Lifestyles of the ad averse
A proposal for an advertising evaluation framework.
Beth Uyenco, Tom Willerer, Grace Ann Bennett & Melissa Ross
How do you make someone listen when they’re covering their ears and eyes? What do marketers do when they seek to influence an important segment of the population that actively rejects most or all advertisements? How can they engage those who are disinterested in and even sometimes bitter toward their efforts? MSN and media agency Starcom USA recently collaborated to sponsor a study conducted by research partner Millward Brown to find out.
The subject of their research? Ad Avoiders, and how to reach the type of consumer that almost every marketer discounts before they even create their marketing plans.
Key research findings have yielded a number of big lessons for marketers. The study has yielded seven insight-driven action steps for those who wish to reach the Avoiders. By recognizing the place as an advertiser in the world of Ad Avoiders and respecting their space, the study can take any brand from a nuisance to a welcomed and even helpful presence in their lives.
Beth Uyenco
Microsoft Corporation, USA
Beth Uyenco is Director of Research for Microsoft Digital; Advertising Solutions responsible for managing all its client-directed advertising research initiatives. Beth’s team focuses on establishing the value of brand messaging through MSN’s platforms as well as understanding how consumers interact with various messaging channels—both online and offline.
Prior to joining Microsoft she spent many years on the agency side most recently at OMD where she was U.S. Director of Strategic Research and Analysis. Before that she was Senior Vice-President of Research for Optimum Media, the media arm of DDB Worldwide, where she was responsible for managing all its media research operations. She also worked with a variety of clients both nationally and globally including McDonalds, Clorox, Wrigley, Johnson & Johnson, Hasbro, Dell Computers, Universal Pictures and ABC-TV Networks.
An active contributor to media industry efforts, Beth was chair of the Media Accountability Council of the Advertising Research Foundation and chairperson for the Agency Media Research Council and the media research committee of the AAAA. Beth is also a frequent speaker at leading media research industry events both in the U.S. as well as internationally. She was honored as Mediaweek’s Media All-Star for Research in 2002.
Beth has a bachelor’s degree in broadcast communications from the University of the Philippines and masters in telecommunications from Michigan State University.
With her husband, Steve, and two daughters, Lauren & Katie, she enjoys Chicago’s lakefront, its great restaurants, live theater, and modern dance companies.
Tom Willerer
Starcom IP, USA
Tom Willerer’s ability to provide a deep understanding of consumers’ digital behavior has made him a considerable asset to Chicago-based Starcom. In his current role, Willerer delivers innovative solutions to his clients through integrative consumer research and strategy consultation. From statistical analysis to in-depth interviews, Willerer is well-known for his curiosity, strong integration and successful delivery. Additionally, he manages a team of 10 research professionals, with diverse backgrounds in statistics, anthropology and economics.
Grace ann Bennett
Millward Brown, USA
Melissa Ross
Millward Brown, Japan
Melissa Ross is Vice President for Millward Brown’s Global Media Practice, a team focussed on delivering insight and evaluation to support the best decisions in a complex media world.
Having worked with clients such as Microsoft, Unilever, BP and Pfizer to better understand the dynamics between brands, communication channels and consumers, Melissa recently transferred from London to Tokyo to develop and lead Millward Brown’s media offer in the Africa Asia Pacific region.
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