This report on the “How Advertising Works, Today” (HAW) project, presented by ARF researchers, summarizes findings from HAW studies conducted in 2016 and plans for the project’s focus in 2017.
- The ARF’s “How Advertising Works” project” found that advertising on two platforms is more effective than advertising on one platform. Original research using neuroscience-based methods corroborated that finding and indicated that neural processes play an important role: exposure to ads on more than one platform creates a “kicker effect” that strengthens recall
- To achieve that “kicker effect” in a cross-platform campaign, it is important that ad formats and ad creative are not only customized to each platform, but the overall messaging and creative have to be coordinated across all platforms. The ARF found that only a third of 2016 campaigns were executed in an optimal way.
- Building on these insights and initial research showing that aligning with ad context can reduce ad blocking and increase ad effectiveness, the 2017 phase of HAW will focus on How to develop creative that an provides a positive, integrated ad experience for the consumer.
- Given the growth of mobile users and the tremendous increase in the use of mobile devices, the presentation points to the importance of developing creative and ad strategies optimized for mobile.
Please note that presentations on the HAW 2017 research announced in this presentation are available.