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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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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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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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.
