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digital display

Navigating the Road to Cross-Platform Measurement (Event Summary)

  • INSIGHTS STUDIO

At the ARF’s Insights Studio on Navigating the Road to Cross-Platform Measurement, Nielsen provided details about Nielsen ONE, and how this solution enables marketers to gain visibility into total video consumption regardless of platform or device. The panel discussed the challenges of cross-platform measurement, including the decreasing reliance on cookies and the importance of consumer privacy and consent.

Measuring Cross-Media Use and Recall

  • Andrea Ciceri, Giulia Songa, Vincenzo Russo, Giorgio Gabrielli, Jesper Clement
  • JOURNAL OF ADVERTISING RESEARCH

Many studies have compared advertising effectiveness online and in print. Where that research has fallen short is in comparing the ways people divide their visual attention, specifically when using different devices and media. Here’s how a team of academics and practitioners took a neuroscientific approach to measured that response using biometrics.

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What Makes Cross-Media Advertising Effective in China?

  • June So Lee and Demetrios Vakratsas (McGill University)
  • JOURNAL OF ADVERTISING RESEARCH

Synergy benefits in cross-media advertising are well-known. Much less is understood about the combined effects of television and online media on individual-level buying behaviors. A study involving the purchase cycle in China found that TV ads were more effective after prior online exposure in driving purchases, but not vice-versa.

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How Segmenting by Attitudes vs. Values Can Help Predict Online Behaviors

  • Stephan Scheuffelen, Jan Kemper, & Malte Brettel
  • JOURNAL OF ADVERTISING RESEARCH

Which segment base can help marketers accurately predict online shopping behaviors? This study used data from a German online apparel retailer to create a model that showed much more differentiated click-through behaviors resulting from segmenting by fashion and online-shopping attitudes, than by value-based segmentation.

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Four Strategies for Creating Effective Soundless Video Ads

  • Colin Campbell, Erin Pearson
  • JOURNAL OF ADVERTISING RESEARCH

Most digital video ads are viewed soundlessly because either the user mutes them, or sound does not play automatically. As video advertising production accelerates, this study found that video ads created for “sound on” are less effective when viewed silently—and offers four strategies for creating successful digital video ads in soundless environments.