awareness

Measuring Influencer Impact

• Posted: August 3, 2022

The ANA has introduced a set of guidelines for influencer marketing measurement to help advertisers better assess influencer marketing’s value. Read more »

• Ad Effectiveness & ROI
• Article

Ad Effects in Financial Services

• MSI

This MSI working paper offers insights into advertising’s role as a strategic tool in financial services. Researchers examined nine years’ worth of auto insurance industry data to uncover the effects of advertising, in terms of awareness and purchase consideration at each purchase stage along the customer journey.

Obstacles for the Metaverse

• Posted: May 12, 2022

Nearly three-quarters of consumers say they have heard of the “Metaverse,” as of March, according to Marketing Dive. That’s a noteworthy bump in awareness compared to last July (32%). But familiarity does not equate to understanding. Read more »

Earth Day at 52

• Posted: April 28, 2022

Born to combat pollution, environmentalism’s annual observance is poised to inspire more than ever—if governments, the public and brands can figure out what it means now. Read more »

• Targets & Segments
• Article

Peers vs. Fears: How Ambivalence and Norms Shape Consumer Decisions

• MSI

How does ambivalence affect consumer choice, when it comes to deciding whether to consume alcohol, recreational drugs or certain foods or beverages—like energy drinks. This ambivalence creates arousal, which causes the consumer to focus attention on the immediate, positive outcomes of such a choice. However, it also engages a moderating effect, their awareness of their peers’ behavior when faced with such decisions.

NYCU: Increased Attention to Outdoor Ads

• Posted: October 22, 2020

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NYCU: Out-of-Home Becomes Digital

• Posted: August 13, 2020

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• Past Event Highlights
• Article

YP Share Group – Managing Remotely (Up, Down and Sideways)

The focus of the ARF’s Managing Remotely Share Group was how to effectively communicate up to a team leader, down to a direct report or laterally with other team members. Cole Strain, Head of Measurement Solutions at Pinterest shared his strategies and experience with remotely managing people and projects. Following the presentation, attendees joined small moderated breakout sessions where they discussed personal and professional challenges while working remotely, including creative ways to connect, a new work/life balance, and how to continue these practices if or when there is a return to the office.

NYCU: Research Shows Demand for Change

• Posted: June 12, 2020

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• Past Event Highlights
• Article

Brand Advertising in the Time of Coronavirus (Event Summary)

• VIRTUAL INSIGHTS STUDIO SERIES

The coronavirus is an inflection point in world history that all of us will remember for the rest of our lives. To understand the influence of advertising in this troubled time, four ARF member companies — Ameritest, Dynata, iSpotTV, and Research Measurement Technologies (RMT) — came together to measure the collective impact of some morale-building brand advertising. They measured the in-market impact of 10 ads from Budweiser to Facebook to Walmart to understand advertising’s impact on the American people’s shared memories of this cultural moment. Presented by Chuck Young – Founder & CEO, Ameritest Discussant Scott McDonald, PhD – President & CEO, ARF Editor’s Note: The full summary is available to members only.