Tag

Consumer Behaviour

2015 Outlook: Peak Distraction

In the second installment of IPG Media Lab’s 2015 Outlook, we explore the theme of “Peak Distraction” – the new reality that our attention is increasingly scarce, and that  new targeting and technologies can help marketers win back share of attention. Peak Distraction In this mobile age, it’s harder and harder to be heard. Publishers and marketers have monetized every available pixel of
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Blurred Lines: Creating Content That Works

Finding the best way to communicate with your audience is part art and part science. As an emphasis on cross-screen viewing and digital has become a core part of brand communications, the lines between ads and content have blurred. But how do consumers feel about this? To better understand consumer perceptions of both branded content and video advertising, our global media research centre, IPG Media Labs, partnered w
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Implicit Understanding

Marketing magazine recently published an article of ours on the role media behaviour plays in building brands. The piece explores the impact implicit communication can have on decision making and argues that brands are in greater need of behavioural principles than ever before. You can read the full article here: http://bit.ly/1wQbCqr   Image Credit:  http://bit.ly/1l7kgLb
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IPG’s Groundbreaking Mobile Engagement Study

Our IPG global media innovation and research hub, Media Lab, have partnered with Kiip to conduct a mobile engagement study revealing that moments-based advertising increases purchase intent. Using facial coding, biometrics and surveys, IPG Lab and Kiip set out to answer the following questions: • Are moments of achievement really different to other moments? • Should advertisers engage with consumers at these moments?
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Binge Viewing: The new legal high

Forget synthetic cannabis, there’s a new legal high in town and you don’t even need to leave your sofa to get it. Popular cult TV series such as Game of Thrones, Breaking Bad and House of cards have highlighted a new type of viewer – the ‘binge viewer’. A ‘binger’ will consecutively watch TV episodes in one sitting, an increasingly common experience for us made available through the latest technology. But is technolo
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Gamified social change: S-Drive

How do you get teens to drive more safely? By making it a game. At least that’s the theory behind Samsung’s new S-Drive app. The mobile app – currently in beta across Newcastle, Australia – measures and rewards safe driving using GPS data.  The better or safer the driving, the more rewards the driver can accumulate. This can range from fuel cards to Samsung gadgets and snow weekends here in NZ. The app also encourage
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Acting on Impulse

Ever walked into a mall and left with more than you intended to? Recent insight on impulse buying suggests you’re not alone; in fact the research might just help you spot your own warning signs. The research identifies a few common traits that typify “impulse buyers”: in particular, they tend to be more social and more self-conscious. This suggests that priming people to be more image-conscious can make them spend mo
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This post will self destruct in 5, 4, 3, 2……….

Would you be more adventurous in the digital world if there wasn’t the threat of permanence?  We’ve all gone to post something, a tongue in cheek comment, perhaps a funny photo that’s far from flattering, but then thought twice….after all, it’s there forever, right? Perhaps not. Snapchat, the popular photo messaging app created by two Stanford University Students, was one of the first to truly capitalise on the lure
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Exploiting mispsellnig

Aoccdrnig to rscheearch at Cmabrigde Uinervtisy, it deosn’t mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht the frist and lsat ltteer be at the rghit pclae. Did you get that ok? The research proves what neuroscientists have known for a while – that our brains look for recognisable patterns, sometimes at the expense of what’s actually there. This phenomenon can be exploited by ma
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Do You Text & Scrub?

It’s not new news that smartphones are becoming ubiquitous in New Zealand: the latest stats show NZ penetration is now 54% (up from 44% in Q1 2012). But a second stat also caught our eye: a whopping 84% of NZ smartphone users are using their phone while doing “other things”. But what “other things” exactly? It’s easy to trot out the usual cliché’s – on the bus, watching TV – but a recent US poll adds a little more co
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