consumer attitudes

• Audience & Media Measurement
• Article

How Changing Privacy Frameworks Are Affecting Marketing & Measurement

• ARF Research Initiatives

A growing number of privacy regulations and data deprecations are creating a highly complicated landscape for marketers to maneuver through. To help us better understand how these forces affect marketing and marketing effectiveness measurement, the ARF recently gathered a group of experts on privacy-related topics from both practitioner and academic backgrounds, to discuss the key issues and outline ways forward. This report is the result of that effort. It includes an overview of the latest privacy-related macro-trends, implications for marketing and measurement and actionable recommendations.

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• Research & Data Quality
• Article

JAR Calls for Papers: Immersive Technologies & Prosocial Advertising

• JOURNAL OF ADVERTISING RESEARCH

Editors at the Journal of Advertising Research have launched two new calls for papers on timely themes — one on immersive technologies and the other on prosocial advertising messages. Interested in contributing your robust work in these areas? Read on to learn about goals for each call and the journal’s resources and support toward submitting a successful paper.

• Targets & Segments
• Article

How Speed Preference During Travel Affects Mobile Marketing

• MSI

Today, it is more common than ever for consumers to access media and make decisions on the go. Marketers need to know how being in a state of mobility affects them in order to reach them with the right message at the right time. This study helps shed a little light on how such mobility itself may influence consumer thinking and behavior.

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Marketing to Gen Z

• Posted: December 1, 2022

The secret to Gen Z marketing success is understanding their different subcultures and connecting with them through their unique interests.

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Will Inflation and a Recession Impact SVOD Subscriptions?

• Posted: December 1, 2022

The short answer is yes. However, several studies agree that the impact may be smaller than often assumed because the top drivers of streaming subscriptions and churn are not cost and income.

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Gaining Acceptance for Brands Entering Foreign Markets

• Posted: November 17, 2022

How can a brand that enters a foreign market, like China, increase acceptance among ethnocentric consumers who prefer local brands? A new study suggests one solution: the use of anthropomorphic products in advertising.

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• Research & Data Quality
• Article

Implications of Changing Privacy Frameworks on Measurement & Marketing (Part II)

During Part 2 of our Insights Studio on Privacy experts from Neustar, Sallie Mae and the ARF examined what privacy changes mean for marketers. They discussed the importance of a mutually agreed upon value exchange between the consumer and the brand and the implications of the changing privacy frameworks for the targeting and measurement of advertising. Although there are challenges related to consumer privacy, regulatory issues and measurement, the panelists were optimistic about the potential for resolution.

View Part I here.

• Research & Data Quality
• Article

Implications of Changing Privacy Frameworks on Measurement & Marketing

• INSIGHTS STUDIO

At Part I of our Insights Studio Series on November 2, 2022, we discussed key shifts in the ads landscape and insights on peoples’ thoughts and behaviors around privacy—based on the latest ARF Privacy Survey. Experts from Boston University, Meta, Nielsen and the ARF shared macro-level trends as well as frameworks to help make sense of the advertising ecosystem.

View Part II here.

• Audience & Media Measurement
• Article

Explainable AI (XAI) Helps Minimize the Impact of Errors

• MSI

The use of AI-based voice assistants is becoming ubiquitous, and this technology continues to develop at a rapid pace. Now, Explainable AI (XAI) can help customers understand things better and help mitigate certain kinds of errors. This research discovered that XAI can help consumers forgive minor social faux pas (violations of social norms) but not minor technical errors (failures of the algorithm interface). The series of studies also found that XAI helps consumers overcome their reluctance to use such AI-assisted technologies.

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• Audience & Media Measurement
• Article

How to Flag Fake Reviews without Targeting Legitimate Ones

• MSI

Online reviews can have a substantial impact on the consumer decision-making process. That makes them crucial to firms and online marketplaces. Some sellers are sometimes tempted to manipulate ratings to give their products fake, positive reviews. As a result, it’s important for such marketplaces, like Amazon, to eliminate fake reviews. Some methods use metadata, review characteristics, text or images to remove such reviews. This may also flag legitimate ones, however. Researchers in this study found a method using the network structure of reviews to reveal fakes without wrongly targeting authentic ones.

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