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Article

This article provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Research Paper

This paper examines divided attention in TV viewers in the Indian market and whether the time is right for marketers measuring audiences to enter into behaviour-based measurement.

Article

This article examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Article

This event report outlines research conducted by AOL, the media group, regarding how to improve consumer engagement with digital video ads.

News

SINGAPORE: A number of brands operating in Asia, including Japanese internet provider Nuro and US streaming service Netflix, have seen impressive lifts in ad recall after running six-second ads on YouTube.

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Research Paper

This paper investigates consumers’ biometric responses to a range of different mobile advertising formats, including interstitial, in-stream and sidekick units.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

Research Paper

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

Article

This event report outlines how HP, the information technology group, is tackling the issues of ad viewability and reliability in digital measurement.

Article

This event report provides various insights from ESPN, the sports-focused media group, regarding the effectiveness of cross-platform advertising.

News

NEW YORK: Advertising in traditional media, and specifically television, is far more effective than digital at driving consumer recall and purchase intent for mainstream FMCG brands, new research suggests.

Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Article

This article offers advice on building effective mobile-first campaigns, based on new research.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

Article

This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

Article

This article examines how vital the use of TV is for financial services brands, especially ones that operate in the property and casualty insurance space.

Research Paper

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Research Paper

The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.

Research Paper

Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these new formats is "limited-interruption" advertising, in which each midroll advertising break during a video features just one commercial.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Research Paper

Past research shows that advertising awareness is systematically higher among a brand's users than nonusers.

Research Paper

Existing research suggests that when assessing consumer responses to advertising, neuroscience and physiological measurements offer more objectivity than traditional self-report measures and, hence, may be more predictive of audience response.

Article

This event report discusses the importance of ensuring that data used to drive marketing are relevant and actionable.

Article

This paper by United Internet Media examines multi-screen storytelling from Sky, which, the researchers contend, enables the definition of the sequence of devices or ads within a digital campaign.