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Liberating Research: A Manifesto for Change
In a previous Point of View, William C Pink, Senior Partner, Creative Analytics, argued that big data wasn’t replacing research, rather that it was liberating it. It meant that researchers were liberated from creating new surveys for each new learning ocassion, allowing primary research to go much deeper and fill in any gaps. However, many brands are still sticking to outdated research practices. In the latest Point of View, William Pink sets out a manifesto for changing research.
Tuning into Multitasking
According to Joline McGoldrick, Director, Research, we are becoming a world of multitaskers. Globally, 35 percent of our second-screen usage is simultaneous, using a second device while watching television. This obviously has far reaching implications for marketers, for whom the goal is to retain attention during your first screen experience. How will TV advertising be able to compete with a digital device? How can you market to a distracted audience? Joline investigates further.
Viewable Impressions Drive Brand Impact
Adconion Direct partnered with DoubleVerify and Millward Brown Digital in order to explore the impact of viewable impressions on changes in brand lift. The research, explored in more depth in this case study, uncovered that it’s not just enough to ensure your inventory is viewable, but that time in view is a critical measure to increase brand lift and campaign performance.
Millward Brown South Africa’s Best Liked Ads 2013
Millward Brown has announced its list of the Best Liked Ads in South Africa from 2013. These are the ads that have been rated as the most liked by the South African audience, and it is telling that the most successful ads scored high on enjoyment, involvement and other positive emotions. Technology and fast food ads dominate the list, with a reoccurring theme of local humor and entertainment; unsurprising as audiences tend to react well to creative advertising that they like.