One way for smaller brands to save money on advertising is to use their customers and employees as endorsers, rather than spend big bucks (and risk fame fallout) on a superstar. So, which type of noncelebrity endorser is most effective, and under what circumstances? Findings from European researchers offer practical solutions to these questions. Read the article.
Companies increasingly target nonprofit web and social media followers by using cause-related marketing display ads on the websites of charity or nonprofit organizations. Two key formats are used: either transactional (representing an explicit donation amount that a consumer can make to the nonprofit) or nontransactional (representing online cause sponsorship). Which one is more successful? A new study has some answers.
Member Only AccessLive, “shoppable” advertising has accelerated during the COVID-19 pandemic, along with big investments from influencers, brands and retailers. In response, researchers in London, Stockholm and the U.S. have collaborated on a typology for evaluating the value of this emerging platform. The work is essentially a launching pad for future investigation and measurement of liveness and shoppability in advertising. Read the article.
Live, “shoppable” advertising has accelerated during the COVID-19 pandemic, along with big investments from influencers, brands and retailers. In response, researchers in London, Stockholm and the U.S. have collaborated on a typology for evaluating the value of this emerging platform. The work is essentially a launching pad for future investigation and measurement of liveness and shoppability in advertising.
Member Only AccessIn a study on formatting characteristics in direct-to-consumer, prescription-drug advertising, the adage ”God is in the details” rings loud and true. TV and online video ads use superimposed text to convey additional information about a drug’s risks and benefits. But, researchers asked, how much can details like text size and contrast affect awareness and attitudes? View article.
In a study on formatting characteristics in direct-to-consumer, prescription-drug advertising, the adage ”God is in the details” rings loud and true. TV and online video ads use superimposed text to convey additional information about a drug’s risks and benefits. But, researchers asked, how much can details like text size and contrast affect awareness and attitudes?
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Most digital video ads are viewed soundlessly because either the user mutes them, or sound does not play automatically. As video advertising production accelerates, this study found that video ads created for “sound on” are less effective when viewed silently—and offers four strategies for creating successful digital video ads in soundless environments.
The Nielsen analysis says digital branded content generated an average of 86% brand recall among viewers, compared with 65% for a pre-roll ad.
The lift in brand perceptions was higher across other key performance indicators — affinity, purchase intent and recommendation intent. Furthermore, brand content marketers that work with publishers in a partnership saw a brand lift that was 50% higher on average than those marketers that distributed branded content on their own.