Published in Scientific Advertising·5 days agoON MEASURING ATTENTION10 May 2022|Advertising, Consciousness, Data Science, Research There has been quite a lot of buzz recently around new research into attention to advertising that is based on tracking the eyes of viewers, with Amplified Intelligence leading much of the research. Here are some thoughts on this approach and its claims. …Attention4 min read
Published in Scientific Advertising·Apr 25ON MEASURING AUDIENCES FOR ADS25 April 2022|Advertising, Audience, Reach, Research In an ideal world it should be possible to measure the total audience for a brand’s advertising, across all media, taking into account the varying impact of each medium. In reality each medium has its own measurement method, and audience measurement for internet advertising…Advertising3 min read
Published in Scientific Advertising·Feb 18ON THE POWER OF CONTEXT FOR BRANDS AND ADVERTISING18 February 2022|Advertising, Brands, Context, Programmatic, Targeting Context impacts everything we think and do. What we pay attention to is dramatically affected by our subconscious sense of its surrounding. Whenever we see (or hear) a brand the contextual environment directly affects our perception of that brand. Context influences and reinforces…Targeting3 min read
Published in Scientific Advertising·Feb 4ON THE END OF THIRD-PARTY COOKIES — TAKE TWO4 February 2022|Advertising, AI and Machine Learning, Audience, First-party data, Programmatic, Targeting Preservation of personal privacy and security, and how personal data is used by third parties, is an ongoing issue that concerns most internet users. It resulted in the EU’s GDPR regulation in 2018 and California’s CCPA in 2020…Cookies3 min read
Published in Scientific Advertising·Jan 26ON THE LINK BETWEEN SEARCH AND SALES FOR MOUTHWASH BRANDS26 January 2022|Search, Search trends, Share of Search There are many packaged goods/FMCG categories where there is a high correlation between % share of search and % market share for brands in the category. Patterns of search interest can also be used to predict sales in some categories. …Search3 min read
Published in Scientific Advertising·Dec 20, 2021PROGRAMMATIC TARGETING, A CAUTIONARY TALE20 December 2021|Advertising, AI and Machine Learning, Programmatic, Search, Targeting Recently I used Google Ads to run my own Google search advertising campaign. Self-serve seemed simple. My objective was to maximize physical and mental availability for Share-Of-Searching (Croft Analytics’ global search trends tool): to reach as many people as possible…Target Audience2 min read
Published in Scientific Advertising·Dec 8, 2021ON THE LAWS OF MARKETING SCIENCE8 December 2021|Advertising, Brand Science, Growing Brands, Scientific rules “If one studies the things which are regular, one will find regularities. Science is as simple as that. All one has to do is to pick on some regular things to study” Andrew Ehrenberg, pioneer of marketing science, 1969 Brands that…Marketing9 min read
Published in Scientific Advertising·Nov 22, 2021ON NEW INSIGHTS FROM SEARCH TERMS22 November 2021|Insight, Search, Search trends, Share of Search We have just released a major upgrade to the Similar Terms module in Share-Of-Searching, using new methodology to deliver terrific insights into related Google search trends that are associated with a search term (for example a brand name) in any country…Search3 min read
Published in Scientific Advertising·Nov 18, 2021ON BRAND PURPOSE18 November 2021|Brand Purpose, Brands, Growing Brands, Trust Q: what purpose do brands have? A: to help businesses sell more, profitably. Period (as the Americans say). At least that is how it always was. Brands drive business growth. They help us instantly recognise products in stores. They lead to familiarity…Brand Purpose4 min read
Published in Scientific Advertising·Nov 12, 2021ON TRENDS IN PROPERTY SEARCHING12 November 2021|Brands, Search, Search trends, Share of Search Not that long ago (ok, in pre-internet days), the only way to find a property to buy or rent involved scouring through property listings in local newspapers or visiting/calling local estate agents in the area you were interested in and then…Property4 min read
