Marketers overestimate consumers’ digital habits
New research shows a significant disparity between advertisers’ assumptions of TV viewing habits and real consumer behaviour.
2 Comments
Sir Martin Sorrell: Facebook cannot claim a three-second view is the same as a TV ad
Sarah VizardThe boss of WPP believes more needs to be done to improve ad measurement and validation on social media sites.
Nestlé: Putting TV ads online doesn’t work
Sarah VizardBrand admits some of its online video advertising “hasn’t worked” and it is still learning how best to reach consumers on mobile.
Why live TV ads won’t work for every brand
Leonie RoderickAs live TV ads become increasingly popular among marketers, ITN Production’s head of commercials Adam Barnett explains how brands can make the most of the format – but warns it isn’t for everyone.
Smart marketers and lip smackin’ ads: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From marketers championing their true purpose to the return of KFC’s ‘Finger lickin’ good’ strapline, it’s been a busy week. Here is my take.
Neuroscience can teach marketers to tell better stories
Laurie Castelli-GairNeuroscience shows how brands use (and misuse) stories when trying to connect with consumers.
Airbnb hails early results from shift to brand building over performance marketing
Michaela JeffersonThe travel accommodation business cut sales and marketing spend by 28% to $229m over the first quarter of 2021, “primarily” a result of slashing performance marketing investment.
How marketers can escape the ‘productivity paradox’
MaryLou CostaBeing consumed by ‘work about work’ is leading to heightened burnout and imposter syndrome among marketers, but new research from Asana sheds light on a way out.