This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
Emma Jeffers, WARC Exclusive, October 2019
Reveals insights and findings from Ocean Outdoor and Unibail-Rodamco-Westfield’s research into the impact of digital out-of-home (DOOH) as a broadcast channel and how live broadcasts and pre-scheduled content drives brand affinity and engagement.
Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman, Journal of Advertising Research
There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns.
The display price of goods and the number of reviews a seller has received can together shape buying decisions on e-marketplaces where shoppers choose between different vendors, according to a paper in the Journal of Advertising Research (JAR).
Guido Modenbach and Gerald Neumueller, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
SevenOne Media, the audio-visual and digital marketer, measured the attentional and emotional condition of recipients in Germany while they watch editorial content and advertising on different video platforms in their homes.
Wearable technology may present new opportunities for advertising matched with an individual’s emotions and dispositions, but privacy must be at the forefront of marketers’ thinking, an article in the Journal of Advertising Research ...
Kylie Brosnan, Nazila Babakhani and Sara Dolnicar, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 366-379
Tracking respondents' eyes while they complete a survey reveals that (a) they do not read instructions, survey questions, and answer options carefully enough, investing only as little as 32% of the required time; (b) their attention diminishes over the course of the survey; and (c) their self-reports of the survey experience do not reflect actual survey completion behavior.
Saravana Jaikumar, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 232-241
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.
Whitney Xi, Rupam Borthakur, Mike Underhill, Tarun Menon, Bruce Bogle, Natalie Ho and Subba Kumari, ESOMAR, Asia Pacific, 2019
Timberland, the shoe brand, tested the role emotions played in its ads in China, and revealed that ads which make audiences smile – while keeping frowns and disgust to a minimum – amplify potential success.