Leveraging Data

Discover the latest and most impactful research on leveraging data analytics to generate business insights 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.

MSI: Finding the Sweet Spot: Ad Scheduling on Streaming Media

Offers a three-stage approach to deliver an optimal advertising schedule that maximizes advertising exposure without compromising the content consumption experience for individual viewers. Approach is calibrated on a unique dataset that tracks the viewing behavior of Hulu customers.

Read the Working Paper.

KaH: Should You Cut Your Advertising Budget in a Recession?

The coronavirus is wreaking havoc on the American and world economy. Forecasters are predicting a global recession. The stock market has whipsawed, adding to the economic jitters many are experiencing. In such trying times, brands suffer from declining sales revenue and cash shortages. Often, they consider slashing their advertising budgets as a result. But is such a move wise?

Read More»

KaH: Oracle Data Cloud Tackles Audience Quality

In 2018, $57 billion was spent on digital display advertising. That doesn’t mean those resources were used wisely. One crucial issue is the need to focus on audience quality. Failure to do so can lead to consumers being buffeted with messages or confronted with irrelevant ones. As a result, they become frustrated and turned off. This equates to missed opportunities and wasted resources. Read More

KaH: Brand Safety

Advertising has always been part of the cultural zeitgeist. But today, brands must always be aware of social issues. This is due to the breakneck speed at which social media and online platforms move. The cost of ignorance can be swift and severe. Negative brand adjacency doesn’t just damage a brand’s reputation. It can have a direct impact on its bottom line as well.  Read More.

JAR: Converting People-Meter Data from Per-Minute to Per-Second Analysis: A Statistical Model Offers a Closer Look at TV Ad avoidance and Effectiveness

Radio advertisers have been relying on earlier research that showed that as much as one-third of their audience switch stations during advertising breaks, but researchers claim that number is misleading. Their new benchmark—about one-tenth of current estimates—could attract greater investment in this advertising medium.

Read the JAR article.

KaH: Native Advertising — The What, Why and How

Today, platforms such as PC’s and smartphones make it possible to reach consumers with print, audio, and video messages in new ways. So, how do we define the ad forms usually referred to as “native,” and what are the best practices? This Knowledge at Hand on native advertising explores answers to these questions and offers a recommendation for marketers going forward.
Read More.

MSI: Targeting and Privacy in Mobile Advertising

Proposes a modeling framework that consists of two components – a machine learning framework for targeting and click-through rate predictions and a stylized analytical framework for conducting data-sharing counterfactuals and examining economic incentives in this marketplace. Applies framework to data from the leading in-app ad-network of an Asian country.

Read the Working Paper.

KaH: When Brands Go Dark

The decision to scale back or eliminate the advertising budget is never easy for marketers and to “go dark” can have various causes, from a broad economic recession to narrower industry or company-specific revenue or growth challenges. Whatever the cause, “going dark” has both short- and long-term implications. Read More.

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.

KaH: Introduction to Neuroscience and Biometric Marketing Research Methods

Neuroscience-based marketing research offers new tools for improving advertising creative and testing methods. After conducting two research projects, the ARF has concluded that these methods have the potential to provide important new insights for evaluating commercials and other visual/print stimuli and for identifying creative executions that sell more. The ARF also offers recommendations to strengthen the use of neuroscience-based research. Read More.