Gaming Growth
Strong growth is predicted for gaming – both for revenue from purchases and from advertising. Mobile (“Social/Casual”) is driving nearly all of the growth. Read more »
consumer behavior
- Targets & Segments
- Article
Opening Stores Can be a Part of a Successful Omnichannel Strategy
Although ecommerce has been touted by some as the way of the future, in fact this Marketing Science Institute (MSI) working paper finds that opening brick-and-mortar stores can in fact be a fruitful part of an overarching omnichannel strategy. If done right, such a move can attract new customers while retaining the engagement of existing ones. Opening locations can increase revenue and customer value by providing customers the in-person, hands-on experience they crave, but these benefits vary across product categories. This paper can help retailers improve their in-store assortments, thereby achieving greater prosperity and success.
- Research & Data Quality
- Article
The Age of Acquisition Effect Has a Small Impact on Brand Recognition
Things learned early in life are recognized faster and more accurately, according to the age-of-acquisition effect, a phenomenon studied widely in psychology research. A new study recently published in the Journal of Advertising Research explores how this effect works in the context of brand names. It finds that brand exposure frequency and usage recency have a much greater effect on recognition than the age of acquisition itself.
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- Targets & Segments
- Article
Utilizing FOMO to Increase Engagement with Your Brand
Fear of missing out (FOMO) is a phrase that social media has given rise to. Those who follow others on such platforms can be made anxious about their own life choices and use of free time when following friends and their activities online. If brands can properly understand this phenomenon, however, they can find ways to engage with customers, including through the content and events consumers most care about. Researchers in this Marketing Science Institute (MSI) working paper find that those who are most attracted to a brand are the ones who become the most engaged through such a strategy.
Member Only Access2024 Issues, Trends and Predictions
In this article, we have gathered analyses and predictions on what the industry will focus on in the new year.
Privacy
Many consumers are concerned about marketers’ access to their data (as shown in ARF studies with a new report being released soon). Read more »
Media Use/Audience Behavior
Given the rapid changes in the media landscape and in viewer behavior and attitudes, this is sure to be an on-going concern for researchers.
Better Measurement of Media Use/Audience Behavior, Ad exposure and Attribution and Research/Survey/Panel Quality.
These “evergreen” issues are likely to be priorities in 2024 not only because of changes in the marketplace but also because of the emergence of new research tools, including the use of AI.
- Audience & Media Measurement
- Article
How to Leverage the Video Game Ecosystem for Marketing Analytics
Online video gaming is a channel that has grown significantly in popularity in the last decade and the trend is likely to continue. Due to a massive group of highly engaged gamers, marketers can use this channel to understand this segment and their needs much better. However, this ecosystem, along with providing unique opportunities, also comes with unique challenges. This Marketing Science Institute (MSI) working paper offers a roadmap.
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- Ad Effectiveness & ROI
- Article
Consider Arousal Level when Picking Cover Images for Pre-Roll Video Ads
Cover images—the preview images that provide a glimpse of the content to be shown in pre-roll video ads—can determine whether or not someone clicks on the ad, depending on the level of arousal in those images and how well it meets their sensational needs, new research shows.
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