Explore the latest findings from the ARF Attention Measurement Validation Initiative. The phase two report is a comprehensive examination of various attention measurement methods used in creative testing. It concludes with reflections on the challenges of attention measurement, as well as some suggestions for advertisers on how to choose and evaluate attention measurement providers.
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Current existing methods used to calculate reach and frequency of a campaign or media schedule are known to have deficiencies in measuring cross-device ad exposure. Restrictions to protect digital privacy complicate cross-platform exposure measurement even further. Multiple global research organizations have turned to a concept known as “virtual people,” to overcome these limitations in order to produce aggregate reach and frequency estimates. This report by the ARF Analytics Council provides a foundational overview of VIDs for a broad audience, providing ARF members with a stronger understanding of this vital topic.
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This study investigates how the concept of “implied explosion” in advertisements can significantly enhance consumers' perception of a perfume's intensity and persistence, leading to higher purchase intentions. Discover how both visual and textual cues can be leveraged to create a more impactful consumer experience.
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