347.443.8869

Today’s post is an approved reprint of Debbie Laskey’s recent post on the topic above.  Debbie has two decades of marketing experience and an MBA Degree. She developed her marketing expertise while working in the high-tech industry, the Consumer Marketing Department at Disneyland Paris in France, the nonprofit arena, and the insurance industry.

Her expertise includes brand marketing, social media, employee engagement, leadership development, and customer experience marketing. Since 2002, Debbie has served as a judge for the Web Marketing Association’s annual web award competition. Her Blog has been recognized as one of the “Best 21st Century Leadership Blogs” and also as a “Top 100 Socially-Shared Leadership Blog.” In addition, she is a regular contributor to several national blogs that provide insights about marketing and leadership. An active member of the Twitterverse, Debbie has been recognized as one of the “Top 50 Branding Experts” to follow on Twitter @DebbieLaskeyMBA. Visit online portfolio at www.BrandingAndMore.net.

advertising storytelling branding

Over the last 13 years, thanks to social media, I have had the privilege to meet a variety of amazing marketing, leadership, and customer experience experts. One of these experts is Angela Jeffrey.  Angela read my post following last year’s Super Bowl and contacted me. We recently discussed marketing and advertising, and Angie’s bio is highlighted below.

Angela Jeffrey has been an internationally known speaker and national award-winning veteran of public relations, advertising, and marketing. She has been a leader in the use of metrics to measure communications impact for over 20 years, especially at the intersection of PR and Advertising. She is responsible for brand management at ABX Advertising Benchmark Index, a data science company focused on driving ROI through creative excellence in advertising and marketing through the measurement of more than 365,000+ ads across all media, demographics and social sensitivity

Prior to joining ABX, Angela was Strategy Director at Salience Insight (now CARMA), a global provider of PR effectiveness measurement. Previously, she was a Vice President at Surveillance Data, Inc., an international analytics powerhouse specializing in predictive modeling. She continued as a leader upon the sale of her division to a broadcast monitoring firm in New York, and worked with Gary Getto, current president of ABX, to develop “Vantage,” the first platform measuring the combined impact of PR and Advertising. Connect with Angela Jeffrey on LinkedIn and visit ABX’s website

QUESTION: In February 2021, I wrote a Blog post about the Super Bowl ads and referenced one of your company’s posts (that you wrote) from 2020. (Links are included below.) What is it about Super Bowl advertising that attracts so much attention from the media, football fans, and people around the world?

Angela: As Michael Wolfe, CEO of Bottom-Line Analytics, wrote in a 2020 blog post: “the attraction and value of Super-Bowl advertising has always been its huge audience and high ratings.  But with the cost of a Super Bowl ad in 2020 reaching $58,000 per million impressions, coupled with a declining audience, one wonders if it’s worth it.”

In 2020, Wolfe found that the “good will” and PR hoopla that surrounds each Super Bowl isn’t limited to the impact the ad has just during the game, but actually spikes ad effectiveness for the brand well beyond in some kind of halo benefit.  However, in analyzing the ad effectiveness results of the 2022 Super Bowl, Wolfe reverses his stance, especially with the event’s further price increases and shrinking. (See “Super Bowl 2022 Advertising Effectiveness … and Not so Much” by Michael Wolfe).

Judging the creative effectiveness of Super Bowl ads has become a national sport, especially with major  and social media. Super Bowl is likely the only time of year ads are viewed with eagerness and judgement. It’s a game unto itself.

Finally, one more reason why brands buy into the Super Bowl is to showcase how much they support women. Female presence in Super Bowl ads has risen enormously over the past five years. (See “Poor 2019 Super Bowl Advertising for Female Gender Equality” for more.)

QUESTION: What brands do you think are doing a good job with their advertising and/or marketing during the COVID-19 pandemic? Please share examples.

Angela: Our company measured thousands of television and video ads since Covid began in the spring of 2020. In April 2020, ABX found that ads with COVID-related content performed better than non-COVID-related ads by a full +175%. Gratitude for first responders played well at the beginning of the crisis and continues to this day. Consumers would be wise to seek out brands that have made commitments to protecting them through cleanliness, social distancing, and wearing masks.

McDonald’s achieved the highest ABX Index of any Covid-related ads starting in the Spring of 2020 and continuing through the present. It’s a simple ad showing a McDonald’s worker changing signage text to convey the message that “Through May 5, we’ll be feeding First Responders and Healthcare Workers Thank You Meals, for free.” (See “How to Increase COVID Avertising Effectiveness 175%).

Subway used that same type of strategy, focused on food donations for those in need.

Like McDonald’s and Subway, Amazon’s advertising has had remarkable staying power since Spring of 2020 until now. Amazon’s ad focuses on the exceptional work of its employees to help others through the pandemic, this time with a female pilot.

QUESTION: According to Laura Holloway, Founder and Chief of The Storyteller Agency (@StorytellerAgcy on Twitter), “Storytelling is our obligation to the next generation. If all we are doing is marketing, we are doing a disservice, and not only to our profession, but to our children, and their children. Give something of meaning to your audience by inspiring, engaging, and educating them with story. Stop marketing. Start storytelling.” What does this quote mean to you?

I’d like to invite Gary Getto, President of ABX, to comment.

Gary: The best ads are “problem-solution.” If a client elevates the problem, painting a clear enough picture, he has established the first part of the story. The product, then, becomes the hero. My thoughts are based on measuring 250,000 TV, video, radio, print, FSI and OOH ads in 14 countries.

The brand has to be the hero of your story. Too often, we tell a story that isn’t related to a category or a customer need, and then mention the brand too late, perhaps, in an effort of appearing subtle. When that happens, customers don’t know who the ad is for and get angry at the brand. Bottom line, don’t get so overwhelmed in storytelling that you are unable to create an ad that works.

TWEET THIS: The brand has to be the hero of your story. –Gary Getto, President @ABXindex #BrandStorytelling #BrandExperience #DebbieLaskeysBlog

QUESTION: If you could predict the future, what marketing trend, marketing buzzword, or social platform will we be talking about a year from now?

Gary Getto offered a surprising answer to this question: “Faith.” When the world is falling apart, and the problems just keep piling on, people rely on faith, or on others with faith. This is not predicting any particular kind of faith, but it would likely be based on principles, such as truth and honesty, and would encourage treating others well. We will see this trend intensify.

QUESTION: My favorite marketing quote is from Walter Landor: “Products are made in the factory, but brands are created in the mind.” What does this quote mean to you?

Gary: Brands are created in everything the product does, from conception to build-out to delivery to customer service and to the entire relationship. It is the whole gestalt, which ultimately makes you experience far beyond just what the brand or product provides. It’s everything about your experience interfacing with the product.

TWEET THIS: Brands are created in everything the product does, from conception to build-out to delivery to customer service and to the entire relationship. –Gary Getto, President @ABXindex #BrandExperience #DebbieLaskeysBlog

My thanks to Angela and Gary for sharing their insights. 

LIKEWISE, ABX THANKS DEBBIE FOR INCLUDING US IN THIS POST. Image Credit: Dustin Humes via Wordswag app.

If you have questions about this article or how ABX can help your brand, contact us HERE.

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Jeff Schamel

Vice President, Operations

Jeff Schamel Directs Operations for ABX with Experience from IPSOS and P&G

Jeff has more than 25 years of market research experience including project management, client service, operations, production and sales.

Before joining the ABX Senior Management team, Jeff was a Senior Account Manager at Ipsos, working with Procter & Gamble and other client assignments. Prior to that, he was Senior Project Manager for Opinion One, where he was responsible for guiding the company’s online, mall and other initiatives for eight years.

Jeff began his market research career with Cooper Research while participating in the Professional Practice Program at the University of Cincinnati, Ohio. Upon graduating with his BS in Marketing and Management, Jeff led a team of data analysts as Group Manager at Matrixx Marketing Research (now Concentrix).

Jeff’s broad in-depth marketing research experiences enable him to bring a unique perspective to directing operations that creates effective and efficient environments to support a wide range of client activities.  Having come up in the industry alongside the advent and progression of online interviewing, he has a unique perspective on the benefits and challenges of conducting quality research resulting in meaningful results.

Jeff considers himself an amateur music historian and sports enthusiast, as well as a family man, who takes advantage of the many outdoor activities in his community including biking, hiking, kayaking and swimming.

Dr. Peter Moomaw

Co-Founder, Vice President, Development

Peter is the primary developer of operations technology and data analysis. As a chief visionary on the Research and Development team, Peter works to generate innovative ideas for the continued development of processes and protocols.

Peter brings 17+ years’ experience in software development in the market research industry. He was previously at Opinion One, where he was integral in the development of research software systems covering a number of areas.

Peter has a BA in Mathematics, a BS in Physics, and a PhD in Physics, all from the University Cincinnati.

Martin Geraghty
Martin Geraghty

Vice President, Client Services

Geraghty Brings Experience from Roper Starch, GfK, MRI and IPSOS to ABX

Martin has more than 20 years of experience in the market research space including business development, methodology, product design, operations, client service, analysis and sales. He is a member the ABX Management Group with both client-service and operational responsibilities. Before joining ABX, Martin held senior management positions at Roper Starch Worldwide, GfK, MRI (Mediamark Research) and Ipsos. At Ipsos, he managed client service covering all aspects of the research process including research design. He managed the development and implementation of several brand and advertising measurement programs across a broad range of business sectors, helping clients maximize marketing objectives and return on investment. Prior to joining Ipsos, Martin was Vice President at MRI and was involved in business development, day-to-day management and long-term planning and growth for syndicated and custom programs. He also developed and updated the organization’s operational infrastructure to bring new and improved measurements to the marketplace. Before joining MRI, Martin was a Vice President of Operations at GfK. He managed researchers developing programs to monitor and improve methodologies. He played a key role in overseeing profit responsibility of client programs. Prior to his role at GfK, he was Vice President of Research and Operations at Roper Starch Worldwide.
Michael Alf

Co-Founder Ocucom and ABX, Vice President, Software Development

Michael Alf Brings 12 Years’ Software Engineering in the Market Research Industry

Michael is one Founders of Ocucom, of which ABX is a division, and has over 12 years’ of software engineering experience in the market research industry. As a Lead Software Engineer with Ocucom, he brings a unique blend of a technological background along with hands-on market research experience. Michael specializes in providing custom software solutions utilizing Ocucom’s dynamic software platform to address unique client needs in an efficient and cost-effective manner.

Prior to starting with Ocucom, Michael was a senior software engineer at Opinion One in Cincinnati, where he was one of the principal architects of the OASIS 2 Survey Software Package. He also played a key role in developing a licensable solution to bring to the market place as well as handling the logistics of on-site training and support of end-client users.

Michael obtained his B.S. in Computer Science from the University of Cincinnati.

Greg Tunstill

Co-Founder, Chief Information Officer

Greg Tunstill Leads the Creation of ABX Communications Tools

Greg Tunstill, a founder of ABX, is the Chief Information Officer responsible for ABX’s technical infrastructure and maintenance. He also leads the design and development of ABX’s communications tools, a critical component of its technology services.

Prior to joining ABX, Greg was Director of Network Operations of Opinion One since its inception in 1992. He designed and developed the communications systems that were the core of its data collection networks and was responsible for continuing development and implementation of information technologies. Prior to his position at Opinion One, he designed inventory control and expert systems for BellSouth field offices and worked as a consultant and independent contractor. In 1991 he joined Americom Research as a systems engineer where he advanced to Director of Network Operations and met members of the team that formed Opinion One.

Greg is a graduate of Middle Tennessee State University where he obtained a Bachelor of Science in Computer Science.

Julian Brown

Chief Technology Officer

Julian Brown is an ABX Founder and Chief Visionary for Strategic Planning

Julian brings 20+ years of software engineering and market research experience to ABX. As one of the Founders and in his position as Chief Technology Officer, Julian is the chief visionary responsible for strategic planning and development.

His primary day to day roles include management of software development, oversight of survey production, and lead architect for custom software development projects. As the principal technology architect, Julian adapts emerging technologies for use in market research. He is responsible for maintaining the “continuous development” philosophy.

Before becoming one of the Founders, Julian was Vice President, Software Engineering at Opinion One. In this capacity, he was responsible for the design and development of Opinion One’s core technology and licensing products.

Prior to Opinion One, Julian worked for Americom Research, starting as a Software Engineer and progressing to Director, Software Development. While at Americom Research, Julian pioneered the design and creation of one of the market research industry’s first fully interactive computer-aided interviewing suites.

Julian received his Bachelor of Science in Computer Science from Middle Tennessee State University.

Gary Getto

President

A Pioneer in Measuring Across all Media Types

Gary has an extensive background in product development, strategic planning, and sales/marketing. He is a frequent speaker to the advertising, marketing, and public relations communities.

Gary is a pioneer in efforts to measure and analyze the combined impact of news coverage, social media, and advertising communications on key business metrics, such as sales or product preferences, with ground-breaking work linking communications activity to business outcomes. He was also one of the first to apply artificial intelligence to better understand how communications impacts consumer behavior.

As part of these pioneering integrated measurements, the need to benchmark every ad and build a comprehensive database of advertising performance metrics for evaluating all advertising creative became clear. Gary has been part of the ABX management group that developed the methodology, technology, and criteria for measuring advertising performance globally, and at scale, in an affordable manner. 

Now Gary and all ABX partners work with communications leaders across a diverse set of industries to expand that understanding by incorporating the first-ever Gender Equality Index™, creative measurement solutions for ESG, Diversity & Inclusion, Ethnicities (in and out-of-country), Product Placement/Integration, Brand Fit™, Gaming, Audio and more.

Gary holds a B.S., in Mechanical Engineering from Lehigh University and a Masters in Management Science from Stevens Institute of Technology.

J. J. Klein​

Chairman & CEO

Developing Valid and Reliable Information through Syndicated and Custom Research

JJ Klein has devoted his entire career to developing more valid and reliable information through syndicated and custom longitudinal research programs for Fortune 500 companies. This extensive knowledge base enabled him to create and develop ABX, which now offers the most accurate normative database for advertising effectiveness measurement in the marketplace.

JJ brings more than 35 years of marketing, research, consulting, and technology experience in designing and developing methodologies and programs for long-term growth. He has exceptional strength in domestic and international new business development, strategic planning, and identifying and tracking consumer, retail, and industry trends.

Leadership in Top Global Research Firms

Early in his career, after attending City University in New York as a math and science major, JJ joined Simmons Market Research Bureau as a Project Director. Over time, he rose to Associate Executive Vice President. Among his accomplishments, JJ created the first online interactive data analysis and delivery system for agencies, media, institutions, client, and service companies.  

JJ and Bill Simmons then founded a new venture …Three Sigma Research Center. It was here that JJ, Chief Operating Officer, created the first major syndicated rating system for Newspapers in the U.S., which later became the Scarborough Report. Three Sigma Research was eventually sold back to Simmons; Simmons sold it to Scarborough; and then Scarborough was acquired by Nielsen.

Following the sale of Three Sigma, JJ joined Audits & Surveys Worldwide as a principal leading the sales tracking and market share audits for a broad range of retail and service establishments both domestically and internationally. Following the acquisition of Audits & Surveys by GfK, JJ joined Roper Starch as Executive Director, reporting directly to the Chairman.

Creation and Development of Ocucom™ and ABX™

In 2004, as he continued his industry visionary travels, all of JJ’s experience came together as he tackled new solutions for market research in the Internet age. He and four partners founded Ocucom™ and invented a research-proven, respondent-oriented Ocular™ approach to internet sampling and multi-modal interviewing methodology. For the first time, respondents could answer text-based questions within a visual communication world where the computer screen was the interviewer/communicator. Inventions continued such as Ocucom’s PreCast™, the first long-form video viewing solution in the industry.

Also, during this time, JJ’s early leadership in internet research methodology caught the eye of top-tier global research competitors. He ended up designing methodologies for their online survey capabilities.

Then, in early 2012, he formed ABX™ as an outgrowth of Ocucom. JJ had conceived the idea for ABX some 15 years prior but had to wait for internet maturation and online panel/sampling companies to evolve. ABX partners focused on JJ’s ABX concept and methodology by building an infrastructure and a 5-year formative database before opening to the market in 2018. The new company offered the first high-quality Ocular research system for all ads in all media types with detailed, never-before analytics; the first syndicated, all-media type ad effectiveness platform; results in 24-to-48 hours on dashboard, and significantly lower costs. At ABX, as at Ocucom, inventions have continued such as the expansion of the ABX syndicated program into the first-ever global solution, and the first Gender Equality Index™. Solutions have expanded to include creative measurement for ESG, Diversity & Inclusion, Ethnicities (in and out of country), Product Placement/Integration, Brand Fit, Gaming, Audio, and more.

A Career Devoted to Validity and Reliability in Market Research

JJ’s background brings together an extremely unique blend of extensive experience in designing and developing global and regional longitudinal research programs. His accomplishments include the design and initiation of programs and methods that produce more valid and reliable information. They also include contributions to the market research profession through association membership, speaking, writing, and presenting.

Like Nielsen for TV, Arbitron for Radio, and MRI for Magazine, JJ’s original design for the newspaper program continues as the Scarborough Report ratings standard for Newspaper.  Today, JJ leads ABX as a syndicated and custom research service for ad effectiveness and gender equality, which have quickly become the gold standards of their own.

Angela Jeffrey, APR

Vice President, Brand Management

National Award-Winning Veteran of Public Relations, Advertising and Marketing

Angela is an internationally known speaker and national award-winning veteran of public relations, advertising and marketing.  She has been a teacher and leader in the use of metrics to measure communications impact for over 20 years, especially at the intersection of PR and Advertising.

Angela is primarily responsible for all ABX marketing efforts, and for projects that involve PR or social media measurement. She is the primary driver of our collaboration with the prestigious Institute for Public Relations as we develop methods to measure the impact of PR and social media on advertising effectiveness.

Prior to joining ABX, Angela was Strategy Director at Salience Insight, (now CARMA), a global provider of PR effectiveness measurement. Previously, she was a Vice President at Surveillance Data, Inc., an international analytics powerhouse that specializes in predictive modeling. Angela continued as a key leader upon the sale of her division to VMS and helped develop Vantage, with Gary Getto, the first platform to measure the combined impact of PR and Advertising.

Angela graduated summa cum laude from Southern Methodist University with a BFA in Journalism and BBA in Marketing.

 

 

Diane Light Waight

Vice President, Business Development

Diane Light Waight handles Sales, Business Development, and Marketing for ABX

Diane has 20+ years of experience helping Marketing, Advertising, and PR decision-makers at global brands, media companies, and agencies increase their ROI by connecting and authentically engaging their target customers through Sales, Business Development. MarTech, AdTech, Big Data, Market Research, SaaS, eCommerce, and Integrated Marketing.

She is passionate about her family, entertainment, health & wellness, empowering women, and environmental sustainability.