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Research Paper

Provides lessons for TV planners and advertisers based on the results of research from Belgium that examined attention levels to TV programmes.

Opinion

Thanks to technology it’s possible to understand media in new ways. And if you can pull the different strands together, says Frances Ralston-Good of Hearts & Science, you can develop new consumer insights.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Case Study

Timberland, a manufacturer and retailer of outdoors wear, increased its sales and reconnected with Asian consumers by rebranding itself as Teeboolang in China and creating a campaign video for its classic yellow boots.

News

LONDON: Augmented Reality (AR), the technology behind Pokémon Go, Google Lens, and Snapchat’s filters has huge potential, but only about half of UK consumers are aware of the term, despite growing use-cases.

Article

Augmented reality (AR) is fast outpacing its more famous ‘Virtual’ cousin, with an accessible and compelling platform for brands to create digital assets that consumers want to experience.

Article

Reveals that 15-second ads may well be as effective as their extended counterparts and outlines several practical applications for marketers.

Case Study

Tea brand Tata Tea increased its market share in India by encouraging activism to build top of mind awareness.

Case Study

Google, a tech company, launched an in-game video campaign to entice Indonesian gamers to make in-app purchases.

News

LONDON/MELBOURNE: Brands need to understand how advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant, according to a trio of researchers.

Article

This article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.

News

NEW YORK: Neuroscience can offer a range of powerful insights into creative effectiveness, as shown by an analysis of popular Super Bowl spots conducted by Nielsen Consumer Neuroscience.

Article

This event report outlines analysis conducted by Nielsen, the research firm, into what drives effectiveness among the top-performing Super Bowl ads.

Article

This event report describes how Coca-Cola, the US multinational soft drinks manufacturer, has developed a system to process and test its many ads across Western Europe, using neuro-testing methods to inform creative and development processes.

Research Paper

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

Article

This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

Article

This event report examines attention in the modern age, and how to best utilise the time available to engage consumers.

Article

This article explores techniques and ideas that can make an online video relevant in a saturated online context.

Article

This event report looks at LEGO’s approach to content marketing and how the toy brick has successfully involved consumers in building the brand.

Article

This Speed Read summarises the book 'The Anatomy of Humbug' by Paul Feldwick, which argues that the advertising industry can only deal with the rapidly changing media landscape if it both understands its past and rethinks its entrenched habits of thought.

Article

The article offers brands advice on how to gain and then hold consumers' engagement in a world in which attention spans have fallen to their lowest-ever levels.

Article

This article offers advice for brands who wish to reach multi-tasking shoppers, arguing that shoppper strategy must merge with other communications strategies so that a brand can speak with one voice across every channel.

News

SYDNEY: Streaming video-on-demand (SVOD) services are eating into traditional television audiences in Australia, with 15% of streaming users now claiming to watch no broadcast TV at all, a new survey has said.

Research Paper

Buyers in search of new neuromarketing methods that potentially can predict advertising effectiveness face a daunting process.

Opinion

A couple of weeks ago, 40,000 people made the arduous journey to Omaha, Nebraska. They weren't travelling to see an NFL or NBA game but to listen to Warren Buffet and Charlie Munger speak.