Human + Machine: How Content Analytics Delivers Unsurpassed Value to AdvertisersSep 30, 2019
Dinesh Gopinath, Global Head of Product and Data Strategy, Kantar Analytics Practice
Kantar's Dinesh Gopinath will discuss different ways advertisers are capitalizing on a revolutionary analytics to produce content, amplify and multiply its value, while dramatically shortening the idea-to-value timeframe.
Non-Informational Advertising Informing Consumers: How Advertising Affects Consumers’ Decision-Making in the U.S. Auto Insurance IndustrySep 10, 2019 Yi-Lin Tsai, University of Delaware, and Elisabeth Honka, UCLA, 2019, 19-128
Using nine years' data in the auto insurance industry, researchers investigate advertising effects at each stage of the consumer purchase journey: awareness, consideration, and purchase. Their findings offer important insights on advertising as a strategic tool in financial services.
Trade-offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics across the Purchase FunnelAug 22, 2019 Vilma Todri, Emory University, Anindya Ghose, New York University, and Param Vir Singh, Carnegie Mellon University, 2019, 19-126-08
When do display-ad exposures cross the line from effective to irritating? It depends on where the consumer is in the purchase funnel - the threshold of annoyance for shoppers in the "interest" stage is two times higher than for those in the "awareness" stage.
Poster: Break Through the Clutter and Promote PersuasionApr 15, 2019 Daniella Kupor, Boston University
Daniella Kupor will describe research which finds that framing messages and offerings around the notion of change can enhance persuasion by stimulating a precious cognitive reaction: the curiosity to learn more.
Super Bowl Advertising: What makes for Right Content?Apr 05, 2019 Satya Menon, EVP, Kantar's Analytic Practice, Kantar & Alfredo Troncoso, Vice President, Global Brand & Marketing ROI, Kantar
Based on a recent study conducted by Kantar of the Super Bowl LIII commercials, Satya Menon and Alfredo Troncoso will present the critical elements that make for successful tent-pole advertising and ensures a positive return on investment.
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.