ADVERTISER PLATFORMS
Business Wire | April 18, 2023
Rituals, as routine as running errands and doing chores, are also key audio-consumption moments in people’s lives and create positive environments for advertisers, according to new research conducted by MAGNA’s Media Trials unit and leading multi-platform audio content and entertainment company, Audacy. The study found that advertisers who aligned with listeners’ rituals saw a greater lift in brand excitement (+10%) and brand relevance (+8%).
The study, Aligning with Rituals: The Contextual Foundation of Audio, also noted that consumers experience greater “feelings of connection” with brands that synchronize with their audio rituals, by +12%, compared to +3% for non-aligned ads. MAGNA and Audacy tested both genre-based ads—such as a telecom brand advertising during an entertainment broadcast—and ritual-based ads—such as destination advertising during a “me-time” ritual--to examine the spectrum of contextual-alignment opportunities.
“We’ve studied contextual in video before, but this is our first time to study it in audio, so we wanted to explore how consumers reacted to all types of audio advertising, from contextually aligned to non-aligned, across every daypart and layers of the funnel,” said Kara Manatt, EVP, Managing Director, Intelligence Solutions, MAGNA. “We were especially intrigued to note how daily rituals imply moments of calm and continuity in listeners’ lives and that brands that tap into these touchstones benefit tremendously.”
Contextually aligned ads have the propensity to both excite (+10%) and create relevance (+8%) for brands, especially among those who are in-market. Further, contextual alignment boosts brand metrics that matter most, such as brand favorability (+8%), search intent (+12%), and purchase intent (+9%).
Just what are consumers doing as they stream podcasts and listen to music? A ranking of typical listening rituals featured in a previous Audacy study, Audio Rituals was topped by running general errands (85%) and doing home maintenance (84%). Consumer engagement levels, though, were most heightened during me-time moments (73%), putting my child to bed (70%) and exercising outdoors (68%).
Audacy’s Audio Rituals study also determined that 74% of listeners incorporated audio into their daily rituals and 40% planned their day/activities around audio content.
“Audio advertisers can amplify the effectiveness of their buys through ritual moments,” said Idil Cakim, SVP, Head of Research and Insights, Audacy. “Study participants agreed that the stronger the match between advertisement and content, the better the outcome for KPIs like brand favorability and purchase intent.” Seventy-eight percent of participants agreed that strong content/ad matches mattered in brand favorability and 80% for purchase intent.
Other key findings include:
Mood Boosters: Participants who felt “energized or excited” by their audio content also were 24% more likely to state the test ads “caught my attention” (+24% lift) and were more likely to be open to the ads at the time of listening (+16% lift). These engaged and excited listeners also were more likely to search for the brand (+10%).
Contextual Enhancement: Contextually aligning ads amplifies the information shared in audio ads – this is especially true among in-market audiences, who agree that these contextually-aligned ads “taught them something new” (73%).
Dialed-In Dispatches: Regardless of the type of contextual alignment (ritual or genre-based), each approach has the propensity to drive search intent (+15% and +16%, respectively).
Aligning with Rituals: The Contextual Foundation of Audio ran controlled testing among 1,920 weekly audio listeners who listened to 30-minute content blocks, ranging from podcasts to news, sports and music, interspersed with ads from three brands, covering the retail, telecom and travel industries. The participants answered a range of questions to determine advertising effectiveness and establish their mood and receptivity.
The full study can be found here.
About MAGNA
MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trial offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.
We are a team of experts driven by results, integrity and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity and enablement. For more information, please visit our website: https://magnaglobal.com/ and follow us on LinkedIn.
About Audacy
Audacy, Inc. (NYSE: AUD) is a leading multi-platform audio content and entertainment company with the country’s best collection of local music, news and sports brands, a premium podcast creator, major event producer, and digital innovator. Audacy engages 200 million consumers each month, bringing people together around content that matters to them. Learn more at www.audacyinc.com, Facebook (Audacy Corp), Twitter (@AudacyCorp) and LinkedIn (@Audacy-Inc).
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AD TECH AND MARTECH, ADVERTISER PLATFORMS
PR Newswire | May 16, 2023
DeepIntent, the leading healthcare advertising technology company built to influence better patient health and business outcomes, revealed new research that illuminates the streaming habits and impact of pharmaceutical advertising on adults over the age of 50. In partnership with Roku, Inc., DeepIntent shared the research at the company's second annual Innovating with Intent event focused on the future of connected TV (CTV) in the pharmaceutical industry.
Because people are more likely to be diagnosed with conditions as they age, older patients are naturally an important demographic for pharmaceutical advertisers. Surveying more than 3,000 U.S. adults across every age group, DeepIntent and Roku dispelled the common misconception that older patients aren't as easy to reach on CTV as younger audiences.
Marking the fourth time DeepIntent has surveyed patients to better understand their feelings toward pharmaceutical advertising and how it factors into their health and wellness journeys, the research found that 79% of adults 50 and over use streaming services. The research also found that 66% prefer advertising-based video-on-demand (AVOD) services, which means that these so-called "silver streamers" are even more amenable to advertising than the general population.
Continuing to grow in popularity, CTV enables pharmaceutical brands to reach this demographic with messaging that's both relevant and privacy-safe. However, just 23% of patients 50 and over find the pharmaceutical ads they see on streaming services relevant to their lives, compared with 40% of patients under 50.
"Pharma advertisers don't always use data-driven programmatic targeting on CTV to its full potential. As a result, silver streamers feel ads aren't relevant, which in turn makes them less likely to inspire action," said Marcella Milliet Sciorra, Chief Marketing Officer at DeepIntent. "DeepIntent was founded with the core belief that advertising technology can measurably improve patient outcomes, and our research highlights a massive opportunity for pharmaceutical brands to do that by reaching their most coveted demographic with relevant messaging on CTV."
"People 50 and over are the primary audience for many pharma brands, who may not realize that this demographic is really driving streaming growth," said Eric Lloyd, Head of Industry, Health, at Roku. "There is a tremendous opportunity to reach people over 50 in streaming environments, which offer much more than traditional TV in terms of impacting the patient journey and driving script lift. The survey results only confirmed that it's paramount for pharma advertisers to capitalize on this paradigm shift."
Conducted between March 9 and 16, the survey also found:
77% of patients 50 and over have a diagnosed condition
49% of patients 50 and over view relevant advertising positively
7% of patients 50 and over have made an appointment to see a healthcare provider (HCP) after seeing a pharmaceutical ad, compared with 21% of patients under 50
96% of cord-cutters 50 and over are happy with their decision to cancel their cable/satellite TV service
and more
To learn more about DeepIntent, visit www.deepintent.com/.
About DeepIntent
With a core belief that advertising technology can measurably improve the lives of patients, DeepIntent is leading the healthcare advertising industry into the future. Built purposefully for the healthcare industry, the DeepIntent Healthcare Advertising Platform is proven to drive higher audience quality and script performance with patented technology and the industry's most comprehensive health data. DeepIntent is trusted by 600+ pharmaceutical brands and all the leading healthcare agencies to reach the most relevant healthcare provider and patient audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn.
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
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ADVERTISER CAMPAIGN MANAGEMENT
PR Newswire | May 22, 2023
Seedtag, the leading global contextual advertising company, has launched a powerful new generative AI capability that gives brands and agencies the capacity to build tailored creative based on the context of the surrounding page-level content. Advertisers can now benefit from iterations of ads that better fit "where they live" online. One creative now has infinite opportunities - saving time and resources.
Generative AI has been fully integrated into Liz, Seedtag's contextual AI platform that provides Deep Learning, Computer Vision and Natural Language Processing capabilities. Liz fully understands the desired contexts for the client's ad campaign and creates prompts to modify the original creative based on the best possible outcome. The AI generative platform builds new creatives using the insight driven prompts that target specific audiences and meet campaign objectives, according to the brand's creative brief.
While Seedtag already employs AI in its advertising offering to categorize the content of articles and contextualize creatives, generative AI provides advertisers more sophisticated creatives that perfectly match the content of the articles. This increases the effectiveness of contextual creatives even further, as studies from Lumen and Xandr have already shown that aligning context and creative generates a 20% uplift in attention and increases CTR by 1.6x.
To ensure a brand's creative integrity is always upheld, Seedtag's leading global design team oversees every AI-generated creative before presenting to advertisers - fusing the best of both worlds: state-of-the art tech with a human touch.
Fernando Pascual, VP of Design at Seedtag, states: "Outstanding creatives are vital to the success of any ad campaign, but it's equally important that these creatives are relevant to the context in which they're served. By integrating Liz with generative AI technology, we can offer our clients contextual creatives that integrate seamlessly with the context in which they will be displayed, helping them win the attention battle and drive better results, while also saving time and resources."
AboutSeedtag
Seedtag is the leading global contextual advertising company that creates highly impactful and engaging solutions for relevant premium visual content, powering targeting and returns for top publishers and the finest brands. The company’s contextual AI allows brands to engage with consumers within their universe of interest on a cookie-free basis. Seedtag was founded in 2014 by two former Googlers with a clear mission: to change how online advertising is done. Today Seedtag has a large international presence with over 450 employees across the United States, UK, France, Spain, Italy, Germany, Netherlands, Dubai, India, Mexico, Brazil, Colombia, Argentina, and Chile.
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