The esports industry is growing quickly, with new leagues, teams and distribution channels. And this growth is attracting new high-profile esports investment from brands, media organizations and traditional sports rightsholders.
Creative is the thing that drives what we engage with, share, talk about, debate, remember and buy. Creative has great power, regardless of where, when and how it runs.
There are many influences that can sway consumer media habits—from where they live to their income levels to when they were born. We also see much different consumption habits across generations.
Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.
In the age of digital advertising measurement, the key indicators of a successful campaign include reach and on-target percentage, or the percentage of impressions delivered within the target audience out of the total served during the entire campaign.
The Nielsen Global Video-on-Demand Survey polled over 30,000 online respondents in 61 countries to gauge worldwide sentiment about VOD viewing and advertising methods.
The most credible advertising comes straight from the people we know and trust. And it should come as no surprise that more than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family.
Three factors form the foundation of a successful ad campaign: Reach, resonance and reaction. Reach the right audience, and ensure your advertising resonates positively so you can generate the desired reaction. Simple–right? Wrong.
In about four months, we’ll have officially made it to "the future"—at least according to the time-stamp on Doc Brown's DeLorean in the "Back to the Future" movie series. So now that we’re there, what will 2020 look like?
Dr. Robert Heath is a professor at the University of Bath and a pioneer in establishing the value of emotion in advertising. We recently talked to him about emotional resonance, its importance and how it can be used in improving the effectiveness of advertising.