News You Can Use Reading List
Editor’s Note: Here are two recently published books that might be of interest.
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What About Brand Safety?
A major new study by Meta examined the impact of ad adjacency to risky content. The study concluded that there is “minimal-to-no association for content adjacent to ads regardless of risk severity of the content”.
The Importance of Audio
While most of marketers’ attention and research is focused on video, a new report emphasizes the importance of audio in light of the growing popularity of podcasts. In it, researchers explore the role of attention to audio.
A Different Perspective on “Diversity”
While most marketers’ attention is focused on Gen Z and increasing diversity in ad creative, depictions of older adults are rarely part of that diversity. A new study concludes that bias in advertising prevents many brands from motivating a large, affluent consumer group.
The Future of Ad Creative?
A new study in the Journal of Advertising Research explores the role of deep fakes and A.I. on ad creative and consumer response to advertising
Optimizing Brand Differentiation
Kantar’s Dom Boyd says that brand differentiation is the most important driver of brand growth and that we should pay more attention to which kind of brand differentiation drives sales.
- Targets & Segments
- Article
Taste-testing the Brand Premium
Even in instances where consumers face lots of options, they routinely pay a premium for national brands over private labels, research shows. This is true even when they believe that the quality of a private label is comparable. However, one thing that can shift consumer preferences toward private label brands is blind taste tests—at least in the short-term.
- Audience & Media Measurement
- Article
Key Elements of Long-Term Market Leadership
While market share leadership is a strategic imperative for many leading companies, surprisingly little is known about market leaders. To rectify this, researchers in this MSI working paper looked into four key issues: (1) the frequency of market leaders maintaining their leadership over periods ranging from 5 to 89 years; (2) whether leading brands that lose their leadership are able to regain it or if loss of leadership tends to be permanent; (3) whether market leadership persistence varies as a function of economic conditions (i.e., GDP growth rate, inflation, unemployment); and (4) whether market leadership persistence varies by category type.
How to Improve Prosocial Messages
Many companies have employed prosocial messaging and more diverse portrayals in advertising. New research explored if and how those strategies can improve consumers’ perceptions of brands and increase sales. Read more »