How ads work: Engagement

 

Engagement is not just something that distinguishes one media vehicle from another: consumers have experiences with ads in the same way that they have experiences with editorial content, and advertise ...

This paper presents an international study into how the right brand and the right media venue can produce increased sales, and how that can be measured. It examines two Latin American brands, and anal ...

As the dynamics of both consumers and communication channels change, marketers are seeking new and better ways to measure the effectiveness of their programs and justify their marketing spend. Engagem ...

Communication effectiveness research is moving away from investigations of advertising's forms, content and the degree and type of consumer involvement, to a greater focus on the process of reception ...

Marketers are facing a new range of key performance metrics inspired by changes in the social, cultural, political and economic landscapes. This article discusses seven key areas demanding their atten ...

The advent of the digital age has changed the way many advertisers perceive how advertising works. In 1991, Mike Hall conducted research among creative agencies and clients and postulated four models ...

There are a number of ways that a TV viewer can be 'engaged' with a programme. As a programme supplier, MTV needed to understand this 'engagement' better and how it affects embedded advertising. This ...

In view of the proliferation and ubiquity of media platforms, it is critical that marketers be able to measure cross-media consumption and its effect on consumer engagement, brand development and sale ...

In just five years, O2 has become the largest mobile brand in the UK, with over 18 million customers. Its strategy has been to put customers, not technology, at the heart of its message, promising 'en ...

Today it is harder than ever for a brand to stand out from the crowd and make its mark. But consumer engagement offers a lifeline for brands to (re-)establish relevance. Smart brands realise that bran ...

This introduction to Admap's report on consumer engagement (October 2007) considers some of the factors that influence what happens between seeing an ad and its message being stored in the memory. The ...

Engagement in media by consumers has emerged as an important area of interest for media providers, advertising agencies, and advertisers. This article empirically investigates a set of dimensions of e ...

In this article, Tess Alps and David Brennan, of Thinkbox, discuss five prominent myths about television advertising and argue, based on extensive research, that they are wrong. These include the fact ...

This paper addresses the perennial big question about media, at least among online, magazines, and print: 'Which medium is most involving?' However this question is framed in a more meaningful way by ...

Building on the paper 'Measures of Engagement, previously published by the ARF, this paper discusses the measurement of engagement in brand messages. It features a variety of innovative, but empirical ...

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can inte ...

Over the last decade, findings from neuroscience have demonstrated that reason is not separate from the brain, but embodied in it, and is mediated by unconscious emotional influences. As such, if emot ...

Most media research has traditionally been based around the opportunities the target audience have to see or hear an ad. The opportunity, however, does not mean that they will do so, and new technolog ...

Models of advertising have changed dramatically in the last 20 years, as simplistic conceptions of the pattern of consumer behaviour (such as AIDA) have fallen out of favour, and more complex idea com ...

This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawick, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in c ...

Twenty-eight studies were conducted for leading advertisers to measure the persuasion of sponsorship without advertising on the internet. Experimental design maintained identical content except for th ...

The present study presents a biologically based measure of audience engagement. The measure is based on a neuroscience informed combination of signal processing methods that yield a continuous time-lo ...

This article uses a case history from MTV to examine the role that engagement with programming plays in the performance of embedded advertising. A standard technique for measuring emotional engagement ...

Engagement plays a contingent role in the effectiveness of advertising processing that corresponds to the message effects created during the process. Such message effects are advertising recall, messa ...

This presentation describes an innovative approach to brand and media planning called Brand-to-Media Engagement (B2ME) and which allows marketers and planners to measure the real levels of engagement ...

This paper discusses how brand advertising can engage with consumers emotionally (for example, by appealing to nostalgia). A case study is provided of Campbell's Soups to demonstrate this. Emotive adv ...

Marketing communication is changing from a sales pitch to an informative, entertaining experience (or `pull' instead of `push'). Merging marketing and entertainment is the approach that offers the bes ...

Discusses trends in broadcast media. Take-up of emerging media (mobile, internet etc.) will be largely driven by perception of the clutter problem in TV. Interest in `engagement' and how media work to ...

This paper aims to summarise some of the leading efforts to measure engagement by synthesising a wide range of research previously undertaken into the topic. It focuses on the importance of measuring ...

Building on the theory suggested by Erwin Ephron in Admap (March 2006), Steve Cox, from Viacom Outdoor - the company responsible for marketing advertising space on the London Underground - discusses ...