News You Can Use

A weekly round-up of the industry’s top stories and research curated by the ARF.

Data Pioneers of Change

Brian Wong – Co-Founder & CEO, Kiip

Doug Ziewacz – Head, NA Digital Media & Advertising, Under Armour Connected Fitness

Moderator: Gayle Fuguitt – CEO & President, The ARF

Gayle Fuguitt introduced these Data Pioneers of Change: Brian Wong and Doug Ziewacz for a panel discussion. What was important at SXSW: Brian spoke about the presence of brands and the theme of interconnectedness of devices, and brands rewarding consumer behavior. It is happening worldwide.

Doug confirmed the importance of interconnectedness. Both confirmed that this is happening rapidly.

Gayle asked panelists how to unlock funds for experimentation:

Doug stated that Under Armour looks for constant innovation and stresses the importance of data, analytics and insights. All companies need to have a long-term vision.

Brian stated that his lack of experience in the media business actually served as a positive for him. He encouraged brands to interact with consumers, advertising alone is not enough. Consumer data from the inter-connected devices will create opportunities for brands. But brands have to be responsible with this personal data.

Cool moments can come from these connected devices.

“It’s no longer good enough to give a consumer 10,000 steps.” You have to look at it from every angle –nutrition, sleep, system.

“Everyone’s connected,” said Brian. “The thing we’ve seen now is this hyper-adoption. How quickly people are going to take this stuff up.”

“In those moments a brand should be able to reward you, not just advertise to you.”

“We used to use content as the proxy. You might have been using Men’s Health before, but why not reach them as they just finish a run?”

By networking, all these new data points come together.

The trio talked about the notion of Try fast, fail fast, succeed fast.

Gayle Fuguitt: “How do you unlock funds for experimentation and growth? We know the money is there.”

Doug Ziewacz: “20 years ago innovation was a cotton T-shirt, and today’s it’s data. If we have this mission of making athletes better, we really need a way to demonstrate that.”

Brian Wong: Kickstart encouraging brands to interact with consumers in a different way.

These moments that indicated ME! “Google became the most important company in the world because they could find out what you wanted and that was so available just using search.”

“Going to the fridge. These signals are all need-states. That’s the next frontier. We think there will be billions of data points every minute, every second.”

Brian spoke about his upcoming book, THE CHEAT CODE. “These are codes in games and in life, that will help you tweak your process.”

Gayle asked about their perspective on failure. As entrepreneurs, both have had this experience.

Brian talked about being laid off at the ripe old age of 19 when he worked for a competitor to Reddit called Digg.

Doug said, “We failed at everything we could. And we tested. So we could succeed now.”

But he noted that success doesn’t have to come from quick failure. There are many different ways to arrive at success, at the same place.

See all 5 Cups articles.

 

Head and Heart: Making Sense of Multicultural Mindsets

Monique L. Nelson – Chairman & CEO, UWG

Jeff Yang – SVP, Consulting Services, The Futures Company

Introduced by: Colleen Fahey Rush – EVP & CRO, Viacom Media Networks; ARF Board Member

The panel discussed a Marine Corps recruitment campaign targeting second generation Asian-Americans. The campaign was developed by UWG.  

Culture is a factor in decision-making.

Both rational and emotional reasons for becoming a Marine were analyzed. Emotion and rationality were considered as part of researching key areas that shape multicultural mindsets.

Explore the interplay between rational (tangible benefits) and emotional (intangible benefits) mindsets in the multicultural consumer.

They showed a recruitment video for the Marines called “A Warrior’s Education.”

The creative spoke to second-generation Asian Americans who experience a feeling of cultural displacement with their families and in American culture. These individuals stand within two worlds, and have a flexible sense of identity.

These two mindsets are not necessarily exclusive. They can run concurrently.

The decision to become a Marine is extremely engaged. Depending on culture, there are different tendencies operating. These individuals can use code-switching to fit in the majority environments, but also to stand out in these environments. They need to be able to adapt and function in sharply different cultural realities.

In the same way, multicultural consumers alternate in behavior but also in mindset. They tend to “think in color” in emotionally charged contexts.

  • Younger consumers tend to be more engaged, while older consumers are more habitual.
  • Hispanic, African-American, Asian-Americans are more engaged while non-Hispanic whites are more likely to be habitual.

Emotion and rationality are always at play in decision-making, all the time.

Marketing to multicultural consumers acknowledges the fluidity of their identity. They will have a rational consideration but the emotional connection is what makes their final decision.

In “A Warrior’s Education,” you see authentic storytelling about 1st Lt. David Pham, a Marine from a similar background. The videos were watched exclusively on Facebook and supported on marines.com.

The first video outlined the concept of self-discipline. The second video shows the importance of “respect” and love in leadership. The creative leverages content for the head and heart and is tailored to this particular group.

Appeal to the dual connection that involves their thinking processes and emotional drive.

Find the common ground between groups, take a universal approach, and find the “sweet spot” to make your appeal even stronger. Family is one of the cultural touchstones for Asian Americans that was leveraged the videos. These spots scored high for rationality and emotionality.

See all 5 Cups articles.

 

Altruism is Good Business

John Osborn – CEO, BBDO NY

Rob Biederman – Co-Founder & CEO, HourlyNerd

Jeff Buchan – Associate Manager, Global Industry Relations, Google; ARF Board Member

Moderator: Steven Wolfe Pereira – VP, Brand Strategy & Marketing Solutions, Oracle Data Cloud; ARF Board Member

Jeff Buchan, Google: “Companies, especially companies hiring Millennials, want to do cool things that matter.”

“Altruism has to be integrated. It can’t be an afterthought. People want to understand the values of a company.” He outlined Google’s mission: To empower people by connecting them to information. This has led to the development of driverless cars, smart contact lenses for diabetes patients, and so forth. “People want to make an impact and have work imbued with meaning.”

John Osborne, President & CEO, BBDO NY: “Altruism is a conscious choice you make. You either do it or you don’t. It’s intrinsic and integral to all of our clients.” It’s not enough to want to do good, you have to pay attention to how it’s done. “Altruism is not just for non-profits anymore.” The majority of the world is driven by innate, emotional desires.

Rob Biederman, Co-Founder & CEO of HourlyNerd, defined the company as a marketplace with 20,000 business consultants.

“For a new generation of consumers, the assumption is that the product is going to work.” It’s not driven by product differences. “They also want to see some personally relevant mission.”

John Osborne: Altruism is also a recruiting tool. Potential sources of the next wave of employees.

A lot of our companies are actually talking directly to millennials, whether they’re on a panel or they’re employed in the workforce.

Steven Wolfe Pereira, VP, Oracle Data Cloud: “The millennial profile is increasingly a multicultural one. Over 50% of all millennials will be of black, Latino, and Asian descent.”

More brands are becoming B-corporations than ever—Patagonia, Ben & Jerry’s, Etsy, Unilever is looking to do it.

Rob Biederman defines altruism as “to have a deeper mission that is legally part of your contract.”

John Osborn: “70% of millennials are willing to pay more for a brand that’s doing good for the world.”

People are willing to switch brands, so long as the brand is providing something substantive to the social agenda of making the world a better place.

Brands are reformulating products—making them more authentic, their ingredients more organic.

Steven Wolfe Pereira: “Doing good is good for business.”

Jeff Buchan tweaked the Spiderman theme: “With great innovation comes great responsibility.”

How can we use our capabilities for social good? Reflect on what it is you do best, and then figure out how you can use that for the greater good, whether it’s mobilizing after a natural disaster or increasing voter turnout.

Steven Wolfe Pereira: “Use your business for a force of good.”

See all 5 Cups articles.

Are Brands Shifting Too Much To Digital From TV?

How Do Tweets During Primetime TV Programming Impact Brand Sponsors?

The authors of this Journal of Advertising Research article believe that their research is the first to explore the value, rather than the volume, of the “earned audience” on the Twitter platform. TAGS: Twitter, earned social impressions.  Source: http://journalofadvertisingresearch.com/content/54/4/448

Do Online Video Platforms Cannibalize Television?

The time consumers spend online to watch user-generated videos and on video-sharing sites reduces the time spent watching television according to this Journal of Advertising Research study. TAGS: online video, television viewing, media habits.   Source: http://journalofadvertisingresearch.com/content/53/1/71

Metric Reveals the Impact of Television Commercials on Internet Search Queries

This Journal of Advertising Research article introduces a new metric-a measure of changes in Google search queries-that reveals how TV commercials or sponsorships can trigger Internet searches by consumers.  The value of this metric is that it measures an actual behavioral advertising response. TAGS: Internet search queries, TV commercials.  Source:http://journalofadvertisingresearch.com/content/50/2/162

Does Intrusiveness Impact the Effectiveness of Online-Video Ads?

The study discussed in this Journal of Advertising Research article examined the impact of advertising characteristics, such as length, humor, and “informativeness” on the perceived ad intrusiveness of online-video advertisements.TAGS: online video ads, intrusiveness.  Source:http://journalofadvertisingresearch.com/content/55/1/37

Should I Advertise During the 1st Half of the Super Bowl?

This study analyzed the collective impact of repetition and position on advertising effectiveness. Recognition and likeability of advertisements that were broadcast at different times during the Super Bowl were examined in this Journal of Advertising Research article. TAGS: Super Bowl, repetition, ad position, commercials. Source:http://journalofadvertisingresearch.com/content/52/1/87

 

The Importance of Creativity

Study Reveals That Creativity is Responsible for 75% of an Ad’s Ability to Generate Brand-Linked Memories

Ipsos Connect offers a Thought Piece, “Who’s Killing Creativity Now?” that analyzes the importance of creativity to successful advertising campaigns.   “. . . the Ipsos database shows that 75% of an ad’s ability to leave brand-linked memories is due to creative.”  The importance of brand-building to long-term profitability is also discussed.  TAG: brand-building. See more. https://www.ipsosmori.com/Assets/Docs/Publications/Ipsos_Connect_TP_Whos_killing_creativity_now_

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 Creative Ads 7X More Efficient in Creating Market Share Growth

The 2015 Creative Effectiveness Cannes Lions winners reveal trends in effectiveness strategies that may also surface in the 2016 IPA Effectiveness Awards.  The IPA has published a study showing that creatively-awarded commercial campaigns were on average seven times more efficient than non-creatively awarded campaigns in delivering market share growth per point of extra share of voice.  This article also discusses the five strategic trends revealed by the winning campaigns.  TAG: market share growth. See more. . .http://www.marketingmagazine.co.uk/article/1353449/cannes-attitude-learnings-creative-effectiveness-cannes-lions

Creatives Advise Marketers: “Stick to the Brief”

Visually, a visual content creation platform, surveyed marketers and creatives to see how they work together to produce marketing content. The study revealed  that “the relationship between marketers and their creative teams isn’t always harmonious.”  Among the findings: better communication is needed and creative teams are understaffed. Improved collaboration between creative teams and their marketing partners would result in more successful content according to the survey.  TAG: marketing content. See more . . .http://www.mediapost.com/publications/article/265172/marketing-creative-success.html

Creativity and Bold Ideas

This Advertising Age article discusses ten powerful advertising and marketing ideas in campaigns selected by Creativity for their boldness.  These 2015 campaigns effectively used storytelling, emotions, comedy, ingenuity or a combination of these marketing techniques.  Among the campaigns highlighted: Supercell’s “Clash of Clans,” AT&T’s, “Close to Home,” and Patagonia’s, “Denali.”  http://adage.com/article/advertising/ten-brand-ideas-creativity-loved-2015/301912/

Are Entertaining Ads More Effective?

Facial tracking is used to explore how marketers can best use entertainment in ads in this Journal of Advertising Research article, “Optimizing the Amount of Entertainment in Advertising: What’s So Funny About Tracking Reactions to Humor.”  The goal is to increase the effectiveness of the ads as measured by increases in purchase intent. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category.  The authors of this article, Thales S. Teixeira, Ph.D., Assistant Professor in the Marketing Unit, Harvard Business School, and Horst Stipp, Ph.D., EVP, Research & Innovation: Global Ad Effectiveness at the Advertising Research Foundation, state that the study “showed that a high level of entertainment in advertisements might come at the expense of the persuasiveness of the ad in driving purchase.” TAG: entertaining ads.  Source:http://www.thearf.org/journal-of-advertising-research-online-access/

 

Emerging Trends in Social, Mobile and More

 Social Media Spending is Expected to Double in the Next 5 Years-Only 11.5% of Marketers Can Prove Its Quantitative Impact

Results from the biannual CMO Survey released by Duke University’s Fuqua School of Business, the American Marketing Association, and Deloitte are presented in this Advertising Age article by Lindsay Stein. Although marketers have been increasing their spending on social media, 47.9% report that they have not been able to demonstrate its impact on business. Additional results from the survey are discussed in this article. TAGS: social media, ad spending.  See more. . . http://adage.com/article/agency-news/marketers-spending-social-lack-results/302701/

 

Consumer-Brand Interaction Will Be Changed by Emerging Mobile Trends

Seven emerging mobile trends will significantly impact how consumers and brands interact in the near future according to this Advertising Age article by Kevin Skobac.  Among these trends: messaging becomes a dominant platform, and artificial intelligence/bots become the best friends of consumers.  Discover the additional mobile innovation trends. TAG: mobile.  See more. . . http://adage.com/article/digitalnext/mobile-innovation/302782/\

The Majority of CMOs Say Their Top Challenge Is Competition From Beyond Traditional Rivals

Findings from the IBM study, “Redefining Markets: The CMO Point of View,” are presented in this Advertising Age article by Kate Maddox.  The study found that 60% of CMOs expect more competition to come from businesses outside their industries.  In order to manage changing markets, “CMOs must embrace this whole idea of creative disruption,” according to Kevin Bishop, VP-Customer Engagement Solutions, IBM Commerce. TAGS: CMO, competition. See more . . . http://adage.com/article/cmo-strategy/ibm-finds-industry-convergence-biggest-challenge-cmos/302741/

Measuring the Impact of Digital Ads on Retail Foot Traffic and Sales

The ability to attribute digital ad exposures to offline purchases is of critical interest to marketers, including restaurants and retailers.  Many competitors have entered the marketplace to provide products to bridge this measurement gap between digital promotions and brick-and-mortar sales. This Adweek article by Christopher Heine discusses products by Foursquare, Goodway Group and AdTheorent, and the author explains how these products work. TAGS: digital advertising, attribution, retail sales.  See more. . .http://www.adweek.com/news/technology/why-measuring-impact-digital-ads-retail-foot-traffic-one-techs-hottest-areas-169789

Embracing Consumer Engagement

In this March 2016 Journal of Advertising Research article by Bobby J. Calder, Northwestern University, Mathew S. Isaac, Seattle University, and Edward C. Malthouse, Northwestern University, the authors suggest a flexible approach for measuring customer engagement, which is based on context-specific experiences that can vary across brands and products. They found that this flexible measurement approach is highly predictive of consumption behavior.  The three empirical studies in this article, “How to Capture Consumer Experiences: A Context-Specific Approach to Measuring Engagement,” examine consumer engagement with live jazz music, newspapers, and television programming.  In addition, the article discusses the implications of this research for advertisers. TAGS: consumer engagement, consumer experiences.  http://www.journalofadvertisingresearch.com/content/56/1/39

 

What Did We Learn From the 2016 Super Bowl Ads?

Jeep’s Format and Content Won Attention During the Super Bowl

Jeep’s “Portraits” ad was radical in design, according to this Adweek article by Tim Nudd.   “Portraits” was a vertical video, which used less than half of the available TV screen space.  According to the article, “Why Jeep Ran a Vertical Ad on the Super Bowl With 112 Million Watching Horizontal Screens,” Sean Reynolds, Global Executive Creative Director at iris, whose New York office created the 60-second spot, told Adweek, “The close crop was important to really focus the viewer on the eyes and the stories they tell.” Reynolds also commented, “We always had the idea that because it’s a portrait ad, it would look great on a mobile device.” See more . . http://www.adweek.com/news/advertising-branding/why-jeep-ran-vertical-ad-super-bowl-112-million-watching-horizontal-screens-169555?utm_medium=email&utm_campaign=Adweek_Newsletter_2016001007&utm_source=sailthru&utm_term=AWK_NewDaily

 

Did Your Mobile Device Use Increase During the Super Bowl?

There were an estimated 2.5 million more people on digital screens on Super Bowl Sunday compared to the previous Sunday.  Most of that increase resulted from viewers using their mobile devices, rather than desktops.  Joe Mandese also discusses the Digital Traffic Index, which measured this shift in the supply of digital unique users in the Media Post article, “Supply of Mobile Uniques Spikes Super Sunday, Desktop Gets Sacked.”  See more . . . http://www.mediapost.com/publications/article/268695/supply-of-mobile-uniques-spikes-super-sunday-desk.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=90154

 

Did You Watch the PuppyMonkeyBaby Super Bowl Commercial Online?

Super Bowl commercials generated 476 million online views overall, with 62.4 million of those online views occurring on Super Bowl Sunday according to iSpot.TV.  This Broadcasting & Cable article by Jon Lafayette also discusses whether those views came from Facebook or YouTube, and details which ads drew the most views in terms of digital and social activity.  See more. . http://www.broadcastingcable.com/news/currency/super-bowl-ads-draw-476m-views-online/153622

 

Viewers Still Like Super Bowl Ads: How Long Will That Last?

This eMarketer article analyzed a National Retail Federation survey which showed that 77.1% of consumers viewed Super Bowl ads as a form of entertainment.  In contrast, only 4.5% of consumers were bothered by these ads.  The article concluded that Super Bowl ads will continue to be of interest to consumers, and that social media increases their engagement with the ads.  See more . . http://www.emarketer.com/Article/Viewers-Still-Like-Super-Bowl-Ads/1013533

 

How Digital Conversations Reinforce Super Bowl Advertising-The Power of Earned Media Drives Television Engagement

This Journal of Advertising Research article by Harlan E. Spotts, Western New England University, Scott C. Purvis, G&R Cooperative, LLC, and Sandeep Patnaik, University of Maryland University College, investigated the interactive relationship between social media buzz and brand advertising during the 2011 and 2012 Super Bowls.  The authors concluded: “Overall, the study found evidence that the relationship between traditional television advertising and online social-media conversations was reciprocal, with both media platforms working in tandem to enhance brand engagement.” TAGS: JAR, cross-platform.  Source: http://www.thearf.org/journal-of-advertising-research-online-access/

Snacking, Texting, Fast-Forwarding and Other Ways to Avoid Ads

 

Would You Like a Snack or a Commercial?

Live TV viewers avoid commercials by multitasking during breaks.  Eating (76%) and texting (69%) are the most frequent activities according to the TiVo research analyzed in this eMarketer article, “Most Digital Viewers Multitask While Watching Live TV.” TAGS: multitasking, commercials, TV advertising, live TV.  See more . . http://www.emarketer.com/Article/Most-Digital-Viewers-Multitask-While-Watching-Live-TV/1013281

 

Can Marketer Avoid the Ad Avoiders?

Ad avoidance by consumers has resulted in marketers seeking alternate means to reach these consumers according to Jack Neff in this Advertising Age article.  Live TV programming, selective digital media strategies, content marketing, sampling, and customized packaging, are among the means by which marketers, such as Clorox, PepsiCo, and Revlon, avoid ad avoidance..TAG: brand challenge.  See more . . http://adage.com/article/print-edition/big-agenda-ad-industry-2016/302067/

 

Ad Avoidance Alert: Fast-Forwarding Not Time-Shifting is the Major Problem

Ad avoidance is not the main reason viewers time-shift TV programs according to Hub Entertainment’s Research report, which is discussed in this MarketingCharts article.  Advertisers should be more concerned about these viewers fast-forwarding through commercials. TAGS: fast-forwarding, time-shifting, commercials, tv advertising.    See more . . http://www.marketingcharts.com/television/as-tv-viewers-time-shift-whats-the-implication-for-ad-avoidance-51957/

 

Will Ad Blocking Force Digital Media to Improve?

Ad blocking has forced publishers to invest in the quality of their online content and to focus on optimal distribution.  By creating more interesting content, targeting audiences precisely, and developing native partnerships with brands, publishers will attract willing and engaged readers according to this Digiday article by Colin Nagy.  TAGS: ad blocking, digital media.  See more . . http://digiday.com/publishers/digital-media-will-improve-in-2016/

 

Do These Commercials Make You Sick?

Consumer avoidance of over-the-counter drug advertising, specifically advertising by analgesic brands, is analyzed in this December 2015 Journal of Advertising Research article. The results reveal that this avoidance is more directly and strongly influenced by affective reactions, such as irritation, and attitude toward such advertising than cognitive reactions, such as perceived utility or skepticism. The authors offer suggestions for mitigation of this ad avoidance behavior. TAGS: OTC, over-the-counter, analgesics.   Source: http://www.thearf.org/journal-of-advertising-research-online-access/

 

Ad Blocking-Consumer Behavior and Advertiser Concerns

Are You One of the 47% Who Report Ad Blocking?

This Quirk’s Marketing Research Review article, “Your Ad Not Here: Should Marketers Be Worried About Ad-Blocking?” presents statistics and trends related to ad blocking, revealing consumer confusion about the difference between ad-blocking technology and cookie data restriction, and more… See more. . . Source: http://www.quirks.com/articles/2015/20151126-1.aspx

Would You Watch a TrueX Ad For Some Free Web Content?

Fox’s TrueX lets TV viewers choose to watch and interact with a 2-minute ad upfront versus the series of 30s ads spread throughout the programming content. Is this enough to fight ad avoidance? What do consumers choose? See more . . Source: http://blogs.wsj.com/cmo/2015/07/16/foxs-truex-faces-hurdles-in-bid-to-fight-tv-ad-avoidance/

Ad Blocking Won’t Result in a Catastrophe

Current ad-blocking concerns echo earlier fears that surrounded the launch of TiVo and the DVR according to this eMarketer interview with Walt Horstman, President, AudienceXpress.  This article, “Ad Avoidance Isn’t New-It’s Just Evolving,” further discusses the impact of ad blocking.  See more . . Source: http://www.emarketer.com/Article/Ad-Avoidance-Isnt-NewmdashIts-Just-Evolving/1013084

Do Your Intrusive Ads Compel Consumers to Install Ad Blockers?

Ad blockers are being installed to counter intrusive ads, according to 74% of U.S. respondents to the Teads global study, “Why People Block Ads.”  This Media Post article by Tobi Elkin, “80% of People Would Reconsider Installing Ad Blockers, Cite Word-of-Mouth,” examines additional motivations for consumers to use ad blockers online, as well as providing a breakdown of statistics by country. TAG: intrusive ads.  See more . . Source: https://www.morningstar.com/news/pr-news-wire/PRNews_20160129NY10670/teads-releases-global-study-on-why-people-block-ads.html

Consumers Dislike Your Ads and They Are Letting You Know It!

Ad blocking software will be used by 9% of U.S. consumers to opt out of ads in the next three months according to DCN Research Director Rande Price in this article summarizing the organization’s report, “2015 DCN Consumer Ad Block Report.”  The report explains how this statistic was developed, and explores the growing threat from ad blocking software. See more . . Source: https://digitalcontentnext.org/blog/2016/01/05/2015-dcn-consumer-ad-block-report/

 

Chart Source:   https://blog.pagefair.com/2015/ad-blocking-report/

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Neuroscience and The Revealing Power of Emotions

Are Politicians Reading Your Mind?

In order to win elections, political campaigns in many countries are using neuroscience to seek voter data and insights. Kevin Randall, writing for The New York Times describes some of these techniques and campaigns in his article, “Neuropolitics, Where Campaigns Try to Read Your Mind.”  He describes how facial coding, biofeedback, and brain imaging is being used in “neuropolitics” not only to tailor campaigns but even for governing. TAG: neuropolitics.  See more . . Source:

Did Your Smile Help Shape That Ad?

Facial coding technology enables marketers to analyze the facial expressions of consumers as they view ads. Their emotional responses can be more accurate than surveys, interviews or focus groups.  E.J. Schultz, writing for Advertising Age, discusses how facial expressions can reveal responses missed by traditional copy-testing methods in this article, “Facial-Recognition Lets Marketers Gauge Consumers’ Real Responses to Ads.” TAG: facial recognition.  See more . . . Source:   

Are TV Networks Getting Inside Your Brain?

Both Comcast Corp’s NBCUniversal and Viacom Inc. are opening labs where they will track the biometrics of TV viewers in order to understand what programs and commercials elicit the strongest emotional response from viewers.  The TV networks are also interested in using information about viewer focus to find the best time for a commercial within a program.  Time Warner Inc. also uses biometrics to test ads in its lab. This Reuters article by Jessica Toonkel, “TV Networks Open Labs to Read the Minds of Viewers,” discusses how the results from biometric testing can reveal engagement.  TAG: TV viewers. See more . . Source: 

Consumers Lie, Brain Research Reveals the Truth

Market researchers have found that consumers are not always truthful when questioned about their reaction to commercials.  Neuroscientist Moran Cerf, an Assistant Professor of Marketing at Northwestern’s Kellogg School, uses tools like EEGs and fMRIs to observe the brain activity of people as they react to films and commercials, measuring what happens when they positively or negatively engage with content. The content and length of Super Bowl ads are being tested using these tools at Northwestern. This article in Media Post by Sarah Mahoney, “Brain Research: What’s the Best Length for a Super Bowl Spot?” further discusses the costs of brain research, as well as the benefits, such as memorable and engaging commercials.  See more . . . Source:

Your Magazine Ad Placement is Just Wrong

Eye-tracking research involving 183 magazine ads demonstrated that the traditional placement of ads at the top of the page is not the most effective placement.  In fact, eye fixations are drawn to the bottom of the page.  The analysis behind this conclusion as well as the latest research on ad color, placement, and the amount of text for magazine ads is discussed in this June 2015 Journal of Advertising Research article, “The Power of Direct Context As Revealed by Eye Tracking-A Model Tracks Relative Attention to Competing Editorial and Promotional Content,” by Edith G. Smit, University of Amsterdam; Sophie C. Boerman, University of Amsterdam; Lex Van Meurs, GfK.  TAG: magazine ad placement. See more . . . Source: