Familiarity, Frequency and Fine Lines research project (in partnership with media planning and buying agency, RAPP) has been shortlisted for Best Research Project in the Connected Consumer Award 2015.
Known as ‘The Connies’, the awards are held in celebration of those pioneering new advertising, technological and commercial opportunities in the connected industry, and takes place on 23 April in London.
The Best Research category celebrates research and insight that has helped inform the industry, particularly in understanding the connected consumer and their changing media behaviour.
The Familiarity, Frequency and Fine Lines project set out to investigate the point at which online advertising become ‘creepy’, what factors contribute to a sense of intrusion & the knock-on effect on brand perception. The findings were far reaching, showing that:
Over half (55%) of consumers are put off buying products if they see the same add too many times
Ad environment is a key factor in influencing brand perception
Consumers 37% more likely to click on trusted websites
Repeated ads 40% more positively received on related websites
Ads on well-known websites are rated up to 88% more positively
Fran Cowan, ISM’s Marketing Manager, who worked on the project, along with ISM’s Sales Director Evan Russell, and the Rapp team, commented, ‘Providing in-depth campaign insights and investigative research is an increasingly crucial part of ISM’s growing business, underlined by the recent appointment of Sebastian Schindler as Research Manager. We’re thrilled that the Familiarity, Frequency and Fine Lines project has been recognised by this nomination.’
Look out for Fran and Evan at the awards!
Find out more about InSkin Media: