Highly creative advertising is essential for lesser-known brands, but for familiar ones the effort may backfire, new research shows. If the highly creative ad is perceived as off-brand or forces too much information processing, it can damage consumers’ attitudes toward the familiar brand.
Member Only AccessThe ARF has released a comprehensive white paper on the effectiveness of cause-related messages in advertising.
As part of its Attention Measurement Validation Initiative, the ARF has issued a comprehensive literature review. Read more »
At Europe’s principal conference on advertising research, a sense of urgency prevailed. ICORIA, held in Bordeaux in late June, saw its first-ever writer’s workshop on how to craft research that resonates with practitioners. It also had presentations on hot-button themes like AI, attention, social media and influencer marketing, as well as highlighting academics’ mission to find solutions to some of the industry’s biggest challenges.
Member Only Access
The proliferation of media platforms, with increases in multi-tasking, has made finding ways to get consumers to pay attention to advertising more important than ever. In response, researchers have developed new methods to assess attention and the ARF has found that they can provide more direct and more accurate measurements. However, as these metrics are constantly evolving, there are open questions regarding their validity and reliability. Further, as researchers are using the term “attention” in different ways, clarity about what is meant by attention and how it is being measured is crucial.
Member Only Access
Attention metrics are at a pivotal point in our industry. They are moving from the lab into the marketplace. Being at the forefront of such research, the ARF is studying 23 attention measurement providers. The goals of the study are to better understand the different tools being used, their validity, reproducibility and rightful application—whether in evaluating ad creative or the media environment. In the first phase of the project, ARF researchers produced a literature review, which itself is illuminating and adds much needed context. We now offer this review to our members. In addition, the first phase will also include a comparative analysis and profiling of all the participating measurement companies. Stay tuned for this upcoming report.
Member Only AccessOn 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.
On September 21, 2022, speakers from Kantar, Meta, Next Media Partners, Snap, VMLY&R, Wunderman Thompson Intelligence and XRGuild shared insights into how the Metaverse will impact marketers. They discussed implications for interoperability as well as paid advertising.
The ARF’s Paul Donato interviewed Snap’s Gaz Alushi about the impact of privacy-centric ecosystems on measurement and the consumer. From his perspective of working within a walled garden, Gaz speaks to how Snap puts the consumer first without conflating tracking with measurement in capturing the impact of an ad campaign. Paul and Gaz also discussed the industry’s response to privacy regulations, working with first- and third-party data, the MRC’s cross-platform standards, and how Snap works with partners across the spectrum to measure its audiences.
Stephen DiMarco (Tubular Labs) moderated this discussion on the second day of the conference with the anchor commentators who shared their perspectives on what they heard and what it means.