ecommerce

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.

AUDIENCExSCIENCE 2023

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.

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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.

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How Do Consumers Respond to Gender-based Pricing?

How Do Consumers Respond to Gender-based Pricing?

  • MSI

Markets are growing increasingly transparent. While one of the easiest ways to segment customers is by gender, pricing differences based on this factor are becoming more apparent and harder to justify. Women perceive such pricing discrimination for comparable product as unfair. This reduces purchase intent and their liking of and appreciation for the brand, while men tend to rationalize such differences as justified by product attributes (e.g., dry cleaning a “blouse” versus a “dress shirt”).

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Brands Should Communicate Positive Reviews to Customers Post-Purchase

Brands Should Communicate Positive Reviews to Customers Post-Purchase

  • JOURNAL OF ADVERTISING RESEARCH

Can reading online customer reviews (OCRs) influence the opinion of a consumer who has already experienced a product? The answer is yes, new research finds. It turns out, consumers are far more persuaded by online customer reviews than previously thought, according to this research. The findings have significant implications in how best to communicate with customers post-purchase.

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How Speech VS. Text Disclosure Affects Privacy Expectations

How Speech VS. Text Disclosure Affects Privacy Expectations

  • MSI

Even though consumers “opt-in” to sharing their personal data at the initial point of disclosure, they continue to maintain certain expectations on how their data will be used. According to this study, this is especially true when such data is shared online through voice rather than text. To meet these concerns, managers should adapt data capture, storage and use policies to meet evolving concerns.

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Covid-19 Impact by Category: An Age-Period-Cohort Analysis

Covid-19 Impact by Category: An Age-Period-Cohort Analysis

  • MSI

Lockdowns and other widespread Covid-19 disruptions caused significant changes in buyer behaviors. For instance, it was a major catalyst in shifting buying behavior from in-store to online. With the pandemic receding, how can we know which trends may persist and for which categories, and which might drop off? Since all consumers were affected, no untreated experiment control group exists. However, one strategy could prove fruitful, age-period-cohort (APC) analyses. APCs offer an alternative way to analyze changes in consumer behavior before and after the pandemic.

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TV Deconstructed: Latest Findings from DASH

TV Deconstructed: Latest Findings from DASH

The ARF Universe Study of Device and Account Sharing (DASH) is a nationally projectable enumeration study of consumer behavior in TV and digital media. DASH records in granular detail how US households connect to and consume TV, use digital devices, and interact with and share streaming media and ecommerce accounts. Launched in 2021, this syndicated study is designed to serve as an industry standard truth set for insight and data calibration. The report just released by the ARF highlights findings from the first wave of DASH 2022. Data and findings from the full 2022 data set will be available in January 2023.

Ad Revenue Trend

  • Posted: December 14, 2022

This chart from Visual Capitalist shows how just three companies now make up 50% of U.S. ad revenues. 

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