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consumer behavior

Targeting Aids Consumers at Different Stages of their Purchase Journey

Targeting Aids Consumers at Different Stages of their Purchase Journey

  • MSI

Although firms invest much in targeted advertising, little is known about when it is most effective. A new Marketing Science Institute (MSI) working paper now shows that such advertising helps facilitate the purchase journey along different stages. While targeting on social media is found effective for consumers during the early stages of that journey, retargeting is best served for consumers who are closer along the line to making that purchase. Another important finding was that cross-platform targeting does not motivate consumers who are unfamiliar with the product or brand.

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Improving & Measuring Creative Impact

  • Posted: November 9, 2023

Many studies have shown creative quality to be one of the most important, if not THE most important determinants of advertising success. The ARF’s second annual Creative Effectiveness event, as well as the David Ogilvy Awards ceremony, were designed to highlight that fact and advance our knowledge on how to develop and measure great creative. Read more »

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. This content is currently available for event attendees only until 11/30/23.

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Viewers Like Choices

  • Posted: October 20, 2023

A new survey confirms viewers’ preference for choices – including whether a streaming service carries ads or not.        Read more »

How Best to Advertise During a Recession

How Best to Advertise During a Recession

  • ARF Knowledge at Hand, CMO Brief

Even though the U.S. economy has some bright spots, economists warn a recession is still possible due to stubborn inflation. Advertisers want to be prepared as a result. While there is no failsafe advertising playbook to follow, as individual brands and businesses have nuanced needs and branding, there are some best practices and guidelines, which the following ARF Knowledge at Hand report gleans from some of the best research on the topic. The report covers the impact of “going dark,” the often-overlooked opportunities a recession can bring, how to maximize media spend effectiveness and how to frame appeals that are most attractive to customers during tough economic times.

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Striking a Balance: Privacy, Personalization & Profit

  • Posted: October 13, 2023

Modern digital privacy laws, while well-intentioned, carry significant unintended consequences. On September 12, industry experts joined us for a virtual Town Hall and discussed the unintended consequences of privacy regulations on marketers, consumers, the industry and society—as well as shared actionable strategies that can be used to mitigate their impacts.

Advertising Effectiveness: Performance Measurement in the New World of Privacy and Tools

  • Posted: October 13, 2023

On July 26, measurement practitioners discussed how to adapt to this new era of privacy with tools for measuring ad performance effectiveness. Panelists explored new considerations for existing methods, such as marketing mix modeling (MMMs) and multi-touch attribution (MTAs), and discussed the pros and cons of various privacy enhancing technologies (PETs), including multi-party computation, clean rooms, and more.

Done Right, Vulnerability Appeals Do Drive Purchase Intent

Done Right, Vulnerability Appeals Do Drive Purchase Intent

  • JOURNAL OF ADVERTISING RESEARCH

During the COVID-19 pandemic, the vulnerability appeal became prevalent among for-profit companies in distress and seeking ways to sustain their business. Facing the threat of shutting down, they shifted their messaging to asking customers to help them stay afloat by buying their products. New research explains the success behind these novel types of appeals.

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