Tag Archives: advertiser

Advertisers: Think Twice Before Investing in Sponsorships

EAST LANSING, Mich. — Companies that spend millions of dollars sponsoring events need to be careful how and when they spend that money, as often their return on investment is difficult to measure. And occasionally it even benefits their competitors.

In a paper recently published in the Journal of Advertising, a team of researchers led by a Michigan State University faculty member found that the average consumer may not have a clear memory for the current sponsor of an event, especially if this sponsor is taking over from another. (more…)

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Which Ads Are Winners? Your Brain Knows Better Than You Do

Study on smokers’ brains may mark dawn of a new age in advertising

Advertisers and public health officials may be able to access hidden wisdom in the brain to more effectively sell their products and promote health and safety, UCLA neuroscientists report in the first study to use brain data to predict how large populations will respond to advertisements.

Thirty smokers who were trying to quit watched television commercials from three advertising campaigns, which all ended by showing the phone number of the National Cancer Institute’s smoking-cessation hotline. They were asked which commercials they thought would be most effective; they responded that advertising campaigns “A” and “B” would be the best and “C” would be the worst. (more…)

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Yahoo! Statement

SUNNYVALE, Calif. — Yahoo! today confirmed that it is taking important next steps to reshape the company for the future.

“Today’s actions are an important next step toward a bold, new Yahoo! — smaller, nimbler, more profitable and better equipped to innovate as fast as our customers and our industry require. We are intensifying our efforts on our core businesses and redeploying resources to our most urgent priorities. Our goal is to get back to our core purpose — putting our users and advertisers first — and we are moving aggressively to achieve that goal,” said Scott Thompson, CEO of Yahoo!. “Unfortunately, reaching that goal requires the tough decision to eliminate positions. We deeply value our people and all they’ve contributed to Yahoo!.” (more…)

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comScore Releases Full Results of vCE™ Charter Study Involving 12 Leading U.S. Advertisers

*Study Highlights Importance of ‘Viewable Impressions’ and Need for Holistic View of Ad Delivery for Marketers to Maximize Digital and Cross-Media Campaigns*

RESTON, VA, March 26, 2012 – comScore, Inc., a leader in measuring the digital world, today released full study results from its U.S.-based vCE Charter Study involving online advertising campaigns for 12 premium national advertisers. The study found that, in many cases, a large portion of ad impressions are not delivered according to plan, and that the quality of ad delivery can vary greatly based on a variety of factors, including site, placement, creative and targeting strategy. The study evaluated ad delivery based on a several key dimensions, including whether or not the ads were delivered in-view, to the right audience, in the right geography, in brand safe environments and absent of fraud. The complete results are included in a complimentary white paper, which can be downloaded at the following link: https://www.comscore.com/vce-charter-study. (more…)

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