Inside the Journal of Advertising Research: Brand Safety, Social Targeting, and Who Needs Highly Creative Ads?
October 25 @ 12:00 PM – 1:00 PM EDT
The ARF’s flagship quarterly, the Journal of Advertising Research publishes empirical, cutting-edge research by academics and practitioners worldwide on attention, AI and immersive technologies in advertising, effectiveness, brand marketing, consumer psychology, prosocial messaging, social targeting and more. Its mission: to bridge the gap between theory and practice under a rigorous peer-reviewed process independent of the ARF. This Insights Studio showcases work from the September issue:
12 – 12:05 pm
Introduction
Paul Donato, Chief Research Officer, ARF
Nanette Burns, Managing Editor, Journal of Advertising Research/ARF
12:05 – 12:15
“Is Your Brand Protected? Assessing Brand Safety Risks in Digital Campaigns”
Programmatic advertising is lauded for its efficient distribution. But are brands doing enough to protect themselves from potential risks from digital ads placed next to negative content? This study, which some deem controversial, offers empirical evidence of such risks, including damage to consumers’ perceptions, and it calls for brands to do more to protect themselves.
Ross Johnson, Assistant Professor Marketing, University of North Texas, G. Brint Ryan College of Business
12:15 – 12:30
“Beyond the Targeted Customer: Spillover Effect through Social Influence – Consumers with Weak Ties Are More Effective Targets in Social Advertising”
Can advertising targeted at social media influence the social connections of ad viewers more so than the viewers themselves? As this work shows, the effect is strongest among consumers with weaker rather than strong social ties. The study challenges targeting methods rooted in customer centricity models.
Zhen-Zhen Wang, Assistant Professor, Shenzhen University School of Communication, Shenzhen, China
12:30 – 12:45
“Who Needs Highly Creative Advertising? How Brand Familiarity Moderates Creativity’s Influence on Attention, Affect, and Memory”
Although super-creative ads are effective for attracting attention for most brands, a fork in the road emerges in outcomes between unfamiliar brands and familiar brands, this eye-tracking-based study shows. For familiar brands, if the highly creative ad is perceived as off-brand or forces too much information processing, it can backfire, potentially damaging consumer’s attitudes toward the brand.
Scott Koslow, Professor of Marketing, Macquarie University, Sydney, Australia
12:45 – 1 pm
Q&A
Paul Donato will lead an expanded panel, drawing from his and the audience’s questions.
Joining the Q&A, coauthors of the paper “Is Your Brand Protected?”
Farnoosh Khodakarami, Assistant Professor of Marketing at the San Diego State University Fowler College of Business
Clay Voorhees, Morris Mayer Endowed Chair of Teaching Excellence in Marketing and Professor of Marketing at the University of Alabama Culverhouse College of Business