The ARF’s flagship Journal of Advertising Research exposes critical, empirical research by academics and practitioners worldwide—experts in advertising effectiveness, brand marketing, social media, consumer psychology, technology and more. The Journal’s mission: to bridge the gap between theory and practice under a rigorous peer-reviewed process independent of the ARF. In this Insights Studio, watch speakers bring to life their cutting-edge work published in JAR, tackling such questions as:

• Which strategy works best for reducing banner blindness: Personalization, or extreme creative?
• How do unexpected ads—i.e. pop-ups and floaters—drive attention and shape attitudes?
• Roadblock advertising: Is this attention-getting tactic worth the substantial cost?
• How do multiple social-media influencer disclosures affect consumer behaviors over time?

12 – 12:05 pm
Introduction
Paul Donato, Chief Research Officer, ARF
Nanette Burns, Managing Editor, Journal of Advertising Research/ARF

12:05 – 12:15
Can Personalization or Creativity Reduce Banner Blindness?
Advertisers often turn to personalization-based media strategies to counter banner blindness—the conscious or unconscious act of ignoring banner ads and other graphics that look like ads. Researchers at Macquarie University challenge this practice by suggesting that breakthrough, creativity-based strategies may be more effective in some situations.
Scott Koslow, Professor of Marketing, Macquarie University, Sydney

12:16 – 12:26
How Consumers Process Unexpected Online Advertisements
Unexpected ads—like pop-ups and floaters—affect people’s attention and attitudes toward such an ad differently, depending on its location, the degree of unexpectedness and the user’s task level. How can advertisers use these effectively to reduce banner blindness—the conscious or unconscious act of ignoring banner ads and other graphics that look like ads?
Emna Cherif, Associate Professor of Marketing, University of Clermont Auvergne, France

12:27 – 12:37
Roadblock Advertising in the Digital Context: Does Paying to Limit Competing Messages Pay Off?
Roadblock advertising is an expensive, but often necessary tactic for maximizing attention in a fragmented media landscape. An advertiser limits or blocks access to competing ads for a period, but is that effort worth the high cost? This three-part study compares its effectiveness with typical cluttered advertising, and addresses various effects using different formats and commercial break conditions.
Biswajita Parida, Assistant Professor, Marketing, Indian Institute of Technology Delhi

12:38 – 12:48
How the Impact of Social Media Influencer Disclosures Changes over Time
A single persuasive message by a social media influencer can positively drive consumer behaviors and attitudes, but what are the potential effects from multiple exposures over time? With an eye on consumer skepticism in today’s dynamic media environments, researchers explore both short-term and long-term effects in this area. Hint: Time heals.
Nathaniel (Nate) Evans, Associate Professor of Advertising, University of Georgia Grady College of Journalism and Mass Communication
Delia Balaban, Director and Professor, Graduate School of Communication, Public Relations and Advertising Babeș‐Bolyai University, Romania

12:49 – 1 pm
Q&A
Paul Donato will lead an expanded panel, drawing from his and the audience’s questions.
Joining the Q&A on Roadblock Advertising:

• Charles R. Taylor, John A. Murphy Professor of Marketing, Villanova University
• Abhishek, Associate Professor of Marketing, Institute of Management Technology Ghaziabad, India