Creative is the thing that drives what we engage with, share, talk about, debate, remember and buy. Creative has great power, regardless of where, when and how it runs.
Global sports are thriving, but media consumption is changing before our eyes. And as the media world grapples with these issues, so too must the sports industry. But these challenges aren’t the only obstacles facing the sports realm.
For the sports industry, one challenge stands above all others. How, in a truly multimedia environment, can sponsorships be accurately measured to provide a true picture of value generated for rights holders and brands?
Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.
Different consumer needs demand varied experiences. Enter precision marketing. The good news for marketers is that the fundamentals (and tools) remain the same across industries.
The rise of video-on-demand (VOD) programming choices is not only a great benefit to viewers—it also opens more opportunities for advertisers and content creators to reach them.
Not long ago, “watching TV” meant sitting in front of the screen in your living room, waiting for a favorite program to come on at a set time. Today, VOD programming options put the viewer in control of what they watch, when they watch and how they watch.
Whether watching TV, checking emails, or flipping through a magazine, it seems like everywhere we look there’s an opportunity for advertisers to connect with us, earn our trust and deliver their message. So has all this media proliferation watered down the resonance of their messages?
Across any type of format, trust is an important component of advertising message resonance. But no matter the format, the desired end result is the same—action.
The most credible advertising comes straight from the people we know and trust. And it should come as no surprise that more than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family.