In an age where we’re constantly surrounded by advertising and second-screen devices are tempting us to become distracted, advertisers are fighting for your attention. According to recent research from Nielsen, we now see upwards of 5,000 ads a day, up from 500 in 1970. So, how do brands stand out to consumers in a world of consistent in-your-face messaging? And now that there are so many different platforms for advertising since digital media and mobile are growing at such a large rate, which are most effectively influencing consumers?
MediaPost and Qriously asked themselves the same questions and teamed up to create an ad sentiment powerhouse, called the Ad Sentiment Index, that launches today. Brainchild of Joe Mandese, editor-in-chief at MediaPost, the Ad Sentiment Index will measure public opinions of brands in general, and specifically how ads on TV, radio, billboards, social media or web pages, in magazines, newspapers, or seen outdoors, influence them. The index is measured by Qriously, an innovative company that serves questions on mobile devices to see what people think about anything, anywhere at any time in order to create a more meaningful ad experience for both consumer and advertiser.
Consumers are bombarded with ads these days, and the process is only increasing as we add new devices and apps,” said Mandese. “We want to look at how people feel about these ads — whether they’re more receptive at times to certain kinds of ads than other kinds, and how they feel the multiplication of advertising affects them in general.
To create this index, Qriously has been polling hundreds of Americans everyday since March, asking questions in the space where a mobile ad might otherwise run. The results from the 6 month trial period are now live for the public, and the Ad Sentiment Index will continue to poll influencers (i.e. buyers and sellers of media devices) daily to ask how ads influence them. Ultimately the information gathered will be a lens in the mirror and will likely influence how media is bought.
Here is the current ad sentiment index regarding Facebook advertising, the only medium to show a significant downward trend in the results thus far:
Why is it the only medium to show a trending negative sentiment? Joe Mandese attributes this to Facebook’s “mood manipulation experiment” in June; many Facebook users felt deceived, outraged and even violated. The sentiment dropped sharply in June and hasn’t fully recovered since then. Back in June when it was evident that people were negatively impacted by Facebook’s secret experiment, the Ad Sentiment Index truly captured the sentiment and has shown how Facebook is struggling to regain trust on their platform once again. Examples like this show how the Ad Sentiment Index will impact consumer trends and not only show current sentiments, but ultimately could serve as a predictor tool.
In addition to MediaPost, Qriously’s data has informed stories at The Economist, Wired UK, the Wall Street Journal, International Business Times, Inc.com and even here on MobileFOMO. According to Qriously North America GM Joe Zahtila,
Consumers enjoy sharing their opinions, especially when they’re asked politely. We value these opinions a great deal, and use them to do research as well as to serve consumers relevant ads. We’re pleased to partner with MediaPost to learn how Americans’ opinions toward various forms of advertising change over time.”
As the Ad Sentiment Index continues to gather this data on a day-to-day basis, brands will eventually start using this information to gain invaluable insight and potentially refocus strategies. With the combined power of Qriously’s data engine and Mediapost’s influence, the Ad Sentiment Index will likely soon become a household name for advertising experts.
Learn more about the Ad Sentiment Index here.