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The ARF Establishes Research Quality Certification Program

Driving the effort to close the widening industry “trust gap,” The ARF has launched its Research Quality Certification Program, created to raise the standards and increase the transparency of advertising and marketing studies. A key element of certification program includes making study data available for public review and reanalysis.

Eyes on :06s: What Factors Predict Attention to Short Ads?

  • Henry G. Wolf and Paul Donato
  • JOURNAL OF ADVERTISING RESEARCH

TV commercials are getting shorter and shorter, mimicking their digital counterparts, but how good are they at capturing viewers’ attention? ARF research comparing the effectiveness of more than 3,000 short-form TV advertisements found that what drives visual attention to :06s differs from the drivers for :15s and :30s.

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Warning: Flawed Data May Be Sabotaging Your Targeting Efforts

  • Alice K. Sylvester and Jim Spaeth
  • JOURNAL OF ADVERTISING RESEARCH

Flaws in data sampling accuracy and coverage can foil brands’ targeting efforts and ultimately their ROI, which bodes badly for advanced TV advertising. The culprits: crippling media fragmentation, and a dearth of research on missing and misidentifying consumers when using commercially available target segments for digital campaigns.

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Four Strategies for Creating Effective Soundless Video Ads

  • Colin Campbell, Erin Pearson
  • JOURNAL OF ADVERTISING RESEARCH

Most digital video ads are viewed soundlessly because either the user mutes them, or sound does not play automatically. As video advertising production accelerates, this study found that video ads created for “sound on” are less effective when viewed silently—and offers four strategies for creating successful digital video ads in soundless environments.

A New Scale Measures the Shopping Mall Experience

  • Haiyan Hu (Morgan State University) and Cynthia R. Jasper (University of Wisconsin–Madison)
  • JOURNAL OF ADVERTISING RESEARCH

As malls struggle to keep customers coming, a satisfying shopping experience as an effective marketing medium has become a top priority. Researchers have created a scale to measure that experience, and they offer guidance for malls based on their model’s findings.

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