How to get consumers to pay attention to advertising, widely seen as antecedent to ad success, has been an important issue for marketers for decades. The ever expanding increase in media vehicles and platforms – with increased multitasking – has arguably made this issue more important than ever. At the same time, new research, including studies that were presented at the AudiencexScience conference, are generating new insights, but also new questions, on the value of “attention”.
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To what degree does advertising context affect consumers’ perceptions and response to the advertising? What is the effect on ad performance? Yes, ignoring context can be risky. In fact, context is likely to impact ad performance – positively or negatively – as six decades of research show.
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Hollywood pumps out movie sequels like there’s no tomorrow. Why? Sequential distribution is critical to a company’s performance, not only for movies but also for other types of products. This article illustrates that how an advertising budget is allocated across product life stages or product formats over time can make or break success.
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Ready to meet the changing expectations of today’s shoppers? Leverage key trends and evidence-based success stories from Google, SapientRazorfish, Geometry, Adimo, and others, as they – and your company – seek to thrive in the new shopping reality.
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