ad spend

• Past Event Highlights
• Article

AUDIENCExSCIENCE 2023

The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.

• Ad Effectiveness & ROI
• Article

How Emissions-Driven Tax Policies Influence Auto Brands’ Advertising Strategies

• JOURNAL OF ADVERTISING RESEARCH

Auto companies in many countries tend to reduce ad spend toward promoting low-emission vehicles in the face of unfavorable tax policies, but this may not be the optimal advertising strategy and can have a profound effect on the rest of the media market, new research has found.

Is Ad Wear-Out a Myth?

• Posted: March 2, 2023

A UK researcher has presented research that challenges ad wear-out assumptions. He argues his data “busts the wear-out myth”.

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P&G’s Advertising Strategy

• Posted: March 2, 2023

Marc Pritchard, P&G’s Chief Brand Officer, described a new focus for his company’s advertising strategy.

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Advertising During Times of Economic Stress

• Posted: February 14, 2023

Throughout 2022, ARF members asked the Knowledge Center most frequently about advertising and marketing best practices in periods of recession and/or inflation. New insights on this topic come from the “Brands 2020” project by the ARF.

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• Audience & Media Measurement
• Article

Why Ad Expenditures Impact Perceived Quality in Some Cases But Not Others

• JOURNAL OF ADVERTISING RESEARCH

There is a ton of research on the signaling effects of ad spending. But new work tackles lingering questions: Why do advertising expenditures have a stronger impact on perceived quality for some brands and in some product categories but not as much for others? And how do increases in expenditures across different media channels affect quality perceptions?

Ad Revenue Trend

• Posted: December 14, 2022

This chart from Visual Capitalist shows how just three companies now make up 50% of U.S. ad revenues. 

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• Research & Data Quality
• Article

ATTENTION METRICS: Moving from Laboratory to Field Applications

On September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.

Should Advertisers Prepare for a Recession?

• Posted: August 17, 2022

It appears that many consumers think we are (or will be) in a recession and so, are reevaluating their spending habits. This suggests that advertisers should start thinking about their strategies going forward.

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Three Ways to Improve ROI

• Posted: July 27, 2022

Nielsen has issued three versions of their 2022 ROI Report – for advertisers, agencies and media sellers – to help them grow their brands, boost ROI and demonstrate ROI respectively. 

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