Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand-growth strategies.
Bluetooth, the technology that uses wireless connectivity to exchange data across short distances, could be a powerful solution for measuring outdoor ads, according to a paper published in the Journal of Advertising Research (JAR).
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.
GLOBAL: Marketers believe that they are likely to waste around a quarter of their marketing budgets this year, according to a new report that also highlights how they remain focused on reach rather than tracking performance.
SYDNEY: There’s a link between increased ad frequency and brand resonance in some categories, but more than a fifth of digital ads - 22% - in Australia are failing to boost key brand metrics at all, according to a new report.
CANNES: With the rise of programmatic ad buying, the capabilities of marketers targeting an audience of likely buyers have never been greater, but the Ehrenberg-Bass Institute maintains that segmentation, whether for creative or media planning, can ...
Sam Peña-Taylor, Event Reports, Cannes Lions, June 2017
This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.
AUSTIN, TX: Reckitt Benckiser (RB), the FMCG manufacturer, has identified an online strategy which helps it find the right balance between achieving mass reach and granular targeting on platforms like Facebook.
Understanding how effectiveness works in the digital age has become the mission of modern marketers. We cover this in detail in our Toolkit 2017 of Marketing Trends, which includes a whole chapter on the subject.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
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.
Dan Calladine, WARC Exclusive, December 2018
Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.