News
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10 December 2019
The use of digital payments is no longer restricted to young, tech-smart consumers, but increasingly reflects the attitudes and functional needs of shoppers across generations, a study by McKinsey has found.
News
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09 December 2019
Multinational automakers are investing huge sums into the development of electric and hybrid vehicles, but it appears American consumers are far less open to the new technology than their counterparts in other major markets.
Article
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Stephen Whiteside, Event Reports, Money 20/20, October 2019
Research by McKinsey, the management consultancy, covering digital payments has found that consumer habits are evolving over time.
News
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09 December 2019
TikTok, the Chinese viral video app that is hugely popular among teenagers, has been operating in the US for two years and now plans to ramp up its challenge to the Google-Facebook “duopoly” with an ambitious advertising strategy of its own.
News
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05 December 2019
As the social network looks for ways to remain relevant to people’s digital lives now and in the future, a new report indicates that the company is looking to growing industries in both the consumer and business spaces to thrive.
News
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05 December 2019
The vastly resourced Amazon Web Services is set to work with telco Verizon in offering a 5G edge computing service that will push processing power closer to users and reduce latency, as part of a bid to outpace direct competitor Microsoft in this ...
Research Paper
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Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 391-401
Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.
Research Paper
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Brad Fay, Ed Keller, and Rick Larkin, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 433-439
Generating “buzz” is a marketing objective for many Super Bowl advertisers, but “buzz” as a campaign objective should not be limited to big tent-pole events like the Super Bowl.
Research Paper
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Taemin Kim, Hyejin Kim, and Yunhwan Kim, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 402-413
Using a computational analysis, a so-called big-data approach, this study examines how brands' Facebook posts affect consumers' electronic word-of-mouth behavior.
Article
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Stefano Maggi, WARC Exclusive, December 2019
While social media analytics are easily trackable, a huge amount of sharing traffic is ‘dark’ and shared person to person.
Article
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Craig V. King, Romain Labas and Christian Renaudin, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 621-634
This study seeks to determine what participants prefer when taking online surveys with regard to conjoint design (number of concepts per screen) and format for grid questions.
Article
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Geoffrey Precourt, Event Reports, ANA Influencer Marketing Conference, November 2019
Influencer marketing is a rapidly-growing discipline, and brands need to understand the needs and motivations of the individuals they partner with, as well as their audiences.
News
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04 December 2019
Denny’s, the quick-service restaurant chain, is putting inclusivity at the heart of its strategy as it seeks deepen bonds with multicultural consumers.
Article
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George Terhanian, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 635-650
Many academic researchers regard logistic regression as the preeminent analytic approach for modeling binary outcomes.
News
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04 December 2019
The best deals have gone and the big-ticket items have been snapped up, but brands from “non-destination categories” – think toilet paper, protein bars or toothpaste – can still capitalise on retail holidays, according to an industry expert.
Article
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Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019
Denny’s, the quick-service restaurant chain, has committed to engaging multicultural consumers in powerful, authentic ways, helping overcome an uneven legacy in this area.
News
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03 December 2019
Ford, the automaker, is seeking to authentically engage with Black women, an audience that is a major source of growth for vehicles like its pick-up trucks.
Article
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Samantha Deevy, Admap, December 2019
The annual Super Bowl game is one of the biggest moments in the US advertising calendar, but how can brands make an impact without investing in the banner TV spot?
Article
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Chris Perry, Admap, December 2019
Retail holidays such as Black Friday, Cyber Monday and Amazon Prime Day are major opportunities for brands to make an impact.
Case Study
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MRS Awards, Winner, MRS Award for Media Research, 2019
System1 Research, the market research company, found that Fluent Devices are effective, and their use is in decline in the UK and US.
News
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02 December 2019
Brands in the UK and US are too focused on narrow, goal-orientated TV creative rather than making ads that are based on empathy, relationships and human connection, according to a study by market-research firm System1.
Opinion
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Cadi Jones, December 2019
Brands focusing ad investment on premium video inventory are being punished by legacy ad tech models, argues Cadi Jones, Commercial Director EMEA at Beeswax.
Research Paper
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Eunjin (Anna) Kim and Sidharth Muralidharan, Journal of Advertising Research, Digital First, November 2019
This research explores the understudied relationship between two crucial variables—empathy elicited by narratives and the degree of efficacy possessed by bystanders—by using narratives in public service announcements.
News
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29 November 2019
Popeyes, the US fried chicken restaurant chain, scored a nationwide marketing hit in August when it launched a chicken sandwich that sold out after just two weeks following huge interest on social media rather than from traditional advertising.
Article
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Stephen Whiteside, Event Reports, Media, Marketing & Effectiveness Conference, November 2019
System1, the market-research firm, conducted a variety of studies that helped determine the impact of changing approaches to TV advertising.
