Video planning is changing, and this month's edition of Admap evaluates the landscape. WARC's Senior Editor - Media, Alex Brownsell, explains what strategists need to know about video in an ever more digital world.
Caroline Lancelot Miltgen, Anne-Sophie Cases, and Cristel Antonia Russell, Journal of Advertising Research, Digital First, August 2019
Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones.
Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjornsen, and Fredrik Lange, Journal of Advertising Research, Digital First, June 2019
People increasingly are in motion when exposed to advertising, which begs the question, "Are moving consumers more influenced by advertising?" This article builds on grounded cognition–the premise that the body influences the brain–to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand.
To increase the effectiveness of ad campaigns, brands need to shift their focus from audience targeting to the immediate context and mindset of the real people receiving their messaging, argues Illuma’s Jacqui Wallis.
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.
Marketers should consider the media context in which their ads appear when seeking to get their messages remembered, drive brand recognition and recall, and launch new products, according to a paper in the Journal of Advertising Research (JAR).
Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid
Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.
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