Thinkbox
You can watch the sessions on demand and download the slides from the event.
We revealed a new study, Staying Power: the longevity of advertising, which explored the dynamics of how advertising effects decay over time, and what advertisers can do to help maintain them for longer, helping brands to drive both immediate and sustained purchase intent.
We also revisited our award-winning research studies Context Effects and Profit Ability 2, and brought them together with Staying Power to gain a deeper understanding of the results and their implications.
The event
- Explored how to build a media plan with a mix of different channels to have the best chance of sustaining effects and slowing decay
- Explained how to use Cognitive Science to examine why certain factors influence the longevity of advertising
- Revealed age-related differences in the decay of advertising effects for different channels
Sessions
Staying Power: the longevity of advertising
Anthony Jones, Head of Research, Thinkbox, Ian Wright, Joint Managing Director, Tapestry Research, and Tom Morgan, Analysis & Development Director, Tapestry Research, took us through the new research.
Behind the findings
Following the research, Ian Wright, Joint Managing Director, Tapestry Research, Joe Devlin, Professor of Cognitive Neuroscience, UCL and Daniel Richardson, Professor of Experimental Psychology, UCL, discussed the cognitive aspects that underpin the findings, offering deeper insights into what was presented. Hosted by Anthony Jones, Thinkbox.
Trust transformed
Elliott Millard, Chief Strategy Officer Thinkbox, Nailah Uddin, Research Manager, Thinkbox and Faye Longega, Strategy Partner, WPP Media shared research on how audiences can pay more attention, how campaigns can become stickier as well as commercially effective, and how generational differences affect the staying power of advertising.
Panel
Eva Grimmett, Chief Strategy Officer, PHD and Rebecca Burchnall, Chief Planning Officer, PHD took to the stage and brought everything together, exploring how we can apply these insights and what actions advertisers and agencies can take next. Hosted by Elliott Millard.