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  • How can behavioural science help advertisers?
  • How can behavioural science help advertisers?
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Thought leader

How can behavioural science improve advertising?

Behavioural sciences have been applied to advertising for nearly 50 years, but industry-wide adoption is slow. Canvas8 spoke with Richard Shotton, author of The Choice Factory, about how behavioural sciences can help advertisers to innovate their practices to meet the challenges of tomorrow.

Location Global

Scope
In an oversaturated advertising market, research by Kantar Media has found that half of UK consumers report being ambivalent towards advertising; 77% say that they see the same ads repeatedly and 55% think that online advertising isn’t relevant to them at all. [1] Though digital advertising is booming – especially in the United States, where digital advertising revenues experienced another record-breaking year, reaching $85 billion in 2017 – suggestions that the advertising industry might be heading toward its own “Lehman moment” are spurring conversations on how advertising can future-proof itself. [2][3] Richard Shotton, ...

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