What’s the best way to measure attention to TV ads when specific creative devices, like animals and voiceover, are used? In this study, three key biometrics—eye movements, sweating, and heart rate—responded differently to attention-getting tactics and to levels of consumer attention, but heart rate uniquely helped identify ineffective ads.
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The ARF’s July 25, 2019, Salon offered profound insights into why people do the things they do, based on findings from behavioral science. Presenter and author Matthew Willcox shared insights from his book, “The Business of Choice,” highlighting some of its key points.
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In today’s social climate, brands must constantly be aware of social issues. The cost of ignorance can be substantial. Negative brand adjacency can not only damage a brand’s reputation, it can have a direct impact on its bottom line as well.
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Practitioners who develop native advertising campaigns should pay close attention to where they place mentions of their brand. This empirical study found that a poorly written article that is associated with a brand message will lead to negative perceptions about both the brand and the credibility of the news source.
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Attention is a prerequisite for ad impact. But it is an ambiguous and complex concept and it is difficult to measure all its elements. Evidence of attention can be a sign of success, but often it only means that some part of the ad was noticed. Moreover, “attention” does not necessarily indicate a positive response and a high level of attention is not always a sign of a positive ad impact.
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At the ARF’s first ever session in the Salon Series, which focused on Influencer Marketing, a panel of experts met to discuss the pros, cons and impact of this relatively new marketing tactic with ARF members.
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Have you heard the latest regarding podcast’s and music’s impact on audio marketing? Companies that use music aligned to their brand identities are 96 percent more likely to be recalled, according to research carried out at the University of Leicester, U.K. Furthermore, podcast audiences have grown so significantly that now 51 percent of Americans ages 12 and over listen to them. That’s based on Edison Research’s “The Podcast Consumer 2019” report.
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Talk about a sweet approach to evaluate the potential of neuromeasures in identifying which ads lead to sales! This study of TV ads from Mars, Inc., maker of Snickers, 3 Musketeers and other treats, academic and industry researchers, yielded valuable insights into how biometrics can be used to predict ad effectiveness.
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