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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.

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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JAR: Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review

While not quite as vigorous as in its heyday, television still has tremendous power to move markets, despite distracted viewing. That’s the outcome of a historical review of TV advertising’s performance, spurred by 2016 ARF research that encouraged advertisers to add back traditional media to digital investments. MASB and its research partners ask: Is TV really still as strong as in the past? Should new measures of persuasion be considered over the GRP?

Read the summary.

MSI: Do Offline and Online Go Hand in Hand? Cross-channel and Synergy Effects of Direct Mailing and Display Advertising

Analyzes quasi-experimental data from a large European insurance firm to determine the effect of direct mailing on zip-code level upper, middle and lower funnel performance metrics over time. Finds that direct mailing significantly influences consumers’ online search and clicking behavior in support of cross-channel effects of direct mailing.

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JAR: Why Do People Choose to Multitask with Media? The Dimensions of Polychronicity as Drivers of Multiple Media Use – A User Typology

Given the prevalence of multi-tasking among media users, planning multimedia advertising campaigns is more complex than ever. This study introduces a typology that identifies three types of multimedia users, each with its own distinct patterns. Practitioners can use this tool to increase the accuracy of targeting in an otherwise elusive digital native audience.

Read the JAR summary.

JAR: Click-Through Behavior across Devices in Paid Search Advertising: Why Users Favor Top Paid Search Ads and Are Sensitive to Ad Position Change

How do cross-device click-through behaviors differ when it comes to tablets, desktops and smartphones, and how can they inform paid search advertising campaigns? Building on earlier research, researchers assessed consumers’ tendency to click on a top paid search advertisement using different devices and whether position change caused any alteration in click-through behavior. Among the findings, on average, compared to desktop users, smartphone users were more likely to click on top paid search ads and were more sensitive to ad position change for unbranded searches.

Read the JAR summary.

JAR: Advertising on Mobile Apps vs. the Mobile Web: Which Delivers Better Advertisement Recognition and Willingness to Buy?

Do consumers process mobile advertising on mobile websites and branded apps in the same way?” Surveying consumers in South Korea to study advertising recognition and willingness to buy new products, researchers examined both the antecedents and consequences of mobile websites and branded apps. The study used real brands and controlled for brand effects in a structural equation model.

Read the JAR summary.

JAR: A Neuroscientific Method for Assessing Effectiveness of Digital vs. Print Ads

Many studies have compared advertising effectiveness online and in print. Where that research has fallen short is in comparing the ways people divide their visual attention specifically when using different devices and media. Here’s how a team of academics and practitioners took a neuroscientific approach to measure that response, using biometrics.

Read the JAR summary.

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