• Past Event Highlights
• Article

What is Premium Content?

• Town Hall

Attendees joined us on September 18 for a Town Hall on what ‘premium content’ is and whether it is the right construct for trying to assign values to media. We delved into the following questions and more: Who gets to define premium? Publishers want to claim the mantle of being “premium” and “quality” to justify their higher CPMs, but is the elitism justified? Can marketers justify it on economic grounds? Does it demean and devalue some of the population?

• Targets & Segments
• Article

Variety Plays an Important Role in Forming New Consumption Routines

• MSI

Learn the role of product variety in forming new consumption routines with this recent MSI working paper. Researchers Sarah Memmi and Jordan Etkin conducted a six-week field study focusing on flossing habits. They found that using a variety of dental flosses, as opposed to a single type, can help consumers engage more consistently in the new routine. This research suggests that variety not only makes the routine more enjoyable but also aids in preference development.

The findings challenge the traditional view that uniformity is key to habit formation. Instead, incorporating variety can be a simple and effective strategy for both consumers and marketers to enhance engagement and loyalty. This research provides actionable insights for creating and maintaining consumption routines, particularly in health-related behaviors.

• Research & Data Quality
• Article

MMM Best Practices and Success Stories

Attendees joined us on September 10 for an Insights Studio on the latest in Marketing Mix Modeling (MMM). Panelists shared proven strategies for implementing and optimizing MMM and revealed valuable insights into best practices and real-world case studies to help build, power, and calibrate MMMs.

• Past Event Highlights
• Article

The Long-Term Effects of Advertising on Social Platforms

• BY KAROLINE CORYEA, YOUNG PROS OFFICER

The ARF Social Council held an event on September 12 diving into the long-term effects of social media advertising on consumers, based on the results of an experiment undertaken by the ARF Social Council. Attendees gained new insights on how they can leverage the study’s results to shape their future social media advertising strategies.

• Targets & Segments
• Article

Immersive Advertising through Co-Creation: Lessons from the Visitor Economy

• Journal of Advertising Research

Immersive advertising leverages technologies like virtual reality, augmented reality and the metaverse to create engaging and multisensory experiences for users. This study explores how these technologies can enhance customer engagement and drive purchase intentions by providing vivid mental imagery and interactive experiences. By integrating physical and virtual realms, businesses can create seamless customer journeys and maximize value creation.

The study highlights the effectiveness of immersive advertising in the visitor economy, using examples from the Coachella festival and Emirates Airline. These case studies demonstrate how immersive technologies can attract and engage audiences, ultimately converting virtual interactions into real-world purchases.

• Analytics & Data Science
• Article

The Unintended Consequences of Behavior-Based Pricing under Informed Privacy Consent

• MSI

Explore the implications of informed privacy consent on behavior-based pricing (BBP) with this new MSI working paper. It highlights how privacy regulations requiring consumer consent before data collection impact pricing strategies and consumer surplus. The research finds that while informed consent empowers consumers, it paradoxically reduces overall consumer surplus by reducing the potential benefits of customized offers.

The study also reveals that firms can achieve higher profits by offering rewards for privacy consent, despite the associated costs. This underscores the complexity of privacy regulations and their unintended consequences on market dynamics and consumer welfare.