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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.

The ARF Attention Report

  • ARF & THE ATTENTION COUNCIL

The ARF partnered with the UK’s Attention Council on this project, whose aim was to gauge the level of interest in attention metrics among ARF members and the Wonks community. Sixty-three participants took the survey in January of this year (2022). The qualitative study focuses on variations among the industry’s sectors in their outlook on attention metrics. The differences in outlook between researchers and the buy-side were particularly interesting.

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The ARF's 4th Annual Privacy Study

  • ADVERTISING RESEARCH FOUNDATION

One of the ARF’s most anticipated reports, the 2021 Privacy Study surveyed 1,280 American consumers from May 14 to the 26, 2021, via a Qualtrics online sample and platform. This report contains perennial questions regarding mobile and PC usage, willingness to share digital data, trust and how well privacy terms are understood. In the latest report, as in the 2020 version, we added questions about the acceptability of using personal data under various circumstances and for various purposes.

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Aggregating Location Data for Privacy and Profit

  • MSI

Using mobile location data to improve targeting marketing is a good strategy, but the downside is that it can increase consumer concern over privacy. What’s a better way to do it? Instead of aggregating data by home location, doing so by the centroid of brand sites visited can result in good predictions, while still maintaining individual anonymity.

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Can Online Social Pressure be Good for You?

  • MSI

Virtual Support Communities (VSCs) can have both positive and negative consequences for users. On the one hand, VSCs provide information and emotional support, which can help members achieve health and wellness goals. On the other, the social dynamics are such that community managers or admins must understand how to control them, and how such forces affect consumer engagement.

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What Drives Consumers to Follow Influencers?

  • JOURNAL OF ADVERTISING RESEARCH

Influencer advertising is on the rise, yet we know little about what prompts consumers to engage with the “star of the show”. A new study identifies six particular consumer segments that follow influencers, uncovering why they do so and how they react to influencer content—insights that serve as a guide to managing influencer/endorser relationships.

The Price of Privacy May Depend on the Method of Payment

  • MSI

Is offering “free” goods, such as useful search results or access to content, in exchange for personal data a good deal for the consumer? We have norms for the monetary value of labor, but when it comes to the value of private, digital data, the value is less clear. In this study, researchers wanted to assess consumer expectations for compensation in exchange for personal data. Would they equate monetary compensation at the same value as bartered “goods”?

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ARF + CIMM Lexicon 4.0, A Common Language for Media Measurement

  • ARF & CIMM

In 2010, the Coalition for Innovative Media Measurement (CIMM), now an affiliate of the ARF, developed this lexicon in order to create a common language for media measurement for use industrywide. One of the project’s initial goals was to facilitate the integration of Return Path Data (RPD). This lexicon has since been updated in 2012, 2016 and now 2021, to emulate the expansion of industry terms related to converged and advanced TV. New platforms, technologies and devices as well as expanded ways to buy, sell and measure media, have resulted in a myriad of new and revised terms and definitions. This latest version, dubbed ARF + CIMM Lexicon 4.0, incorporates all of these advancements, maintaining the reference’s status as a single, reliable and comprehensive resource for the industry.

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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.

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Optimal Frequency Planning: Research, Guidelines & Recommendations

  • Knowledge at Hand; CMO Brief

Despite a significant amount of research focusing on optimal frequency and recency, going back decades, little consensus exists on how many exposures/impressions are “too many” across platforms. Indeed, a blank frequency cap is likely to lead to inefficiencies. The bottom line, there is no simple “rule of thumb” for optimal frequency planning.

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