On August 21, experts from Meta and the Kellogg School of Management at Northwestern University shared practical steps to achieve better measurement in an era of evolving data availability. Attendees walked away with new practical approaches for understanding marketing impact – whether they have access to robust experimentation.
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Are social media platforms compensating musical artists enough for their IP? Although music companies claim social platforms cannibalize sales, the platforms say they give artists much needed exposure. Who is correct? The study examines the impact of TikTok on music consumption and revenue. It highlights what TikTok pays studios and discusses the concerns from Universal Music Group (UMG) regarding inadequate compensation for its artists.
Additionally, it mentions that videos on TikTok function as promotional materials or trailers for full-length productions. The study uses a difference-in-difference model to analyze the data. It concludes that music labels can sharpen their licensing agreements based on the findings.
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Before the resurgence in interest in AI, virtual reality was the technology everyone was excited about. Despite the hype, advertisers have been slow to adopt VR environments. Why is this? This study, which was recently made available early online on the Journal of Advertising Research’s website, explores the potential and challenges of VR environments for advertising in its current state.
Widespread adoption has stalled, the study finds, due to obstacles such as limited reach, anticipated lack of ROI, lack of technical expertise and poor interoperability. However, the metaverse offers unique opportunities for advertisers, leaving a sort of resonating impact that other media cannot convey, because they do not engage the user in as immersive an experience as VR offers.
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On July 16th, 2024 the ARF Cross Platform Measurement Council’s Attribution Working Group hosted this highly informative showcase on full funnel measurement. The event featured detailed case studies presented by leading measurement providers Optimine, TransUnion, and Data Poem, which had been selected by the Working Group from a pool of responses to a RFI that they had developed. Each demonstrated innovative approaches to cross-channel performance measurement and the benefits of these approaches. The event concluded with a panel discussion moderated by Kate Weymer, Director, Data Science at Microsoft, which provided further insights into the value of evaluating both short-term and long-term effects of media on outcomes and the impact of third-party cookie deprecation on their approaches.
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The study explores the relationship between consumers' AI literacy and their receptivity to this emerging technology. What is AI literacy you ask? This refers to a person's degree of objective knowledge about AI, while receptivity refers to the extent to which a consumer is interested in having AI complete tasks. The study finds that contrary to popular belief, people with lower AI literacy exhibit greater receptivity towards AI-based products and services. What’s more, this relationship persists across a broad range of receptivity measures.
The research offers both theoretical and practical contributions. Theoretically, it contributes to the growing literature on psychological responses to AI, by focusing on understanding whether systematic differences across individuals predict differences in AI receptivity. Practically, the results suggest that attempts to increase the adoption of AI-based products and services through targeting consumers with greater AI literacy or increasing knowledge of AI may not be the most effective.
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This set of two studies, recently published on the Journal of Advertising Research’s website, investigates the impact of retail store employee avatar presence on consumer behavior within virtual reality environments. Not much research has investigated avatars in this context and what influence they may have on consumer attitudes and behavior.
This study duo reveals that consumers experience aversive responses to employee avatar presence in embarrassing shopping settings, such as the purchase of condoms or adult diapers. It also demonstrates that employee avatars decrease consumers' purchase behavior, including time and money spent on a purchase in embarrassing VR contexts. Consumers are also less likely to recall the brand of an embarrassing product.
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