December 11 @ 12:00 pm – 1:00 pm EST | Virtual
Inside the Journal of Advertising Research: What Drives Ad Engagement: From AI and Skippable Ads to Life Transitions
Now in its 65th year, the ARF’s flagship Journal of Advertising Research publishes empirical, cutting-edge research by academics and practitioners worldwide on advertising effectiveness, AI, brand marketing, immersive technologies, social media, consumer psychology, 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 recent work as follows:
12:00pm
Introduction
Colin Campbell, Editor, Journal of Advertising Research
12:05pm
The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising
This article examines how consumers respond when they realize that artificial intelligence helped create an ad. Across four studies combining sentiment analysis and experiments, the authors show that AI-salient ads spark higher online engagement (likes, longer comments) but also trigger negative emotions and lower ad attitudes. Using fear and reactance theory, the research explains that AI salience heightens curiosity and discussion but also evokes discomfort and perceived loss of control. The findings reveal a double-edged effect: AI markers boost attention yet can erode trust and favorability. The authors advise marketers to test different levels of AI disclosure and imagery salience to balance engagement gains against potential emotional backlash.
Co-Presenters: Sara Hanson, Associate Professor of Marketing, University of Richmond and Heather Pressler, Founder and CEO, BlueHuki Digital Marketing
Authors: Sara Hanson; Jeffrey Carlson, University of Richmond; Heather Pressler, BlueHuki Digital Marketing
Read the Article
12:15pm
Acceptance Propensity of Pre‑Roll Skippable Ads: An Analysis of Large‑Scale Clickstream Data Using Dynamic Linear Models
This study analyzes clickstream data from over 10,000 users to uncover what drives consumers to accept pre-roll skippable ads rather than skip them. Using dynamic linear modeling, the authors identify an underlying “acceptance propensity” that evolves across viewing sessions. Their findings reveal that irregular and infrequent ad exposure—rather than steady repetition—significantly improves consumers’ willingness to watch ads. The research introduces a data-driven framework for optimizing ad frequency and spacing to maximize engagement while minimizing ad fatigue.
Presenter: Jaewon Royce Choi, Ourso Endowed Assistant Professor in Digital Advertising, Louisiana State University Manship School of Mass Communication
Authors: Mi Hyun Lee, Northwestern University; Jaewon Royce Choi, Louisiana State University; Su Jung Kim, University of Southern California
Read the Article
12:30pm
Life Transitions Influence Response to Ad Repetition: When Times of Change Increase Preference for Repeat Advertising Experiences
This article shows that consumers going through major life changes, such as moving, changing jobs, or starting a family, respond more positively to repeated ad exposures than those in stable periods. Across four experiments, life transitions sustained enjoyment and brand favorability from repeat ads, suggesting that predictability can be appealing during times of uncertainty. The findings highlight life transition as a valuable segmentation lens for advertisers, showing that when consumers face change, repetition can strengthen engagement.
Presenter: Ben E. Borenstein, Kevin Tedeschi ’71 Assistant Professor of Marketing, Villanova University
Authors: Benjamin E. Borenstein, Villanova University; Tyler Milfeld, Villanova University; Luke Nowlan, Ipsos
Read the Article
12:45pm
Panel Discussion / Q&A
Colin will lead a panel discussion, addressing questions from the audience and exploring the broader implications of the presented research.