News

Advertisers overlooking advantages of transference in digital advertising

Published AdNews

The advertising industry’s lack of understanding about transference means many brands are missing out on its benefits in digital environments, says MediaScience CEO Dr Duane Varan.

Transference refers to how an ad is influenced by the environment it is placed in, a theme audience research lab MediaScience has extensively studied the benefits of. Dr Varan says advertisers’ lack of understanding of how it works means brands are not taking full advantage of transference.

“The way the market generally understands it is around emotional congruity. And that is certainly one effect. If there’s a sitcom and it’s funny, you’re more likely to laugh at an ad than you otherwise would. So people who have a funny ad are more inclined to put that in a funny program. That’s generally how the market has understood transference but that’s just one way value can be delivered.”

News
18th Oct

Attention is important, but relying on it in isolation could be hampering your campaign effectiveness

The IAB is right – attention is compelling, but not a silver bullet for advertisers. While it’s a critical component needed to achieve effective advertising, attention must be considered within the context of other metrics, ThinkPremiumDigital’s Steve Weaver writes.

Attention is important, but relying on it in isolation could be hampering your campaign effectiveness

The IAB is right – attention is compelling, but not a silver bullet for advertisers. While it’s a critical component needed to achieve effective advertising, attention must be considered within the context of other metrics, ThinkPremiumDigital’s Steve Weaver writes.

News
14th Jun

How to unlock data as a superpower when you don’t have any

Australia’s major content producers have been building and enhancing a treasure trove of audience data – understanding what people are reading, watching and listening to – and creating precision targeting opportunities for brands.

How to unlock data as a superpower when you don’t have any

Australia’s major content producers have been building and enhancing a treasure trove of audience data – understanding what people are reading, watching and listening to – and creating precision targeting opportunities for brands.

News
29th Apr

Mi3 Podcast: 25x more effective video ad exposure per hour with premium video than social platforms

There’s a fundamental flaw in how advertisers approach the concept of “platform audience reach”, and the argument goes like this: advertisers care about audiences, but despite large user numbers – the audiences aren’t always paying attention.

Mi3 Podcast: 25x more effective video ad exposure per hour with premium video than social platforms

There’s a fundamental flaw in how advertisers approach the concept of “platform audience reach”, and the argument goes like this: advertisers care about audiences, but despite large user numbers – the audiences aren’t always paying attention.

News
29th Mar

It’s time to re-think the digital planning process

In the past 10 years, our relationship with digital has changed dramatically – as consumers and as media buyers. Yet the way digital media is planned hasn’t fully caught up. Venessa Hunt outlines the shift required.

It’s time to re-think the digital planning process

In the past 10 years, our relationship with digital has changed dramatically – as consumers and as media buyers. Yet the way digital media is planned hasn’t fully caught up. Venessa Hunt outlines the shift required.

Media Release
14th Mar

Premium video generates up to 25x more advertising attention than social video

New research finds five hours of social video consumption is required to generate just one minute of video advertising attention versus 12 minutes of premium video.

Premium video generates up to 25x more advertising attention than social video

New research finds five hours of social video consumption is required to generate just one minute of video advertising attention versus 12 minutes of premium video.

News
15th Feb

ThinkPremiumDigital shareholders on digital ad spend outlook

Foxtel’s Chris Oxley, Seven’s Gereurd Roberts, News Corp’s Michael Krawczyk, CBSViacom’s Rod Prosser and Nine’s Ben Campbell speak on digital ad spend trends, BVOD growth, and digital ad strategies.

ThinkPremiumDigital shareholders on digital ad spend outlook

Foxtel’s Chris Oxley, Seven’s Gereurd Roberts, News Corp’s Michael Krawczyk, CBSViacom’s Rod Prosser and Nine’s Ben Campbell speak on digital ad spend trends, BVOD growth, and digital ad strategies.

News
8th Feb

2022 is the last chance to get your digital act together: How to prepare for ESG metrics, attention… and the end of targeting as we know it

This year will ignite some of the biggest shifts the digital ad industry has ever seen. ThinkPremiumDigital’s Venessa Hunt unpacks the three biggest challenges marketers need to get across, fast – and how to best prepare for what’s about to land.

2022 is the last chance to get your digital act together: How to prepare for ESG metrics, attention… and the end of targeting as we know it

This year will ignite some of the biggest shifts the digital ad industry has ever seen. ThinkPremiumDigital’s Venessa Hunt unpacks the three biggest challenges marketers need to get across, fast – and how to best prepare for what’s about to land.

News
13th Dec

What does the future of ethical targeting look like?

We’re entering a new era of data-driven marketing and the winners will be the ones that take consumers into account, applying sustainable and ethical practices to data usage. ThinkPremiumDigital’s Venessa Hunt explains.

What does the future of ethical targeting look like?

We’re entering a new era of data-driven marketing and the winners will be the ones that take consumers into account, applying sustainable and ethical practices to data usage. ThinkPremiumDigital’s Venessa Hunt explains.

News
7th Dec

Brands are hypocritical if they don’t hold all media platforms to the same standard

Consumers expect more from the brands they purchase from, and brands are becoming vocal on the need for their supply chains to echo these expectations. However, when it comes to media investment, not all media platforms are held to the same standards.

Brands are hypocritical if they don’t hold all media platforms to the same standard

Consumers expect more from the brands they purchase from, and brands are becoming vocal on the need for their supply chains to echo these expectations. However, when it comes to media investment, not all media platforms are held to the same standards.