Unexpected ads—like pop-ups and floaters—affect people’s attention and attitudes differently, depending on their location, the degree of unexpectedness and the user’s task level, new research has found. The study’s findings offer fresh evidence toward helping advertisers and website service providers design attention-grabbing ads.
Member Only AccessThis project, the same as this entry’s title, is sponsored by Nielsen and will explore the definition of effectiveness and the expectations senior stakeholders have of marketing effectiveness metrics.
A JAR “Digital First” paper explores the impact of interracial images in advertising on consumer responses. Read more »
As corporations market Juneteenth, experts point to “tricky but predictable pitfalls.” Read more »
The Drum hosted a roundtable with six select members to dissect the ways in which data informs creativity — and how that relationship is transforming in light of market movements and industry sea changes. Here are three of their biggest takeaways.
As part of the WARC x Ogilvy “Image to Impact” report, Jonathan Halvorson – Global VP – Consumer Experience, Mondelez International – spoke about navigating media fragmentation, balancing the art and science of marketing and why authentic purpose can make an impact.
As brand leaders increasingly feel motivated — or pressured — to take a stance on societal issues, Morning Consult’s study explored whether ESG (Environmental, Social and Governance) positions translate to changes in consumer behavior. The findings offer new insights into the attitudes and behaviors of different consumer types. Read more »
A recent ARF Research Leadership Committee meeting focused on the ARF’s Research program for 2022. Here are the highlights.
Kantar tested over 13,000 ads in 75 markets in 2021. It used this research to learn more about what makes winning ads – ads that stand out, generating sales in the short term and building brand equity in the long term.