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copy testing

  • Article

Understanding the Relationship Between Creative Attention and Media Performance

Realeyes and TVision presented an analysis of the relationship between pre-test measures of “creative attention” (from Realeyes) and in-market attention to television advertising (from TVision). Realeyes’ “Quality Score” has three components: an ad’s ability to capture visual attention, its ability to retain attention and its ability to encode attention. Their overall quality scores were strongly correlated with TVision’s Creative Attention Scores for Consumer Tech Ads, moderately correlated for CPG ads, and weakly correlated for streaming entertainment ads. The environment in which an ad is shown plays a major role in the degree to which viewers pay attention to an ad, particularly for low-performing creative. The speakers showed an example of a video ad with relatively low attention quality, as measured by Realeyes, which nonetheless had relatively high Creative Attention in-market due to running in environments with high viewability and high attention.

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The ARF Attention Report

  • ARF & THE ATTENTION COUNCIL

The ARF partnered with the UK’s Attention Council on this project, whose aim was to gauge the level of interest in attention metrics among ARF members and the Wonks community. Sixty-three participants took the survey in January of this year (2022). The qualitative study focuses on variations among the industry’s sectors in their outlook on attention metrics. The differences in outlook between researchers and the buy-side were particularly interesting.

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  • Article

How to Get Better Creative from Better Insights

We have access to more data and research than ever before. But how well are they being used? It’s apparent to many in the advertising industry that there’s a gap between the research/data and creative/strategy communities, in terms of using data and insights effectively. To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which has led to the publication of a new white paper titled: How to Get Better Creative from Better Insights. Read the article

What Do we Know About AI Driven Creative?

  • THE ARF

There have been significant developments in artificial intelligence, such as recent advancements in natural language processing, that make it look appealing for advertising purposes. Indeed, many professionals are considering AI-driven creative tools. Yet, a recent ARF Knowledge Center investigation reveals that this technology simply is not there yet. For now, AI’s best use seems to be optimizing creative for email blasts, digital campaigns and social media advertising.

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Why Do Great Creative Ideas Get Killed? (Summary)

  • Mark Kilgour (University of Waikato), Scott Koslow (Macquarie University), Huw O'Connor (University of Waikato)
  • JOURNAL OF ADVERTISING RESEARCH

Ask any ad-agency creative professional whether their best ideas ever see the light of day, and the answer likely will be “no”. That outcome is a function of a highly contentious, early-stage evaluation and selection process. Researchers in Australia and New Zealand reexamined the process and offered takeaways for moving great ideas forward.

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Getting Better Creative from Data and Insights

  • CREATIVE COUNCIL WHITE PAPER

We have access to more data and research than ever before. But how well are they being used? It’s apparent to many in the advertising industry that there’s a gap between the research/data and creative/strategy communities, in terms of using data and insights effectively. To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which has led to the publication of a new white paper titled: How to Get Better Creative from Better Insights.

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A New Tool Measures Children’s Emotional Response to Ads

  • Joëlle Vanhamme (EDHEC Business School in France) and Chung-Kit Chiu (freelance illustrator)
  • JOURNAL OF ADVERTISING RESEARCH

Measuring emotions in children exposed to advertisements just got easier. A pictorial instrument developed by a French marketing professor and an illustrator can assess basic emotions, is particularly well-suited for 8- to 11-year-olds, and can be used by both practitioners and academics around the world without the need for translation.

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P&G’s Pritchard: Time to Cut the Crap — and the Pressure on Agencies – via AdAge

At the Thursday keynote address to the Association of National Advertisers (ANA) Masters of Marketing Conference 

Marc Pritchard (Chief Brand Officer at Procter & Gamble Co.) addressed issues with creative agencies in his talk on “Raising the Creative Bar.” But he said it’s time to lower pressure on agencies – which has included P&G cutting its agency and production fees the past two year by $570 million to $1.4 billion.

Doing good creative work requires time, he said. “And we have a problem, because we’re spending too much of our time on measurement of advertising vs. the quality. We’re fiddling with measurement debates while consumers are blocking our ads. Measurement is not going to make crappy advertising better.”

On creative measurement, while P&G certainly hasn’t abandoned copy testing, Mr. Pritchard said he favors a different test for deciding to proceed with work, which is “whether it makes my spine tingle.” If it does, it should at least get further development, he said.

http://adage.com/article/special-report-ana-annual-meeting-2016/p-g-s-pritchard-time-cut-crap-agency-pressure/306370/