David Tiltman’s Post

I’m delighted to say that this year’s Future of Measurement report is now live on the WARC platform. Measurement is going to be a particularly hot topic this year, with the death of third-party cookies, changes in ESG reporting standards, and, of course, the growing influence and impact of AI. To help marketers navigate this maze we’ve focused on the following four key trends: 🤖 AI and the growth of synthetic data 🍪 The third-party cookie countdown 🌐 Hurdles in holistic measurement ♻ Closing the sustainability gap There’s a bucket load of research and insight in each chapter. From WARC, but also companies including the IAB, Google, Lumen Research Ltd and Playground xyz. Also scattered through the report are thinking and quotes from recent WARC contributors including Tim Geenen on synthetic data; Faris Yakob on the signalling value of media; Sir John Hegarty on the environmental cost of average advertising; and Vicky Foster on making sustainable digital advertising a reality. As a reminder, the Future of Measurement report is part of WARC's Evolution of Marketing programme, which aims to provide marketers with insight into emerging trends and significant shifts in industry. Links to both the full report and sample report in the comments. I hope you find it interesting and useful.

In this latest WARC podcast, (https://lnkd.in/eV3Dqwnp), Michael Reh, chief data scientist for BERA, and I break down how consumer attitudes and perceptions of brands shift during a culture war crisis. Ever since Bud Light's partnership with trans-influencer Dylvan Mulvaney blew up into a political crisis, marketers have worried that the next US culture war crisis might be theirs. WARC and brand equity intelligence firm BERA teamed up to track how five brands weathered their culture war crises to see what was lost, and how quickly the brands recovered. The analysis looked at how US consumers in red states (conservative-leaning) reacted compared to consumers in blue states (progressive-leaning). WARC subscribers can read the analysis here: https://lnkd.in/eK5Qa2qS

The WARC Guide to performance marketing has landed! WARC's Catherine Driscoll has pulled together the latest research and new thinking in this space. Themes explored include the shift from cookie-based measurement, the importance of long-term effects, the rise of retail media, and of course, the impact of AI. Stay tuned for a WARC podcast on the report, which will be coming soon!

The WARC Rankings are here! Today we have launched the first of our three annual rankings - the Creative 100. The rankings inspire excellence in creativity, media and effectiveness and today we're celebrating the most awarded campaigns and companies for creativity. You don't need a WARC subscription to view the overall tables, so head over to https://lnkd.in/eGjbysKi to have a look. You can also download a summary report here, available to everyone for 7 days only: https://lnkd.in/ekJ8UChA Congrats to Ogilvy Honduras, BETC, Burger King, AB InBev, Ogilvy and WPP! #creativity #awards #ranking #makeitWARC #Creative100 #WARCRankings

I've written about effectiveness measurement for WARC, and how we ought to go beyond the obvious questions to find out more ✌️

So delighted to chat with industry legend, Arielle Garcia, and WARC’s US editor Cathy Taylor on the challenges and opportunities to invest their advertising dollars priudently and in a way that reflects their own values. This is actually becoming harder to do, as opacity creeps into our business, the nature of agencies once fiduciary relationships with their clients is evolving and vendors take up new business practices that create risks for the clients they serve. Arielle and I get into these issues in the pod and I hope you will enjoy listening to it. #integrity #transparency #brandsafety

Can I have your attention, please? Myself and Max Stricker put together a piece recently for WARC on attention, covering the 'what' and the 'how'. Thanks to David Tiltman and Lena Roland for publishing. (Link in the comments) We'll also be doing a podcast on this topic, read more below for the summary. 🟣 Why attention matters A brand needs to establish a breadth of relevant associations in the minds of potential customers. The stronger the familiarity and these associations, the more likely your brand comes to mind when shoppers are thinking about buying. 🔵 What is Associative Attention? Associative attention involves building mental availability, an idea advanced by the Ehrenberg-Bass Institute. A vital way to build that availability is to deploy Distinctive Brand Assets (DBAs), a concept developed by Jenny Romaniuk, a professor at the institute. DBAs help a brand to be easily and instantly recognisable at a Category Entry Point (CEP), the time when a category buyer starts to think about making a purchase. A clear understanding of this situation is vital to building associative attention, which helps to link assets and consideration. However, “most brands don’t know much or anything about CEPs”, and oftentimes success is down to luck, rather than good consumer research. As such, smaller brands have an opportunity to “try and find the gaping holes left by larger brands”, say the authors. 🟢 Takeaways 1) When a brand knows the category entry points that exist in people’s minds, they need to then decide which ones to associate with the brand. This requires marketers knowing how important each CEP is for the buyer, how strongly associated the CEPs are to the brand, and how strongly associated the CEPs are to the brand’s competitors. 2) The next step is to build associations that make your brand or product easily and instantly recognisable, either in an advert, in-store, via packaging, or on-shelf. 3) In terms of getting people’s attention, surprise can be an effective approach – in a brand’s creative, packaging and in-store. 🟠 Key quote “Go out there. Get off the laptop, stop reading this article and identify category entry points through the eyes of your customer. Because that’s how you start to understand how attention is related to those associations. Don’t jump the gun, do your homework” – Samuel Brealey and Max Stricker.