• Research & Data Quality
• Article

Consumer Behavioral Shifts: Why Your Marketing Measurement Must Adapt in 2022 and Beyond (Event Summary)

• Insights Studio

Consumer behaviors have changed dramatically creating new challenges for brands and their marketing measurement. During this Insights Studio, we explored the measurement challenges brands have faced in the wake of significant consumer changes. We also discussed best practices brands should be using to ensure their marketing measurement is set up for future success as consumers continue to react to major societal change.

Executives from OptiMine, an agile marketing analytics provider, Kepler, a global digital agency, and Beachbody, an innovative health and fitness company, shared their observations on how changes in consumer shopping and media consumption behaviors have been reflected in marketing measurement.

• Research & Data Quality
• Article

Aggregating Location Data for Privacy and Profit

• MSI

Using mobile location data to improve targeting marketing is a good strategy, but the downside is that it can increase consumer concern over privacy. What’s a better way to do it? Instead of aggregating data by home location, doing so by the centroid of brand sites visited can result in good predictions, while still maintaining individual anonymity.

• Research & Data Quality
• Article

The Future of TV — New Insights and Key Issues for 2022 (Event Summary)

• L.A. Council

The latest LA Media Research Council event, “The Future of TV — New Insights and Key Issues for 2022”, took place on December 8, 2021. As with all LA Council events, it was focused on issues that Council members have identified as priorities for their companies and the media industry.

The (virtual) meeting featured a summary of insights on Council priority issues from 2021 research, three presentations on new studies and a discussion to help identify research priorities for 2022.

• Research & Data Quality
• Article

When Consumers Tune Out: A New Scale Evaluates Ad Disengagement

• JOURNAL OF ADVERTISING RESEARCH

Why do consumers tune out advertising messaging, and what can marketers do about it? There is plenty of research about consumer engagement, but very little on disengagement. New research has filled that gap by broadening the definition of disengagement, identifying the cause for it, and developing a scale for measuring it.

• Targets & Segments
• Article

Peers vs. Fears: How Ambivalence and Norms Shape Consumer Decisions

• MSI

How does ambivalence affect consumer choice, when it comes to deciding whether to consume alcohol, recreational drugs or certain foods or beverages—like energy drinks. This ambivalence creates arousal, which causes the consumer to focus attention on the immediate, positive outcomes of such a choice. However, it also engages a moderating effect, their awareness of their peers’ behavior when faced with such decisions.

• Targets & Segments
• Article

Are Non-Local Sports Fans Bigger Sponsor Patrons than Locals?

• JOURNAL OF ADVERTISING RESEARCH

Fans who travel far to sporting events may be more valuable to sponsoring brands than previously thought. A research model tested against a cycling field study shows that “faraway” fans are more knowledgeable about the sport than locals, identify more strongly as a fan of the sport and have greater event attachment, potentially increasing their desire to support sponsoring brands.