Improving Purpose-Driven Ads
GfK studies suggest that “innovation and creativity” are needed to make purpose-driven ads as effective or more effective than “mainstream” ads.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Integrating Linear and Digital Campaigns
A new survey explored how marketers think about the advantages and obstacles of combining addressable linear campaigns with digital campaigns.
Can Successful Ads Feature Older Women?
New research finds that “rules” about only featuring young female models in advertising are outdated. Read more »
A Dilemma for Global Research
Global marketing studies must produce comparable data, despite differences in culture that impact emotional reactions to words and images. This research suggests methods that help overcome these challenges.
Coca-Cola’s Metrics Framework
In a presentation with attention measurement company Adelaide, Greg Pharo described Coca-Cola’s framework for brand communication. Read more »
Congratulations to Artie Bulgrin
Artie is the winner of this year’s Erwin Ephron Demystification Award. Read more »
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.