The consolidation of digital marketing, the appearance of neuromarketing and the evolution of marketing itself have been challenged to improve their strategies, optimise budgets and maximise the effectiveness of advertising campaigns and stimuli. These new tools and methodologies came to the market researcher's mind to help them to decode in greater depth the behaviour of consumers, by providing brands with better and greater information to reduce risk in decision-making. Being able to measure the biometric impact (unconscious response) of a marketing stimulus on consumers was one of the main advances in this sector.
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 - incrementality, we have to move away from the long-accepted methodology: pre vs. post-campaign or non-exposed vs. exposed. For this presentation we will redefine ad measurement and demonstrate how we measure it at Google with examples.
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 wrong? In collaboration with academic partners in behavioral and cognitive neuroscience, we have crystallized the latest science into a new understanding of human experience and decision making. The proposed model disrupts the myths that have grown out of the prior generation of science, and addresses some of the most important marketing questions of today like: What causes effective marketing disruption? We will share this model and results from our research on how disruptive marketing and design influences adaptive decision making and changes behavior.
As more advertising spend migrates online, theres 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 pressure to prove ads are actually being seen, and from consumers increasingly blocking intrusive ads. Moving the profit needle digitally has never been so important, but it's never been so hard! The key factor we explored was the role of emotion in digital advertising. The role of emotion in making TV and online video advertising is well known. But emotion tends to be underplayed as profitability in digital advertising.
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 investment). Never has this been more true than today. The factors shaping debate in 2008 are numerous: online advertising is beginning to take its seat at the table; consumers spend more of their time out of home and so emphasis shifts to outdoor and in store measurement; in some markets, mobile web is almost as prevalent as office or home PC internet connections. Where the factors shaping the debate may be changing, the fundamental questions being debated remain the same. How do we measure the reach of a particular medium or campaign and how do people interact with advertising? Where online is concerned, the issue of reach is a subject of major disagreement, with various measurement tools providing wildly differing answers.
With the explosion of digital screen media over recent years, there is a need for these new media owners to be accountable and understand how the screens work. This paper presents research solutions to enable ambient media companies to launch their new media, enter the media selling marketplace and understand how the media works. Included in the recommended research programme are methodologies to measure audience size, evaluate the effectivenes of advertising on the screens, profile and understand the screen audience and how the screens work in a bar environment.