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thinktv is pleased to welcome back Richard Shotton, behavioural science consultant and author of The Choice Factory. In this session Richard will highlight how behavioural science can be used to optimize media and creative development, including new research that will give marketers the edge.
As an industry we pride ourselves on staying on top of the latest trends and gadgets – but it turns out that those technological and culturally forward behaviours are impacting our perceptions about how Canadians use and perceive different media.
Watch the webinar to find out just how different we in the advertising and media communities are from the rest of Canada, and how those differences skew our assumptions of general media usage. Presented by Steve Levy, Ipsos CCO.
Missed our annual Media, Marketing & Effectiveness event? Catch up on all the presentations now to learn: How brands can best optimize their media plans to achieve more significant sales ROI over the long term; the definition and importance of ‘creative commitment’; how to use distinctive brand assets to drive your brand’s mental and physical availability; and how advanced tv is driving advertising effectiveness.
Our new report TV in a Pandemic, developed in partnership with Ipsos, outlines Canadians’ perceptions about television, advertising, and buying behaviour. The research reveals the top reasons for watching TV (it’s not just news!), who Canadians trust, and – importantly for advertisers – their attitudes towards trying new brands and the media that’s most likely to influence them.
This is a challenging time for brands: Business is decidedly not-as-usual, and advertisers are likely facing pressures to reduce marketing costs. However, research consistently shows that cutting ad spend comes at a high cost to brand health and business results in the long-term.
To that end we have put together a collection of insights from industry experts to help you navigate in this uncertain time, and to ensure that the brand decisions you make today set you up for success tomorrow.
Watch Richard Shotton, author of the acclaimed book The Choice Factory, share key learnings for marketers gleaned from behavioural science and tailored to the current crisis, including how life changes – like the coronavirus pandemic – put buying behaviour in flux, presenting an opportunity for marketers.
Peter Field – “the Godfather of Effectiveness” – wrote a seminal paper about advertising in a recession called “Advertising in a Downturn”; on April 21st, Peter broke down his latest research into what lessons from previous recessions still resonate today and how brands should act during the Coronavirus crisis.
In an attention economy, TV’s unparalleled reach and strong emotional connection make it the most effective and efficient advertising medium.
In this highly engaging and informative talk, Ritson outlines the top factors that drive advertising effectiveness, gleaned from a review of almost 6,000 Effie case studies.
This thinktv-commissioned research assessed $700M+ of media spend in Canada, covering 105 brands across four verticals. It clearly underscores the ways different advertising channels impact sales, how that varies by industry, and how TV and digital work together.