Emotional Engagement for Brands in Mobile and Video Formats

In today’s world, the way we live our lives is pervaded by the significant changes and developments in technology. Mobile penetration has reached epidemic proportions globally and consumers now rely on their mobile devices for almost everything they do.

This is Why we set out to study the implications of Creative Advertising Formats and their influence on consumer perception and Brand Metrics.

The Format Effect Series is a two-part consumer research programme based on a partnership between Publicitas, Kantar Millward Brown and Huawei’s Honor smartphone brand. The research explores the level of consumer appeal of different mobile (Part I) and video (Part II) advertising formats, and measures the impact these formats have on key brand measures. The study also evaluates how a variety of digital ad formats make consumers feel, and how they trigger different reactions and emotions.

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