Failing to Align the Emotions of Your Ads with TV Programs may Turn Off Consumers
A sad TV drama comes to conclusion, fading to black as music swells, and leaving the audience emotionally torn about the future of the main characters. Suddenly, the TV cuts to a peppy commercial and viewers are faced with the relentless cheer of an insurance spokesperson pitching their latest money saving product. This is a common occurrence in today’s prime time-driven entertainment culture, but new research from Columbia Business School shows that this juxtaposition of emotions can leave TV viewers puzzled at the swing in content and emotion, so much so that these potential consumers may ignore the ad altogether and will be unlikely to recall the advertiser.
Organizations worldwide have increased their focus on innovation. Yet, too often, they’re stymied by ingrained fear of failure and internal politics, as well as a lack of clear strategies and repeatable processes to make innovation measurable and accountable across the enterprise, according to a study released by the Business Performance Innovation (BPI) Network.
By Gonzalo López Martí / LMMIAMI.COM
10% of Americans own a smartphone but do not have broadband at home, and 15% own a smartphone but say that they have a limited number of options for going online other than their cell phone. Those with relatively low income and educational attainment levels, younger adults, and non-whites are especially likely to be “smartphone-dependent.”
For years, researchers and social critics have worried that the newest generation of American adults is less interested in news than those who grew up in the pre-digital age. Much of the concern has come from data that suggest adults age 18-34 so-called Millennials do not visit news sites, read print newspapers, watch television news,or seek out news in great numbers.
The global mobile advertising market will hit two significant milestones in 2016, according to new figures from eMarketer, surpassing $100 billion in spending and accounting for more than 50% of all digital ad expenditure for the first time.
Data from GfK MRI’s Survey of the American Consumer® show that more than four in 10 (44%) US adults live in households with cell phones but no landline telephones; this cell phone-only population has grown by 70% since 2010.
As much as Internet prognosticators like to talk about the coming shift to a mobile-first world, the truth is that we’re already there.
We are living in a world of 24/7 connectivity. We access content on our own terms, and we like it that way. Across the globe, more than three quarters (76%) of respondents in a Nielsen online survey of digital attitudes and behaviors say they enjoy the freedom of being connected anywhere, anytime. While this flexibility can be a benefit to us, it represents a huge challenge for brands and content providers vying for our attention.
Millennials have finances on their minds. Among US internet users ages 25 to 35 polled in December 2014 by Principal Financial Group, 70% said having financial security was their top goal, and six in 10 were also focused on making a comfortable salary.
April 1 marks 100 days until the kick-off of the Toronto 2015 Pan American Games. As the official and exclusive presenter in the U.S., ESPN and ESPN Deportes celebrate the countdown with comprehensive multiplatform content, highlighted by the debut of special programming and the launch of a digital destination, hosting all the action around the “road to Toronto 2015” and beyond.
Meredith Corporation unveiled Parents Latina, a new English-language magazine targeting U.S. Hispanic millennial moms.
Círculo Creativo and AHAA: The Voice of Hispanic Marketing, which announced earlier this year an expansion of the jury from 10 to 26 members, have revealed an impressive list that not only represents more U.S. Hispanic advertising agencies than ever before but includes international representation.
Movie viewers in North America are frequenting the theater less often.
Nothing tells or sells the story of the blood, sweat and tears of athletes better than imagery — but the rules regarding displaying, distributing, and selling images of athletes can be confusing. Here are a few tips to keep in mind when considering the use of athletic images for your organization.
Are Millennials elusive consumers for established brands? While some long-standing brands do well with Millennials, others struggle.
More than three-quarters (76%) of brand marketers consider programmatic buying in mobile advertising to be an important development, but despite this enthusiasm, relatively low numbers of marketers are currently purchasing ads programmatically, according to a new study commissioned by the Interactive Advertising Bureau’s (IAB) Mobile Marketing Center of Excellence and conducted by Ovum.
Mobile telecommunications companies enjoy a strong cultural traction with particular cultural relevance to youth from gen y to z. We recently sat down with Pippa Dunn, CMO of pioneering telecommunications company EE, as part of our In the Marketer’s Chair series and asked her, what can brand owners learn from this culturally connected category?
