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.
LONDON: Three quarters of consumers who have been exposed to digital ads do not recall seeing them, according to a meta-study which casts doubt on the effectiveness of traditional ad measurement techniques.
Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Digital First, August 2018
This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
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.
Anton Jerges, Admap, September 2018, pp. 44-45
To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.
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.
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.