Thales S. Teixeira

9 Results

 

World Cup Soccer: 770 Billion Minutes of Attention

FIFA stands to generate $23 billion in revenue from World Cup soccer over the next few weeks. Clearly the organization understands "Attention Economics," says marketing expert Thales Teixeira. Open for comment; 2 Comments posted.

The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It

Attention is the allocation of mental resources, visual or cognitive, to visible or conceptual objects. Before consumers can be affected by advertising messages, they first need to be paying attention. As Thales S. Teixeira writes in this paper, the quality of consumer attention has been falling for decades. Consumers have lost interest in the information content of ads because they can access more and better information on‐demand on the Web. In addition, the price of marketers' acquiring high-quality attention has increased by as much as nine‐fold in the past two decades. To compensate for these circumstances marketers have typically responded by advertising more or by pursuing other means, such as price promotions, to acquire customers. However, these tactics risk eroding current profits and future revenues. A better solution, argues Teixeira, is to find cheaper attention or increase its conversion into sales. Novel approaches described in the paper, such as Lean Advertising and Viral Ad Symbiosis, can help to mitigate the rising cost of attention. Ultimately, in order to effectively manage the valuable resource of consumer attention, marketers will need to tailor their advertising strategies to the attention contingently available to them. This paper shows how to achieve this through Teixeira's Attention‐Contingent Advertising Strategy. He also lays out the fundamental principles of the economics of attention, an emerging field. Read More

Super Bowl Ads for Multitaskers

With more than half the Super Bowl audience using smartphones or laptops at the same time they watch the big game on TV, Thales S. Teixeira says advertisers have to step up their game. Closed for comment; 1 Comment posted.

Advertising Symbiosis: The Key to Viral Videos

Creating an online ad that goes viral requires more than mere entertainment. Thales S. Teixeira discusses the key to creating megahit marketing through "advertising symbiosis." Closed for comment; 17 Comments posted.

Creating the Perfect Super Bowl Ad

Professor Thales S. Teixeira says TV viewers lose purchasing interest when ads get too caught up in entertainment. His advice for the perfect pitch: tie together a good story and a compelling brand. Closed for comment; 3 Comments posted.

Sharpening Your Skills: Online Marketing

In this collection from our archives, Harvard Business School faculty discuss the latest research on online marketing techniques, including consumer reviews, video ads, loyalty programs, and coupon offerings. Open for comment; 6 Comments posted.

It’s Alive! Business Scholars Turn to Experimental Research

Business researchers are turning increasingly to experiments in the lab and field to unlock the secrets of what motivates CEOs, consumers, and policymakers. Closed for comment; 5 Comments posted.

Creating Online Ads We Want to Watch

The mere fact that an online video advertisement reaches a viewer's computer screen does not guarantee that the ad actually reaches the viewer. New experimental research by Thales S. Teixeira looks at how advertisers can effectively capture and keep viewers' attention by evoking certain emotional responses. Closed for comment; 6 Comments posted.

Improving Brand Recognition in TV Ads

Advertisers pay millions of dollars to air TV ads that are subsequently ignored by a third of viewers. New research by HBS professor Thales S. Teixeira offers a simple, inexpensive solution for marketers to retain brand recognition. Read More