How does the type of online advert (such as video, display, social media influencers etc) influence engagement/interaction with online advertising? How does this engagement differ by age?
Background
There is also a need to understand the level and type of innovation and R&D activity undertaken by creative businesses, and the impacts this has on growth, trade and societal benefits. We are also interested in how the creative industries are adapting business models and navigating new markets, as well as how these changes affect audiences. MCI wants to better understand the values and future values of the CIs including economic output but beyond this to consider societal delivery, soft power and net zero.
Next steps
Get in touch with csa@dcms.gov.uk
Source
This question was published as part of the set of ARIs in this document:
Topics
Related UKRI funded projects
-
Tracking cross platform engagement with TV and digital advertising
This proposal aims to investigate patterns of media consumption around specific advertising campaigns. Agencies are increasingly investing in integrated campaigns using TV ads to drive engagement on social media. Measuri...
Funded by: Innovate UK
Why might this be relevant?
The project specifically focuses on tracking engagement with advertising campaigns across different platforms, which directly addresses the question about how different types of online adverts influence engagement. The authors have expertise in measuring campaign success and engagement levels.
-
Mapping the Full Scope of Consumer Engagement on Social Media for Efficacy and Consumer Wellbeing
The aim of this project is to map the full scope of consumer engagement on social media and examine its relationship with consumer wellbeing. This project is of high relevance to advertising and digital media researchers...
Funded by: Horizon Europe Guarantee
Why might this be relevant?
The project focuses on mapping consumer engagement on social media, which is directly related to online advertising and can provide insights on how different types of online adverts influence engagement.
-
Branded Content Research Network
The central aim of the network project is to facilitate collaboration between academics and industry professionals to explore branded content practices and their media policy implications. This will be the first interdis...
Funded by: AHRC
Why might this be relevant?
The project explores branded content practices and their media policy implications, which partially addresses the question about the influence of the type of online advert on engagement.