ecommerce

• Targets & Segments
• Article

This is When Diversity in TV Ads Drives Purchase Intent

Promoting diversity through creative content is the right thing to do and can be highly beneficial for brands if done correctly. It’s important for the context to be in sync with the changing context of public opinion. The study featured in this latest MSI white paper, found that Black actors’ share of ads can increase purchase intent, but only when the ads were processed peripherally. If the ad’s aim was to increase the public’s attention to inequality, this could actually inhibit the effect.

Privacy Safe Approach to Ecommerce Audience Quality Measurement

• Posted: June 20, 2023

A multi-billion dollar pet food manufacturer analyzed its audience targeting strategy with the goal of ensuring efficient online ad spending, according to Souptik Datta and Zulema Doiny-Cabre of GroupM. The analysis with GroupM evaluated the performance of existing audience segments, pinpointed profiles of high-performing audience segments for additional opportunities and determined the optimal ad impression frequency.

Evidence-Based Research for Effective Marketing

• Posted: June 7, 2023

Metaverse: The Next Media Landscape

• Posted: June 6, 2023

Vera Chien of Warner Bros. Discovery gave an overview of what the metaverse is and where it’s going. The metaverse will leverage gaming, social media, cryptocurrency, 5G, blockchain/NFTs, AI/ML and more as adjacencies, but it will not be controlled by any one of these or any one industry. The metaverse will be interactive, interoperable, decentralized, and will focus on creativity. The creator economy will likely flourish there. One helpful suggestion Vera made was to leverage digital assets and find other homes for them to give consumers unique and memorable experiences. While 39% of 18–50-year-olds have heard of the metaverse, almost all consumers have had some type of experience that will be commonplace in this “next version of the internet.” Millennials, Gen Z and Gen Alpha have grown up with such experiences.

How Retailers are Connecting the Metaverse to the Real World and Revenue

• Posted: June 5, 2023

AJ Dalal of Publicis Sapient defined the metaverse and outlined some pioneering moves certain brands have taken within it. He also shared advice on how to be successful in this burgeoning new phase of the internet. The interoperability of web 3.0 allows consumers to take their avatar and NFTs across platforms, which unlocks highly personalized and unique experiences and the ability to execute instant settlement in real time. To ensure success, a brand should remember its target market, which in this space is 16- to 25-year-olds, concentrate on what value their experience brings to the consumer, be authentic and specific and consider an evolving roadmap, being transparent with users that the experience rests on new technology and might evolve and improve over time.

Panel Discussion: Perspectives on the Rise of Retail Media

• Posted: June 5, 2023

This panel discussion, moderated by Circana’s Michael Ellgass, discussed the current state and emerging opportunities in retail media, including measurement as well as organizational issues. The following are edited highlights from their conversation.

Live InContext Retail Media Testing

• Posted: June 2, 2023

Jeff (Ephraim) Bander from Eye Square explained that measuring shopper behavior and decisions in context (in the online ecommerce environment in which the shopping actually takes place) is more meaningful than only surveying consumers about their online shopping behavior. Collecting in context data about the online actions of the shopper provides detailed path-to-purchase metrics, such as attention, interest and purchase behavior. Participants are not aware of what is being tested in the live environment. Additional explicit data is collected via survey.

Crisis and Opportunity – The Future of Media for Research and Measurement

• Posted: June 1, 2023

Brian Wieser’s keynote address covered four trends that are affecting the media and advertising industries: industry consolidation, the rise of ad-free TV, the emergence of new e-commerce marketers and procurement. After his presentation, Scott McDonald probed him further about his observations about the state of the media and advertising marketplace in 2023. His key points on these four trends and highlights of Brian’s conversation with Scott appear below.

• Past Event Highlights
• Article

AUDIENCExSCIENCE 2023

The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.

The Use of AR/VR and Meta in Advertising

• Posted: March 30, 2023

During a recent ARF event, experts discussed the implications of the growing use of AI in advertising research. A new survey of marketers and creatives reveals their opinions about the benefits and their concerns about applying AR, VR and the metaverse to advertising.

Read more »