FEBRUARY 17, 2015

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comScore Tools to Provide Clearer Digital Ad Metrics

Good online metrics can be complex to capture for a host of reasons, and the same has held true for digital ads. However, as the marketplace becomes more knowledgeable about digital measurement, more tools have been developed to address those challenges. A new paper from comScore outlines some of these better measurement tools and practices, and how they are allowing for better measurement of ad effectiveness for online campaigns. Publishers are using these tools to deliver more quality impressions for advertisers, by making them more viewable and free of fraud from non-human traffic like bots. comScore used a ConAgra study to exemplify how better optimization produces better ROI. In the year that ConAgra optimized viewability for an oral care brand, sales volume per impression increased by 74%. And while CPM was higher because ads were validated for viewability, ConAgra's ROI per ad dollar spent still increased by 39% because of the better measurement and optimization.

So what?

Responding to the demand for better digital ad metrics, comScore will soon be including data on viewability, non-human traffic and programmatic within its interface (specific competitive data will not be available). As digital buyers become more interested in advanced metrics, these data points should go a long way in demonstrating the value of partnering with premium publishers.

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Condé Nast Exclusive
CIA White Paper: Understanding Americans’ Attitudes about Health & Fitness

This new report from Condé Nast’s Consumer Intelligence & Analytics group summarizes key trends in consumers' attitudes about health and fitness. There are gender and generational differences in health attitudes and behaviors. Generally, women are more likely to practice healthy eating, while men are more likely to exercise. Women are also more likely to actively look for information about nutrition and a healthful diet (48% of women compared to 32% of men). Looking at the generations, Millennials value physical fitness more than older generations and they also prefer healthy eating to dieting. When it comes to technology, nearly six in ten adults believe that online and mobile tools can help them live healthier lifestyles. Always-on Millennials are more likely than other generations to use technology to get fitness inspiration and track their goals.


So what?

Striving for a healthy lifestyle is a value being adopted by many Americans, especially Millennials, and is replacing the crash diets of the past. There is an opportunity for brands to connect with consumers by offering them valuable healthy eating or exercise information or helping them track their physical fitness. Brands can make themselves indispensable to consumers by helping them become their best selves.

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Social Media
Consumers Develop a ‘Blindness’ to Social Branded Content

Social media users have become desensitized to the content presented on social networks, and especially branded content, according to a new study from CrowdEmotion and Havas Media. In the study, researchers built a mockup of a Facebook feed containing friends’ posts, trending articles and brand sponsored posts. The participants viewed the feed at home, while a webcam recorded their expressions, which were later analyzed reveal which stories generated the most significant response across six emotions (happiness, surprise, anger, fear, disgust, and sadness). The study found that only one in five posts generated any emotional reaction, and none of those were the branded ads, which users simply ignored. The posts that generated the most emotional response all contained visual images, and their content was extreme in some way – shocking, offensive, amusing or cute. Those included both friends’ posts (e.g. a photo of a sleeping baby, a pretty girl’s selfie) and trending articles posted by publishers (e.g. a Buzzfeed article about funny job titles, an article about men’s thongs).

So what?

With the ever-growing competition for their time and attention, consumers have developed a selective blindness to branded social posts and to formulaic content. Forrester projects advertisers to spend a whopping $10 billion promoting their products and services on social media this year. As their commitments become larger, marketers need to be mindful of the real possibility of diminished returns on their social investments due to the 'blindness' detailed here. They might consider reallocating their branded content budgets into platforms that are more contextual than social media.

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Quick Takes
Wegmans Holds the Best Corporate Reputation

Source: Harris Interactive
58% of Starbucks' 2014 Revenue Came from Beverages

Source: Starbucks, Statista
European Millennials More Pessimistic Than Americans About Controlling Their Own Fate

Source: Pew Research Center
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 | philip_paparella@condenast.com

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