Business Professor Oded Netzer finds that many Chief Marketing Officers (CMOs) don’t think analytics contribute much to the bottom-line and offers a strategy to align analytics with business goals. Read more »
Member Only AccessBusiness Professor Oded Netzer finds that many Chief Marketing Officers (CMOs) don’t think analytics contribute much to the bottom-line and offers a strategy to align analytics with business goals. Read more »
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How do consumers respond when brands incorporate LGBTQ themes into their advertising? An analysis of more than 20,000 YouTube comments finds that overall, sentiment toward LGBTQ-themed advertising is predominantly positive, but responses vary considerably depending on the content. Celebratory and family-oriented themes tend to generate more positive reactions, while brand activism and portrayals that challenge traditional gender expectations can produce more polarized responses. The findings underscore the importance of authenticity and understanding the social and cultural dynamics surrounding inclusive advertising.
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On September 10, DATA POEM introduced interconnected, non-linear optimization using Large Causal Models, which enable real-time, granular decision-making across all marketing levers and market scenarios. This session was designed for leaders who suspect their current optimization framework is leaving significant value on the table—and want to understand what the architectural alternative looks like in practice.
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Grit is usually associated with perseverance or sticking with a plan to reach a difficult goal and finding innovative ways to overcome any obstacle. But when grit appears in advertising, it may encourage consumers to explore rather than stay the course. A Journal of Advertising Research study finds that advertising designed to evoke feelings of grit can increase consumers’ willingness to seek variety, try unfamiliar options and consider switching brands. The effect is driven by a promotion-focused mindset that encourages consumers to pursue gains and seek the best possible outcome.
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Attention has emerged as one of advertising’s fastest-growing areas of measurement, but what exactly does it measure — and how should advertisers use it? Drawing on the ARF Attention Measurement Validation Initiative, this Knowledge at Hand report distills practical learnings from ARF research spanning the attention measurement marketplace, creative evaluation and live campaigns across media channels. The findings show that attention can provide valuable insight into advertising exposure and effectiveness, but it is not a single universal metric, a substitute for outcomes or a standalone signal for optimization. Instead, advertisers should understand what a measure of attention represents and interpret it alongside media weight, reach, frequency, cost, creative, brand familiarity and campaign outcomes.
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For years, advertisers have asked a seemingly simple question: What is the optimal frequency for an ad? Members of the ARF Cognition Council examine why that question can oversimplify how people actually perceive, learn from and remember advertising. Drawing on attention research, psychology and neuroscience, the panel discusses why impressions should not be treated as equivalent to attention, how repetition affects learning and memory, the balance between habituation and novelty, and the roles of culture and context in advertising effectiveness.
Member Only AccessBusiness Professor Oded Netzer finds that many Chief Marketing Officers (CMOs) don’t think analytics contribute much to the bottom-line and offers a strategy to align analytics with business goals. Read more »
Member Only Access