Cortney Henseler, Matthew Sharp, Samuel Kim, ESOMAR, Congress, New Orleans, September 2016
This paper reports on research by AOL in the United States that investigates the most effective ad formats for shifting key brand metrics, the impact of different devices on ad format effectiveness and consumers' expectations of ads on their mobile devices.
Josefa D. Martín-Santana, Pedro Reinares-Lara and Eva Reinares-Lara, Journal of Advertising Research, Vol. 56, No. 3, September 2016, pp. 274-288
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.
Daren Poole, Admap, December 2014, pp. 21-23
This article explores optical TV ad length, arguing that different lengths are best for different brand purposes and types of communication - and a combination of lengths, when done well, can be best of all.
Devra Jacobs, Peter Leimbach, Brian Levine, Carl Marci, M.D., Mike Mulvihill and Naomi Nuta, ARF Experiential Learning, Audience Measurement 9.0, June 2014
This paper presents research on the efficacy of the 'double box', a new TV advertising format which allows Fox Sports viewers in the US to continue watching a smaller, silent presentation of live action sports during commercial breaks.
Stephen Whiteside, Event Reports, Zeta Interactive Panel Discussion, January 2014
This event report discusses how Super Bowl advertising has changed over the last 30 years. As digital marketing has increasingly come to influence the desire of brands to "go viral", so Super Bowl ads are increasingly designed to prompt sharing among internet users.
Edith G. Smit, Peter C. Neijens and Robert Heath, International Journal of Advertising, Vol. 32, No. 1, 2013, pp. 65-84
Building on previous research on the processing of newspaper ads, this comprehensive field study, with 26,556 newspaper readers and 290 unique advertisements, investigated the combined effects of position in the newspaper, ad characteristics and reader characteristics.
Yongick Jeong, Hai Tran and Xinshu Zhao, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 87-101
This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl.