When identifying how valuable sponsorships and brand activation can be in esports, it’s worth exploring the issue from the perspectives of the many stakeholders involved: leagues, franchisees and teams.
Neuroscience shows us that, when used correctly, music can put viewers and listeners in a more positive mood, leading to a greater reliance on intuition and a reduction in both critical thought and focus on detail.
This year, a range of ad execs have said digital advertising is broken and in need of repair. While they’re right to insist for better performance, their focus has been on surface issues related to the ad experience, while a larger problem lies beneath.
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.
China is a global sports powerhouse, with a rising domestic sports market and the eyes of the international sports industry trained upon it and its 1.37 billion citizens. This whitepaper offers a snapshot of the current Chinese sporting fanscape and landscape.
As one of the world’s most well known bicycle races kicks off this weekend, a recent study by Nielsen Sports has tracked the growing interest of cycling around the world, most notably in the Asian region.
For the sports industry, one challenge stands above all others. How, in a truly multimedia environment, can sponsorships be accurately measured to provide a true picture of value generated for rights holders and brands?
Global sports are thriving, but media consumption is changing before our eyes. And as the media world grapples with these issues, so too must the sports industry. But these challenges aren’t the only obstacles facing the sports realm.
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.
How many things can you say for certain that you're paying attention to, or even seeing, at any given moment? Our brains just aren’t good at recalling the kinds of details marketers need to evaluate their efforts in a complex world. That’s where the right neuroscience tools can help.