Gail Chiasson, North American Editor
The two research panels during the DPAA Digital Media Summit both turned out to be very interesting, and we learned, among other things that, Nielsen will be starting regular local market reports in 2012.
Moderator of the first research panel, Jim Spaeth, partner, Sequent Pertners, said that Digital Place-based is at the junction of being a ‘Watch and Buy’.
Arbitron gave data from its annual national survey to measure the total audience of digital place-based networks which found that 73% of people exposed to a digital place-based video screen actually watched; 63% who watched recalled seeing an ad; and 28% of these made a unplanned purchase as a result. (The Case Studies panel, with each of five companies using different digital place-based media, also each showed significant bumps in sales when DpB media was used.)
Among interesting comments we heard during that panel: “It would be great if there was a way to measure relevancy”; “Relevance drives recall”; and “There’s a difference in recall between screens with audio and those without – with those with audio coming out ahead.”
The afternoon panel moderated by David Marans, executive vice-president media, The Advertising Research Foundation, was one of the best sessions of the day.
Mike Bloxham, executive director, marketing, Media Behavior Institure, talked about learning about the emotions of shoppers via a diary (eg. what media the shopper uses; who is she exposed to; is she shopping alone or with others; what she is buying and when, etc.) and then drilling into that information for advertisers to target. The diaries give a unique insight and can be used by content developers, planners and even for budgeting.
Jeff Griffin, senior vice-president, general manager, Shopper Sciences, discussed the five main questions retailers are asking in their quests to bring consumers from undecided to decided.
And Gary Reisman, principal and founder, NewMediaMetrics, discussed context and emotional attachment, with the latter being highly predictive of what people do.
“The emotionally attached consumer will shop deeper into the product line, will buy more, and will pay more for the products,” said Reisman.
This panel really got into content and context that advertisers, agencies, networks and content developers could put to use.
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