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News

JERSEY CITY, NJ: Six-second television ads offer a concentrated branding opportunity for marketers, according to a study by Turner, the media company, and Nielsen Consumer Neuroscience, the research firm.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

Article

Turner Broadcasting Co., the media group, and Nielsen, the research firm, partnered to assess the effectiveness of six-second ads.

Article

Condé Nast, the media company, and Neuro-Insight, the research firm, employed neuroscience to understand the impact of pharmaceutical ads in different online environments.

Article

Looks at how an auto marque and media owner partnered to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

Article

Looks at an example of the use of eye-tracking to assess whether people are looking at online ads.

Article

Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.

Opinion

As the first analyses of World Cup advertising roll in, WARC's Sam Peña-Taylor turns pundit with some help from Kantar Millward Brown.

Research Paper

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Article

Details the results of a study into the emotional response of different video ads on our mobile devices and its connection to advertising effectiveness.

Research Paper

Reveals the findings of a study that measures the true impact of branded content among Gen Z and millennials in a significantly fragmented media landscape.

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

Research Paper

Inskin Media, an advertising technology company, launched a campaign in the UK to highlight (potential) implications of detaching measurement from objectives, and investigate the relationship between viewability, visual engagement and effectiveness.

Research Paper

BBC Global News, the international news and current affairs television channel, created a campaign-testing tool that allows advertisers to measure the effectiveness of branded content.

Article

Discusses how marketers can hack into perception of the five senses; vision, smell, sound, touch and taste in order to increase brand success and enhance the shopping experience.

Article

HIV is no longer regarded as the risk it once was but awareness was low in Argentina, where increasing numbers are affected.

News

SYDNEY: Television remains the most effective form of advertising compared to Facebook and YouTube, according to new research by Dr Karen Nelson-Field.

Article

Television remains the most effective form of advertising compared to Facebook and YouTube, according to new research by Dr Karen Nelson-Field.

Article

This article offers advice on using behavioural science to connect with shoppers in Thailand.

News

LONDON: Rules of thumb and consumer heuristics can be useful, but marketers need to take account of new research methodologies that call into question received wisdom, an industry figure warns.

Article

Eye level is buy level, or is it? Dr Tim Holmes used eye-tracking technology to bust a few shopper marketing myths.

News

GLOBAL: Video adtech firm Unruly has unveiled a new insights tool that tests whether an ad is sexist or not, based on 13 gender stereotypes identified by the UK’s Advertising Standards Authority.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Research Paper

The US Advertising Research Foundation commissioned a study to prevent widespread adoption of mobile ad-blocking software.

Article

Sports sponsorship activations are commonly focused on the stars, but mobile operator Orange chose to make the fans the heroes of its sponsorship of the 2016 UEFA European Championship.