This may bring a smile to your face. A celebrity’s smile can go a long way toward improving perceptions about an ad and purchase intent, especially when it’s perceived as genuine. The quality of a smile can even help to offset negative attitudes toward the celebrity, which can help brands minimize the need to replace celebrity talent, if a celebrity “falls from grace.”
Member Only AccessWord of Mouth messaging can drive sales. But do online conversations represent the entirety of WOM impact? No, according to Engagement Labs. Their work shows how online and offline conversations differ, and how important it is to drive both to maximize WOM impact.
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To tackle the rarely studied topic of how a TV commercial affects ones that follow, this study analyzed the halo effects of two types of ads with important findings. Among them, it showed that an ad evoking negative feelings, such as anger or fear, can affect the ad that follows in terms of ad evaluations, brand perceptions, and purchase intent. The authors also raised a question regarding context in programmatic buys.
Member Only AccessWhat aspects of context alignment have the most impact on ROI? Research on context effects from the ARF’s “How Advertising Works, Today” project reinforced prior work showing that context does affect ROI, while offering new learning, including suggestions to enhance ROI, such as considering media involvement, creative message, and clutter.
Member Only AccessBrands are built in the brain. The ARF’s experiments with neuro-science since 2011 have demonstrated that great creative resonates with consumers’ hearts and minds. But as consumers watch ads on multiple devices, are the neural processes still as potent? This ARF Original Research demonstrates the neural synergies across media platforms to bolster ad recall.
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Optimizing mobile creative was identified by the ARF as a priority industry issue in 2017 and led to original “How Advertising Works, Today” studies. Learning showed that the majority of mobile ad campaigns do not deliver optimal ad creative and revealed five ways to make such advertising more successful and reduce ad avoidance.
Member Only AccessNielsen Catalina Solutions (NCS) pioneered Cognitive Analytic techniques to make the traditional single-source ad testing analysis even more powerful. Adding variables such as purchase behavior, ad exposure, or timing of visit, NCS improved the precision of their analysis to detect even smaller sales lifts due to TV advertising.
Member Only AccessDigital ad blocking stymies publishers and brands, but for many consumers, they find it the only way to deal with excessive retargeting and repetitive ads. Kantar Media studied consumers in 5 countries and found that many would accept advertising if it’s appropriately targeted or provides value.
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