April 8 @ 12:00 pm – 1:00 pm EST | Virtual
Inside the Journal of Advertising Research: Budgets, Attention, and Audiences — New Evidence for Smarter Advertising Across Channels
AGENDA

Now in its sixty-sixth year, the Journal of Advertising Research is the ARF’s flagship journal and publishes rigorous, empirical research from academics and practitioners from around the world. Our mission is to connect theory and practice through an independent peer-reviewed process. This Insights Studio highlights articles recently published or accepted in the JAR.

12:00 – 12:05 PM
Introduction
Colin Campbell, Editor, Journal of Advertising Research

12:05 – 12:17 PM
Optimal Rules for Advertising Budget Allocation Across Movie Versions Marketed in Sequential Distribution Stages
A corrected rule to allocate advertising budgets across a movie’s sequential distribution stages, from theatrical release through digital, can improve profit by more than 20% over a widely used existing approach. The model extends to books, games, and omnichannel retail.

Presenter: Sönke Albers, Kühne Logistics University
Authors: Sönke Albers
Read the Article

12:18 – 12:31 PM
The Impact of Ad Repetition on Viewer Attention in Connected and Linear Television
New evidence shows that viewers on Connected TV pay less attention to ads than those on Linear TV, and that this attention gap widens with each repeated exposure, especially when the same ad runs multiple times within a single day or hour.

Presenter: Hyung Sup (Zack) Bhan, Radford University
Authors: Hyung Sup (Zack) Bhan, Kalyan Rallabandi & Seoungwoo Lee
Read the Article

12:32 – 12:45 PM
An Analysis of the Audience of a Digital Subscription Magazine: Findings About Reach, Viewing Frequency, and Repeat-Viewing for Media Aggregators, Planners, and Advertisers
A granular analysis of over 42,000 digital magazine subscribers challenges common assumptions about audience reach: only about one in five subscribers read any given issue, and fewer than half return to the next one.

Presenter: Kaye Chan, UTS Business School
Presenter: Mark Uncles, UNSW Business School
Authors: Kaye Chan & Mark Uncles
Read the Article

12:45 – 1:00 PM
Q&A
Colin will lead a panel discussion, addressing questions from the audience and exploring the broader implications of the presented research.

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