Cross-Platform

• Research & Data Quality
• Article

The ARF Attention Measurement Validation Initiative: The How & Why

Today, there is much discussion and debate on the definition of attention, how to measure it properly and whether we should be measuring it at all, or if inattention instead should be what we assess. Plus, is the highest form of attention always desired, or do we want low levels of attention for certain kinds of ads, such as emotional ones for TV? As a result of all these questions, the ARF has announced the Attention Validation Project. Its goals are to help define attention, evaluate the methods available to us and what their rightful application is, whether it be analyzing advertising creative or the media environment.

• Audience & Media Measurement
• Article

The Evolution of “OTT” and “CTV”

• ARF Knowledge at Hand; CMO BRIEF

Towards the end of 2018, the ARF issued a Knowledge at Hand report and a CMO Brief each called The OTT Revolution. Since then, the OTT revolution has not only continued but it has accelerated. Moreover, the pandemic acted as a catalyst, increasing the rate of this acceleration. At the same time, the meaning of the term OTT has changed.

• Audience & Media Measurement
• Article

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.

• Audience & Media Measurement
• Article

The ARF 5th Annual Privacy Study

One of the ARF’s most anticipated reports for both membership and the press, the 2022 Privacy Study surveyed 1,273 American consumers from May 14th to 27th, 2022. This was done via a Qualtrics online sample and platform. The 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, questions about the acceptability of using personal data under various circumstances and for various purposes were also added.

• Ad Effectiveness & ROI
• Article

What Drives Customer Online Engagement

• MSI

We have seen a significant increase in consumer participation in social media over the last decade. This can have a substantial benefit to firms. The problem is, while many consumers join platforms, they tend to spend less time on them over time. To have a sustainable social media marketing program, customer engagement must be maintained over the duration.

• Creative & Branded Content
• Article

How Do Pop-Up and Floating Ads Affect Attention and Attitudes?

• JOURNAL OF ADVERTISING RESEARCH

Unexpected ads—like pop-ups and floaters—affect people’s attention and attitudes differently, depending on their location, the degree of unexpectedness and the user’s task level, new research has found. The study’s findings offer fresh evidence toward helping advertisers and website service providers design attention-grabbing ads.

• Targets & Segments
• Article

What Drives Consumers to Share Their Data in Addressable TV?

• JOURNAL OF ADVERTISING RESEARCH

Addressable advertising on television enables better targeting and measurement of TV ad campaigns, but gaining access to consumer data is essential for its effectiveness and development. So, what can advertisers do to make people more willing to share their data? New research offers insights into developing personalization initiatives aimed at alleviating privacy concerns.

• Audience & Media Measurement
• Article

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.

• Audience & Media Measurement
• Article

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.

• Research & Data Quality
• Article

When Consumers Tune Out: A New Scale Evaluates Ad Disengagement

• JOURNAL OF ADVERTISING RESEARCH

Why do consumers tune out advertising messaging, and what can marketers do about it? There is plenty of research about consumer engagement, but very little on disengagement. New research has filled that gap by broadening the definition of disengagement, identifying the cause for it, and developing a scale for measuring it.