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What Makes a Television Commercial Sell? – Using Biometrics to Identify Successful Ads via JAR

Jan 16, 2017

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales. The researchers, who represent academia and industry, used direct measures of what they believe matters most to marketers: in-market sales response (from single-source data). Key Takeaways: Biometrics have the potential to help advertisers understand how sales-successful […]

Word-Of-Mouth Marketing Doesn’t Always Match Social Media, Online Results via MediaPost (source: Ed Keller, CEO, Engagement Labs)

Jan 16, 2017

Engagement Labs conducted research on some 500 brands going back to the mid-2015, calculating scores in each marketing area. It was found that some have disparate impact—performing well either on social media or word-of-mouth offline marketing, but not both. The report labels those marketers “social misfits.” For example, brands such as Palmolive, Corona, and Aveeno, […]

Welcome to the Gen Z Challenge via AdAge (source: Joline McGoldrick, Director of Research at Millward Brown Digital)

Jan 16, 2017

Gen Z, born between 1997 and 2011, is now coming of age in large numbers, and marketers can’t afford to take as long to come to grips with Gen Z as they did with Millennials. The first cohorts of this new generation, who are now 16 to 19 years old, are increasingly relevant to a […]

Out-of-Home Gives ESPN’s College Football Coverage a 10% Lift via AdAge

Jan 16, 2017

ESPN became the first television network to negotiate for the inclusion of out-of-home deliveries in its deals with advertisers. The initial batch of Nielsen data suggests that viewing in bars, gyms, and other public venues is winning back a not-insignificant volume of “lost” impressions. According to Nielsen’s newly-processed out-of-home data, ESPN in October enjoyed a […]

Demo Targeting Still Dominant At Agencies, Behavioral Tops With Clients via Media Post (source: Advertiser Perceptions)

Jan 16, 2017

 Age- and gender-based demographics—a staple for targeting consumers in media plans and buys since the 1960s—is still the predominant targeting criteria used by most ad agency executives, but it is losing luster with brand marketers who are more inclined to use “behavioral” targeting. The findings, which are based on a survey of 300 marketer and […]