Y consumes TV programming, they are rapidly adopting online technologies that feed their insatiable entertainment appetites. In our recent report on Gen Y's use of technology, we discovered via a nationally representative survey of 1,300 teens and collegians that, in the prior week, nearly one in four members of Gen Y watched video content that was streamed to a computer, one in seven downloaded video content to a computer and one in 20 watched video content that was streamed to their mobile phones.
On average, Gen Y spends nearly three hours a week watching streamed TV programs, and an hour and a half a week watching downloaded TV programs. Gen Y streams and downloads video from a variety of locations: they are nearly as likely to do so at home as they are at a friend's house. That is the essence of online video: students want to watch it when they stumble across it, no matter where they are. And they want to share it with friends by pulling up videos when they're hanging out, as well as by sharing links via Facebook.
Gen Y most commonly streams full-length, professionally produced videos, such as movies and TV shows, with music videos not far behind. College students watch a wider diversity of content than teens, with most checking out news clips, commercials, sports, and political videos in addition to long-form movies and TV shows.
Growing up doesn't mean giving up cartoons -- a majority of high school and college students watch them online. In fact, among boys, streaming animation increases during their college years, while it declines among girls. This is connected to how the genders define themselves as "adults"; boys don't feel any less adult for watching cartoons and playing videogames.
Streaming music is as common a practice as streaming video, with Gen Y spending an average of two hours and 40 minutes a week listening to streaming radio stations. Services such as Pandora and Spotify give users access to hundreds of thousands of songs at their fingertips. Traditional terrestrial radio still accounts for the lion's share of radio listening at a little over four hours a week, however, Gen Y spends just one half-hour less streaming feeds from traditional radio stations and online-only stations combined.
Looking at the impact of digital consumption on the music industry, sales are declining not only due to piracy, but also due to consumption via streaming services that allow users to custom create music channels. Only one in five of teens and collegians are buying more music than they did a year ago, compared to two out of five who are buying less and two out of five who are buying the same amount.
Two-thirds of Gen Y download music from the Web, whether legally or illegally. College boys are the least likely to download music, but that may be because they are spending more time following college sports and going out. The most common reasons students say they don't download music is that it costs too much or they can't afford it, suggesting that their first inclination is to obtain it legally. (We should also note that Gen Y is the generation that is most comfortable with the idea of paying a fee for digital content.)
More than a quarter don't download because they are concerned about security on their computer, which is a common problem with file sharing services that are riddled with viruses and malware. A similar proportion is concerned about being sued.
The trend towards cloud-based, on-demand digital media shifts the locus of control from the producer to the consumer. Having grown up immersed in digital media, Gen Y will lead this shift. Producers of entertainment (as well as all those who advertise, sponsor or otherwise participate in the entertainment ecosystem) should begin their transition strategies with Gen Y at the center of their digital universe, studying their preferences and behaviors and developing services that align with, rather than buck how, where and why they want to consume.
By Dan Coates Friday, April 8, 2011
All this buzz about clouds is not hyperbole. There's a fundamental shift in how media is being consumed, and Gen Y is at the epicenter of it all.
Let's start with television. While traditional consumption via a television set remains the most common mechanism by which Gen Y consumes TV programming, they are rapidly adopting online technologies that feed their insatiable entertainment appetites. In our recent report on Gen Y's use of technology, we discovered via a nationally representative survey of 1,300 teens and collegians that, in the prior week, nearly one in four members of Gen Y watched video content that was streamed to a computer, one in seven downloaded video content to a computer and one in 20 watched video content that was streamed to their mobile phones.
On average, Gen Y spends nearly three hours a week watching streamed TV programs, and an hour and a half a week watching downloaded TV programs. Gen Y streams and downloads video from a variety of locations: they are nearly as likely to do so at home as they are at a friend's house. That is the essence of online video: students want to watch it when they stumble across it, no matter where they are. And they want to share it with friends by pulling up videos when they're hanging out, as well as by sharing links via Facebook.
Gen Y most commonly streams full-length, professionally produced videos, such as movies and TV shows, with music videos not far behind. College students watch a wider diversity of content than teens, with most checking out news clips, commercials, sports, and political videos in addition to long-form movies and TV shows.
Growing up doesn't mean giving up cartoons -- a majority of high school and college students watch them online. In fact, among boys, streaming animation increases during their college years, while it declines among girls. This is connected to how the genders define themselves as "adults"; boys don't feel any less adult for watching cartoons and playing videogames.
Streaming music is as common a practice as streaming video, with Gen Y spending an average of two hours and 40 minutes a week listening to streaming radio stations. Services such as Pandora and Spotify give users access to hundreds of thousands of songs at their fingertips. Traditional terrestrial radio still accounts for the lion's share of radio listening at a little over four hours a week, however, Gen Y spends just one half-hour less streaming feeds from traditional radio stations and online-only stations combined.
Looking at the impact of digital consumption on the music industry, sales are declining not only due to piracy, but also due to consumption via streaming services that allow users to custom create music channels. Only one in five of teens and collegians are buying more music than they did a year ago, compared to two out of five who are buying less and two out of five who are buying the same amount.
Two-thirds of Gen Y download music from the Web, whether legally or illegally. College boys are the least likely to download music, but that may be because they are spending more time following college sports and going out. The most common reasons students say they don't download music is that it costs too much or they can't afford it, suggesting that their first inclination is to obtain it legally. (We should also note that Gen Y is the generation that is most comfortable with the idea of paying a fee for digital content.)
More than a quarter don't download because they are concerned about security on their computer, which is a common problem with file sharing services that are riddled with viruses and malware. A similar proportion is concerned about being sued.
The trend towards cloud-based, on-demand digital media shifts the locus of control from the producer to the consumer. Having grown up immersed in digital media, Gen Y will lead this shift. Producers of entertainment (as well as all those who advertise, sponsor or otherwise participate in the entertainment ecosystem) should begin their transition strategies with Gen Y at the center of their digital universe, studying their preferences and behaviors and developing services that align with, rather than buck how, where and why they want to consume.
Advertisers Using Relevant Ads Score More Attention
MediaDailyNews
by Gavin O'Malley, Yesterday, 5:09 PM
Consciously or not, consumers spend 25% more time fixating on ads that are personally relevant to them. That's according to a new study conducted by Yahoo and Innerscope Research, which examined the emotional and cognitive responses to online ads using biometric and eye-tracking measures.
"This research ... sheds light on the nuances of when and why marketers should use behavioral [versus] contextual targeting or both," said Lauren Weinberg, Yahoo's senior director of strategic insights and research.
"If there is one thing the study makes exceedingly clear, it is that the combination of contextual and personal relevance is much greater than the sum of its parts," Weinberg added. "By leveraging both methods of targeting simultaneously, advertisers assure that their message resonates emotionally and will be remembered."
When viewing personally relevant ads, participants' pupil dilation increased by 27%, which is a strong indicator of increased cognition of the ad. That means people are processing the key messages to a greater extent.
Within a lab environment, 60 participants were presented with 12 different "Yahoo content" plus "display ad" exposure scenarios, totaling 720 different exposure scenarios.
When viewing contextually relevant ads, time to first fixation increased by 15%. This, according to Yahoo, increased the chances that the ad would be stored in long-term memory and ultimately lead to higher recall. What's more, contextually relevant ads elicit an emotional response that is almost twice as high as those without.
When an ad has both contextual and personal relevance, its impact is even more powerful, producing a stronger emotional response than either condition alone. In this case, pupil dilation increased by an unprecedented 40%, indicating an impressively high level of cognition of the ad.
Each targeting technique delivers a unique value to the experience of online display advertising -- thereby delivering great value for both consumer and advertiser, according to Yahoo. By leveraging both methods of targeting together, advertisers can maximize their ad's emotional and cognitive engagement.
Biometric measures are automatic human responses, such as heart rate, skin conductance, respiration, kinesthetic differences, and eye tracking.
by Gavin O'Malley, Yesterday, 5:09 PM
Consciously or not, consumers spend 25% more time fixating on ads that are personally relevant to them. That's according to a new study conducted by Yahoo and Innerscope Research, which examined the emotional and cognitive responses to online ads using biometric and eye-tracking measures.
"This research ... sheds light on the nuances of when and why marketers should use behavioral [versus] contextual targeting or both," said Lauren Weinberg, Yahoo's senior director of strategic insights and research.
"If there is one thing the study makes exceedingly clear, it is that the combination of contextual and personal relevance is much greater than the sum of its parts," Weinberg added. "By leveraging both methods of targeting simultaneously, advertisers assure that their message resonates emotionally and will be remembered."
When viewing personally relevant ads, participants' pupil dilation increased by 27%, which is a strong indicator of increased cognition of the ad. That means people are processing the key messages to a greater extent.
Within a lab environment, 60 participants were presented with 12 different "Yahoo content" plus "display ad" exposure scenarios, totaling 720 different exposure scenarios.
When viewing contextually relevant ads, time to first fixation increased by 15%. This, according to Yahoo, increased the chances that the ad would be stored in long-term memory and ultimately lead to higher recall. What's more, contextually relevant ads elicit an emotional response that is almost twice as high as those without.
When an ad has both contextual and personal relevance, its impact is even more powerful, producing a stronger emotional response than either condition alone. In this case, pupil dilation increased by an unprecedented 40%, indicating an impressively high level of cognition of the ad.
Each targeting technique delivers a unique value to the experience of online display advertising -- thereby delivering great value for both consumer and advertiser, according to Yahoo. By leveraging both methods of targeting together, advertisers can maximize their ad's emotional and cognitive engagement.
Biometric measures are automatic human responses, such as heart rate, skin conductance, respiration, kinesthetic differences, and eye tracking.
Subscribe to:
Posts (Atom)