The article examines how rapid consumer adoption of the tablet computer impacts marketers and advertising researchers.
Albuquerque, NM (PRWEB) April 09, 2014
Leading advertising research company Ameritest today announced its appearance on the April cover of Quirk’s Magazine. In the issue, CEO Charles Young shared the findings of Ameritest’s latest research piece, which examined how rapid consumer adoption of the tablet computer impacts marketers and advertising researchers.
The article, entitled “Brand + TV + iPad”, details how the landscape of advertising has evolved in the modern age; specifically, with the advent of hand-held tablet devices. Ameritest’s goal was to realize the implications of multiplatform marketing by taking a closer look at a new “research triangle” that has emerged – that of the television, the tablet, and the brand.
Young asserts that in order to reap valid insights from studying this triangle, several conditions must be in place. Research should be collected:
1. In a real-world setting – i.e., the consumer’s living room
2. In real time, when the consumer is actually engaged with the media
3. Non-intrusively on the devices the consumer is actually using (TV set, tablet, or both)
Using this as a guideline, Ameritest was able to apply its methodology to a set of experiments aimed at measuring consumer response to advertising within a specific context. In this case, that context was the Superbowl, and trigger selected to evoke a response was a humorous Taco Bell commercial. Two pre-recruited groups of 100 consumers were given a standard Ameritest interview on an iPad while at home. The first group took the interview the Saturday before the game, and the second group had the choice of taking the interview either while they were watching TV (after the commercial had aired) or immediately following the game.
The results of the study showed a significant impact of the emotional context on consumer response to the Taco Bell ad. Those who were feeling positively while watching the game were more likely to be motivated by the ad, and rated the ad higher on a variety of related diagnostics. These consumers were also much more positive toward how well they thought the ad fit the brand, and toward the particular brand perceptions being generated.
Ameritest’s ongoing research continues to unveil valuable insights that have practical applications in both the advertising and ad research settings. More details of this latest study can be found in the full Quirk’s Magazine article here: http://www.quirks.com/articles/2014/20140308.aspx
Founded in 1989, Ameritest has grown to be an industry-leading resource for global brands looking to maximize the effectiveness of their advertisements. The company has set itself apart by developing unique, proven methods of evaluating ad effectiveness and providing actionable insights for its growing client base. Its wide array of customized services include TV, digital, web, print, radio, package, out-of-home, and early phase testing, as well as brandscape and storyboard development and campaign tracking. For more information, please visit the company website at http://www.ameritest.net.