attention

Cross-Platform Measurement Options from an Agency Perspective

Cross-Platform Measurement Options from an Agency Perspective

Audience measurement is changing at an unprecedented rate. Concurrently, identifiers such as cookies are fading, and traditional models and incumbent suppliers are being questioned. In reaction to all these happenings, new measurement initiatives and a new Joint Industry Committee (JIC) have risen to establish a path toward a new video measurement framework. In 2023, the Online-Offline Metrics Working Group, within the ARF Cross-Platform Measurement Council, conducted anonymous, in-depth-interviews (IDIs) with eight key decision-makers from major agency holding companies. The IDIs focused on three major issues involving the metric situation confronting the advertising industry. This report summarizes the learnings from those interviews.

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Super Bowl Ads Revisited

  • Posted: February 14, 2024

As all media are full of analyses, polls and commentaries, with this year’s Super Bowl ads, it is worth looking at research insights from past Super Bowls.

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AI’s Impact on Marketing

  • Posted: December 14, 2023

Arguably, this emerged only in 2023 as a top research issue. AI is likely to play a major role in many of the topics discussed below, such as research quality, marketing strategies, measurement and attention metrics. 

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2023 Attribution & Analytics Accelerator

2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.

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Brand Safety, Social Targeting, and Who Needs Highly Creative Ads?

Brand Safety, Social Targeting, and Who Needs Highly Creative Ads?

  • INSIDE THE JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, JAR authors in Australia, China and the U.S. presented their recently published research on topics that some in industry may consider controversial. One found evidence of brand safety risks in programmatic advertising when ads were placed in negative news environments, contradicting some industry research. Another discovered social targeting spillover effects that suggest advertisers rethink conventional targeting methods. Other work came with unexpected findings: that highly creative advertising—although important for attracting attention—can have harmful effects on familiar brands, while benefiting unfamiliar brands. In the concluding Q&A, panelists explored aspects of brand recall relevant to their research, and whether brand size and other media channels would affect their results.

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Navigating the Evolving Media Landscape

Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.

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Multiple Attention Measures

  • Posted: October 20, 2023

A new report shows that “Attention measurement” can mean very different things – in terms of what is being measured and how it is measured. Read more »

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