digital video

Tempo Tactics: How Fast and Slow Music Shape Consumer Responses in Video Advertising

Tempo Tactics: How Fast and Slow Music Shape Consumer Responses in Video Advertising

  • ARF
  • JOURNAL OF ADVERTISING RESEARCH

A new Journal of Advertising Research study investigates how music tempo—a ubiquitous but understudied element in video advertising—interacts with regulatory focus to shape consumer purchase intentions. Analyzing 26,025 real-world video ads and running three controlled experiments, the researchers find that fast-tempo music significantly boosts purchase intention for promotion-focused ads, while tempo has no meaningful effect in prevention-focused ads. The mechanism is driven by time pressure and consumers’ reliance on heuristic vs. systematic processing. These findings offer actionable insights for advertisers optimizing creative strategy in short-form video environments.

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How to Build Lasting Brand Equity in the Age of AI

How to Build Lasting Brand Equity in the Age of AI

  • ARF
  • INSIGHTS STUDIOS

On December 4, this Insights Studio Session dove into new research explaining why cutting brand spend is more costly than ever and how leading marketers are delivering revenue growth by focusing on brand equity. Attendees learned about new tactics that mature marketers are using to build equity, drive consumer influence, and navigate the future of marketing.

Member Only Access
Inside the Mechanics of Effective Influencer Content

Inside the Mechanics of Effective Influencer Content

  • ARF
  • Knowledge at Hand | CMO Brief

Influencer marketing continues to grow as brands increasingly rely on creators to deliver content that drives awareness, trust and purchase behavior. This ARF Knowledge at Hand report synthesizes findings across academic research, industry studies and ARF events to identify what truly drives influencer impact—and how marketers can optimize creator partnerships for effectiveness.

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