• Ad Effectiveness & ROI
• Article

Unpacking Ad Effectiveness: The Roles of Media, Creativity, Branding, Targeting and Premium vs. UGC Content

• ARF ORIGINAL RESEARCH

The ARF and MediaScience have conducted a comprehensive study to understand the relative contributions of media platforms, creative quality, brand recognition and targeting, as well as the impact of premium versus user-generated content (UGC) on overall advertising effectiveness. Using eye tracking, neurometric data and post-exposure surveys, the study examined ad effectiveness through consumer recall, recognition, brand favorability and purchase intent. Most prior research based on CPG sales concludes that creative is more dominant in the success of a campaign. This study, based on multiple categories and biometric and neuro measures concludes that media is just as important.

The study confirms key findings from prior research, such as the importance of media platforms (with podcasts and TV excelling in recall), high-quality creative improving sentiment, and targeted advertising enhancing engagement. It also supports the role of digital UGC in driving purchase intent due to its relatability. However, it challenges existing assumptions by showing no significant biometric differences between high- and standard-quality digital creative. Notably, UGC outperformed premium digital content in purchase intent and likeability, especially for unknown brands—a finding specific to mobile platforms where the comparison was conducted. These insights reflect shifting dynamics in ad effectiveness and the growing role of relatability and platform-specific optimization.

• Analytics & Data Science
• Article

People’s Performance Goals Shape Their Use of Predictive Algorithms

This study presents a framework for understanding people’s use of predictive algorithms, emphasizing their role as tools designed to support human decision-making. It argues that users’ performance expectations are a primary driver of their decisions to adopt these algorithms. By reviewing and reinterpreting the literature through the lens of laypeople’s performance expectations, the study aims to clarify why some algorithms are accepted and others are rejected. It concludes by suggesting avenues for designing algorithms that better meet users’ expectations, enhancing their usability and acceptance.

• Past Event Highlights
• Article

Human-Plus: A Future of Advertising to Algorithms

• AI Series

On January 16, we kicked off our AI Series while exploring what AI means for consumers, advertisers, and the rapidly evolving marketplace. Attendees gained access to new research, perspectives, and practical guidance for staying ahead. Panelists dove into actionable strategies for the future of shopping and unveiled Kantar’s groundbreaking “Human-Plus” framework — a human-centric perspective on AI that anticipates consumer needs, marketing opportunities and investment strategies.

• Research & Data Quality
• Article

2024 Media Research Insights and 2025 Priorities

• LA Research Council

On January 15, the L.A. Media Research Council explored key priorities and the most important topics for business in the upcoming year. Attendees gained research-based insights on the ever-evolving media landscape, shifting viewer behaviors, and the challenges that will require new research in 2025.

• Targets & Segments
• Article

The Impact of Live Streaming on Digital Engagement and Monetization

Live streaming creators rely on paying viewers, but not all subscriptions are used in the same way. When viewers subscribe for themselves, the community tends to engage more through commenting, reflecting greater commitment. In contrast, gift subscriptions from other viewers lead to increased tipping within the community.  Additionally, viewers tend to gift more than subscribe in response longer, happier, faster speaking and louder content. The findings suggest that live streaming can be a considerably lucrative avenue for content creators. It also examines the effectiveness of different performance quality strategies and their influence on customer-to-customer subscriptions (C2CSubs) and tips, providing valuable insights for marketers and digital strategists.

• Targets & Segments
• Article

How to Optimize Product Placement Interface Design for Mobile Food Delivery

• JOURNAL OF ADVERTISING RESEARCH

This study explores the impact of Gestalt psychology on consumer behavior in mobile food delivery marketing. By analyzing brainwave activity, the research demonstrates how organizing visual elements in a Gestalt format can influence purchase decisions. The findings reveal that products placed in a Gestalt format led to higher purchase rates and lower cognitive conflict compared to non-Gestalt formats. The study also highlights the importance of complementary cross-selling products in enhancing the visual Gestalt effect. When main and cross-selling products are placed together in a Gestalt format, consumers experience a more positive emotional response and are more likely to make a purchase. These insights can help marketers optimize product placement interfaces to boost sales and improve user experience.