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.
Brands have become increasingly concerned about where their online ads are being placed, but this concern can be over-cautious when advertisers blacklist content on premium publisher sites without an understanding of the context of the editorial.
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Canon, a camera brand, rebuilt Canon camera relevance and sales, launched a three-phase campaign in the US that smashed preconceptions and let people rent a Canon to prove its superiority over a smartphone camera.
Saravana Jaikumar, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 232-241
In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.
Neuroscience tells us that people are in a more receptive frame of mind when listening to radio than watching TV, but radio ads still need to “come out swinging”, according to a specialist in this market.
Creative decisions require leaps into the unknown – it is impossible to analyse your way to a brilliant idea – but the greater accessibility of neuroscience testing techniques means that optimising for effectiveness has never been ...
Aline Souza and Janaína Brizante, ESOMAR, Latin America, 2019
Instituto Liberta, a Brazilian non-profit organisation fighting against the sexual exploitation of children, tested its TV campaign to maximize its effectiveness, which contributed to a 10.3% increase in abuse reports in Brazil.
Imene Belboula, Claire-Lise Ackerman, Jean-Pierre Mathieu and Caroline Cuny, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 140-156
Lack of understanding of new products' positioning is one of the reasons proposed for their failure. Through a process of semantic transformation, product design can communicate a new product's positioning to consumers.
The Formula One circus moves to Bahrain this weekend, where the TV viewing experience is being informed by an innovative research method that captures the real-time emotional arousal of fans watching the action on screen.