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.
The price of TV and online video varies, but the cost does not always correlate to effectiveness. Here, MediaCom’s Marko Matejčić looks at the cost of one second of attention in order to better compare channels.
Mike Follett, Admap, June 2018, pp. 30-32
Many marketers nowadays are more concerned about targeting the right audience rather than placing ads in the right context, believing it doesn't really matter where the ads are seen as long as the right people see them.
Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Digital First, April 2018
Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.
WASHINGTON DC: American consumers greatly prefer TV ads over any other channel and this is because TV ads are regarded as entertaining while they also combine video and audio elements, a new survey has found.
Kathy Gardner, WARC Webinars, January 2018
Kathy Gardner, VP Media Insights at thinkTV, discusses the extent to which the media habits of the advertising industry differ from the 'average Canadian' and looks at how our personal media habits are biasing our assumptions of others' behaviors.
Anna Hamill, Event Reports, Mumbrella 360, June 2017
When MyBudget, a personal budgeting service in Australia, found leads dropping for the first time ever after launching rebranded TVCs, the company used neuroscience to determine the cause of failure and relaunched to record a 50% increase in leads year on year.
SYDNEY: Australia's reputation for bravery and innovation in advertising has taken a knock as a survey shows that more than half of the nation's consumers can't remember a single ad they really liked or disliked.
SYDNEY: It's time for brands to think beyond art and embrace science, as neuroscientific research can now show how creative choice in ads can actually drive away potential customers, an academic has said.
Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.