This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
This article summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.
This month, Birell is the brand which has achieved the biggest uplift in its Ad Awareness in Egypt. The Egyptian people saw their national team qualify for the FIFA World Cup for the first time since 1990, so the brand was therefore well-placed to capitalise on some football themed product marketing.
This month, KP Nuts is the brand that has achieved the biggest uplift in its Ad Awareness score. Having not been on TV for 25 years and primarily relying on Christmas to drive sales, the savoury snack brand have re-released an advert that was first shown last year called ‘The Nut Nut’s Nut’ in order to assert taste superiority over other nut brands.
Gianluigi Guido, Marco Pichierri, Giovanni Pino, and Rajan Nataraajan, Journal of Advertising Research, Digital First, July 2018
This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.
LONDON: Brands that tailor their creative to tap into national sentiments during the World Cup can “ride the emotional wave” and generate significantly higher levels of consumer engagement – as long as the team is winning.
Matthew Hearn, Research on WARC, July 2018
Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.
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.
SINGAPORE: Marketers should carefully consider what parts of their messaging they want consumers to remember, bearing in mind they will forget most of it within 48 hours, according to a neuroscience expert.
The price of TV and online video varies, but the cost does not always correlate to effectiveness. Here, MediaCom’s Marko Matejčić looks at the cost of one second of attention in order to better compare channels.
Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.