ad creative

Do I Have Your Attention? Banner Blindness Tactics, Roadblock Ads and Influencer Cues

  • Posted: June 7, 2023

At this Insights Studio, speakers on four different continents presented their work published in the JAR, with common themes of attention and frequency. Two presentations focused on banner blindness tactics: one compared the effectiveness of personalization and extreme creative strategies, while the other showed how unexpected ads like pop-ups and floaters drive attention and shape attitudes. A study on roadblock advertising tackled the question: Is this attention-getting tactic worth the substantial cost? And lastly: effects of influencer disclosures over time within a framework of consumer skepticism. A lively Q&A discussion explored the roles of attention and inattention in creative and media, contextual nuances, frequency effects of roadblock advertising and influencer disclosures, differences in attention factors across cultures, and the need for more research overall in the area of attention.

The Impact of Bodily Autonomy on Brand Marketing: Insights for Marketers

  • Posted: June 6, 2023

As civil liberties continue to be politicized, advertisers have a growing expectation to be part of the solution and fill the trust gap between consumers, government, and media. On February 7, Mindshare and GroupM unveiled new research examining the sentiments of those most impacted—voices who have been historically marginalized and underrepresented in media and society—by the eroding rights to privacy. Further topics of discussion included the future of using “women’s empowerment” in marketing campaigns and the larger economic implications when bodily autonomy rights are lost.

A Peek Behind the Curtain – Preventing a Fumble: The Research POV on Super Bowl Advertising

  • Posted: June 6, 2023

The ARF Creative Council hosted its seventh Happy Hour event on Super Bowl advertising and what to watch for in the commercial breaks during this year’s big game. Council member Belle Frank of VMLY&R moderated a discussion with four creative experts – three of them from the Creative Council — to discuss Super Bowl ad insights and trends, giving marketers important ideas to consider and advertising fans something to look for on Sunday night.

The Future of Social Media for Marketers

  • Posted: June 6, 2023

On March 16, 2023, the ARF Young Pros led an exploration of the ongoing transformation and future trajectory of social media to help organizations navigate the landscape and create more strategic social media plans. Panelists discussed trends, the role of influencers, creative branding campaigns and more.

Breaking through the Clutter with Innovative Advertising Strategies and Promotions

  • Posted: June 6, 2023

The panelists talked about the ad experience from the technology, creative agency and the major streamer perspectives. Rob Askman of Brightline started by saying that people aren’t ad averse, but they dislike bad ad experiences. Advertising on streaming is replete with personalization, shopability and interactivity to increase engagement and allow for unique measurement opportunities, allowing for future optimization. William Roberts-Foster of NBCUniversal showed different streaming ad formats such as layering a beloved IP into an ad, solo ads, binge ads, pod ads and pause ads. Karen Costello of Deutsch LA returned to more foundational elements. Advertising is still about content that people care about, no matter the platform. She encouraged engagement of fired up fans with a great story, as they’ll be sure to pass it around.

What Does AI Mean for Advertising Research?

  • Posted: June 6, 2023

We’ve all heard about the growing use of artificial intelligence in advertising research and doom and gloom predictions that it will knock out jobs, but is this really the case? Agency leaders joined us for an ARF Town Hall to discuss the upsides and possible downsides of generative AI, as well as how they’re utilizing it in their businesses to boost efficiency. Attendees heard predictions on how AI will change the business model of advertising and what it could mean for media agencies.

Measurement with Large-Scale Experiments: Lessons Learned

  • Posted: June 5, 2023

In this session, Ross Link (Marketing Attribution) and Jeff Doud (Ocean Spray Cranberries) examined a large-scale experiment conducted with Ocean Spray. They applied randomized controlled trials (RCT) to approximately 10 million households (30 – 40 million people) in which ads were consumed by their participants via a variety of devices. Jeff explained that the experiment was done to measure the impact of when certain ads were suppressed for some of their participants. Additionally, they examined an MTA (multi-touch attribution) logit model that was subsequently applied, which yielded KPIs such as ROI. Information from this MTA-RCT experiment supplied refreshed results monthly. Daily ROI results from the campaign were collected from the MTA-applied modeling. Outcomes from this experiment revolved around retargeting and recent and lagged buyers. In addition, the study also explored creative treatments and platform effectiveness.

Connected Television: Engaging Consumers with Enhanced Ad Formats

  • Posted: June 5, 2023

Tony Marlow of LG Ad solutions examined the effect of CTV on viewers and marketers looking to connect with audiences in a meaningful way, particularly with the advent of challenges presented by second-screen viewing. In addition to second-screen viewing, advertisers have also been stymied by new privacy regulations reducing the efficacy of targeting. In his presentation, Tony remarked on the rapid change in viewership from cable TV, subscription TV and ad-supported TV. Tony explored enhanced ads leveraged through CTV by presenting several pieces of “thought leadership research” which indicated the impact these ads have on engagement between advertisers and consumers. The research exemplified how enhanced ads can connect with consumers via CTV through their devices, to make the act of second-screening more productive by bringing devices and television ads together. Enhanced ads were demonstrated through the inclusion of QR codes, local extension, weather-driven and dynamic in nature (i.e., countdown to a game, etc.).

Contribution of Media vs. Creative vs. Brand

  • Posted: June 1, 2023

Across all platforms, creative continues to have the dominant effect ranging from 46% to 49% of the effect of the campaign. The proportional effect of media and brand vary by platform depending on the targetability of the medium, the ability to build reach and the appeal to younger audiences such as is the case for social media.

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