Warc News, 28 August 2014
LONDON: More than half of Britain's adult population engaged in social media does little to increase brand interest and create positive associations with brands online, new research has found.Research group Kantar Media delved into its TGI Clickstream study of online consumer behaviour to analyse the social media connections and engagement of over 50m adults aged over 15 and identified six groups of social media users, ranging from 'passive socialites' at one end of the spectrum to 'connected engagers' at the other.
Warc News, 26 August 2014
LONDON: The cost-cutting changes introduced by some cinema chains have angered marketers, who claim they are having an adverse impact on their ability to keep viewers fully immersed in their advertisements. With traditional ushers rapidly becoming a thing of the past, more cinema chains are reported to be keeping the houselights up during both the ads and the trailers that presage the main show in order to enable customers to find their seats.
Lara Spiteri Cornish, International Journal of Advertising, Vol. 33, No. 3, 2014
Research about the role of parents in children’s consumption of online advertisements is scarce. Parents are viewed as having a responsibility to deter children from invasive marketing, yet with the rise of non-traditional marketing it is unclear whether they have the knowledge and skills necessary to undertake this role.
Nicki Newman and Caroline J. Oates, International Journal of Advertising, Vol. 33, No. 3, 2014
Children spend the majority of their leisure time watching screens of various kinds (television, computer, mobile phone, tablet) through which they can potentially be exposed to many commercial messages. Marketers also reach children through more traditional channels, such as on-pack, sales promotions, sponsorship and so on.
Warc News, 25 August 2014
LONDON: Nearly all (98%) internet users in the UK would not be willing to pay the estimated £140 that it would cost each of them if the internet was not supported by digital advertising, new research has revealed. In a survey that also found high levels of ad avoidance, video ad platform Ebuzzing based its estimate on a division of the UK's digital adspend in 2013 (£6.4bn) by the number of UK internet users (45m), the Telegraph reported.
Warc News, 22 August 2014
LONDON: Mobile and social media have changed the boundaries of what is regarded as socially acceptable behaviour among millennials, almost three quarters of whom have to have their mobile phones with them at all times. A study by media agency Havas Media and mcommerce platform Weve surveyed 3,000 people in the UK and found that two-thirds of 16-24 year-olds checked their phones during a lull in conversation with friends or colleagues and nearly as many (61%) felt it was OK to use their device during dinner with family or friends. The great ma.
Warc News, 22 August 2014
LONDON: The number of subscribers to music-streaming services in Europe and the US has doubled in the past two years, according to new research, and the sites are exploring new ways to monetise their content. Research firm Futuresource Consulting expected the number of paid-for subscriptions in these markets to pass 20m in 20.
Michael Brennan, Warc Exclusive, Trajectory Partnership, January 2014
This article explains what the results of the 2014 European Parliament elections say about post-recession 'Compromised Consumers' and their attitudes to authenticity, confidence, polarisation, transparency and trust.
Lena Roland, Event Reports, MRS Connected World, July 2014
This event report looks at some of the ways in which brands and organisations are tapping into the world of connected consumers and explores the psychology of social media.