big data
- Past Event Highlights
- Article
Inside the Journal of Advertising Research: What Drives Ad Engagement: From AI and Skippable Ads to Life Transitions
On December 11, we highlighted three new articles from the Journal of Advertising Research on how emotion, control, and context shape the evolving dynamics of ad effectiveness in the digital age. Across sessions, speakers emphasized that consumer engagement is shaped not just by creative content, but by emotional responses, timing, predictability, and personal context. The discussion underscored the importance of designing advertising strategies that balance attention capture with trust, comfort, and long-term effectiveness.
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- Future States & AI
- Article
Tracking the Why Over Time: A New Era of AI-Powered Advertising Research
A new framework for measuring advertising impact over time—“intensive longitudinal mediation”—uses AI and big data to reveal when and why ads work. This approach helps marketers capture psychological shifts in real-time, going beyond static analysis to uncover how advertising drives behavior over days or weeks.
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