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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.

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.

JAR: Dynamic Asymmetric Effects of Cross-Media Exposures over the Purchase Cycle

There is ample evidence that cross-media advertising campaigns can be advantageous to marketers because of their potential for synergy. In this article, the authors focus on such effects in the emerging Chinese market, where there is potential for regional variation. They do so by examining single-source data on household-level, cross-media exposures and purchases for consumer packaged goods brand in China. The upshot: TV commercials benefit from prior exposure online, but not vice versa.

Read the JAR summary.

KaH: Can Context Make Advertising More Effective?

Does advertising context affect consumers’ perceptions and response to the advertising? If so, how does context affect ad performance? Ignoring context, whether it’s a message adjacent to an ad, the media platform/brand, the device, or when the ad is delivered, can be risky. In fact, context is likely to impact ad performance – positively or negatively – as six decades of research show. Read More.

JAR: How Synergy Effects of Paid and Digital Owned Media Influence Brand Sales (Best Practitioner Paper 2018)

The surge in digital platforms has disrupted the media-spend equation, prompting questions about how brands’ investment in paid and digital owned media affects brand sales. Analyzing 838 brands in 14 product and service categories, a trio of researchers wanted to find out how the synergies, or interactions, between these two different types of media influenced brand sales. To do that, they performed complex statistical analyses that expanded on earlier work in measures of advertising intensity, i.e. ad spend relative to a company’s resource base (the greater the advertising intensity, the smaller the information gap between the company and its customers).

Read the JAR summary.

KAH: Optimizing Mobile Survey Research

The number of consumers starting surveys on their smartphones has grown more than 8x the rate of the industry’s growth. Yet drop-offs rates are 20% higher than on PC. The ARF has developed guidelines to overcome this challenge and optimize mobile survey responses. Read More.

JAR: Advertising across Platforms: Conditions for Multimedia Campaigns

ARF executive researchers describe their two-year collaborative study of the conditions under which inserting multiple platforms in a campaign leads to specific advertising effects. The evidence overwhelmingly points to higher ROI from advertising on multiple platforms than advertising on a single platform only, with the most powerful results coming from reinforcing television with digital strategies.

Read the JAR article.

MSI: Multichannel Sales Attribution and Media Optimization

This decision support model incorporates the dynamic effects of advertising and sales channels as well as interaction effects between them. Analysis of nine sales markets suggests that optimizing cross-channel and multimedia effects can increase profits 35% on average.

Read the Working Paper.