Influencers can generate a significantly stronger emotional response and higher levels of memory encoding than TV ads, according to research seeking to move the measurement of influencer marketing effectiveness beyond reach and engagement metrics.
Neuroscience researchers must apply a new level of rigour to their work if the discipline is to reach its full potential in marketing, according to a paper in the Journal of Advertising Research (JAR).
Not all DOOH sites are created equal and new research from Australia suggests that an understanding of the attributes of individual sites provides an additional means to not only quantify these sites but could also become a key discriminator for ...
Many of the problems that currently beset advertising – including short-termism and the death of the creative multiplier – can be traced to an “attentional shift” that is reflected in the different ways in which the left and ...
Brands have become increasingly concerned about where their online ads are being placed, but this concern can be over-cautious when advertisers blacklist content on premium publisher sites without an understanding of the context of the editorial.
Neuroscience tells us that people are in a more receptive frame of mind when listening to radio than watching TV, but radio ads still need to “come out swinging”, according to a specialist in this market.
Creative decisions require leaps into the unknown – it is impossible to analyse your way to a brilliant idea – but the greater accessibility of neuroscience testing techniques means that optimising for effectiveness has never been ...
Aline Souza and Janaína Brizante, ESOMAR, Latin America, 2019
Instituto Liberta, a Brazilian non-profit organisation fighting against the sexual exploitation of children, tested its TV campaign to maximize its effectiveness, which contributed to a 10.3% increase in abuse reports in Brazil.
In the pursuit of greater efficiency and effectiveness across the marketing mix, marketers are exploring new means of assessment and measurement to ensure performance, with neuroscience emerging as a key approach in this context.