Measurement & Currency Priorities
In a presentation on today’s measurement challenges, Jon Watts, CIMM’s Managing Director, called for industry collaboration to improve OTA and Local measurement. Read more »
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Award for JAR Editor
Congratulations to Douglas West, Professor Emeritus at King’s College London and JAR Executive Editor 2008 – 2014. Professor West has received the European Advertising Academy’s Flemming Hansen Award, which honors lifetime achievement in the field of advertising research.
How “Attention” is Measured
One of the new insights revealed at the ARF’s Attention 2023 conference: Providers of “attention” metrics use a variety of measures.
New Research on Net Promoter Score
A new study raises more questions about the ability of the “NPS” to predict company growth.
Should Advertisements be More Entertaining?
Two researchers call for a new approach to marketing.
Bias and Stereotyping in AI
An analysis by Bloomberg concludes that “AI has a Stereotyping Problem”.
More Research on LGBTQ+
Since our last newsletter, much more research on LGBTQ+ issues has come out.
Research on Marketing & LGBTQ+
As many companies join in Pride celebrations this month (and some deal with backlash), we review the growing amount of research available to inform marketers on how to best market to and in support of LGBTQ+. We recommend these studies, all conducted in 2022 or 2023:
Attention to TV Ads Can Drive Online Searches
Academic researchers found that measures of attention to TV ads were good predictors of Google searches.