ARF Members’ Priority Issues
The ARF’s Knowledge Center recently analyzed all the information requests received by members. Their analysis provides insights into ARF member companies’ priority issues.
The ARF’s Knowledge Center recently analyzed all the information requests received by members. Their analysis provides insights into ARF member companies’ priority issues.
Given the current focus on social media and streaming services as advertising vehicles, it is worth paying attention to studies that remind us of the value of radio and Out-Of-Home (OOH).
Attention metrics have drawn a high degree of energy in the last few years, for many reasons, including the loss of behavioral signals due to privacy restrictions, growing frustration with ad viewability and its perceived limitations, attention metrics’ impact on the cross-platform measurement debate and that biometric technologies can now be applied “in the wild,” rather than just in labs. The ARF’s Attention Measurement Validation Initiative aims to describe the attention measurement space in detail, illuminating this nascent sector. The Phase One findings include a comprehensive literature review and a report that maps out the vendor landscape in this increasingly diverse specialty. The report includes two sections. The first section describes what methods are being used, what these companies report and how and what they measure, be it ad creative or the media environment. The second section includes in-depth overviews of the 29 participating attention measurement companies. The Phase One Report is a must-read for anyone interested in attention metrics or what companies are operating in the space.
Member Only AccessAarti Bhaskaran – Global Head of Research & Insights, Snap
Kara Louis – Group Research Manager, Snap
Aarti Bhaskaran and Kara Louis of Snap presented their amalgamation of work on augmented reality (AR) with key data and client case studies from the last two years. Showcasing the growth of the AR landscape, Aarti and Kara featured how consumers are gravitating towards AR and the expanding number of opportunities available for advertisers in reaching new audiences and utilizing within the media mix. Case studies include brands using AR try-on technology from Champs Sports and Clearly eyeglasses. Key takeaways:Karen Nelson-Field, Ph.D. – CEO, Amplified Intelligence
This presentation discussed the importance of nuance and interaction effects and how understanding interaction effects are critical in building products. There were four use cases—campaign strategy, planning, verification, buying. Two sets of data—inward and outward facing—looked at tag-based data through tags, outward facing—device based, panel data, gaze tracking, pose estimation, etc. One is observed while the other is human. Both are valuable. Each set has limitations. Looking at actual humans has a scale issue, whereas impression data has limited ability to predict behavior. Human behavior is complex. It is also varied by platforms. Metrics without ground truth misses out on this. Three types of human-attention were measured: active attention (looking directly at an ad), passive attention (eyes not directly on ad), non-attention (eyes not on screen, not on ad). Attention outcomes and attention are not always related. Underneath how attention data works there is a hierarchy of attention—the way ad units and scroll speeds and other interaction effects all mediate with each other. It is not as simple as saying look at this ad unit and we will get this amount of attention. If products don’t include these factors they fail. Amplified Intelligence built a large-scale validation model for interaction effects and “choice” using Pepsi. They employed logistic regression using Maximum Likelihood Estimation (MLE), analyzing observations and tested critical factors—brand size and attention type, to demonstrate strong predictive accuracy with CV accuracy. They found significant interaction effects, particularly brand size and attention type as key influencers of consumer brand choice. Key findings:Neala Brown – SVP of Strategy and Insights, Teads
Laura Manning – SVP of Measurement, Cint
This presentation focused on the intersection of attention and brand lift. The partnership between Teads and Cint relates to the challenge of scalability, access to data and insights, and collaboration and innovation. They used normative data sets in order to examine the performance. Beyond viewability, in partnership with Adelaide who uses AU—an omnichannel metric that predicts the probability of placement to capture attention and drive subsequent impact— they conducted 17 studies in 2023. There were variance in results, in statistical significance, outcomes, etc. Results: #1 case study—media that scored highly attentive showed higher product familiarity and favorability; #2 case study—for a flat and neutral campaign, higher attention drove higher brand lift across every brand funnel metric. In terms of applicability, from a media planning perspective, this learning can be leveraged toward outcomes. When aggregating across all 17 case studies, frequency matters—lower frequencies require more AU to move metrics. People who are already familiar react to lower AU media. For favorability—more “energy” or AU is needed to move people here, it’s easier to move people with high level of familiarity. For ad recall—even at higher exposure levels, the ad needs to be high quality and needs more attention. Notably, these case studies can be replicated. Key takeaways:Retail media networks, generative AI across creative, market research and trust, ad effectiveness and attention: These are among the topics highlighted on the Journal of Advertising Research’s list of 2024 research priorities. The list is a result of one-on-one interviews with advertising professionals by Editor-in-Chief Colin Campbell, who asked: "What are your biggest needs and challenges?"
Member Only AccessThe 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.
Member Only AccessThe 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.
Member Only AccessWhat spot length works best? Audacy partnered with Veritonic to compare frequent radio listener responses to 15, 30 and 60-second ads across multiple categories such as auto, financial, retail and professional services to address this frequently asked question. Jenny Nelson (Audacy) and Korri Kolesa (Veritonic) presented the results of this study, which were measured by Veritonic’s audio score components such as attribute score, intent score and engagement score. This survey-based study of a panel of 2,400 radio listeners pointed to a variety of recommendations, such as initiating multiple 30-second ads instead of fewer 60-second ads, testing creative before launch and deploying a total audio strategy to reach omnichannel listeners.