Here’s more science: Octave Audio reports that users who voice a brand’s name in response to a smart speaker show a 30% higher brain response than users who hear an ad without saying the brand name. It’s not clear how that translates into conventional metrics like brand awareness and recall, but presumably it’s an improvement. As Teen Talk Barbie might say, neuroscience is tough.
You may have heard that podcasts occasionally include information that is not entirely accurate. Shocking but true! Google-backed research has found the “prebunking” with cartoon videos can help users recognize common misinformation techniques such as ad hominem attacks and false dichotomies. The researchers seem pleased to find a 5% improvement in ability recognize such techniques within 24 hours of viewing the education videos. Raise your hand if you think that’s enough to matter.
Data clean rooms let companies match consumer identities without revealing private information, but don’t solve the problem of making accurate matches. Neustar is stepping into that breach in a deal to make its identity resolution and data enrichment available within the InfoSum data clean room. InfoSum also announced a deal recently to enrich data clean room contents with IRI consumer data.
Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.