Surprising Changes in Viewing Behavior
New data reveal unprecedented volatility in viewing sources, but also a return to patterns that are reminiscent of how we watched TV prior to the streaming era.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
What About Brand Safety?
A major new study by Meta examined the impact of ad adjacency to risky content. The study concluded that there is “minimal-to-no association for content adjacent to ads regardless of risk severity of the content”.
Targeting Without Cookies
Mercedes Benz conducted a study exploring how to target in a cookie-less world and found AI and ML offer effective solutions.
The Importance of Audio
While most of marketers’ attention and research is focused on video, a new report emphasizes the importance of audio in light of the growing popularity of podcasts. In it, researchers explore the role of attention to audio.
Who Answers Pollsters’ Phone Calls?
“In the middle of a recent poll, only 0.4% of calls yielded a completed interview”.
How to Adjust Marketing Strategies during Inflation
Marketing guru Les Binet recommends employing econometrics and focusing on price to support brands and maximize profit in inflationary times and during a recession.
What the Metaverse Means for Marketers
Speakers at an ARF Town Hall gave their predictions on the development of the metaverse and described how metaverse marketing platforms will impact marketers’ strategies.
Streaming With or Without Ads?
New research explores consumer sentiment regarding ads in streaming services – both pros and cons.
Making Inclusive Advertising Effective
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”.
A Different Perspective on “Diversity”
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.