brands & branding
- Ad Effectiveness & ROI
- Article
Balancing Recall and Resistance: Rethinking YouTube Ad Strategies
Ever wonder about how consumers really respond to YouTube’s main ad formats—skippable ads, non-skippable ads and brand placements? This recent Journal of Advertising Research (JAR) study investigates. The findings show that while non-skippable ads boost brand recall, they also feel more intrusive. By contrast, brand placements and skippable ads create more positive brand attitudes. What’s more, when combined with placements, skippable ads can deliver recall levels on par with non-skippable formats.
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- Targets & Segments
- Article
Managing Privacy Fatigue in the Age of Data Dependency
What happens to customer trust after a data breach, long after the headlines fade? This research introduces the customer privacy journey, a new model that reveals how privacy concerns unfold across three stages and how firms can proactively manage customer relationships through the full arc of breach, recovery and fatigue.
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