Common tools are no longer enough
Universal McCann creates deeper insights into media use with Media in Mind
Universal McCann creates deeper insights into media usage with Media in MindBy Daniel Schifferle Absence of stress and current feelings of happiness are prerequisites for the successful reception of advertising messages. Universal McCann has created the Media in Mind tool so that their ups and downs during the course of the day can be taken into account by media planning to increase efficiency.
Continuously growing media offerings and increasingly differentiated usage behavior pose problems for media planning that the usual planning tools such as Mach Basic or private radio studies alone are no longer able to solve.
Increasingly, questions are coming to the fore that provide answers to the varying receptiveness to advertising messages in the course of the day: When is the most opportune time to address, what is the right tonality, what is the right medium? With its single-source Media in Mind study, Universal McCann has created a tool that provides specific answers for each European country. One of the study's main findings is that people behave very differently from region to region when it comes to their consumption of media and advertising messages.
This is shown, for example, by a comparison of approval or disapproval of TV and print advertising. In Portugal and Ireland, people have a consistently positive attitude toward both print and TV advertising. This also applies somewhat less pointedly to Finland, Israel, Great Britain and France.
Lucky are those who advertise in these countries, where there is great openness toward both media. In Sweden and Germany, however, TV advertising is met with predominantly negative feelings among consumers, while print advertising is held in relatively high esteem there, on the other hand.
The study does not paint a very encouraging picture for Switzerland: Neither print nor TV advertising is really appealing to the Swiss public. But in an international comparison, the fundamental rejection in our country is limited and much less intense than in Norway, Poland or the Netherlands, for example, where print advertising in particular performs even worse.
The degree of relaxation or happiness of the media consumer also has a central influence on the reception of the advertising message. One result of the study was that over lunchtime, the personal feeling of happiness rises to a peak, while stress drops to a daily low. This is an ideal time for consumers to be receptive and sympathetic to advertising messages. "You can't use such results one-to-one for daily planning," says Thomas Koller of Universal McCann, "but it does give you valuable additional information."
Input for the creation - but their outcry failed to materialize
However, Media in Mind is not only intended to provide additional knowledge for optimizing media planning. Creation should also be able to benefit from it. "How do people want to be addressed, what tone of voice do they respond to most, and when? These are questions that Media in Mind helps answer," says Koller. How the new tool will be received in the work of creatives is still up in the air. Just this much: "The first reactions were relatively neutral, there was no big outcry."
Continuously growing media offerings and increasingly differentiated usage behavior pose problems for media planning that the usual planning tools such as Mach Basic or private radio studies alone are no longer able to solve.
Increasingly, questions are coming to the fore that provide answers to the varying receptiveness to advertising messages in the course of the day: When is the most opportune time to address, what is the right tonality, what is the right medium? With its single-source Media in Mind study, Universal McCann has created a tool that provides specific answers for each European country. One of the study's main findings is that people behave very differently from region to region when it comes to their consumption of media and advertising messages.
This is shown, for example, by a comparison of approval or disapproval of TV and print advertising. In Portugal and Ireland, people have a consistently positive attitude toward both print and TV advertising. This also applies somewhat less pointedly to Finland, Israel, Great Britain and France.
Lucky are those who advertise in these countries, where there is great openness toward both media. In Sweden and Germany, however, TV advertising is met with predominantly negative feelings among consumers, while print advertising is held in relatively high esteem there, on the other hand.
The study does not paint a very encouraging picture for Switzerland: Neither print nor TV advertising is really appealing to the Swiss public. But in an international comparison, the fundamental rejection in our country is limited and much less intense than in Norway, Poland or the Netherlands, for example, where print advertising in particular performs even worse.
The degree of relaxation or happiness of the media consumer also has a central influence on the reception of the advertising message. One result of the study was that over lunchtime, the personal feeling of happiness rises to a peak, while stress drops to a daily low. This is an ideal time for consumers to be receptive and sympathetic to advertising messages. "You can't use such results one-to-one for daily planning," says Thomas Koller of Universal McCann, "but it does give you valuable additional information."
Input for the creation - but their outcry failed to materialize
However, Media in Mind is not only intended to provide additional knowledge for optimizing media planning. Creation should also be able to benefit from it. "How do people want to be addressed, what tone of voice do they respond to most, and when? These are questions that Media in Mind helps answer," says Koller. How the new tool will be received in the work of creatives is still up in the air. Just this much: "The first reactions were relatively neutral, there was no big outcry."
