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Ad Effectiveness & ROI

Does Animation Help or Hurt Rx Drug Ads?

  • JOURNAL OF ADVERTISING RESEARCH

Animated and rotoscoped characters in television commercials can affect consumers differently than live actors. But in direct-to-consumer ads for prescription drugs (which convey risks and benefits), can these characters alter the ways people process the information and therefore, their perceptions about the brand and the ad? A new study has some surprising findings and opens the door to further research.

Is Big Brother (or Little Sister) Watching – And Does it Matter?

  • MSI

Who is really watching that TV ad and how does doing so affect their behavior? Analyzing attention in real-time demonstrates the value of TV ads. Attention studies are especially important now with the rapid growth of streaming video on demand (SVOD) and other alternatives. Their rise has heightened the importance of determining what and where audiences are viewing and how that’s impacting their behavior.

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How Brands Can Use an Endorser’s Smile More Effectively

  • JOURNAL OF ADVERTISING RESEARCH

A study on endorsers’ smiles in service-brand marketing brings new relevance to the slogan, “Service with a smile.” But which type is more effective, broad or slight? Researchers analyzed these two different types of smiles and found that they resonated differently, depending on how consumers relate to other people and the brand. Service marketers can use the study’s methods to more easily develop and test their spokesperson’s smile.

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Shoppers Like Explicit Donation Links in Cause-Related Marketing Ads

  • JOURNAL OF ADVERTISING RESEARCH

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.

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Moment-to-Moment EEG Metrics Enhance Ad Effectiveness Analysis

  • JOURNAL OF ADVERTISING RESEARCH

A European research team is on a mission to advance the development and use of electroencephalogram (EEG)-based methods for evaluating advertising effectiveness. Although their research leaves open questions, it suggests that recent developments in this area—specifically moment-to-moment EEG-based indicators—provide a clearer view into emotional response and attention to ads than previous EEG methods.

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Influencer Marketing: Best Practices, Trends & Covid’s Impact

Influencer marketing has grown more complex over a short period of time, and Covid has accelerated its development. Options have increased significantly while setting the right tone with consumers is perhaps more crucial than ever before. What consumers want to see is authentic relationships between brands and influencers. And the focus has shifted away from celebrities and towards niche, micro-influencers. The following Knowledge at Hand and CMO Brief cover a recent Knowledge Center report looking into the current state of influencer marketing, what the trends are, how Covid has affected this phenomenon and best practices when putting together an influencer strategy.

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