The advertising industry is fighting fires on multiple fronts as it attempts to deal with issues affecting consumer trust while neglecting the one issue over which it has complete control, according to Direct Line’s Mark Evans.
DENVER: Consumers appear to be shunning some of the trends predicated for digital advertising in 2018, according to a new survey which explored attitudes towards video ads, social media, ad blocking and other current issues.
NEW YORK: Practitioners and academics often focus on very different considerations as they conduct advertising research, but a paper in the Journal of Advertising Research (JAR) has argued that this gap is not insurmountable.
WASHINGTON DC: American consumers greatly prefer TV ads over any other channel and this is because TV ads are regarded as entertaining while they also combine video and audio elements, a new survey has found.
NEW YORK: The frequency of using a particular type of media seemingly increases consumers’ trust in advertising through that channel, according to new research published in the Journal of Advertising Research (JAR).
Kristin Hickey, ESOMAR, Congress, 2017
This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.
SHANGHAI: Chinese consumers are more interested in targeted and personalised ads than their Western counterparts, according to new research – and most think advertisers are doing a better job at reaching them than previously.
SINGAPORE: Postr is a New Zealand start-up whose app gives rewards to users in exchange for their Android devices hosting banner ads, and the company's founder and CEO hopes the concept will make people love advertising again.
Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures and at a time of social change.
Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
Sam Clough, WARC Best Practice, July 2016
This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.
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