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Article

The use of sign language in TV advertising has generally been a rare one-off related to a particular campaign.

News

NEW YORK/LONDON: The nature of luxury brand advertising is shifting away from portrayals of a distant exclusivity to a more inclusive relationship with consumers, according to a new study.

Article

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Research Paper

Explains how context in ad placement has a tangible effect on how people react to advertising.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

This article digs deeper into new research that reveals the real effectiveness of building emotional engagement and lasting impressions into advertising.

Research Paper

This article examines research carried out in the US by Samsung and Starcom into the benefits of VR in building emotionally engaging brand experiences.

Article

This article describes how brands can cut through marketing noise and draw their audience's attention to a specific form of communication in preference to other distractions.

News

LONDON: Travellers on the London Underground are generally positive about seeing ads in that environment with attention levels high even at busy times, research has found.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.

News

SYDNEY: Auto brands in Australia must think beyond product features in favour of what their audiences are actually interested in to remain relevant, according to an agency creative director.

Article

This article outlines the challenges of brand differentiation in the automotive category and offers five steps agencies can adopt to create original and exciting automotive advertising.

News

LONDON: The ability to cut down on the number of ads seen is one factor in the drift away from watching linear TV, according to research which notes the subsequent impact on ‘mental availability’.

Research Paper

This paper looks at audiences' emotional reactions to television commercials (TVCs) to determine what appeals to Generation Z consumers and whether these same elements cause a tension for older consumers.

Research Paper

This paper explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Article

This event report outlines some headline findings from research conducted by MediaScience and the Ehrenberg-Bass Institute for Marketing Science, based on ads from Mars, Inc.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

News

SYDNEY: There’s a link between increased ad frequency and brand resonance in some categories, but more than a fifth of digital ads - 22% - in Australia are failing to boost key brand metrics at all, according to a new report.

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

This event report outlines how PepisCo, the fast moving consumer goods company, deepened its understanding of how advertising impacts the digital audience.

Article

This article offers tips for developing engaging digital video creative, based on research by Ipsos, the market research and consultancy firm.

Article

This article summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Article

This article provides marketers with information and guidance about combining TV and digital media strategies.