This paper by neuroscience experts suggests best practices for users of these new methods: proceed with caution, compare the different methods, and insist on transparency so you can evaluate the various methods’ pros and cons.
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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.
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.
An academic paper in the JAR confirms that older consumers (50+) respond better to ads with rational rather than emotional appeals. It rejects conclusions based on Socioemotional Selectivity theory.
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