Category Archives: Media Influence

Shoptalk 2017: Three Key Trends

The Shoptalk 2017 Conference was held recently in Las Vegas, and Pam Goodfellow, Prosper’s Principal Analyst and Consumer Insights Director, was in attendance. Below, she recaps some of the hot topics discussed by more than 300 speakers representing leaders redefining the future of retail and ecommerce and how clients can leverage Prosper’s unique consumer data to address marketplace challenges – and identify opportunities. Continue reading

New Data Provides Antidote for Ad Fraud

Newly Released Media Behaviors & Influence™ Study Provides Marketers in Disrupted Media Market with Real Data from Real People for Increased ROI

Worthington, OH – 3/13/2017

As advertisers continue to struggle with disruption in the media world, including a decline in the use of traditional media, fake news, and bot fraud, Prosper Insights & Analytics™, a leading provider of business intelligence solutions, has released the Media Behaviors & Influence Study™ (MBI) for 2017. The data includes the responses of over 16,000 respondents and can be used to enlighten marketers by providing a unique consumer dimension. The MBI contains real consumers’ media consumption, including which media influences them to purchase, personality traits, and purchase intentions, and can be integrated with big data initiatives to enhance models to better target consumers.  Continue reading

Solving The Ad Waste Issue: A Possibility Or A Dream?

From Forbes on July 12, 2016:

The conference agenda contained a session that jumped off the page and whacked me on the side of the head. It promoted a 6 Step Program for guaranteed marketing improvement and elimination of ad waste. It went on to say something about how today’s markets are different from the past and constantly shifting. The old marketing methods are no longer applicable for today’s marketplace and won’t provide the requisite skills for developing sustainable revenues and profits. But leave your expert resume outside as only those willing to be challenged to change in an interactive environment need to attend.

I had never seen a session that didn’t want you to attend before, nor one that challenged my attitude to change, so I penciled this one in. Continue reading…

How Party Establishment Missed The Mark With Trump Voters

From Forbes on May 13, 2016:

Perhaps Time Magazine will choose the Voter as the “person(s) of the year” for 2016. This might just be the year when historians say the voters, not their parties and ideologies, took control of the election process. Ever since the Indiana Primary win by Donald Trump, there have been numerous articles dissecting how the pundits and political elites misjudged Trump’s presumptive nominee status. Some attempted to explain Trump’s popularity in a derogatory way by claiming it to be a cult of personality, as if he were a dictator. Others simply said, in a condescending manner, that it is anger from less educated, lower income Trump voters that is driving his popularity. Neither of these analyses fits the profile. Continue reading…

New VAB Report Highlights Black Consumers’ Buying Power in Snack Marketplace

From Forbes on March 21, 2016:

Black consumers make a significant contribution to the bottom lines of CPG’s in the snack marketplace according to a new study from the Video Advertising Bureau (VAB). The study called “Insights on Black Consumers; Treats & Sweets” details how Black consumers spend more than the overall market in this category and it identifies the media that influence their snack purchases.

Cynthia Perkins-Roberts, Vice President Multicultural & Emerging Markets for the VAB, shared her thoughts on the findings. Here are some of her comments: Continue reading…

Has Big Data Taken The Human Out Of Human Behavior?

The latest from Prosper on Forbes.com

Consumer Transactions And Clicks Provide Incomplete Picture For Marketers

In junior high school sciences, I learned about Homo sapiens, otherwise known as human beings. I recall that humans are distinguished from other animals by their superior mental development, ability to articulate through speech, think and question, and create things. Later in life, I learned about the human conscious and unconscious mind which determines human actions and reactions to stimuli. No two humans are exactly alike, and I haven’t even gotten into the differences between genders. Continue reading.

A Farewell To Ratings

The latest from Prosper on Forbes.com

Most marketers today would freely admit that consumers control the marketplace. This is vastly different from the bygone mass marketing era where large media organizations accumulated audiences based on content and availability in order to sell advertisers access to the audiences. Today’s disintermediated media world is characterized by consumer choice which facilitates consumer control over the media they wish to use.

Recent headlines in the press underscore the crisis in the world of advertising and media. Much of this has to do with marketers’ concerns about their ad agency’s buying tactics, potential kickbacks and return on their ad spending. In addition, continue reading.

Prosper’s Neuromarketing Insights

Today all marketers are faced with an uncertain economy, intense competition and consumers who are in control. Finding a way to better understand consumers and more effectively and efficiently communicate in this new consumer-driven environment is a big challenge to say the least.

Prosper has partnered with the Applied Neuromarketing Consortium and Northwestern University to uncover the conscious likes and dislikes of consumers and link them to their expressed market behaviors. The findings provide marketers with actionable insights to better influence consumers and improve marketing performance.

The Prosper Foundation Supports Advancement of Neuromarketing Research at Northwestern

Prosper’s latest grant provides more insight Into media influence as a means for better advertising outcomes.

WORTHINGTON, OH (PRWEB) AUGUST 18, 2015

With its latest grant, the Prosper Foundation is pleased to continue to support the initiatives of the Applied Neuromarketing Consortium (ANC) at Northwestern University. The consortium consists of leading academics from the Medill School, Kellogg School and the Feinberg School of Medicine. This grant provides access to a new dataset of unique findings based upon questions around the International Affective Picture System (IAPS). It has been integrated with a 4,000 person subset from Prosper’s annual Media Behavior & Influence™ (MBI) Study of more than 15,000 participants. The goal is to better understand and use media influence as a means for achieving improved advertising outcomes.  Continue reading

The Silent Killer Of Corporate Profits: Ad Waste

The latest from Prosper on Forbes.com

All of the items below are from recent headlines or research reports and they depict the turmoil and turbulence in today’s advertising world caused when advertisers attempt to deal with a new technology-driven media environment.

Apparently marketers aren’t winning this new war as the headlines indicate. Each year, hundreds of millions, maybe even billions, of ad dollars may be wasted due to outdated communication models. Continue reading…