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.
David Tiltman, Heather Andrew and Jenny Hall, WARC Webinars, June 2018
David Tiltman, Head of Content at WARC, Heather Andrew, UK CEO of Neuro-Insight, and Jenny Hall, SVP of Creative Strategy at Digitas, discuss some of the key commonalities that link the most awarded campaigns in the WARC 100 rankings for effectiveness.
Heather Andrew, Admap, June 2018, pp. 33-35
Media consumption patterns have changed enormously over the past few decades, with recent IPA Touchpoint research revealing that, in the UK, nearly all adults consume two or more different types of media in the space of 30 minutes.
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.
Bianca Staub, ARF Experiential Learning, March 2018
Nielsen, a global information and measurement company, led an initiative to help Getty Images deepen its understanding of its audience composition and its customers' preferences of specific image attributes.
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.
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.