TV + Newspapers: Increase Brand Impact by 72% and Ad Impact by 200%!

Pioneering neuroscience research commissioned by the NMA through Millward Brown measured the magnitude of brain responses to brand and advertising stimuli among people who had previously been exposed to test advertising in newspapers and in a commercial break within a TV programme.

Research was conducted by Dr Lawrence Farwell of Brainwave Science using his patented ‘brain fingerprinting’ technique. This measures the brain’s recognition response to stimuli that are significant to the individual.

Six brand campaigns were tested. Looking at results for all six brand tests together, there was a strong incremental effect on brand impact when people were exposed to both newspaper ads and TV advertising. ‘Brand impact’ measures the average response across all brands to the positive brand stimuli – i.e. salience, messages, brand values and brand affinity.

TV and newspapers individually showed good levels of brand impact, but the TV and newspaper combination was 72% higher than TV solus. See chart below.

There was a very strong 200% incremental effect on advertising impact for TV plus newspapers compared to those seeing TV solus. ‘Advertising impact’ is the average magnitude of brainwave response to ad stimuli from the test ads – essentially ‘unconscious’ ad recognition. See chart below.

For more information see:

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Study: 60% of Generation Y Leaning Toward Cutting the Cord

From over at ReadWriteWeb, a new report from Ideas and Solutions shows a potential issue for the likes of Sky TV, MediaWorks and TVNZ – users switching from watching shows on TV to online.

A survey released today aims to show cable providers how they can keep losing their influential viewers from cutting the cable. Ideas and Solutions, a Los Angeles-based consultant group for media and technology companies, says that 60% of people between the ages of 18 and 29 were either leaning towards or seriously considering giving up paid television.

The Ideas and Solutions report, which is greatly skewed to the point of view of the paid television operators, puts the so-called Generation Y demographic of 70 million TV watchers into three groups – “loyalists,” “leaners” and “at-risk.” Not surprisingly, the “at-risk” group were early adopters of technology much more likely to gravitate towards services like Hulu and Netflix. What category do you fall in?


Why Gen Y Is Leaning Away From Paid Television

The report notes that consumers loyal to paid television were sports fans who found the billing cycle convenient. It says that marketers can keep subscribers by attuning television more to “at-risk” and “leaners” preferences such as on-demand, DVR options and programming more aligned with their interests.

Cost was the major factor in cord-cutters decisions, with 69% “at-risk” and 61% of “leaners” citing it as the primary reason for cutting the cord. “Other ways I can watch entertainment content” was at 36% and 35% for the two groups respectively.

Nearly 50% of those at risk of cutting the cord are Netflix and Hulu users as opposed to 29% of “loyalists” and 42% of “leaners.”

Ideas and Solutions suggests that paid television providers become “need to be cognizant of their pricing and packaging models and face the challenge that many ‘Gen Ys’ want the features they need at affordable price points because they are
willing, ready and able to turn to alternative options, no matter what their level of loyalty to pay-TV,” the report says.

The was an “integrated qualitative and quantitative study of 500 aged 18 to 19 who were current pay-TV subscribers. Friedman has developed product strategy for DirectTV and held senior positions at Time Warner Cable and Century Cable.

For ReadWriteWeb post, click here.

For the report (payment required), click here.

Sneak peek: The quad-core superphone of the future

From over at the US version of Computerworld, a sneak peak at the new Nvidia chips for smartphones.

One of the coolest demos so far comes from the crew at Nvidia — the guys who make the Tegra 2 chips that power most of the high-profile Android devices on the market today.

While Tegra 2 is a dual-core processor, Nvidia’s next-gen chip — codenamed Kal El — ups the ante with four separate cores for your mobile computing pleasure. That’s right, my friends: The quad-core smartphone is actually almost here. Man, this stuff evolves fast.

Here’s a video Nvidia released showing the quad-core technology in action. The clip illustrates what the four-core setup can do for the mobile experience, using a resource-intensive game as an example.

So what about Android battery life? Believe it or not, Nvidia says its quad-core chip is actually more efficient than the Tegra 2 model out there today. If you were to use all four cores nonstop, you’d get about four to six hours of device life, Nvidia says. In reality, of course, most applications won’t light up all four cores continuously.

Nvidia says its first quad-core tablets will be available around August or September; quad-core phones will follow closer to December. The company will have some competition, too: Both Qualcomm and Texas Instruments are working on quad-core offerings of their own as well.

For full article, click here


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Google News redesign – Notes from NiemenLabs

NiemenLab covers the recent tweaks to Google News’s UI and personalisation  features with the underlying rationale for those changes, as explained by Andre Rohe, the lead engineer behind the product.

I’ve summarised the points below:

  • New design meant to strike balance between balance and serendipity
    • Top Stories
    • Customised stories (visit the site and scroll down to see how they manage this personalisation process)
    • Locally relevant stories
    • Spotlight items
    • Most shared
    • Other content
  • The new “news” buzzwords from Google: 

…many of the new tweaks are aimed at writing into the service a happy medium within the polar aspects of news consumption: something between total personalization and total universality; between breadth and depth; between pre-existing interests and discovery; between want to know and need to know; between expectation and serendipity.

  • UI Change
    • Top Story now is ‘expanded’ ie visually contextualised with links and multmedia offerings
    • Expanded view for “Top Story” emphasizes on the diversity of coverage
    • Relevant Wikipedia links are also now included – Google thinks Wikipedia can sometimes offer more context/background to a story
  • Personalisation
    • Explicit – Users tell Google what they want
    • Implicit – Google uses search behaviour and user’s behaviour from other Google products to display a “News for You” section
    • Investigate ways to combine explicit & implicit – Ie. When Google surfaces a story that the user had implicit interest in, it also allows the opportunity for the user to convert it into an “explicit” interest
  • Mobile
    • “News Near You” – From last year, where Google uses geo-location data to provide you a customised news feed
    • This year, released a Google News version for low end phones.

You can visit Google News here.

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