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Do online ad breaks clearly tell kids that advergames are advertisements that intend to sell things?
Soontae An and Hannah Kang, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 655-678
Advergames, blending advertising messages with interactive games, aggressively target young children online.
Advergames, blending advertising messages with interactive games, aggressively target young children online. Due to the immersive and embedded nature of commercial messages in advergames, it is important to provide a cue to trigger children’s persuasion knowledge of the marketplace and advertising. The purpose of this study was to analyse the format, content and characteristics of online ad breaks. The results showed that many websites do not provide any type of ad break. Furthermore, the content and characteristics of ad breaks revealed problems of low visibility, readability and deficiency in terms of stating the commercial intent of advergames.
Multi-screen viewing behaviour
Dr Ali Goode and Neil Mortensen, Admap, November 2013, pp. 14-17
This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure.
This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure. Combining research methods, including filming in living rooms to capture natural behaviour, participant commentary, and a quantitative survey allowed a fuller picture of the effect of multi-screening. Key findings were that multi-screening means people are more likely to stay seated through an ad break and therefore increases ad exposure, and that people have always multi-tasked whilst watching TV, having conversations, interacting with children and animals, reading magazines and engaging in hobbies. It was found that except for having a conversation, orientation towards the TV was maintained through various multi-tasking and -screening behaviour. Additionally, multi-screening may enhance enjoyment of television as devices allow for greater engagement in the program.
Making the case for TV as a supporting medium
Andrea Sophocleous, Event Reports, Festival of Branded Content and Entertainment, October 2013
This event report discusses how brands can use television as a supporting medium for their branded content efforts.
This event report discusses how brands can use television as a supporting medium for their branded content efforts. Such a strategy allows marketers - especially those with limited budgets - to attract an audience online and then enhance it with paid and earned exposure on TV. Engaging storytelling is essential to this idea, as shown by Virgin Mobile's campaign starring the brother of Hollywood actor Brad Pitt, and Durex's development of digitally connected "Fundawear".
Innovations from Latin America: Examples from Zumba and Cisneros Group
Ivan Castano, Event Reports, The Festival of Media LatAm, September 2013
This event report discusses how Zumba and Cisneros Group have taken ideas from Latin America and given them a far broader appeal.
This event report discusses how Zumba and Cisneros Group have taken ideas from Latin America and given them a far broader appeal. Zumba, the dance-based fitness classes, draws its inspiration from the region, and has spread its influence in over 180 countries around the world. In building its brand, the organisation has also rolled a range of other products, from apparel to video games. In the media sector, Cisneros Group combined two of its leading assets to transformative effective. Making the Miss Venezuela beauty pageant into a 13-week series, and showing it on the Univision broadcast network breathed new life into the long-running competition in the digital age.
Standardising Touchpoint Analysis: A cross media neuroscience study from China with real world investment tracking
Tang Ruihong and Caroline Ji, ESOMAR, Congress, Istanbul, September 2013
This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising.
This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising. Research has shown that budgets for online video ads are catching up with traditional television spending, but doubt still remains as to their effectiveness. It is argued that traditional television and online video are, in contrast to common assumptions, very different media that require separate strategies. The study presented here uses a multiscreen neuroscience study to better understand how advertising budgets should be allocated. It recommends that when the reachable audience and media costs are the same across online video and television, media buyers should consider prioritising online video.
The media outlook in India: Views from the CII Big Picture Summit
Preeti Chaturvedi, Event Reports, The Big Picture Summit, September 2013
This event report discusses the future trajectory of India's media and entertainment sector. Figures from PricewaterhouseCoopers and the Confederation of Indian Industry suggest revenues are likely to double by 2017, with most channels seeing increases on this measure.
This event report discusses the future trajectory of India's media and entertainment sector. Figures from PricewaterhouseCoopers and the Confederation of Indian Industry suggest revenues are likely to double by 2017, with most channels seeing increases on this measure. Television and the web, however, are anticipated to improve their share at the expense of cinema and print. Executives from companies such as TATA Sky, Google and Hungama also predict that the future will be increasingly digital, which does not denote the death of television, but will require broadcasters to transform their business models.
Screen Life: How "two-screening" changes our TV viewing
Neil Mortenson and Rob Ellis, ESOMAR, Congress, Istanbul, September 2013
This paper considers the threats and opportunities for television advertising presented by multiscreening.
This paper considers the threats and opportunities for television advertising presented by multiscreening. Researchers adopted a multidisciplinary approach with a heavy reliance on observational research to measure the prevalence of multiscreening, its effect on attention paid to television, and its impact on ad communication. A key learning is that multiscreening reinforced the television relationship and the paper identifies opportunities for new advertising initiatives.
Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?
Thales S. Teixeira and Horst Stipp, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 286-296
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention.
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention. This study uses facial tracking to explore how marketers can best use entertainment in ads to increase their effectiveness in increasing intent to purchase. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category, and confirms that the funniest ads are not necessarily the most effective.
New frontiers in advertising and research: insights from the AOP Research Forum
Emily Barley, Event Reports, AOP Research Forum, September 2013
This event report discusses several new strategies now open to media owners, market research firms and brands for understanding and working with consumers.
This event report discusses several new strategies now open to media owners, market research firms and brands for understanding and working with consumers. Premium content partnerships – where media brands produce content on behalf of advertisers – constitute one powerful way to reach consumers. Tapping consumer usage data can also help in the development of innovative advertising products, as has proved the case for broadcaster ITV. On its part, Facebook has partnered with Datalogix to combine online and offline data, and so gain a more precise gauge of how ads on its pages influence buying behaviour. More broadly, traditional market research techniques are being updated: Crowd DNA, for example, is using video and journalistic techniques to gain a clearer picture of unreported popular habits.
TV's influence on word of mouth
Neil Mortensen, Admap, September 2013, pp. 10-12
This article discusses UK research into the relationship between television and word of mouth (WOM), arguing that TV advertising increases WOM and that this type lasts for longer than WOM generated by other means.
This article discusses UK research into the relationship between television and word of mouth (WOM), arguing that TV advertising increases WOM and that this type lasts for longer than WOM generated by other means. The research finds that WOM is particularly valuable in more considered purchases, but less important in small purchases that require little thought. The article argues that the majority of WOM is offline and therefore advertisers need to design content that can be shared offline. Trends towards second screening, combined with this insight on WOM, mean that advertising strategies must be integrated across all media.
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