digital video

• Creative & Branded Content
• Article

Savoring Success: Creative Strategies That Make Food and Beverage Ads Work

• JOURNAL OF ADVERTISING RESEARCH

Digital marketing’s fast pace allows for unprecedented testing of what drives ad success. This study combines human coding and machine learning across over 2,300 food, beverage and restaurant video ads, to reveal how sensory cues like “crunch sounds” and human interaction can significantly boost brand awareness, consideration and purchase intent—while some commonly used tactics, surprisingly, fall flat.

• Article

Successful Influencer Marketing and “Authenticity”

• Article

ARF Members’ Top Issues in 2024

• Research & Data Quality
• Article

2024 TOP MEMBER QUESTIONS with ANSWERS

The ARF Knowledge Center provides secondary research services for ARF and ARF-MSI members on a broad range of topics. An analysis of ARF member questions submitted to the Knowledge Center in 2024 reveals a consistent theme across all constituencies: a strong focus on understanding the effectiveness of advertising and media platforms in the current landscape.

• Article

The Evolution of Podcasts

• Targets & Segments
• Article

Maximizing Customer Lifetime Value through Subscription Models

This research explores the downstream and upstream effects of consumer-to-consumer (C2C) gift subscriptions compared to personal subscriptions in the context of live streaming. It reveals that C2C subscriptions significantly enhance customer lifetime value by encouraging more tips and comments and highlights the importance of creator performance quality in driving subscription behaviors.

• Targets & Segments
• Article

Mega- and Micro-Influencers Manage Authenticity Differently JAR Study Finds

• JOURNAL OF ADVERTISING RESEARCH

This study explores how mega- and micro-influencers manage authenticity in their sponsored content based on social network theory, which argues that individuals, groups and organizations are embedded within webs of social relations and interactions that impact their beliefs and actions. It compares their strategies and engagement rates, providing insights into the effectiveness of different influencer types.

• Targets & Segments
• Article

The Power of Livestreaming: How Influencers Drive Video Game Engagement

This study investigates the relationship between consuming live-streamed content and engaging with a specific video game. It finds that live-streamed content significantly increases gameplay, with the effect varying by user loyalty to different types of streamer channels. The findings are crucial for firms allocating sponsorship resources.