• Research & Data Quality
• Article

The State of Insights and Data Analytics Disciplines Today (Event Summary)

• VIRTUAL INSIGHTS STUDIO SERIES

In 2019, the ARF Analytics Council undertook its first benchmark survey on the operations of research and analytics departments to develop a baseline understanding of the state of the insights and data analytics discipline within the industry today. The survey explored the way in which technology and the advent of new sources of data have transformed the way we work. This Insights Studio presented survey findings and shed light on where the field stands.
Editor’s Note: The full summary is available to member’s only.

• Creative & Branded Content
• Article

What Short Commercials Can and Can’t Deliver

• Duane Varan (MediaScience) and Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman (all at Ehrenberg-Bass Institute)
• JOURNAL OF ADVERTISING RESEARCH

Short ads of six to seven seconds or less on television can provide an efficient option compared with longer, more expensive commercials. But there are limits to what they can deliver, particularly in a cluttered environment. This study offers guidance on how, when and where to use short ads.

• Past Event Highlights
• Article

Building a Customer Experience (CX) Roadmap (Event Summary)

• WEDNESDAY WEBCAST

This MESH Experience webcast focused on how marketers can grow their business and succeed in the new age of customer experience (CX). Experts at Axa Investment Managers and Cox Communications discussed how to build a CX roadmap in the current consumer climate. Attendees were given a toolkit to grow their brand and gained an understanding of how to meet and exceed the demands of their current and prospective customers. Editor’s Note: The full content is available to member’s only.

• Targets & Segments
• Article

Inside the Journal of Advertising Research: Advertising Creativity and Strategy (Event Summary)

• INSIGHTS STUDIO SERIES

Journal of Advertising Research authors presented their work published in the March issue of the JAR. Creativity experts delved into the creative-idea generation process and the conveying of brand passion in advertising. Strategy experts explored effectiveness of six-second TV commercials and how advertising and promotional effects drive QSR sales.

Editor’s Note: The full summary is available to member’s only.

• Research & Data Quality
• Article

Measuring Cross-Media Use and Recall

• Andrea Ciceri, Giulia Songa, Vincenzo Russo, Giorgio Gabrielli, Jesper Clement
• JOURNAL OF ADVERTISING RESEARCH

Many studies have compared advertising effectiveness online and in print. Where that research has fallen short is in comparing the ways people divide their visual attention, specifically when using different devices and media. Here’s how a team of academics and practitioners took a neuroscientific approach to measured that response using biometrics.

• Targets & Segments
• Article

Multicultural Conversations on Handling the Hard Stuff (Event Summary)

• SALON SERIES

Navigating the Messy Middle: Multicultural Conversations on Handling the Hard Stuff – Particularly During a Crisis

 This virtual Salon, hosted by the ARF Cultural Effectiveness Council was moderated by Janelle James, Qualitative Research Director, Kantar. Janelle was joined by Kendra Clarke, Vice President of Data Science and Product Development, sparks & honey, and Ola Mobolade, Founder at COCO and Co-author of “Marketing to the New Majority”.
Editor’s Note: The full summary is available to member’s only.