MARCH 31, 2014

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High Impact Digital Display Ads Drive Brand Recall and Likeability
At last week's Advertising Research Foundation conference, Undertone and Ipsos ASI presented research that had measured consumer engagement and receptivity to standard display ads versus large-canvas ads, full-screen interactives and pageskins. Not surprisingly, brand recall was much higher for these types of non-standard ads than it was for standard display ads. Consumers were 28% more likely to correctly identify the brand being advertised for large-canvas display ads (billboard, portrait, slider, etc.) than for standard display ads. For full-screen interactive ads, consumers were 142% more likely to identify the brand correctly. What might be more surprising is that consumers are willing to associate positive attributes with these high- impact ads. Consumers were significantly more likely to say that full-screen interactives were more entertaining, shareable, enjoyable and that they told them something important.
So what? Many feel that online ads should never disrupt the consumer experience, but this study suggests a user acceptance of more intrusive formats. Perhaps Undertone's findings mean that consumers have grown weary of banner ads and are asking advertising to work harder to keep them interested. Whatever the reason might be, this study illustrates that advertisers that run high- impact advertising should reap the benefits of better recall and likeability.
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Flurry Analytics: Utility Apps Are the Stickiest
All smartphone app developers strive to reach as many users as possible, but they also must consider ways to keep users consistently engaged once they have downloaded their app. Flurry Analytics found the second part of that equation can be a challenge. The firm analyzed the types of mobile apps that hold audience longest, and those that lose audience after reaching peak usage. The average app loses half of its monthly average users just three months after reaching its peak. News apps are able to maintain their audience the longest -- on average, it takes those apps seven months to lose half of their audience. Health, fitness, medical, business & communication apps are also good at keeping users engaged -- but even these “utility” apps tend to lose half their audience in six months. On the less desirable end of the spectrum, the average gaming app sees its usage erode by half in just two months from peak. When comparing platforms, apps on iOS proved a bit more resilient than those on Android.
So what? Flurry's analysis proves that smartphone users can be very fickle and that building an app to hold a sustainable audience is quite difficult. Users might be quick to download and use the latest 'fad' app, like Flappy Bird, but also tend to move on quickly. Apps that can provide utility to users while also serving fresh content (with regular reminders), should have a better chance of succeeding in this tough marketplace.
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Globally, Mobile Multiscreening Increases Total Media Consumption
Millward Brown published its annual global multiscreen study, which analyzed how consumers are using TV and smartphones and/or tablets. The study found that while consumers' screen time accounts for five hours of real time during their day, they are actually spending seven hours with media when one aggregates the time spent with each individual device. That is because consumers reported simultaneously using another digital device 35% of the time while watching TV. The 35% of the time using multiple devices can be broken down as: 14% of the time consumers are checking out content related to the TV program on their digital device (defined by Millward Brown as meshing) and 22% of multiscreening is simultaneous viewing of unrelated content (defined as stacking).
So what? The second screen has become a part of normal TV consumption. That provides a challenge for networks and TV advertisers and an opportunity for others in the digital space. Condé Nast's digital properties are in a position to take advantage of consumers engaging in social TV (conversation around big events and programs) or when they are simply looking to entertain themselves while the television plays in the background. Not only can a second screen strategy build audience, but the second screen might actually turn out to be the preferred medium for advertisers. If consumers prove to be more engaged with the device in their hands rather than the commercial on TV, advertisers might shift their spend in turn.
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Against Conventional Wisdom, Study Says Generational Differences in News Consumption Aren’t That Important
A new report by Pew Research and the Associated Press details news media consumption habits of consumers and upends many tenets of “conventional wisdom”. Though it often is thought that older generations get news from print or TV while younger Americans get news from digital media, the study shows that all age and socioeconomic groups tend to use a similar mix of sources. The main driver of choice of source is the type of news story – its immediacy and scope. The study also found that only a few people apply narrow filters to their news scan – only paying attention to particular topics or to congenial points of view (“the filter bubble”). Again, the study found no big generational differences in this tendency.
So what? Even with the ability to choose from a wider range of news sources, traditional media and print remains an essential source for news consumers of all ages.
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Quick Takes
2013 Marked the First Year When the Majority of Display Ad-Buys were Made Using Automated Systems
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Marketers More Likely to Advertise on YouTube & LinkedIn than on Twitter
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Large and Mid-Sized Advertisers Upped their Spend by More than 3% Last Year; Spending Among Smaller Advertisers Dropped by More than 6%
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While Both Categories Continue to Grow, Energy Drinks Are Closing the Gap on Coffee
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Condé Nast
Feedback, questions, ideas for future issues? Please contact:

Phil Paparella
Condé Nast Research & Insights | Associate Director
1166 6th Avenue, 14th fl. | NY, NY 10036 | office 212.790.6044 |

Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights