NEW YORK: Most advertisers have already leveraged some form of advanced TV in their marketing efforts and most expect it will become a significant advertising platform within five years, a new report says.
José-Domingo Mora, Robert Krider and Jason Ho, Journal of Advertising Research, Vol. 55, No. 1, 2015, pp. 22-36
How do household members influence one another’s television-viewing behaviors, and how can these behaviors affect new programming? The current study offers a method to separate two different sources of interpersonal influence among television viewers in the same household: what the authors call “social co-viewing” and the intrinsic preferences of another viewer independent of co-viewing.
Michel Laroche, Isar Kiani, Nectarios Economakis and Marie-Odile Richard, Journal of Advertising Research, Vol. 53, No. 4, 2013, pp. 431-443
Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied.
Chuck Kapelke, ANA Magazine, Summer 2013, pp. 18-30
This article presents best practice and case study examples of approaches to multiscreen marketing. It addresses the difficulty of fragmentation and recommends that in order to establish an identity, companies have to build and maintain a consistent brand that can travel and resonate across channels.
Geoffrey Precourt, Event Reports, ANA Media Leadership Conference, February 2013
In this article, Jon Suarez-Davis, vice president, global digital strategy and North America media, at the Kellogg Company discusses why consumer insights play the primary role in shaping its digital strategy.
Standing before a crowd of 2,000-plus at the Association of National Advertisers' annual 2012 Masters of Marketing Conference, Bob Liodice, the organization's president/ceo, set the bar for the conference, pledging lessons in performance from his keynote speakers.
Wim Janssens, Patrick De Pelsmacker and Maggie Geuens, International Journal of Advertising, Vol. 31, No. 3, 2012, pp. 579-604
Three studies investigate the moderating role of divided attention in the relationship between thematic (in)congruency between a web page and a web ad, and evaluations of and click intention towards the embedded web ad.
Michael J. McDermott, ANA Magazine, February 2012, pp. 20-23
Interactive television (iTV) promises greater consumer engagement and enhanced brand perception. Recent developments are expanding its reach and making it easier for brand marketers to track performance in ways that matter.
Kyle Findlay and Kirsty Alberts, ESOMAR, Congress, Amsterdam, September 2011
Gamification is a buzzword currently reverberating across the internet - but how much of it is hype and how much is reality? Sitting at the cross-roads between behavioural economics and video games, gamification brings behaviour change methodologies into the digital age by explicitly providing us with the mechanics to improve user engagement.
Kate Cox, John Crowther, Tracy Hubbard and Denise Turner, IPA dataMINE, New Models of Marketing Effectiveness - From Integration to Orchestration, 2011, pp. 44-71
This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, discusses how the IPA has analysed its Databank of case studies, and how four different models of organisation that have been identified.