Level up your creative strategy with Sir John Hegarty, will.i.am and leaders at TwentyFirstCenturyBrand, Walmart, Spotify, Hartbeat and more. RSPV and join Adweek Abroad in Cannes: The Business Case for Creativity at Whalar House, June 18–22.
Pretty soon, you might start noticing big fat logos popping up front and center in just about every TV ad. And you'll have two Boston College professors to thank. In a recent study of television viewers, Professors S. Adam Brasel and James Gips found that people actually noticed and remembered some advertising messages while fast-forwarding through commercial breaks on DVRs. The catch? They only noticed branding that appeared in the center of the screen. "In the age of DVRs," Brasel says, "advertisers who place their brands anywhere outside the center of the viewing screen do so at their own brand peril."