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.
Guido Modenbach and Gerald Neumueller, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
SevenOne Media, the audio-visual and digital marketer, measured the attentional and emotional condition of recipients in Germany while they watch editorial content and advertising on different video platforms in their homes.
Alastair Goode, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 356-358
With the increase in the usage of millisecond reaction time based testing this article critically evaluates the thinking behind reaction time testing, concluding that stronger definitions of what is being measured are needed and more clarity in the terminology surrounding the conscious / unconscious distinction.
Kylie Brosnan, Nazila Babakhani and Sara Dolnicar, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 366-379
Tracking respondents' eyes while they complete a survey reveals that (a) they do not read instructions, survey questions, and answer options carefully enough, investing only as little as 32% of the required time; (b) their attention diminishes over the course of the survey; and (c) their self-reports of the survey experience do not reflect actual survey completion behavior.
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.
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.
Whitney Xi, Rupam Borthakur, Mike Underhill, Tarun Menon, Bruce Bogle, Natalie Ho and Subba Kumari, ESOMAR, Asia Pacific, 2019
Timberland, the shoe brand, tested the role emotions played in its ads in China, and revealed that ads which make audiences smile – while keeping frowns and disgust to a minimum – amplify potential success.