Brand Impact With Intelligent Video AdvertisingTHE SENTIMENTDRIVEN CONSUMERJOURNEY每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）2Relevance = ImpactMarketers know that relevant brand stories can propel audiences through the consumer journey.The JourneyHow can we more effectively engage consumers and move them forward in their journey with relevant ad exposures?3This Is Where Artificial IntelligenceComes In…In advertising, sometimes a computer works best. Machine learning can take the guesswork out of ad sequencing.4How AI Drives Optimized Consumer JourneysAD EXPOSUREConsumers are exposed to an adPOLLAfter video ad, subset of consumers are asked a single attitudinal or behavioral question to assess their engagementMACHINE LEARNINGAttitudinal and behavioral data power machine learning to determine which ad each individual should see next, at scaleTHE “RIGHT” NEXT AD IS DELIVEREDThe right next ad exposure is optimized for each individual to drive them through the consumer journey5What We Tested: Today’s Consumer Journey Options Marketers target and deploy multiple ad units, using only behavioral data to find consumers.OPTIMIZED CONSUMER JOURNEY VIA MACHINE LEARNING6Machine learning targets and deploys ad units using both behavioral and attitudinal data to engage consumers.NON-OPTIMIZED CONSUMER JOURNEYUse of multiple creative units based on where the consumer is in their journey.Use of multiple creative units without consideration for order. Also known as “Spray and Pray”. 1234PARTICIPANTSParticipants recruited from nationally representative online panel across Desktop/Laptop. Total n=5,9211st AD EXPOSURE & POLLParticipants randomizedinto test cells and selected a video to view based on personal preference. Prior to video playing, a pre-roll test ad and five star poll rating were given to gauge receptivity to test ad.2nd AD EXPOSUREParticipant asked to select second video to watch based on preferences. Participant is served second pre-roll ad:MEASUREMENTPost exposure survey used to measure traditional brand metrics and qualitative feedback.Our Methodology7•Control ad(public service announcement)•Ad optimized for consumer journey•Ad not optimized for consumer journeyThe Brands We Tested8MAJOR QUICK SERVICE RESTAURANT MAJOR TRAVEL BRAND9 / We Tested Two ‘Consumer Journey’ Optimization StrategiesBrand HealthWhen your primary campaign KPI is to build brand health STRATEGY 29Path To PurchaseWhen your primary campaign KPI is to drive product purchaseSTRATEGY 110STRATEGY 1Path to PurchasePath To Purchase: Journey 1JOURNEY 1DRIVING PATH TO PURCHASE FROM HIGH PRODUCT INTEREST4-5 Star RatingAd for ProductWE TESTED: OPTIMIZEDJOURNEY1-2 Star RatingJOURNEY 2BOUNCING BACK FROM LOW PRODUCT INTEREST2ND AD EXPOSURE1st AD EXPOSUREAd for ProductWE TESTED:NON-OPTIMIZEDJOURNEYDifferent Ad for Same ProductDifferent Ad for Same ProductAd for Different Product2ND AD EXPOSUREPOLL1st AD EXPOSURE11Optimized Ad Sequencing Works 2x As Hard In Improving Trust+9%▲BRAND TRUSTNon-Optimized JourneyDelivered different ad for same product regardless of interestOptimized Journey Delivered different ad for same product because of high interest+4%Impact of 2nd Exposure on Brand TrustDriving Purchase From High Product Interest | Delta (Test – Control)12▲: significant difference between double and single ad exposure at p<=0.1. Significance testing not done between optimized and not optimized group.Path to Purchase - Driving Purchase from High Product Interest: (Non-Optimized Control n=565, Non-Optimized Test n=508, Optimized Control n=250, Optimized Test n=226)Q: Please indicate how much you agree or disagree with each of the following statements about [Brand}…Improved Ad Experiences Show The Right Ad Is Being Delivered To The Right PersonINFORMATIVEUSEFULRELEVANTINTERESTING66%62%76%85%47%39%46%65%13Path to Purchase - Driving Purchase from High Product Interest: (Non-Optimized Control n=565, Non-Optimized Test n=508, Optimized Control n=250, Optimized Test n=226)Q: Please indicate how much you agree or disagree with each of the following statements about this ad. Non-Optimized JourneyDelivered different ad for same product regardless of interestOptimized Journey Delivered different ad for same product and were interested in productAd OpinionsDriving Purchase From High Product Interest | % Who Agree+8%▲ Optimized+4% Non-Optimized+8%▲ Optimized+3% Non-OptimizedBecause The Right Next Ad is Delivered, Consumers are Persuaded to Take Action14▲: significant difference between double and single ad exposure at p<=0.1. Significance testing not done between optimized and not optimized group.Path to Purchase - Driving Purchase from High Product Interest: Non-Optimized Control n=565, Non-Optimized Test n=508, Optimized Control n=250, Optimized Test n=226)Q: In general, how likely are you to visit the following brand websites? How likely are you to go online to search fo...
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