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.
The key to making content memorable is delivering multiple emotional peaks, with brand films that deliver 10+ emotional peaks in the top quartile for memorability overall, according to new research from the BBC.
Duane Varan and Magda Nenycz-Thiel, WARC Webinars, October 2018
Dr. Magda Nenycz-Thiel, senior marketing scientist at Ehrenberg-Bass Institute, and Dr. Duane Varan,chief executive officer at MediaScience discuss if shorter ads are as effective as thirty-second ads.
Print and online flyers have an equivalent impact on memory and purchase behaviour, meaning the best promotional vehicle can be selected using cost and reach criteria, a paper in the Journal of Advertising Research (JAR) has argued.
Andy Gallagher and Babita Earle, ESOMAR, Congress, 2018
Zappi, a data research platform, partnered with consultancy service Kantar Millward Brown to help advertisers understand which creative elements in copy testing are leading indicators of in-market performance within the Facebook mobile newsfeed in the US.
Diana Lucaci, ESOMAR, Congress, 2018
Studies show that multi-sensory customer experiences trigger more activity in parts of the brain connected to feeling and memorability, which marketers can capitalise on using physical media enhanced with sound, scent and touch sensations.
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.
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.
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.
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.
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.