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.
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.
Brand publishing treads a fine line in a content-heavy, time-pressed media environment, and marketers need to think carefully about where and how they tell stories that will most effectively attract consumers’ attention, a publisher advises.
As the nature of TV advertising continues to evolve, marketers no longer have the tools to accurately determine what messages connect with consumers, according to a paper in the Journal of Advertising Research (JAR).
GLOBAL: Branding early and often with a focus on screen placement is crucial for advertising to be effective, according to two leading academics, who also call into question the usefulness of self-reporting when it comes to consumer attention.
Adam Sheridan and Eleanor Thornton-Firkin, Admap, September 2018, pp. 36-37
Reveals the findings of research based on cognitive psychology, which measured the effectiveness of video ads to be encoded and retrieved from memory by exposing test ads to consumers in a distracted media environment.
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.