A weekly round-up of the industry’s top stories and research curated by the ARF.
How can a brand that enters a foreign market, like China, increase acceptance among ethnocentric consumers who prefer local brands? A new study suggests one solution: the use of anthropomorphic products in advertising.
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.
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”.
Mercedes Benz conducted a study exploring how to target in a cookie-less world and found AI and ML offer effective solutions.
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.
“In the middle of a recent poll, only 0.4% of calls yielded a completed interview”.
Marketing guru Les Binet recommends employing econometrics and focusing on price to support brands and maximize profit in inflationary times and during a recession.
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.
New research explores consumer sentiment regarding ads in streaming services – both pros and cons.
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”.