fbpx

Attribution

Find the latest and most impactful research on the measurement of marketing ROI and attribution here. All the research listed comes from the ARF or one of its subsidiaries: The Journal of Advertising Research (JAR), the Marketing Science Institute (MSI) or the Coalition for Innovative Media Measurement (CIMM). Feel free to bookmark this page, as it will be updated periodically.

Is Roadblock Advertising Worth the Substantial Cost?

  • JOURNAL OF ADVERTISING RESEARCH

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. Is it worth the high cost? A three-part study compares its effectiveness with typical cluttered advertising and addresses various effects using different formats and commercial break conditions.

Member Only Access

Spillover Benefits of Online Ads

  • MSI

Email advertising can increase spending in actual, physical retail stores, new statistical tools show. If this is not uplifting enough for those who deal with such advertising, analysis published in an MSI working paper found something else surprising. The effects are highest among consumers with fewer recent interactions with that particular retailer.

Can Observational Methods Assess the Causal Effect of Ads?

  • MSI

While Randomized Controlled Trials (RCTs) are ideal for advertising measurement, it is not always feasible to conduct one. Until advertising platforms are willing to provide more information about how they deliver targeted ads or implement auctions, alternative observational methods are unlikely to reliably estimate causal effects. That includes utilizing newer machine learning techniques.

Member Only Access

How Does a Sports Sponsorship Announcement Affect a Sponsor’s Market Value?

  • JOURNAL OF ADVERTISING RESEARCH

Do sports sponsorship announcements help or hurt the stock-market returns of sponsor companies and their rivals? A study comparing these effects in the U.S. and Japan provides insight into competitive advantages (or lack thereof) between sponsors and their rivals, depending on market reactions in each country, whether the sporting event is held in a home country and the market impact between rival firms.

Member Only Access

What’s Behind Consumer Recall of Brands Co-Appearing in TV Programs?

  • JOURNAL OF ADVERTISING RESEARCH

Consumers’ short- and long-term memory and recognition of brands that co-appear in television programs is affected differently when the juxtaposed products are either in the same or different categories, and when the brands are either familiar or unfamiliar, new research shows. The findings are intended to help strengthen product placement strategies and decisions around choosing the right co-appearing partners.

Member Only Access

Is Big Brother (or Little Sister) Watching – And Does it Matter?

  • MSI

Who is really watching that TV ad and how does doing so affect their behavior? Analyzing attention in real-time demonstrates the value of TV ads. Attention studies are especially important now with the rapid growth of streaming video on demand (SVOD) and other alternatives. Their rise has heightened the importance of determining what and where audiences are viewing and how that’s impacting their behavior.

Member Only Access

Modeling Cultural Mindsets with Endorser Origins to Predict Brand Attitudes

  • JOURNAL OF ADVERTISING RESEARCH

An endorser’s native origin can trigger brand reactions in consumers due to their cultural predispositions. New research in this area has revisited ethnocentrism and xenocentrism, not as diametrically opposed mindsets but as ones coexisting in dynamic configurations, with each mindset expressed or suppressed as a result of origin cues from brands and endorsers. The resulting models provide blueprints for predicting favorable attitudes, by aligning targeting and messaging strategies with appropriate mindsets and origin cues.

Member Only Access

What’s the Best Format for “Supers” in DTC TV Ads?

  • JOURNAL OF ADVERTISING RESEARCH

In a study on formatting characteristics in direct-to-consumer, prescription-drug advertising, the adage ”God is in the details” rings loud and true. TV and online video ads use superimposed text to convey additional information about a drug’s risks and benefits. But, researchers asked, how much can details like text size and contrast affect awareness and attitudes?

  • Article

MSI: Generalizable and Robust TV Advertising Effects

Studies the effect of advertising on sales by pre-selecting 288 brands in Nielsen Scanner data (RMS) and in Nielsen advertising data (Ad Intel); estimates the causal impact of advertising on sales, adjusting for confounding factors using “baseline” and “border” identification strategies. Read the working paper.