Why do consumers tune out advertising messaging, and what can marketers do about it? There is plenty of research about consumer engagement, but very little on disengagement. New research has filled that gap by broadening the definition of disengagement, identifying the cause for it, and developing a scale for measuring it.Member Only Access
The emerging digital advertising ecosystem is rich with opportunities, but not without its challenges. One significant yet unforeseen one has been ad blockers. These hurt publishers and advertisers. Yet, consumers believe they benefit from them, since it gives them more control over their online experience. Is this true? New research finds that ad blockers may also make it harder for new brands to break through and compete, which leads to greater market concentration. Read the article.
The emerging digital advertising ecosystem is rich with opportunities, but not without its challenges. One significant yet unforeseen one has been ad-blockers. These hurt publishers and advertisers. Yet, consumers believe they benefit from them, since it gives them more control over their online experience. Is this true? New research finds that ad-blockers may also make it harder for new brands to break through and complete, which leads to greater market concentration.
A KPMG survey reveals that US consumers are becoming increasingly concerned with, and distrustful of, how companies use, manage and protect their personal data. They want both corporations and the government to play an active role in protecting consumer data.
Radio advertisers have been relying on earlier research that showed that as much as one-third of their audience switch stations during advertising breaks. But the authors of a forthcoming study in JAR, available now online, claim that number is misleading. Their new benchmark—about one-tenth of current estimates—could attract greater investment in this advertising medium.Member Only Access
An empirical study of Facebook data has broad implications for advertisers on social media platforms. This research found a link between consumers’ response to ads and their perceptions about intrusiveness and privacy concerns—as well as whether they were using a computer or mobile device.Member Only Access
Google’s Chrome will now block all ads on sites that don’t adhere to the ad quality standards set by the Coalition for Better Ads, an industry group that counts Google, Facebook, P&G, the Interactive Advertising Bureau, and the Association of National Advertisers among its members.
Google surveyed more than 25,000 consumers in Europe and North America on dozens of ad formats and ranked them by how “annoying” they found each one. They tested 55 desktop ad formats and 49 mobile formats and presented the findings to the group. Ultimately, the coalition defined 12 ad experiences that will trip the blocker across desktop and mobile, including pop-up ads, autoplay video with sound, prestitial ads with and without countdown clocks, large sticky ads, full-screen scroll-overs and flashing animated ads. Also, full-page ad interstitials, ads that unexpectedly play sound, and flashing ads.