News You Can Use

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

All About 2019’s Super Bowl Commercials

US citizens 18 years of age and older can participate. Interested panelists must register in advance at admeter.usatoday.com. Participants will be asked for basic demographic information— age, gender, income, zip code. Once they are accepted, they will receive the information on how to vote on Super Bowl Sunday. Each commercial will receive a rating by every panelist who votes. Average rating will be the total of all ratings divided by the number of users who rated.

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Best Measures of Attention to Creative Tactics in TV Advertising

Measuring attention to advertising is a complex task because there are different types of attention, tapped by different measures that likely are more or less sensitive to varied attention-getting creative devices. Advertisers have multiple measures of attention at their disposal but lack evidence for which measure is most appropriate for specific conditions, including creative executions.

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Why Emotion Plays a Critical Role in Decision Making

Today’s consumers are bombarded with a vast amount of marketing communications and unsurprisingly, only a miniscule amount of that gets through.

But emotions have huge action potential and can enable consumers to receive messages they wouldn’t accurately perceive in another way. So if brands want to cut-through the noise and optimize messaging to drive action, they need to give much more consideration to the power of emotion.

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Women in Analytics- Highlights from the ARF Event

Data storytelling guru Lea Pica shared tips for creating successful data-focused presentations at the Data Storytelling workshop to a packed room in New York on December 4.

To underscore the importance of developing digestible, appealing content, Lea stated that presenters have only eight seconds to grab their audience’s attention. What does this mean? A presenter must grab the audience’s attention from the outset and be consistently memorable enough that attendees will want to act after the presentation is finished.

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Magna Research on Digital Video and Linear TV

“Linear TV may be declining but video consumption is as strong as ever,” said David Cohen, president, North America, media agency, Magna. “There are no ‘unreachables’… rather there are device-agnostic streamers with deep pockets who watch just as much video as linear TV viewers and are receptive to relevant, targeted video ads.”

Magna has been relatively aggressive about moving its clients marketing dollars from traditional TV to online video platforms including YouTube.

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“Marketing Science Has Taught Me …”

Marketers can certainly take much from the pursuit of science. But don’t forget just how useful the concepts of marketing are in promoting and selling your scientific theories too. Here are the contributors’ responses to the sentence ‘marketing sciences has taught me…

Humility. – Rory Sutherland

Changing my own mind can be immensely satisfying. – Byron Sharp

To argue. – Sue Unerman

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AI still in its infancy for Media Buying

Brian Krick, EVP of global media planning at WPP GroupM’s Essence. said most of their clients are still learning about AI through pilot programs or research.

In media buying, AI is a forecasting process that analyzes massive amounts of consumer data and campaign content to measure campaign performance, allowing marketers to redirect budget toward ad placements that are performing the best. AI also helps marketers diminish their cost-per-acquisition while generating higher-quality leads by working to find the right match of images, videos, headlines and calls-to-action in campaign materials that get viewers to convert.
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Secrets to Executing a Great Creative Brief

The truth is you can track a number of the stresses of client-agency relationships back to poorly prepared creative briefs, because both sides get frustrated when they don’t have clear expectations. Clients feel like they’re not getting the agency’s best work and they’re not receiving what they’ve paid for. And creatives tear their hair out because they feel like their clients are being indecisive, and they just don’t know how to deliver their best work with an ever-changing brief.
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