How ads work: Engagement

 

This paper discusses an apparent paradox: TV advertising is found to be very effective, yet has little attention paid to it and is often poorly recalled. The first step is to understand 'engagement'.

Three years after the ARF introduced its working definition of the term “engagement,” there is still a lack of clarity over what the term describes and how it can best be measured. Perhaps the problem ...

This article proposes a new definition for engagement that is independent of attention. Engagement is defined as “the amount of subconscious 'feeling' going on when an advertisement is being processed

The article suggests that there is no evidence engagement advertising has increased or that interruptive advertising has reduced. Online and ambient advertising, in particular, offer many examples of

The article presents a new technique in neuropsychology that quantifies the extent to which communication creates an emotional connection between the individual and the brand. The key is that the emot ...

Bio-sensory metrics are emerging to assess engagement and emotion in advertising pretesting and development. Mainstream use in research thus far, however, has been limited by small sample constraints, ...

This article discusses engagement, and argues that the issue is at the foundation of all consumer consumption behaviour. Consumers want to be engaged by brands: they seek rationally and emotionally en ...

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 ...

In this short article, Chantal Rutherford Browne, Head of Programming at Mediaedge:cia, discusses branded content. A key question is whether such content is a piece of short-form content that should c ...

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 ...

Marketers are fascinated with cognitive neuroscience, and understandably so. New brain imaging techniques seem to promise access to deeper insights into how people think about brands and what motivate ...

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 ...