ad blocking/ avoidance

Inside the Journal of Advertising Research: What Drives Ad Engagement: From AI and Skippable Ads to Life Transitions

Inside the Journal of Advertising Research: What Drives Ad Engagement: From AI and Skippable Ads to Life Transitions

  • ARF
  • JAR INSIGHTS STUDIOS

On December 11, we highlighted three new articles from the Journal of Advertising Research on how emotion, control, and context shape the evolving dynamics of ad effectiveness in the digital age. Across sessions, speakers emphasized that consumer engagement is shaped not just by creative content, but by emotional responses, timing, predictability, and personal context. The discussion underscored the importance of designing advertising strategies that balance attention capture with trust, comfort, and long-term effectiveness.

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Dimensionalizing the Value of Brands in an Attention Economy

Dimensionalizing the Value of Brands in an Attention Economy

  • Summary by Caroline McBride, Pernod-Ricard, Young Pros Officer

On September 20th, 2023, expert researchers delivered a set of presentations and participated in a panel discussion at an event curated by the Cognition Council’s Long Term Effectiveness Working Group. Panelists shared previous work on consumers’ responsiveness to the first few seconds of an ad, followed by the Cognition Council’s analysis of the combination of two disparate data sets – Kantar’s BrandZ, an ongoing study of the brand equity of leading global brands, and a custom MMA neuroscientific study of over 800 respondents’ reactions to 24 ads. This analysis focused on the effect of brand relevance on cognitive processing (specifically cognitive load and motivation) of ads at varying scroll speeds in a feed-based environment.

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