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?
Editor’s Note: Two articles, from different sources, mirrored this opinion: marketers no longer have the tools to accurately determine what messages connect with consumers. (Article one of two.)
Gian Fulgoni is the founder and former chairman/CEO of comScore. This article appears in the Journal of Advertising Research (JAR) entitled, “Why Marketers Need New Measures of Consumer Engagement: How Expanding Platforms, the 6-Second Ad, and Fewer Ads Alter Engagement and Outcomes”.
Editor’s Note: Two articles, from different sources, mirrored this opinion: marketers no longer have the tools to accurately determine what messages connect with consumers. (Article two of two.)
The media industry is still nowhere near reaching consensus on how to measure video content and advertising across different platforms, like mobile, live TV, etc.
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It goes without saying that a creative can make or break an ad campaign. TV advertisers spend millions to create visually memorable, emotion-driven and even humorous ads that will resonate with viewers. But there’s a “fire-and-forget-it” mentality when it comes to TV creatives, and it’s detrimental to campaign effectiveness.
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Original research conducted by The ARF & TVision Insights. Presented by Paul Donato, ARF Chief Research Officer, and Dan Schiffman, Founder & CEO, TVision Insights, at the ARF AUDIENCExSCIENCE Conference on June 13, 2018.
6 SECOND ADS: WHO, HOW & WHEN TO USE