The ARF’s OTT virtual event was dedicated to exploring recent trends as well as identifying the drivers of viewing behavior and the business of OTT in the “new normal”. Editor’s Note: The full summary is available to members only.
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Is native advertising an effective tool for corporate social responsibility (CSR) communication? A new study analyzed how advertising recognition—and its perceived manipulation—influences responses to native advertisements promoting different types of CSR, focusing on consumers’ attitudes and word-of-mouth intentions.
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The fourth installment of the ARF Cultural Effectiveness Council’s virtual event series focused on why representation is important. This event provided insights on culture, values and identification that need to be considered in order to achieve meaningful representation of the 21st century US population in advertising. This includes communities that are often overlooked–those within the broader ethnic, LGBTQIA and disabled communities. Editor’s Note: The full summary is available to members only.
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No advertisement is seen in isolation. The impact an ad has depends on the context it finds itself in, including what type of ad or content preceded it or what it is adjacent to, in terms of digital or print. Today, there is a renewed interest in context effects, particularly in the COVID era, as advertisers worry about their ads rolling after or being adjacent to upsetting news. This newly updated Knowledge at Hand and corresponding CMO Brief explore all the latest research and insights surrounding context effects.
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Until 2020, sponsorship expenditures by brand marketers were soaring, but COVID-19 changed the equation. Nevertheless, a new study conducted prior to the pandemic— analyzing multiple years of prices paid for sponsorships of Formula One racing teams—fills a gap in the body of research that otherwise focused on sponsorship returns but neglected the related investment.
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Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.
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