Advertising Effectiveness in Tumultuous Times
The year of 2020 has been a time of tumultuous change, resulting in many dramatic shifts in consumer outlook, attitudes and behaviors. As time has passed, and with no assurance that anything resembling a status quo is on the near-term horizon, keeping a close watch on how brand advertising is working in-market has become more important than ever. In fact, amidst all the change, it’s no longer clear that what resonated and drove brand...
Opportunities and Risks in Audio Advertising
If you are an advertiser who wants to reach today’s Millennials, audio platforms – to include old fashioned ‘terrestrial’ radio and newer streaming options and podcasts are a great place to be. As Millennials, along with other age cohorts, increasingly engage with music or other content while they’re on the move, audio has assumed a stronger role in many cross-platform media plans. Of course, the audio environment is hugely...
Emotion in Advertising – You Get What You Measure For
‘If you can’t measure it, you can’t improve it’ (widely attributed to Peter Drucker) and its corollary ‘What gets measured gets done’ are playing out in today’s advertising environment. As we look back over the past decade, much has changed about advertising – both the media environment and the increasing level of consumer choice in whether they watch the ads at all. Much has also changed in advertising research – notably, shifting...
The Business Case for Gender Equality in Advertising
Women make or influence 85% of consumer purchases (source: Bloomberg), yet 40% of women do not identify at all with the women they see in advertising (source: ANA/The Female Quotient). Over half (55%) of adults believe women are portrayed negatively in the media (source: TiVo Research), and 90% of parents say they are concerned that there are no role models for girls (source: ABX).
How Large is the Influence of Influencers
How do you become a ‘cool’ brand? You certainly can’t just claim that you’re ‘cool’ – that is decidedly un-cool! One increasingly popular way to build the cool-factor is by paying social media influencers to promote your brand. After all, they have the credibility and coolness built-in, and an endorsement from an influencer must be more powerful than an ad coming from a marketer, right?