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Maximizing a Super Bowl Ad’s Word of Mouth
Have you ever wondered how to maximize the word of mouth from your Super Bowl ad? The Super Bowl remains the most watched annual TV event in the United States – an average of 44% of all homes watched...
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Always On: Proof Consumers Are Enslaved and the Consequences for Brands
Social Networking We’ve all been culpable at one time or another. We have glanced at our smartphone in a business meeting, or other sensitive occasion, to check our emails or social media when we know...
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A 10-Point Guide On How Media Can Slice Through Always-On – Always-On Part 2
Social Networking In my last column, I discussed how Always-On can now be seen for what it is: a potential biological addiction. In a world where we are never far away from an electronic, online...
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Six Major Consumer Trends in Social Media
Social Media Social media recently reached a major tipping point – not in its number of users, but in the way consumers use social media. The fundamental difference in consumption between social media...
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Hispanics’ Leading Role in Location-Based Social Media
Smartphone Use One area which often surprises me is how Hispanics’ leading role in mobile social marketing is often overlooked or ignored altogether. Ever since the first iPhone was introduced, I’ve...
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New Breakthrough Evidence on Video’s Ad Effectiveness by Channel
Online Video Ads In 2007, Millward Brown undertook the first industry-wide study of consumer-controlled, ad-supported video content. Dubbed the C-TV study, it concluded that, in terms of ad recall,...
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How to Maximize A Super Bowl Ad’s Word of Mouth: XLVII Edition
This time last year, I described how a Super Bowl ad’s word of mouth volume could be demonstrated to be dependent upon both the creative message and certain critical media factors. This year, I...
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Social TV Ratings – Why Advertisers Should Be Careful Of What They Wish For
Allow me to start with a personal declaration: As a media researcher who has tracked the word of mouth generated by many advertising campaigns, I am excited by the impending launch of social TV...
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Social TV: Turning Audience Energy into Brand Momentum
Even though Social TV is barely three years old as a major consumer phenomenon, it is speeding toward its coming of age. The impending launch of Social TV ratings at the end of this month will not only...
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The Amplified Experience Is Critical To Media Relevance
All media that fail to offer an enhanced value exchange will soon become Spam. While that may be a bold statement, we can easily turn to the traditional models of mass media and see how they are...
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Facebook’s Challenger Brands: Does Facebook Need to Worry?
Two recently-published academic papers foretell the imminent implosion of Facebook. One review from Princeton employed disease modeling to suggest that Facebook could lose up to 80 percent of users in...
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Why Social TV Has the Power to Change the Media World as We Know It
Social TV is poised to become one of the most important global forces in advertising over the next 10 years because of its ability to challenge our industry’s fundamental notion of information...
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Why Social TV May Be in Danger of Becoming Predictable
Although Social TV is barely four years old, television program selection for Social TV may be in danger of becoming predictable and unimaginative. When the industry talks about Social TV, we tend to...
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How Online Technology Spurs Media and Creative Ad Effectiveness
Online technologies are creating a seismic shift in ad effectiveness research and spurring it towards an inferential approach. A long-standing, public example of the inferential approach has been...
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How Online Technology Spurs Media and Creative Ad Effectiveness
Advertising Online technologies are creating a seismic shift in ad effectiveness research and spurring it towards an inferential approach. A long-standing, public example of the inferential approach...
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Why 18-24s Are Actually More Like the Rest of Us than Many Imagine
Many who look at the habits and beliefs of 18-24s often make numerous claims about how young adults are different to previous generations. Yet if we look at the core values that 18-24s regard as the...
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