Maximising Advertising Response; moving beyond traditional advertising measures - two thought provoking presentations to kick start the New Year.
Maximising Advertising Response; moving beyond traditional advertising measures
Tim Cain (Association of Online Publishers) and Sarah Messer (ITV) will present the latest AOP research project ‘The Value of Trust’. This study builds upon the New Rules of Engagement research, and examines the link between trust and advertising response. In particular, it examines how trust varies across different online environments and advocates for moving away from a last click advertising attribution model.
They will be joined by Marius Cloete (Professional Publishers Association) who will present the PPA Magnify study. This comprehensive study highlights the power of magazine advertising to move consumers through the purchasing funnel, and demonstrates ways in which advertising performance can be optimised. The study looks at both content and advertising and the influence of each on consumer behaviour.