How Do Mobile Ads Fare In Games vs. TV Streams?

  • Bryce Quayle - SVP & General Manager at LRW, Karen Ring - Head of Research/Insights at Telaria

Can games be an effective platform for mobile advertisers? This study gave mobile in-game video ads a thumbs up for reaching consumers of all ages, based on how gamers interacted with and responded to these ads. The numbers compared favorably to reactions for mobile in-stream TV ads, suggesting a new opportunity for advertisers.

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A More Flexible Approach to Measuring Engagement

  • Bobby J. Calder, Mathew S. Isaac, Edward C. Malthouse
  • JOURNAL OF ADVERTISING RESEARCH

How can marketers more effectively measure consumer engagement in this increasingly complex media world? Although one-size-fits-all scales may be appropriate in some product areas, a broader definition of engagement—together with an approach that takes into account media context and customer goals—can provide new insights that enhance advertising effectiveness.

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The ARF Supports ANA’s Raising 2020 Census Concerns

Troubling. Bias. Distortion. Why would the ANA use these words in a letter to the U.S. Government expressing concern about the impact of the 2020 Census on marketing quality? Learn about what led them to act, why the ARF supports them, and possibly join them in sharing your views before the feedback period ends on August 7, 2018.

How to Leverage Online and Offline Chats to Boost Sales

  • Koen Pauwels, Ph.D. – Marketing Professor at Northeastern University, Ed Keller – CEO at Engagement Labs

While online social media listening often gets more attention, offline word-of-mouth also produces a major contribution to sales. What different roles do they play? How does their contribution differ by category? How can the two be best managed together? A study of 21 brands across five categories provides seven findings that brands can use to advantage.

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How Can a Celebrity’s Smile Make a Difference?

  • Jasmina Ilicic (Monash Univ.), Alicia Kulczynski & Stacey Baxter (both at The Univ. of Newcastle)
  • JOURNAL OF ADVERTISING RESEARCH

This may bring a smile to your face. A celebrity’s smile can go a long way toward improving perceptions about an ad and purchase intent, especially when it’s perceived as genuine. The quality of a smile can even help to offset negative attitudes toward the celebrity, which can help brands minimize the need to replace celebrity talent, if a celebrity “falls from grace.”

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  • Member Spotlight
  • Video

Targeting under the Microscope

  • Debate: Has Targeting Gone Too Far?
  • Member Spotlight
  • Video

Better Outcomes from Experimental Design & Continually Testing

  • Kathy Dykeman, Director, Marketing Science at Facebook “Marketing Effectiveness in the Digital Era”

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