With ever-growing levels of content to consume, it’s becoming increasingly important to stand out from the crowd in order to engage consumers, to attract and maintain their attention. Creative marketing agency Energize and the VU University Amsterdam recently published their research into the phenomenon, investigating ‘attention triggers’; scientifically proven tools which can be used to […]
Is 100% digital advertising the future?
In short, no. At least not for the foreseeable future, as recently published research from the German sales house Seven One Media, which highlights TV’s effectiveness in what some may think of as a retiring medium. The report ran five studies covering a range of emotional, motivational, and practical ways that advertising is perceived within […]
How is radio listenership affected by the COVID-19 pandemic?
Radio is celebrating a decade of being the most trusted medium in Europe, as the annual Eurobarometer survey revealed, amid the COVID-19 pandemic. The channel reigns over TV and Press (49% and 46% respectively), is trusted by 57% of Europeans in the latest study. Given this consistently high consumer confidence, how has the pandemic affected […]
Going for green; YouGov’s new sustainability segments
Among their usual segmentation devices, YouGov has recently introduced a method of segmenting audiences based on their views of sustainability. This is a novel and profound way for marketers to delve deeper into audience psyche, to develop more meaningful marketing messages and help clarify the most valuable media channels to connect with your audience. The […]
Controlling uncertainty: Managing the impact of external factors on TV campaigns
External influences including political, social and even meteorological issues affect your daily choices (more than you may realise) and so can have a significant consequence on the response rates of TV campaigns. This is particularly true for the third sector when donating to a charity may be considered a ‘luxury’ by some, meaning that external […]