This 2016 presentation summarizes key findings from the first phase of the ARF’s “How Advertising Works, Today” project. Using a variety of research sources – including analyses by Analytic Partners, Comscore, IRI, and Millward Brown – the project addressed many of marketers’ most important strategic issues, such as : How should I invest across platforms? Which platforms are most effective together; does this differ by demographics; and what is the most effective cross-platform creative strategy?
The findings resulted in these recommendations to marketers:
Building on these findings, the “How Advertising Works, Today” project addressed issues related to optimizing creative for different platforms, especially Mobile, and other issues in 2017. Presentations on those studies are also available.