ISBA Award
 Winner: Orlando Wood, BrainJuicer Labs - Measuring emotional engagement in advertising
What the judges said:
The judges were attracted to this paper because it tackles the difficult issue of measuring the level of emotional involvement with advertising. It does this via a particularly interesting pictorial scale using faces showing different emotions. It demonstrates the effectiveness of the approach by linking research findings to IPA advertising effectiveness case histories.
The judges selected this paper as the winner both for the theoretical basis behind the research approach and because it is an emotional measurement approach that is both practical and usable.
Finalists:
Christian Aid: Capturing the effectiveness of a small campaign using TROI
Fiona Blades, MESH Planning & Anna Tetlow, SHOP
What the judges said:
This is a very good case study using the Touchpoints Return on Investment approach to demonstrate how advertising works. It is of particular interest because by tracking multiple touch points via mobile phone response it isolated the effects of a one week campaign, something that is notoriously difficult to do with traditional advertising tracking.
It ain’t what you view, it’s the way that you view it
Thinkbox
What the judges said:
This paper was short listed because of the scope of the research designed to measure consumer engagement with advertising. It did this through a powerful combination of video ethnography, qualitative research, a memory study and a large scale quantitative survey, with each stage of the project building and validating the understanding of consumer engagement.
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