A weekly round-up of the industry’s top stories and research curated by the ARF.
Ads that highlight under-represented groups and their experiences can have broad appeal and be highly effective. However, they can backfire – even among the group the ad is focused on – if they fall into the “sadness trap”.
While most marketers’ attention is focused on Gen Z and increasing diversity in ad creative, depictions of older adults are rarely part of that diversity. A new study concludes that bias in advertising prevents many brands from motivating a large, affluent consumer group.
The ARF announced a new initiative to improve attention measurement during a conference that explored all aspects of “attention” and issues surrounding attention measurement.
Sponsored by Nielsen
Coinciding with Hispanic Heritage Month, Nielsen has released a new report, “Latino-led content and viewers: The building blocks for streaming’s success.” Read more »
While there is still some disagreement over the definition of “OTT” and “CTV”, most use these terms now in a new way that reflects the changes in the media landscape and viewer behavior during the last five years.
The September issue of the JAR features two papers that address the same marketing challenge, how to increase attention to digital ads, from different perspectives.
A new analysis of data from the ARF’s DASH study shows how the choice of research methods can have a significant impact on findings.
The latest Privacy Study has been released. Here are key insights, plus a link to the full report.
A new study in the Journal of Advertising Research explores the role of deep fakes and A.I. on ad creative and consumer response to advertising
A new study by Meta concludes that changes in how data is used in online advertising can have a significant negative impact on the effectiveness of digital ad campaigns. This research can help us understand what work the industry can prioritize to help advertisers in a privacy-conscious environment.