Deciding to make major cuts or to eliminate brand advertising can be one of marketers’ most painful choices. This ARF paper summarizes the findings from a number of studies that quantify the impact and implications of drastic budget reductions, offers a case study, and provides insights, so that marketers can be better informed as they have to consider tough calls.
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The complexity of issues surrounding data ethics and advertising were front and center at the ARF’s first Town Hall on the topic, held on April 26. With probing questions such as “Who owns your data?,” “How will GDPR affect U.S. practices?,” and “What are the merits of new laws vs. self-regulation?,” the session surfaced a range of views and generated healthy discussion.
The Royal Shakespeare Company and Ipsos employed biometrics to assess how seeing Shakespeare’s Titus Andronicus in virtual reality compared to watching it in a theatre or live streamed cinema. Their findings provide new valuable learning on the role of context and VR’s strengths.
Member Only AccessNew neuroscience and biometric research methods enable marketers to measure ad response in ways only dreamed of until recently. Understand what is behind the growth of neuroscience and biometric measures, the pros and cons of different measures, and what best practices can take creative messages to a new level in this ARF original report.
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John Wanamaker’s quip “Half the money I spend on advertising is wasted; the trouble is don’t know which half” takes on new meaning with the measurement options available today. But which work best in quantifying the impact of marketing activities? The ARF’s Scott McDonald tackled the topic by providing tips on the best use of A/B tests vs. Market-Mix Models vs. Multi-Touch Attribution to measure marketing ROI.
Is digital word of mouth a mirror onto the harder-to-measure conversation happening offline? This award-winning study, built on a decade’s worth of research, using four key metrics—volume, sentiment, sharing, and influence—found almost no correlations between the online and offline activity.
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