Optimizing Ad Journeys Based On Consumer Sentiment Could Save Millions Finds New Study From ViralGains, MAGNA and IPG Media Lab
Over half of all ad impressions could be wasted with traditional video retargeting; Optimizing journeys based on sentiment doubles brand trust and likelihood to take action
According to a new study, obtaining and responding to consumer sentiment is crucial to optimizing the consumer ad journey, saving otherwise wasted video ad dollars and positively impacting brand affinity metrics. The Sentiment Driven Consumer Journey, research conducted by MAGNA, IPG Media Lab and ViralGains, the industry’s only video ad journey platform, takes a deep dive on the brand impact generated by intelligent video advertising.
The study tested two video ad journeys among 6,000 consumers in the third quarter of 2018. One group of consumers received a series of video ads optimized based on sentiment – specifically each viewer’s level of interest in the first video ad – gathered via a poll served immediately after the advertisement. The second group received a series of videos that were served based on exposure only.
Key findings from the report include:
- On average, 59% of ad impressions were wasted with standard video retargeting
- Consumers on a sentiment-driven journey were more likely to take action – 7x more likely to search for the brand and 2x more likely to visit the brand’s website
- Sentiment-driven journeys:
- Result in a better overall ad experience as 85% of consumers agreed the ads were interesting, 76% agreed the ads were relevant and 66% agreed the ads were informative
- Improve brand perception – serving a corporate responsibility ad to viewers with low brand interest increased brand trust by 2.2x and brand favorability by 4x
- Suppressing ads to audiences that have indicated they are not interested in your brand and reallocating impressions to those who have shown interest can deliver an average of $59k in savings for a $100k campaign
“Marketers know that a great story is a relevant story, and the best marketers understand that they must use consumer sentiment to create customized and relevant consumer journeys; otherwise they risk not improving brand or product purchase intent or worse—increasing negative sentiment about their brand,” said Tod Loofbourrow, Chairman and CEO, ViralGains. “Engage consumers in a dialogue about their preferences, and listen to the feedback that signals sentiment and purchase intent—when you optimize individual journeys at scale using first-party data and science, everyone wins.”
“Brands that listen to the consumer and create a customized experience rather than blanket everyone with the same ad sequencing stand to benefit in almost every conceivable way,” said Kara Manatt, MAGNA. “Customizing the consumer ad journey is a key element to smart advertising, as it allows advertisers to tell a cohesive story across ad exposures, as opposed to an inefficient ‘hit and miss’ approach. It not only leads to greater impact on brand KPIs, it also makes for a more positive ad experience for consumers.”
The full study can be found here
ViralGains is a digital video ad journey platform that enables marketers to engage targeted audiences with relevant brand stories in the contexts they most favor. Using the platform to engage in two-way conversations, brands and agencies discover exactly what people want — and how they feel — and leverage those insights to build unique, full-funnel ad journeys that can generate increased awareness, motivate intent, and drive purchasing decisions. ViralGains is headquartered in Boston, with regional offices in New York, Los Angeles, Chicago, San Francisco, Atlanta and Detroit. For more information, please contact us at www.viralgains.com.
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.