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Knowledge at Hand

A quick reference for information on a wide range of industry subjects from fundamental to leading edge.

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?

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KaH: The Data Gap: Getting Better Creative from Insights

Collaboration between creative/strategy and research/data communities is crucial in advertising. Yet, it is difficult to bridge the gap between these two very different groups. The ARF Creative Council recently conducted a quantitative and qualitative research project to learn more about the apparent divide. Specifically, they wanted to know how each group perceives research and data and their value in the creative process. The results?  Read more.

Oracle Data Cloud Tackles Audience Quality

  • CMO BRIEF

$48 billion was spent on digital display advertising in the US in 2018. That’s up 5 percent from just a few years ago. Unfortunately, most advertisers are unaware of the need to focus on audience quality. Without doing so, consumers can be overwhelmed with messages or encounter irrelevant ones. They become annoyed or frustrated, resulting in missed opportunities and wasted resources.

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Attention and Impact: New Insights from New Research

How important is it to get consumers’ attention? The answer seems obvious: it is extremely important. There can be no impact without consumers paying attention to the marketing message. The more attention is paid, the greater the likelihood of the desired impact.

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What’s the Perfect Synergy Between Employees and Technology?

  • CMO BRIEF

Technology is omnipresent in today’s world. Yet, it’s become more difficult to determine what is the best way to utilize it. Businesses want to provide topnotch customer experiences, while maintaining operational efficiency. Customers, meanwhile, require a convenient, responsive, personal experience. So how can companies strike a balance and create the ideal symmetry between employees and technology? The ARF’s Knowledge Center was recently challenged with this question. Here are its findings.

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KAH: 2nd Annual ARF Privacy Study

Several data breaches grabbed headlines in 2019. This year has been one of the worst for such breaches, according to Risk Based Security—a cyber security analysis firm. Over 3,000 breaches were reported through the end of June, exposing 4.1 billion records. Even though the vast majority of such breaches had a low to moderate severity score, anxiety-inducing headlines may have affected Americans view on privacy. 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.

Commercial Length & Ad Effectiveness

Proclaiming that one commercial length is “more effective” than another oversimplifies this relationship. Research shows that telling an engaging and motivating brand story, as well as aligning the message with the campaign situation and desired objectives, have far more influence on ad effectiveness than creative length. Compelling, effective advertising comes in all sizes, from five seconds to a few minutes. Also, creative and placement factors affect ads differently by length. Ultimately, ad length matters but the relationship is clearly nonlinear.  Read more.

Marketing to Hispanics

Marketers have become increasingly aware of how important it is to understand the characteristics and dynamics of the Hispanic market – the fastest growing segment of the U.S. population. But what are the Hispanic segment’s media behavior and ad receptivity? Read more.

The OTT Revolution

The accelerating pace of digital disruption is transforming the TV industry, giving consumers more choices and ways to view programming than ever before. What’s the impact on the industry? What new tools does OTT offer marketers?  Read more.