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Cross-Platform

Discover the latest and most impactful research on audience, media and advertising measurement across platforms and devices 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.

MSI: How Consumption Capital May Explain Brand Preferences

Consumer packaged goods have experienced increasing fragmentation in recent decades. This is most often attributed to millennials’ preference toward smaller and seemingly more “authentic” brands. But is this true? New research suggests that generational differences in “consumption capital” may be an even more significant factor. This is based on the range of products available over time. Read the article.

MSI: Do Ad-Blockers Help — or Hurt — Consumers?

The emerging digital advertising ecosystem is rich with opportunities, but not without its challenges. One significant yet unforeseen one has been ad blockers. These hurt publishers and advertisers. Yet, consumers believe they benefit from them, since it gives them more control over their online experience. Is this true? New research finds that ad blockers may also make it harder for new brands to break through and compete, which leads to greater market concentration.  Read the article.

JAR: Modeling Cultural Mindsets with Endorser Origins to Predict Brand Attitudes

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.  Read the article.

JAR: Going Live: How “Shoppable” Ads Measure Up

Live, “shoppable” advertising has accelerated during the COVID-19 pandemic, along with big investments from influencers, brands and retailers. In response, researchers in London, Stockholm and the U.S. have collaborated on a typology for evaluating the value of this emerging platform. The work is essentially a launching pad for future investigation and measurement of liveness and shoppability in advertising.  Read the article.

The Study of Device & Account Sharing: The How and Why

In the digital age, it is difficult to measure media usage on the individual level. Users may share multiple devices, have several profiles across and even within service categories. People share usernames and passwords with others to allow them access to their ecommerce or streaming media accounts. As a result, providers of digital services and research lack a consistent, reliable and efficient way to parse out the digital world at the user level. Now, a new study by the ARF aims to provide a solution.
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CMO Brief: Attention and Ad Impact — New Insights from New Research

One of the essential goals of advertising is to get customers’ attention. However, a lot of campaigns approach this simplistically. More “attention” does not necessarily mean an ad is more effective. Attention is a much more complex phenomenon than that. While attention is a prerequisite for ad impact, the term is ambiguous, complex and attention is difficult to measure. Moreover, “attention” does not necessarily indicate a positive response, and a high level of attention is not always a sign of a positive ad impact. Read more.

MSI: Web Scraping for Consumer Insight “Nuggets”

One technique that offers a treasure trove of insights into consumer behavior is “web scraping.” Although worthwhile, using it to gather data requires a specific, methodological approach. Otherwise, validity is threatened. This MSI working paper addresses how researchers should go about web scraping in order to ensure design transparency, analytic reproducibility, analytic robustness, replicability and generalizability of effects.

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CIMM: Best Practices for Comingling Set-Top Box and Smart TV ACR Data

Data sets for STBs and Smart TVs have, up until now, been separate from one another, which has hampered the ability to accurately assess viewing habits. This data would be very useful for planning, buying and optimizing ad campaigns. Since the two are complementary, combining them can help us form scaled, granular, TV tuning data sets that are more nationally representative. Luckily, a new report from the Coalition for Innovative Media Measurement (CIMM)—a subsidiary of the ARF, outlines best practices for combining set-top box data and smart TV ACR data. Read more.

KaH: How to Use Context to Optimize Advertising Campaigns

No advertisement is seen in isolation. The impact an ad has depends on the context it finds itself in, including what type of ad or content preceded it or what it is adjacent to, in terms of digital or print. Today, there is a renewed interest in context effects, particularly in the COVID era, as advertisers worry about their ads rolling after or being adjacent to upsetting news. This newly updated Knowledge at Hand and corresponding CMO Brief explore all the latest research and insights surrounding context effects.
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What Lift & ROI Measurement Products Exist Today?

Relevant key performance indicators (KPIs) have become increasingly important over the last decade for evaluating the impact of marketing and media spending. Today, numerous companies offer products that measure “ROI” and “lift,” But, for many, it is difficult to differentiate them. This prompted the Online-Offline Metrics Working Group of the ARF’s Cross-Platform Measurement Council to create: The Guide to Lift and ROI Measurement Products. This comprehensive report highlights the product offerings of 27 companies in the space.
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