How Valuable are Sponsorship Deals and Brand Activations When Applying for Esports Franchise League Slots?
When identifying how valuable sponsorships and brand activation can be in esports, it’s worth exploring the issue from the perspectives of the many stakeholders involved: leagues, franchisees and teams.
The Celebrity Power of Music in Advertisements
Neuroscience shows us that, when used correctly, music can put viewers and listeners in a more positive mood, leading to a greater reliance on intuition and a reduction in both critical thought and focus on detail.
What Lies Beneath: Why Audience Delivery is the Next Battleground in Digital Advertising
This year, a range of ad execs have said digital advertising is broken and in need of repair. While they’re right to insist for better performance, their focus has been on surface issues related to the ad experience, while a larger problem lies beneath.
Perspectives: Want a Successful Ad? Get Creative
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.
Perspectives: The Case for Unified Sports Sponsorship Measurement
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.
Perspectives: A Small Change Makes a Big Difference
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.
Perspectives: The Sweet Song of Precision Marketing
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.
Perspectives: Lessons from the Auto Show – for All Marketers
How many things can you say for certain that you're paying attention to, or even seeing, at any given moment? Our brains just aren’t good at recalling the kinds of details marketers need to evaluate their efforts in a complex world. That’s where the right neuroscience tools can help.
Uncommon Sense: Are Companies Truly Committed to Social Responsibility?
In a recent survey, Nielsen asked corporate leaders and the general public to describe the current state of corporate social responsibility. The gap in perceptions between the two groups is striking. So what’s driving the gap?
Uncommon Sense: Are Media Companies Charging Streaming Services Enough?
Wall Street is concerned that increasing numbers of cable subscribers are cord-cutting and investors are worried that media companies aren’t earning enough from SVOD platforms to compensate. So do the worries have merit?