Category: Research

CES 2015 Highlights: Market Trend Recap

Posted on by Lab Team

Download and view our CES 2015 Highlights here.

CES 2015 may be over, but the innovations showcased two weeks ago in Las Vegas will undoubtedly impact the market in the coming months. Here, we highlighted the following eight most important market trends we saw:

  1. Connected cars are the next mobile platform
  2. The smart home is getting relevant
  3. Television and content
  4. Virtual worlds and gaming integrate into reality
  5. Wearables expand
  6. “Selfies” go to new heights
  7. People are the new cookies
  8. Power is currency

For a more detailed trend recap, download our CES 2015 Highlights here.

Paying with Your Phone: The Present & Future of Mobile Payment

Posted on by Lab Team

Download and read this POV here

With the introduction of Apple Pay, mobile payment is poised to hit the mainstream. The general public feels optimistic about its future, too. Survey reveals that over two-thirds of people believed that it’s likely that mobile payments will become a major way people make payments in stores in the next five years.

But look around. Hardly anyone you know is paying with their smartphones. Why?

Find out the reasons and more about mobile payment by downloading our newest POV here.

 

Attentiveness & Receptivity: The New Frontier In Ad Measurement

Posted on by Lab Team

Download the report here.

The Lab teamed up with YuMe to explore a new measurement frontier: Attentiveness & Receptivity.

Moving beyond reach & frequency, 10,000+ respondent study examines how to identify attentive and receptive audiences. The objective of this research was to deconstruct the indicators of receptivity and determine if they differ by industry vertical.

Receptivity, defined as the willingness to receive a message from a brand before exposure to an ad (passive) and Attention, an active behavior of noticing an ad (active) are the patterns in which consumers interact with advertising. How open are consumers to stimuli (an ad) and how much attention are they giving to the stimuli and to what degree?

Simultaneously, the research sought to conduct attention measurement to test the output of receptivity and establish to what degree attention and receptivity drive brand metrics. From this, marketers can identify appropriate targeting indicators and apply findings to better understand and define an attentive audience.

To learn more about this joint study, download the report here.

 

 

POV: How Can Consumers Trust Brands With Personal Information

Posted on by Richard Yao

Download the POV here.

You may think of consumer data collection—and the resulting privacy concerns—as “corporate evil-doing”. But really, it’s just a delicate value exchange that most brands have yet to figure out how to manage.

In order for consumers to trust brands with their personal data, brands must actively take steps to ensure that:

  • Consumers consent to data collection
  • Once collected, data remains secure
  • Data proves helpful to both the brand and the consumer

Learn more about how to win that consumer trust by downloading the POV here.

 

 

What the Living Room Revolution Means to Brands

Posted on by Lab Team

Download the whitepaper “OTT: What The Living Room Revolution Means to Brands”

Television has been the core medium for the advertising industry for decades. While other media such as web and mobile-based content have eaten into its share of audience attention, it still offers brands the widest reach. Moreover, the audience’s desire to relax on the couch with their families and be entertained by a big HD screen is a unique desirable experience that newer mediums can’t replace.

What is beginning to change, however, is the underlying structure of Television. The idea that TV shows are arranged in linear numbered channels is no longer a technical requirement. A generation is rising that is less receptive to the concepts of expensive bundles, traditional interruptive ad breaks, and being locked into accessing certain content on some screens but not others.

In an on-demand, de-bundled, cord-cut world, the big question is “What now for marketers?”

In this paper we attempt to lay out the current landscape, the promising technologies that are budding, and the exciting future possibilities that lie ahead.

Download the whitepaper “OTT: What The Living Room Revolution Means to Brands”

POV: Stores and Shoppable Media

Posted on by Lab Team

With the proliferation of desktops, laptops, mobiles, tablets, and smart TVs, there are more opportunities for people to shop anywhere and at any time.  But that doesn’t mean brick-and-mortar is irrelevant. In this POV, we discuss how to integrate points of sale to create a consistent customer experience across platforms.

Download the POV

IPG Media Lab & Peel Present Innovations In Cross-Screen Targeting: A Case Study

Posted on by Lab Team
IPG Media Lab partnered with Peel — the remote control app that drives TV ratings.
Key questions of the study:

  • How does the effectiveness of TV and mobile advertising compare across branding metrics? Is either more successful at driving consumers to take action?
  • What’s the benefit, if any, of re-targeting consumers on mobile devices based on their past exposure to TV advertising?
  • Does frequency of exposure play a role?

Download The Study

From ‘Like’ to Love: How Brands Can Woo Users on Messaging and Dating Apps

Posted on by Lab Team

How can brands connect with dating app users?

Where audiences go, brands follow, especially when those audiences are young and hard to find on traditional media. As a result, several brands are experimenting with the best ways to reach people on messaging apps. As seen in the report, the combination of brands, messaging, and dating is creating some unusual results, as seen in the following examples.

Download The Dating App POV

IPG Lab + Kiip Release Moments That Matter Study

Posted on by Lab Team

IPG Lab and Kiip conducted a mobile engagement study that reveals that moments-based advertising increases purchase intent.

Using facial coding, biometrics and surveys, IPG Lab and Kiip set out to answer the following questions:

• Are moments of achievement really different than other moments?

• Should advertisers engage with consumers at these moments? And, if so, how?

• Do moments matter?

Download Moments That Matter Study