Idea from Ralf Maeder (client partner for Kantar Germany) when prepping for Allianz meeting:
Can you imagine to incorporate aspects like celebs, e.g. by plugging in the name of the celeb at the beginning, with the machine searching the Internet to estimate attitude towards the celeb - as the most important determinant of celeb effectiveness in ads?
Context is we tested a bunch of ads in prep for the meeting, mostly featuring celebrities (e.g. Usain Bolt) or popular characters from Disney movies (e.g. Up, Finding Nemo, Ratatouille, Monsters Inc). Link AI results on measures like Branding were comparable to the Link tests, but measures like Enjoyment, Persuasion and STSL tended to be a lot lower which makes sense given the star power of these partnerships on consumers.
Is there any way for the machine to incorporate the celebrity or popularity factor when they are intentionally used in ads through investment in licensing rights?
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Kelvin Lok
Senior Director, Engagement Manager
Analytics Practice
M +1 (781) 353 1715
E kelvin.lok@kantar.com
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New York, NY 10007 USA
www.kantar.com/analyticspractice
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