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.
If marketers apply the right sequencing to a campaign involving out-of-home media and including editorial elements, advertisers can expect to see a significant boost in effectiveness, research has shown.
As the popularity of video explodes across Asia, video advertising is growing fast too – but marketers need to look beyond simple reach and consider whether viewers are emotionally engaged, an industry figure has warned.
MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research, 2018
Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.
Microsoft, the tech giant, has made significant progress in tracking how a campaign for one brand impacts the other products within its portfolio – or what is called the “cross-brand halo” from advertising.
Stephen Whiteside, Event Reports, TMRE, October 2018
Microsoft, the technology giant, has pursued an innovative research program that identifies how the ad campaigns for one of its brands impacts other offerings in its portfolio, as well as its corporate brand.
Advertising researchers do not fully understand the impact that different ad placements and delivery vehicles have on the mobile user’s experience, according to a paper in the Journal of Advertising Research (JAR).
Following extensive measurement of emotional responses to TV ads and the intensity of those emotions, behavioural agency System1 claims to have cracked some long-standing industry conundrums, including how to put a value on creativity.
Interruption is annoying, so why does modern marketing continue to annoy people? Mike Teasdale considers the new etiquette to interrupting your audience, and the campaigns that have done so effectively.
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.
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.
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