Creative & Branded Content

Choosing the Right Celebrity Endorser

  • Stephen Wang and Angeline Close Scheinbaum

How do you make the right decision on a celebrity endorser for your services industry brand? A new framework assessed an endorser’s expertise, trustworthiness, and attractiveness as predictors of brand credibility and purchase intention for the airline industry. Its finding that different factors affected high-involvement customers than low-involvement ones may lead to new approaches in choosing what celebrities work best.

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“Ad Intensity” and Why It Matters: CSR Outcomes

  • M. Rahman – Rennes Sch. of Business, M. Á. Rodríguez-Serrano - Univ. of Seville, & M. Lambkin - Univ. College Dublin

Companies that engage in community and “green” CSR activities see improved market share. That’s not necessarily as a direct result of their CSR, but rather indirectly, due to the companies’ own, intensive advertising about their products/services.

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What Drives Ad Blocking - and How to Confront It

  • Barbara Leflein, Leflein Associates, Inc.; Asaf Davidov, Hulu

The growth of ad blocking demands that marketers understand its prevalence and drivers. This study by Hulu and Leflien Associates yielded a surprising finding: ad receptivity is psychological, not demographic. It also identifies factors that drive ad engagement, such as the ability to exercise control over ads.

Best Practices for Social Ad Engagement

  • Twitter & AceMetrix

Catching consumers’ attention on social media can be a challenge. Scrolls and swipes can be so fast. How can advertisers get consumers to watch their ad to the end? Twitter and AceMetrix paired up to develop best practices on what keeps a consumer’s attention to the end of the ad, e.g., using strong visuals.

How to Leverage Online and Offline Chats to Boost Sales

  • Koen Pauwels, Ph.D. – Marketing Professor at Northeastern University, Ed Keller – CEO at Engagement Labs

While online social media listening often gets more attention, offline word-of-mouth also produces a major contribution to sales. What different roles do they play? How does their contribution differ by category? How can the two be best managed together? A study of 21 brands across five categories provides seven findings that brands can use to advantage.

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What Makes a Successful TV Ad?

  • Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Bruce McColl, Laurent Larguinat, and Duane Varan

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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Navigating the Changing Ad Ecosystem With Data + Blockchain

  • Babs Rangaiah
  • IBM

Advertising used to be a one-to-many communication. The internet made advertising a one-to-one process. How will tomorrow’s technology evolve advertising? IBM and Watson show how data, virtual reality, and the Internet of Things will further customize the ad experience, and at the same time, through Blockchain, introduce greater trust and transparency behind the scenes in the transaction.

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Native Ads: Best Practices for Creative

  • David Ludica, Senior Director, Strategic Insights & Research, Yahoo!

Forecasts show that native is expected to be 74% of total digital ad spending by 2021. A joint Nielsen-Yahoo! study yielded a list of ten best practices for native ads’ creative, such as the importance of images and logos, the need for transparency via labeling, and using shorter video lengths.

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