Faced with Crises, Consumers are Cautious
The initial response of consumers to various crises has been one of prudence, according to global research by Kantar. Read more »
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The ANA Defines Sustainability as People – Society – Planet
The ANA has established a “Sustainability Collective” to promote and implement sustainable practices.
- Creative & Branded Content
- Article
How Does the Digital Environment Impact Advertising Creativity?
Does the digital environment support or constrain advertising creativity? The answer is both. But how? Researchers in Australia relied on two seminal methods—the rigorous Delphi recruitment method through which research queried creative experts worldwide, and the Four P’s model of creativity. These were applied to investigate “place” (the digital environment) and its impact on the remaining P's: process, person and product. What they found was that technology both enhances and represses creativity.
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- Past Event Highlights
- Article
Concurrent Track Panel Discussion: Art & Science in Ad Creative
MSI’s Earl Taylor moderated a panel discussion regarding art and science in ad creative. The diverse panel of industry leaders provided feedback, commentary and viewpoints on a variety of topics presented on day two of AUDIENCExSCIENCE 2022. Areas of discussion included category disruption, ad currency, drivers of interactive video, opportunities from disruption and ad length effectiveness.
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Getting Creative Right: The Dynamics of Interactive Video Ads
Over the past two decades, Duane Varan of MediaScience has conducted more than 100 studies about video advertisements that have interactivity features. “We know that interactivity is physiologically more arousing; people are more engaged, and that translates into better memory,” he said. “So, we know that interactive ads work, but now the question is: Why do they work, (and not) what we can do, but what we should do.”
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Doldrum of COVID Leads to Breakthrough Creative
In the early stages of the COVID-19 pandemic, PepsiCo embarked on a 21-month research project to find out how the quarantining affected people’s lives. The goal: adapt its brand messaging to the experiences of its core consumers, from both a human and consumption perspective, and then develop new creative. “We know that our primary consumers are really out there,” Kevin Moeller of PepsiCo said, citing data on Pepsi’s core base. “They enjoy letting loose, they don’t like to hold back. They’re people that sing karaoke and cheer at sports events. So how did quarantining impact them?”
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- Past Event Highlights
- Article
Concurrent Track Panel Discussion: Diversity in Advertising
The ARF’s Jay Mattlin brought together the presenters from Day Two’s Diversity in Advertising track to expand on the common themes and findings from their individual studies. The panel agreed that, in communicating to diverse audiences, mere representational casting or presence in ads and content was not enough. Creative that resonates with multicultural audiences needs to incorporate elements of empowerment, appear in representative programs, and show underrepresented groups in positive, non-stereotypical ways. The following are edited highlights from the panel discussion.
Member Only AccessCan Virtual Communication Curb Creativity?
A study tried to assess the impact of working from home and the use of videoconferencing on generating creative ideas. The researchers concluded that videoconferencing interferes with idea generation.
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- Past Event Highlights
- Article
Concurrent Track Panel Discussion: Optimizing Ad Creative in the New Landscape
Presenters in each track participated in a moderated discussion.
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Growing ROI with YouTube ABCDs Creative Effectiveness Guidelines
Creative is the dominant ROI driver across all media platforms according to Nielsen Catalina Solutions: creative 49%, media 36%, and brand 15%. However, creative is challenging to measure. The speakers provided an ABCD insights framework for building effective ads on YouTube based on the key creative elements that drive sales as proven by Google’s partner, Nielsen.
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