‘Reach out, reach out for me…’ and as The Four Tops advised, ‘I’ll be there’. This is true of mass market advertising. But the question is, will the consumers you reach respond? How does reach as a media metric relate to business results? Reach is the percentage of the target audience to have at least […]
Archives for 2018
Eye-tracking research provides insight into long-term advertising
Just recently the Australian marketing professor Karen Nelson-Field has published a second eye-tracking study into the effects of video advertising around TV content (TV and online), Facebook and YouTube. This new research, called Decay, shows that the effect of video advertising on the consumer’s purchase decisions continues for up to a month after he has […]
20 Years and Counting: The Evolution of Google
For those who like their stats and landmarks, we’re now up to and beyond 20 years of a world with Google in our lives. The exact date the company was founded is up for debate, but you can either choose to celebrate the 4th September, when Google Inc was incorporated, or 27th September, when the […]
Google’s Finance Event: Our findings
The two-day Google event focused on two key areas; firstly, micro-moments, and how we utilise them to connect with the consumer; and secondly, measurement and attribution so that we can fully understand those micro-moments and take advantage of them. Micro-moments A business will no longer compete with other businesses in the sector, but rather with […]
Can multiple product ads from one brand work in the same ad break?
Recently we have had a client that is running multiple products in both similar dayparts and TV stations. All the products are financial and are aimed squarely at a 50+ audience. We have, at the client’s insistence, always tried to separate the products out into separate breaks, even though sales houses will only categorise clashes […]
Vernons: Is a Sky-only approach the way to go?
Each month, The Adquirer provides insight into the creative and media strategies of industry-leading advertisers in a particular sector. Estimated cost per web visit results are provided by our data scientists, utilising sources including Hitwise, Nielsen and BARB. This month, we look at four different Bingo advertisers, all fighting to elevate their offerings above those […]