This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
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.
Juliana Oliveira and Maria Carolina Rodrigues, ESOMAR, Latin America, 2018
This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.
The nefarious activities of bad actors in the Facebook/Cambridge Analytica debacle may spark an unwarranted moral panic around the use of psychometric profiling in consumer research, argues Eaon Pritchard.
SABRE Awards, Best In Show #3, In2, 2018
P&G, a multi-national consumer goods corporation, relaunched its My Black is Beautiful (MBIB) community-building program by creating a short film that highlights conversations that black parents have to have with their children about bias.
David Tiltman, Jeremy Pounder and Marie Stafford, WARC Webinars, February 2018
David Tiltman, Head of content at WARC, Jeremy Pounder, Futures Director at Mindshare, and Marie Stafford, European Director at the Innovation Group - J Walter Thompson, discuss voice technology the key marketing challenges facing brands in 2018, following a WARC Toolkit survey of more than 600 marketers.
Heather Andrew, Admap Magazine, December 2017, pp. 26-27
Three-dimensional audience segmentation (who people are, what they do and how they say they think and feel) can provide a fuller range of insights, but ignoring the subconscious, or the 'fourth dimension', can be a huge omission.
Natalie Candy and Vicky Bullen, Admap Magazine, July/August 2017
This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.
Jasper Snyder and Manuel Garcia-Garcia, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 352-367
Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.