Media Trials

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Media Trials are scientifically rigorous experiments that use next-gen research technology to quantify the effectiveness of new products and strategies.

The objective of our Media Trial program is to impartially prove the effectiveness of your unique ad products and/or media vehicles, and provide wide-scale marketing and PR for visibility.

ALL MEDIA TRIALS

THE ANATOMY OF A VIDEO EXPERIENCE: A MULTICULTURAL STUDY

August 24, 2020


“The Anatomy of a Video Experience: A Multicultural Study” Provides Insights for Advertisers on How Best to Deliver Brand Messages to Receptive Audiences

Music video platform Vevo has partnered with MAGNA and IPG Media Lab, to reveal significant findings around the nuances of multicultural audiences’ video viewing behavior.

“The Anatomy of a Video Experience: A Multicultural Study” explores how audiences consume content across multiple devices and their motivations around viewing habits. Understanding these subtleties is key for advertisers and brands looking to reach receptive audiences and better inform their planning efforts.

The study found that all of the U.S. audiences observed (Black/African American, Asian, Hispanic/Latino and White), shared a love of co-viewing (watching video with someone other than yourself) on Over-The-Top (OTT) devices compared to desktop, mobile, laptop and linear TV.

Longer viewing periods result from content that people find culturally relevant, specifically sports and music. On average, 37% of highly culturally relevant content viewing sessions last for one hour or more. When it comes to ad receptivity in particular, viewing music content on OTT devices is key, with over 60% of each group responding that they would be receptive to ads.

“Partnering with MAGNA and IPG Media Lab once again for this study is really valuable for our business” says Bryon Schafer, SVP of Research, Vevo, “With recent findings showing that 79% of Vevo’s CTV content is being co-viewed, it’s important for us to understand the nuances of audience behaviors in order to pass on these insights with our clients and partners. No screen is seeing a greater surge in Vevo viewership than the television, which has seen an increase of over 20% since March of this year with 61M viewers exclusively engaging on connected TV screens. Modeling user behavior against our content and go-to-market strategies keep us in tune with our global audiences. We’ve really enjoyed finding out exactly what makes viewers tune in – and stay tuned in to the content they watch.”

While co-viewing on OTT devices spans across all surveyed groups, each demographic has vast differences around why, when and how they watch content on various devices. Some of these findings include:

Asian audiences:
Older audiences are more likely to seek out informative videos for task-based viewing sessions across all devices.
Younger Asian audiences are more likely to watch binge-friendly genres, like music, resulting in longer viewing periods of over an hour across all devices.

Black/African American audiences:
As a whole, Black/African American audiences watch binge-worthy content for longer periods of time. However, unlike younger Asian audiences, younger Black/African American viewers tend to watch content in shorter spurts of less than 30 minutes, likely driven by higher levels of mobile usage.
Black/African American viewers are the most likely audience to seek out music and sports content.
OTT is the leading device to resonate with Black/African American viewers at their most engaged with 63% of audiences being receptive to ads on this device.

Hispanic/Latino audiences:
English-dominant and bilingual Hispanic/Latino viewers tend to have longer watch time, while Spanish-dominant audiences watch for mid-length sessions of 30-59 minutes.
33% of total Hispanic/Latino viewing sessions last longer than one hour.
60% of Hispanic/Latino viewers watching music on OTT are receptive to ads.

“Culture is a pervasive and essential part of every consumption and is being driven by people of color,” says Oscar Allain, VP of Cross-Cultural Strategy & Research at UM. “These consumers are critical to the growth of businesses across all sectors. Not only are they influential in driving their own cultures, but they are also shaping mainstream culture.”

“Our Cultural Dimensions study reinforced the idea that social media platforms have helped propagate and influence the conversation on culture.  So the merging of our datasets with IPG Media Lab’s and MAGNA’s helps to bring new multicultural insights into how we think about creating smarter strategies for data analysis, planning, creative and more,” says Deidre Smalls-Landau, U.S. Chief Marketing Officer and Global Head of Culture for UM.

Read the article on Record of the Day.
Download the full report.

Mixing It Up

July 9, 2020


NEW STUDY BY TWITTER, MAGNA & IPG MEDIA LAB FINDS DIVERSIFYING ACROSS AD FORMATS MAKES MEDIA DOLLARS GO FURTHER

Study Reveals Delivering a Mix in Ad Formats Creates Better Storytelling, Drives Intent to Take Action & Leads to Higher ROI

NEW YORK – July 9, 2020 – Now more than ever advertising budgets are fixed, leaving the bulk of advertisers questioning whether to spend more on a single ad format or spread budget across multiple formats. In a new study by Twitter, MAGNA and IPG Media Lab, “Mixing It Up: Diversifying Ad Formats to Achieve More,” results demonstrate that diversifying ad formats in digital advertising can help marketers better convey their story and create bigger impact on awareness, brand favorability, as well as research and purchase intent. In addition, being thoughtful about the order in which ad formats are delivered can further boost performance.

 

The main objective of the study was to find out if ad format synergy is real, and if so, explore how advertisers should leverage it to make budgets go further. Research was conducted in two parts: via eye-tracking to test eyes on screen and ad effectiveness to test impact on branding metrics across different ad formats and ad mixes. The ad effectiveness portion included around 4,000 Twitter users for participation on mobile devices across three ad types including Pre-roll (which is known as Amplify at Twitter), traditional Promoted Video, and First View. The test was conducted across six industry verticals and 136 different ad scenarios.

 

Additional key findings of the study include:

 

  • A Mix for Better Storytelling: Seeing an ad in a variety of visually different contexts makes the ad stand out more and ultimately tell a more compelling story (holding frequency constant). Using multiple formats leads to 6X the impact on research intent and 2X the impact on purchase intent. In addition, the study found that maximizing the variation in look and feel across ad exposures by breaking up more similar formats leads to lifts in positive brand perceptions like favorability, as well as purchase intent.

 

  • First Impressions Count: Casting the widest “attention net” with the first exposure maximizes overall campaign impact. Advertisers should aim for the first exposure to be the most attention grabbing, which in this case was the First View ad format that appears at the top of consumers’ content feed. The tactic of using First View as the first exposure is 27% more cost efficient at impacting purchase intent than using another format first.

 

  • Leverage Unique Strengths: While a mix of ad formats works harder in part because a mix simply offers variation for the consumer, the unique role of each ad format also plays a part. First View generates mass attention, while Pre-roll and Promoted Video work together to drive new consumers and past purchasers through the purchase journey.

 

  • Pre-roll drives awareness to a broad group of consumers (+8% new product awareness) and leads consumers to learn more (+8% research intent).
  • Promoted Video resonates especially strongly among consumers with a previous relationship with the brand (past purchasers of the brand are +14% more likely to complete Promoted Video), boosts awareness of cultural connections (+18% cultural associations) and fosters positive brand perceptions (+9% Brand is Good Quality).

 

Stephanie Prager, Twitter’s Head of Global Business Partners, said, “When you’re building a campaign, you’re trying to tell the best, most impactful and most accessible story possible. Our research validates that at its best, storytelling isn’t just about the message; it’s also about the method. We hope this encourages advertisers to continue exploring and experimenting with the different surfaces and formats for their messages that live within digital platforms like Twitter.”

 

“For a long time, many brands thought it made sense to put a majority of their budget into an ad format that worked for them, but our study’s findings are a major differentiator because it indicates that a mix works better at driving awareness, purchase intent and brand favorability,” said Kara Manatt, SVP, Intelligence Solutions at MAGNA. “Creating this sort of variation in ad experiences doesn’t necessarily require creating a whole host of new assets. In our study, the same exact ad led to better results when presented differently.”

 

The full study can be found  here.

 

About Twitter

Twitter, Inc. (NYSE: TWTR) is what’s happening in the world and what people are talking about right now. On Twitter, live comes to life as conversations unfold, showing you all sides of the story. From breaking news and entertainment to sports, politics and everyday interests, when things happen in the world, they happen first on Twitter. Twitter is available in more than 40 languages around the world. The service can be accessed at twitter.com, on a variety of mobile devices and via SMS. For more information, visit about.twitter.com or follow @twitter. For information on how to download the Twitter and Periscope apps, visit twitter.com/download and periscope.tv.

 

About MAGNA

MAGNA is the centralized IPG Mediabrands resource that provides strategic investment and media intelligence for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

 

MAGNA harnesses the aggregate power of all IPG media investments to develop go-to-market strategies, designing unique partnerships to drive maximum value for our clients. MAGNA has set the industry standard for more than 60 years by predicting the future of media value. We publish more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

 

MAGNA infuses the organization with knowledge that empowers better decision-making. We are a team of experts across five key competencies who support IPG cross-functional teams through: Partnership, Enablement, Accountability and Connectivity. Follow us on Twitter @MAGNAGLOBAL.

 

 

About IPG Media Lab

Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies and business outcomes of all Interpublic agencies. For more information, please visit www.ipglab.com or follow @ipglab.

 

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Media Contact:

Zinnia Gill

IPG Mediabrands

Director, Global Corporate Communications

(646) 965-4271

zinnia.gill@mbww.com

 

Dissecting ‘Opportunity to See’

May 11, 2020


NEW STUDY BY MAGNA AND IPG MEDIA LAB QUANTIFIES HOW OFTEN NON-FRAUDULENT DIGITAL AD IMPRESSIONS ARE WASTED BECAUSE NO ONE IS PRESENT

 

Dissecting ‘Opportunity to See’ Reveals That When Digital Ads Appear on Screen, A Person is Present 99.2% of the Time, But That Begins to Drop After 2+ Seconds

 

NEW YORK – May 11, 2020 – Thus far, the advertising industry has primarily focused on only one of the factors that determines “opportunity to see” digital ads – whether the ad actually appears on the screen. What is often not discussed is the other factor that offers a non-fraudulent digital ad an “opportunity to be seen” – a person is present when the ad is on screen. To date, human presence has often been overlooked by the industry because it is difficult to measure, and because ads are served to personal devices like mobile phones. Thus, it is presumed that someone is present when a digital ad is on screen. While it seems logical, no one has actually tested this conjecture until now.

 

This concept of human “presence” is a common concern for TV ads given the fact that people often leave the room during commercial breaks. In fact, MAGNA, IPG Media Lab, and TVision recently quantified how often an ad airs to an empty room, which is 29% of the time. As a follow-up, a new study by MAGNA and IPG Media Lab, “Dissecting ‘Opportunity to See,’” tested the presumption that a person is present when digital ads appear on the screen, in an effort to quantify how often digital ads appear without the person present.

 

Presence is defined as a person in the same visual range (for >=1 sec) of a digital ad that fully appears on the screen (the person may or may not be looking at the screen).  A major finding from the study is that while presence is very high at first (99.2%), it does decline.  For example, 94% of non-skippable video ads reached six or more seconds of human presence.

 

For the study, participants used in-home POV cameras to record their digital viewing experiences across PC and mobile devices in a natural environment over the course of two weeks. In each instance, the camera was mounted to the participant’s head in order to obtain a view of where they are in relation to their digital device, and a screen recorder was turned on their PC and mobile devices to capture what’s on the screen. The study included 102 participants, with 1,004 hours of video recorded and analyzed.

 

“It’s crucial for marketers to accurately understand both of the components that determine whether ads have the opportunity to be seen”, said Kara Manatt, SVP, Group Director, Intelligence Solutions, MAGNA Global. “While the industry has a strong understanding of ‘ads on screen’, we’ve yet to understand whether we should expect a person to always be present. This research finally quantifies this for us and provides invaluable insight into consumer behavior.”

 

Additional key findings include:

  • There was nearly total presence regardless of device and for both digital video (98.4%) and display (100%).
  • All video positions are not created equally; digital presence for pre-roll video sat at 99.5%, compared to mid-roll video at 97.1%.
  • Overall, 97.7% of digital video ads had presence for 2+ seconds.
  • Presence, however, declines over time indicating the continued need for the industry to understand how to best capture and hold consumer attention.

 

The full study can be found  here.  As mentioned earlier, the study was a follow up to research conducted by MAGNA and IPG Media Lab, in partnership with TVision, “Quantifying TV Viewability,” which revealed how often people are in the room when ads air and how this varies by daypart, position in ad pod and ad length.

Download the report

 

About MAGNA

MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

 

MAGNA harnesses the aggregate power of all IPG media investments to create leverage in the market, negotiate preferred pricing and secure premium inventory to drive maximum value for our clients. The MAGNA Investment and Innovation teams architect go-to-market investment strategies across all channels including linear television, print, digital and programmatic on behalf of IPG clients. The team focuses on the use of emerging media opportunities, as well as data and technology-enabled solutions to drive optimal client performance and business results.

 

MAGNA Intelligence has set the industry standard for more than 60 years by predicting the future of media value. The MAGNA Intelligence team produces more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

 

About IPG Media Lab

Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies and business outcomes of all Interpublic agencies. For more information, please visit www.ipglab.com or follow @ipglab.

 

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Media Contact:

Zinnia Gill

IPG Mediabrands

Director, Global Corporate Communications

(646) 965-4271

zinnia.gill@mbww.com

 

From Cookies to People

April 8, 2020


‘From Cookies to People’ Shares How the Identification of High Value Audiences (HVAs) Yields Precision That Cookies Can’t and Is Ultimately More Effective for Advertisers

NEW YORK – April 8, 2020 – From mass market, to household demos, to individual demo, and finally, to big data, the advertising industry has undoubtedly come a long way in how it reaches people. While traditional methods enabled us to reach large audiences based on reported behavior, a new study by MAGNA and IPG Media Lab reveals that new, advanced technologies, using people-based IDs, yield precision that cookies simply can’t. “From Cookies to People: Reaching High Value Audiences” demonstrates how the added precision with High Value Audiences (HVAs) can aid brands in their reach efforts with the hope of no wasted impressions. The study used Kinesso’s database in order to ethically source and identify HVAs. Other strategies were also tested in the study, such as demo, contextual, and demo + contextual.

 

More specifically, HVAs are defined as specific personas that are identified as having more lifetime value than a consumer reached via traditional methods, like demographics, and are highly customized based on variables such as category status and psychographics. These segments are created from a large data set with audience behavior tracked at the consumer level. Modeling is used to predict conversions from behaviors.

 

Brands can identify HVAs for a variety of different reasons, from reaching a particularly niche audience to converting consumers currently using a competitor product/service. There’s no one-size-fits-all for HVA strategies.

 

Key insights from the study include:

 

  • Identifying HVAs goes beyond simply zeroing in on those who are already going to buy; the tested HVAs were efficiently reaching potential new customers.

 

  • Ads were more memorable among tested HVAs and were especially effective at fostering a strong brand image. While contextual targeting drove brand resonance as well and is seen as being worth a premium, campaign reach can still be an issue.

 

  • HVAs were persuaded to purchase the brand, up +8% compared to +4% Demo, +4% Contextual and +6% Demo + Contextual. In addition, HVAs were particularly effective at driving purchase intent among in-market consumers, despite being least likely to have purchased the brand before.

 

  • The tested HVAs were particularly critical of ads not customized to them. However, when tested HVAs saw creative that they perceived as relevant, the ads were more effective, presenting a clear opportunity to customize creative for HVAs.

 

“Utilizing HVAs is one of the most precise and effective ways for advertisers to reach the best possible audiences on linear and digital video, and I believe it’s the future of our industry,” said Dani Benowitz, President, U.S., MAGNA. “We’re at a point in time where we’re able to save impressions from being wasted for advertisers, and in turn, are able to deliver content to viewers that they want to see since it is so targeted to their interests, which is a win-win for everyone.”

 

“We’ve been pleased to see interest around utilizing HVAs rise fourfold over the past three years as brands become more sophisticated in their marketing efforts,” said Michael Heberle, Chief Marketing Scientist, Kinesso. “It’s been a game changer for our clients, who have driven drastic improvements in business performance through better targeting.”

 

In order to identify HVAs, the study’s methodology involved recruiting YouTube users for participation from a nationally representative panel using Kinesso’s database of privacy-safe, best-in-class providers. Participants selected online video topics based on personal interests and those that were not interested were screened out to ensure a natural audience. Randomization was introduced into the test and control groups (Test= Brand Ad; Control = Public Service Announcement; 50% skippable ads; 50% non-skippable ads). Participants visited YouTube’s testing page where they selected and played the video content based on their interests, and relevant behavior was tracked. The targeting strategies used included HVA targeting, demo targeting, contextual targeting, and demo + contextual targeting.

 

DOWNLOAD THE FULL REPORT

 

 

About MAGNA

MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

 

MAGNA harnesses the aggregate power of all IPG media investments to create leverage in the market, negotiate preferred pricing and secure premium inventory to drive maximum value for our clients. The MAGNA Investment and Innovation teams architect go-to-market investment strategies across all channels including linear television, print, digital and programmatic on behalf of IPG clients. The team focuses on the use of emerging media opportunities, as well as data and technology-enabled solutions to drive optimal client performance and business results.

 

MAGNA Intelligence has set the industry standard for more than 60 years by predicting the future of media value. The MAGNA Intelligence team produces more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

 

About IPG Media Lab

Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies and business outcomes of all Interpublic agencies. For more information, please visit www.ipglab.com or follow @ipglab.

 

# # #

 

Media Contact:

Zinnia Gill

IPG Mediabrands

Director, Global Corporate Communications

(646) 965-4271

zinnia.gill@mbww.com

 

The Anatomy of a Video Experience

March 11, 2020


NEW STUDY BY MAGNA, IPG MEDIA LAB AND VEVO REVEALS THE FACTORS THAT DRIVE VIEWER CHOICE FOR DEVICE AND VIDEO SELECTION

“The Anatomy of a Video Experience” Provides Insights for Advertisers on How Best to Deliver Brand Messages to Receptive Audiences across Devices

 

NEW YORK – March 11, 2020 – It’s no secret that the video device landscape is fragmented. In fact, the average U.S. home owns over 10 connected devices. Understanding the nuances is key for advertisers looking to reach receptive audiences and better inform their future planning efforts. “The Anatomy of a Video Experience,” a study conducted by MAGNA, IPG Media Lab and Vevo, explores the many ways consumers view video across devices, and what motivates their viewing habits.

 

The natural nuances of video experiences were tracked across various devices such as Over-the-Top (OTT), Linear TV (LTV), PC and Mobile, in order to uncover the 5 W’s of Video Consumption: Why, What, When, Where and Who.

 

The study found that viewers have no true “go-to” device to watch video and in fact, device selections are made in the moment based on situational factors. For example, viewers select OTT for video/audio quality, select LTV for exclusive content, and select mobile and PC for accessibility.

 

Additional key findings of the study include:

 

  • Consumers are in vastly different mindsets on each video device. For example, people have relaxation in mind when watching on bigger screens, and utility on PC.

 

  • Audio attention reigns supreme, even in a video environment, with the highest full attention to audio at 56% on PC, as opposed to highest full attention to visual, 44% on OTT. Video ads should rely on more than just visuals to get its message across.

 

  • Video co-viewing offers a sweet spot for advertisers, offering purpose-driven viewing, longer session lengths, and higher receptivity. In fact, OTT was the best device for co-viewers (49%), and they are especially attentive on it (43%).

 

  • The music genre is strongly tied to positive moods and high cultural relevance, allowing advertisers to reach music video viewers in moments where their brand message will resonate most. This is especially true for music video consumption on OTT, where ad receptivity is particularly high (co-viewing ~68%; solo viewing ~ 58%).

 

  • LTV users are more likely browsing on other digital devices if they’re multi-tasking than users of other devices, providing an advertiser opportunity for simultaneous cross-screen exposure.

 

  • There is more passive video search discovery happening on OTT (24%) than other digital devices like PC (18%) and mobile (16%).

 

“Vevo is thrilled to be partnering with MAGNA to release the results of such a valuable study” says Kevin McGurn, President of Sales and Distribution, Vevo. “The fragmentation of content viewership is accelerating but music videos continue to aggregate huge audiences where advertisers’ messages reach and resonate with their consumers. The MAGNA findings help us to understand co-viewing behaviors, what makes viewers more receptive to advertising, how they engage with what screen and for what purpose. These valuable insights enable us to recommend smart, actionable media solutions to our advertisers across all audiences.”

 

“The industry tends to focus on mobile and OTT, but the truth is that people are using several devices and we need to understand the nuances of why/when,” said Kara Manatt, SVP, Group Director, Intelligence Solutions, MAGNA Global.  “People are focused when listening to rock music, excited when watching action movies…their mood states vary wildly throughout the course of a day and so does their openness to receiving an ad. Brands that understand the mood behind the action are dramatically more likely to grab the attention of listeners and viewers.”

 

Download the full report

 

About MAGNA

MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

 

MAGNA harnesses the aggregate power of all IPG media investments to create leverage in the market, negotiate preferred pricing and secure premium inventory to drive maximum value for our clients. The MAGNA Investment and Innovation teams architect go-to-market investment strategies across all channels including linear television, print, digital and programmatic on behalf of IPG clients. The team focuses on the use of emerging media opportunities, as well as data and technology-enabled solutions to drive optimal client performance and business results.

 

MAGNA Intelligence has set the industry standard for more than 60 years by predicting the future of media value. The MAGNA Intelligence team produces more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

 

About IPG Media Lab

Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies and business outcomes of all Interpublic agencies. For more information, please visit www.ipglab.com or follow @ipglab.

 

About Vevo

Vevo is the world’s largest all-premium music video provider, offering artists a global platform with enormous scale through its distribution partners. Vevo connects artists with their audience globally via music videos and original content, working directly with them to find unique ways to bring their music to life visually. Vevo also works with emerging artists, providing them with a platform of global scale and reach, to find and grow their audience. Reaching 26 billion monthly views globally, Vevo has over 450,000 music videos in its catalogue.

 

 

 

Media Contacts:

Zinnia Gill

Director, Global Corporate Communications

IPG Mediabrands

zinnia.gill@mbww.com

(646) 965-4271

 

Anthi Pantelidis

Senior Manager, Communications

Vevo

Anthi.pantelidis@vevo.com