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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 December 07, 2023, 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 December 07, 2023, from


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


Research papers

Love and trust underground

It's hard to measure the effect of advertising when your subject is on the move, underground!Measuring how we react to advertising in the laboratory or the home (where we are watching TV or maybe our mobile phone) is hard enough. Try to adequately...

Catalogue: Congress 2017: Visionary
Authors: Nicola Barrett, Robert Ellis
Company: COG Research Ltd.
September 3, 2017
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Citation

Barrett and Ellis (2017a, September 03). Love and trust underground. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/love-and-trust-underground


Research papers

Feel more, click more

As more advertising spend migrates online, there’s a need to understand differences between online ads that drive short-term sales and those which drive long-term, profitable brand growth. This need is particularly acute as the industry faces...

Catalogue: Congress 2017: Visionary
Author: Jocelyn Simon
Company: System1 Research Ltd
August 31, 2017
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Citation

Simon, J. (2017a, August 31). Feel more, click more. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/feel-more-click-more


Research papers

Conceptual closure

Television advertising frequently follows a common creative structure. Typically this involves a narrative or story telling component that portrays a situation or problem followed by the presentation of the brand at or near the end of the...

Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Richard B. Silberstein, Geoffrey Nield, Shaun Seixas
June 15, 2015
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Citation

Silberstein , Nield and Seixas (2015a, June 15). Conceptual closure . ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/conceptual-closure-


Magazines

Revue Française du Marketing (Décembre 2013)

L'encombrement publicitaire constitue l'un des ennemis des annonceurs.Cet article étudie l' effet de l'encombrement et de la présence des marques concurrentes sur l'efficacité desspots publicitaires et introduit, pour la première fois, l'...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
December 1, 2013
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Citation

, A. (2013a, December 01). Revue Française du Marketing (Décembre 2013). ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/revue-fran-aise-du-marketing-d-cembre-2013-


Magazines

Research World (March 2008)

One of the constants in the long and illustrious history of market research has been vigorous and impassioned debate about how (and if) advertising works and what this means for researchers trying to predict and measure impact and ROI (return on...

Catalogue: Research World 2008
Author: ESOMAR B.V.
March 1, 2008
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Citation

B.V., E. (2008a, March 01). Research World (March 2008). ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/research-world-march-2008-


Research papers

We'll be right back. Honest

Holding attention during television ad breaks is becoming increasingly challenging. Based on research showing that longer breaks tend to be less effective than shorter ones, the presenters took this principle to the next level:How effective would a...

Catalogue: WM3 2007
Authors: Brian Rock, Virginia Beal
June 3, 2007
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Citation

Rock and Beal (2007a, June 03). We'll be right back. Honest. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/we-ll-be-right-back-honest


Magazines

Revue Française du Marketing (Février 2006)

Ce numéro de votre Revue ne comporte que des analyses variées d'origine académique, avec toujours plusieurs auteurs associés, dans deux cas desenseignantes-chercheuses, dans deux cas leurs collègues masculins:nous atteignons une...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
February 1, 2006
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Citation

, A. (2006a, February 01). Revue Française du Marketing (Février 2006). ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/revue-fran-aise-du-marketing-f-vrier-2006-