News You Can Use

A weekly round-up of the industry’s top stories and research curated by the ARF.

How MARS Builds Brands

  • Posted: May 11, 2023

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.

Media Professionals’ Opinions

  • Posted: April 26, 2023

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.

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Does “Going Dark” Always Hurt the Brand?

  • Posted: April 26, 2023

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.

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Today’s Social Media Landscape

  • Posted: April 13, 2023

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.

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