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.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
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.
Building Brands with Empathy
This research suggests that empathy appeals in branding and advertising should be considered. Read more »
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.