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.
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.
GLOBAL: Advertisers and publishers focused on digital reach and audiences are paying a potentially expensive price by neglecting context and the attention and sales conversions that it can bring, an industry figure has argued.
Fiona Blades, Admap, June 2018, pp. 22-24
Most of the recent emphasis on context has related to brand content not being placed in unsavoury juxtapositions, programmatic advertising ending up on fringe sites, or decisions about whether to advertise in a medium such as Facebook, following negative publicity relating to its use of data.
Heather Andrew, Admap, June 2018, pp. 33-35
Media consumption patterns have changed enormously over the past few decades, with recent IPA Touchpoint research revealing that, in the UK, nearly all adults consume two or more different types of media in the space of 30 minutes.
IAB Europe Research Awards, Brand Advertising Effectiveness, Highly Commended, 2018
Inskin Media, an advertising technology company, launched a campaign in the UK to highlight (potential) implications of detaching measurement from objectives, and investigate the relationship between viewability, visual engagement and effectiveness.
LONDON: Augmented Reality (AR), the technology behind Pokémon Go, Google Lens, and Snapchat’s filters has huge potential, but only about half of UK consumers are aware of the term, despite growing use-cases.
NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).
NEW YORK/BARCELONA: The practice of targeting consumers by daypart needs to evolve beyond a focus on reach and look at the “need state” that drives them to turn to content at any given time, according to a new report.
Lucas Brown, Admap, February 2018, pp. 32-34
The way we consume media has changed beyond recognition, with many dividing their attention between multiple devices even though the human brain cannot handle this kind of multitasking or multiscreening.
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.