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 Price of Privacy May Depend on the Method of Payment

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 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?

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

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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How Consumption Capital May Explain Brand Preferences

How Consumption Capital May Explain Brand Preferences

  • MSI

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.

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Modeling Cultural Mindsets with Endorser Origins to Predict Brand Attitudes

Modeling Cultural Mindsets with Endorser Origins to Predict Brand Attitudes

  • JOURNAL OF ADVERTISING RESEARCH

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.

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Going Live: How “Shoppable” Ads Measure Up

Going Live: How “Shoppable” Ads Measure Up

  • JOURNAL OF ADVERTISING RESEARCH

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.

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Do Ad-Blockers Help — or Hurt — Consumers?

Do Ad-Blockers Help — or Hurt — Consumers?

  • MSI

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 complete, which leads to greater market concentration.

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

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

  • The ARF

In the digital age, it is difficult to measure media usage on the individual level. Users may share multiple devices and have several profiles across and even within service categories. People share usernames and passwords with others to allow them access to their streaming media or e-commerce 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 provides a solution.

CMO Brief: Attention and Ad Impact — New Insights from New Research

  • Posted: June 8, 2021

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.

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