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Videos

The Impact of Attention

Brands spend billions of dollars a year on advertising worldwide, in an environment where it is harder to gain people?s attention, and also attribute how effective a brand?s advertising spend is.  In 2022, Dr. Karen Nelson-Field, CEO of...

Catalogue: Congress 2024
Authors: Richard Colwell, Jill McGrath, Karen Nelson-Field
October 1, 2024
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Citation

Colwell, McGrath and Nelson-Field (2024a, October 01). The Impact of Attention. ANA - ESOMAR. Retrieved January 23, 2025, from


https://ana.esomar.org/documents/the-impact-of-attention-12637


Videos
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Citation

Kishor, A. (2023a, October 05). Building a culture of Creative Effectiveness by WARC. ANA - ESOMAR. Retrieved January 23, 2025, from


https://ana.esomar.org/documents/building-a-culture-of-creative-effectiveness-by-warc


Videos

Lemon- Why the advertising brain has gone sour

Ed Harrison, of System1 Research, the company behind the acclaimed, best-selling IPA publication, Lemon (2019), describes a change in advertising style that has occurred over the last 15 years and links this to falling advertising effectiveness.Ed...

Catalogue: Insights Festival 2020
Author: Ed Harrison
September 16, 2020
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Citation

Harrison, E. (2020a, September 16). Lemon- Why the advertising brain has gone sour. ANA - ESOMAR. Retrieved January 23, 2025, from


https://ana.esomar.org/documents/lemon---why-the-advertising-brain-has-gone-sour


Videos

Disrupting System 1 thinking: Better science for smarter marketing

Since the publication of Daniel Kahneman's Thinking Fast and Slow in 2012, there has been an explosion of interest in System 1 versus System 2 thinking and its applications to research, marketing and public policy. But - what if we have it...

Catalogue: Insights Festival 2020
Authors: Rich Timpone, Vinod Venkataraman
Company: IPSOS
September 15, 2020
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Citation

Timpone and Venkataraman (2020a, September 15). Disrupting System 1 thinking: Better science for smarter marketing. ANA - ESOMAR. Retrieved January 23, 2025, from


https://ana.esomar.org/documents/disrupting-system-1-thinking-better-science-for-smarter-marketing


Videos

From accountability to incrementality

Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness -...

Catalogue: Insights Festival 2020
Author: Minh Nguyen
Company: Google
September 14, 2020
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Citation

Nguyen, M. (2020a, September 14). From accountability to incrementality. ANA - ESOMAR. Retrieved January 23, 2025, from


https://ana.esomar.org/documents/from-accountability-to-incrementality


Videos

Half the money I spend on advertising is wasted

To create effective advertising, weneed effective market research! Thatway we ensure that not one dollar of our advertising budget is wasted. Because of the research: 1. Wenow know what we need to advertise and how to shape it to be...

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Alberto Fernandez, Melissa Pellegrini
September 8, 2019
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Citation

Fernandez and Pellegrini (2019a, September 08). Half the money I spend on advertising is wasted. ANA - ESOMAR. Retrieved January 23, 2025, from


https://ana.esomar.org/documents/half-the-money-i-spend-on-advertising-is-wasted


Videos

TV real-time engagement!

 We present a novel approach to observing the level of engagement of television audiences. We use a device that is similar to a fitness tracker to measure a physiological marker of engagement called heart rate variability (HRV). The device allowed...

Catalogue: Latin America 2019
Authors: Felix Oberholzer, Daniela Novick
April 8, 2019
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Citation

Oberholzer and Novick (2019a, April 08). TV real-time engagement!. ANA - ESOMAR. Retrieved January 23, 2025, from


https://ana.esomar.org/documents/tv-real-time-engagement-


Videos

LITERALLY picking consumers' brains for better advertising effectiveness

Bringing art and science together to produce positive ROI, drive sales and penetration uplifts, and of course, winning ads.

Catalogue: ESOMAR Client Summit 2018- Autumn Edition
Author: Michelle Gansle
December 12, 2018
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Citation

Gansle, M. (2018a, December 12). LITERALLY picking consumers' brains for better advertising effectiveness. ANA - ESOMAR. Retrieved January 23, 2025, from


https://ana.esomar.org/documents/literally-picking-consumers-brains-for-better-advertising-effectiveness