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Using New Methodologies to Bridge the Creative-Research Divide

  • Posted: June 13, 2023

Rose Murphy of GM and Mark Truss of Wunderman Thompson provided a preview of the latest white paper from the ARF Creative Council. This paper builds on the Council’s first paper, How to Get Better Creative from Better Insights, by highlighting new and innovative technologies and processes that can generate insight that drive creative performance. The research process started with an understanding of the knowledge base through the ARF Knowledge Center, then a review of prior ARF David Ogilvy Award submissions, followed by surveying suppliers. A deep dive analysis led to identifying three types of approaches: extensions of familiar tools (e.g., mind modeling, AI-enhanced groups and testing), new tools to tap unconscious motivations (e.g., observational, neuroscience) and emerging tools (e.g., visual culture, AI frame-by-frame analysis). These tools can help throughout the creative development stages: strategy, ideas and optimization. The white paper discusses more recently adopted approaches that are often silo-busting and can help elicit better understanding of the consumer.

What is Creative Effectiveness and Why is it Important?

  • Posted: June 13, 2023

Carolyn Murphy of WARC began her session on stimulating and measuring creativity by diving into the relationship between creativity and effectiveness. While the link between creativity and effectiveness is backed by a strong body of research, the focus on the importance of creativity has waned recently, with the rise of digital commerce, performance marketing and retail media networks. Carolyn suggested that marketers and advertisers regain the focus on the value and benefits of creativity in newly emerging channels, which was backed by more recent research. Carolyn noted that creative is not a replacement for an ad budget, but a way to “supercharge” the effectiveness of that campaign. Success is likely when “when creative is married with your overall strategic planning, in a media plan that’s comprehensive.” To provide a framework for success, WARC, James Hurman and Peter Field created the Creative Effectiveness Ladder. This six-tiered model scales around how to measure your creative to see what effective outcome it will have.

Evaluating the Drivers of Attention Across Media and Creative

  • Posted: June 13, 2023

According to Britt Cushing of OMD, we need to make sure that creative and media “sit hand in glove” as everyone battles for attention in a sea of clutter that is diluting effectiveness. Sixty-five percent of media impact actually comes from the creative. OMD has been looking at attention for planning through years of empirical testing (across 25 brands, 10 categories and seven different markets). They found that attention drives mental availability and is fundamental for brand growth. In this presentation Britt discussed OMD’s approach to leveraging attention from planning to activation to garner competitive advantages for brands.

How Managing Creative Attention for Brand Growth Can Drive Outsized Outcomes

  • Posted: June 13, 2023

Max Kalehoff of Realeyes discussed what can happen when you manage for creative attention to further bridge the gap between media and creative. Realeyes uses a model based on NCS’s model on contributors of campaign outcomes to calculate how media and creative attention lead to quality exposures and brand impact. Realeyes also leans into facial coding via webcam to measure human attention on video creative—how it is captured, retained and encoded. To apply the creative efficiency to a nominal CPM, Realeyes ran a simulation study of 42 YouTube ads across seven CPG cleaning brands. They found that creative efficiency determines up to 3X delta in quality exposure share. The study also identified what moves the needle on creative attention and efficiency in CPG.

Media Experiences That Are Meaningful to the Consumer

  • Posted: June 13, 2023

Parvati Vaish of Havas Media presented a yearly study they perform showing that 75% of brands would be forgotten if it were not for advertising. Brands that resonate outperform from a business standpoint. It is important to know your audience, be in the right context and give the right content. They need to be optimized and working together. More is not always more. Attention may help deliver outcomes more efficiently.

Where Has All the Advertising Gone?

  • Posted: June 8, 2023

This Insights Studio hosted one of the industry’s brightest minds, Orlando Wood, Chief Innovation Officer at System1 Group and author of the best-selling book Lemon (IPA, 2019). Wood presented a unique combination of neuroscience, cultural history and advertising research to describe a change in advertising style that has occurred over the last 15 years and link this to falling advertising effectiveness. The event also featured a moderated discussion with Janet Hull OBE, Director of Marketing Strategy at IPA and Scott McDonald, Ph.D., CEO and President of the ARF.

A Peek Behind the Curtain at Improv-Driven Insights

  • Posted: June 8, 2023

On February 24, 2022, the ARF Creative Council brought to light a new method for brain-storming great advertising creative. Industry leaders partnered with improv experts to showcase how combining qualitative research and the art of improvisation can kick-start innovative advertising ideas.

New Lenses on Brand Identity

  • Posted: June 7, 2023

This ARF Cognition Council event explored how brands can improve consumers’ perceptions of their pro-social messaging based on insights from fresh analyses of data from a variety of sources. Experts from Ipsos, Dartmouth College and Research Measurement Technologies shed light on a diverse range of research on ways that brands can convey pro-social messages in their advertising.

ATTENTION 2023

ATTENTION 2023

On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.

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