copy testing

2023 Attribution & Analytics Accelerator

The 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.

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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.

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How Do You Stimulate Great Creative and Measure It?


At our second annual Creative Effectiveness event, industry visionaries discussed the perspectives, theories, and resources they employ to develop and measure great creative. Attendees joined us in New York City or via livestream to hear fresh insights on the advertising landscape: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. Immediately after, we honored the teams behind insights-driven advertising with the ARF David Ogilvy Awards ceremony and dinner. The Gold, Silver and Bronze winners were announced, as well as the reveal of this year’s prestigious Grand Ogilvy Award recipient.

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Copy-Testing Has an Image Problem

Pedr Howard of Ipsos addressed the negative connotations surrounding copy-testing and identified ways that copy-testing can provide great value to marketers. He noted that optimization should not be at the expense of validation. Ipsos validation research shows up to 44% difference in ROI between high and low performing ads. Looking at Super Bowl ads, Ipsos found a wide range in effectiveness with only a small fraction of brands correctly recalled. In addition, measuring just the efficiency of an ad by relying solely on behavorial metrics (e.g., in-view time) can be misleading on effectiveness, which could result in big waste in ad spend. Thus, measuring the creative quality of an ad can be a valuable tool to predict success and save money. However, instead of using it as a stick to just kill a low performing ad, it will be more productive to systematically track the creative output and see how to make it more effective.

New Research Methods Strengthen Ad Creative’s Impact


Advertising creative is critical to driving business growth and positive business outcomes for brands, several studies have shown. It is also crucial to the overall ecosystem and brands’ ability to reach their marketing goals. Given the importance of good creative, the ARF Creative Council put together a white paper to inform and educate members on new methods and approaches for generating and optimizing advertising creative content. These fresh and innovative methods offer potent insights during the creative development process. The white paper focuses on tools that can be leveraged in the early stages of creative development, particularly those that take advantage of state-of-the-art technology.

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  • 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


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?


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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