Minimise ad avoidance

The challenge of evaluating advertising effectiveness today has intensified as consumers are more actively multi-tasking on digital devices, exponentially increasing the likelihood of potential lost audiences and ad avoidance.

Minimise ad avoidance

Jeff Boehme and Mitzi LorentzenKantar Media Audiences and Millward Brown

Position in break, product irrelevance, emotional negativity and media placement are all factors in viewers tuning out of television ads. Understanding the relationship between creative and media can improve ad engagement.

Over a century ago, the renowned merchandising and advertising mastermind John Wanamaker uttered that iconic phrase: "Half the money I spend on advertising is wasted; the trouble is I don't know which half."

Decades before radio and television, Wanamaker opined about the fundamental weakness with advertising – the difficulty of reaching potential consumers through...

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