News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Preparing for Campaign Reach Decline
Will increased viewing of ad-free content impact marketers’ ability to reach consumers?
How MARS Builds Brands
Attention, Emotion and Memory (ESG) are seen as the key elements in building brands.
The “Attention Break-out Session” during the second day of the AUDIENCExSCIENCE conference showed that attention metrics are typically used within a larger framework. Case in point, a presentation by Realeyes and Mars showed how Mars sees attention to marketing messages as a trigger of emotions that leads to memory and (hopefully) brand building.
Source:
AUDIENCExSCIENCE Break-out Session, Attention Metrics: Validity, Reliability & Predictive Powers. Using Attention AI to Predict Real-World Outcomes – Max Kalehoff, VP Marketing Growth, Realeyes; -Johanna Welch, Global Mars Horizon Comms Lab Senior Manager, Mars.
How to Measure Attention
Attention measurement was front and center on the second day of the conference. A key issue: which measure is optimal? Read more »
Less Binging
We have seen the rise of binging TV shows. Is this trend reversing? Read more »
Brand Safety, Boycotts and Beer
Concerns about the impact of risky content on brands who advertise in such contexts, such as an effective boycott, may be exaggerated.
Media Professionals’ Opinions
The ARF participated in an “All Things Insights Media Insights” survey of media professionals about the state of media research, as well as their investments in research and data sciences. A report is now available.
Does “Going Dark” Always Hurt the Brand?
Researchers have consistently found that decreasing advertising during a recession can hurt sales after the period of economic contraction, and that “going dark” is likely to cause long-term damage to a brand. The first analyses of the “What Brands Did in 2020” research project indicate more nuanced effects.
PERSPECTIVES on Defining TV Households
By Paul Donato, CRO, ARF
Today we present the first installment of our “Perspectives” series – a space to express opinions on crucial research and industry issues.
Today’s Social Media Landscape
The ARF’s Social Council has reported on the results of a survey of 2,490 social media users (conducted in partnership with Dynata) on social media’s role in the lives and experiences of its users.