effectiveness

The ARF Metrics Survey: Insights into Advertising Strategies

The ARF Metrics Survey: Insights into Advertising Strategies

  • ARF

The ARF Metrics Survey explores critical trends in advertising strategies, including budget allocation, metric usage and targeting solutions. Drawing on insights from agencies and brand-side advertisers, the findings reflect shared priorities, notable differences and challenges in evaluating and optimizing campaign performance. The study highlights the dominance of digital channels, with high-priority channels such as digital video, social media, SEM and television receiving significant budget allocations.

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ATTENTION 2025

ATTENTION 2025

  • ATTENTION 2025

Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.

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The State of Retail Media Networks & Consumer Behavior

The State of Retail Media Networks & Consumer Behavior

  • Shopper 2025

On May 21, the industry’s top minds gathered in Chicago for a look at the future of retail, media, and consumer behavior and dove into the rapidly evolving role of Retail Media Networks (RMNs). Attendees gained actionable insights on the opportunities and challenges that RMNs present. Leading experts led discussions on optimizing RMN investments, navigating sales attribution complexities, adopting an "omni-normal" approach to connect with shoppers across all touchpoints, harnessing AI for brands and consumers, and more.

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

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.

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Binge-Watching and Advertising: When Streaming Habits Challenge Ad Effectiveness

Binge-Watching and Advertising: When Streaming Habits Challenge Ad Effectiveness

  • JOURNAL OF ADVERTISING RESEARCH

Binge-watching dramatically reshapes how consumers respond to advertising on video-on-demand platforms. Drawing on psychological reactance theory, this study reveals that binge-watchers perceive ads as more intrusive and irritating, harming platform loyalty and boosting ad avoidance—unless the ad is highly likeable, which can soften negative reactions and protect platform engagement.

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Overcoming Last-Click Addiction: Strategies for Holistic Marketing Success

Overcoming Last-Click Addiction: Strategies for Holistic Marketing Success

  • INSIGHTS STUDIOS

Is last-click performance reporting deeply embedded in your organization—and  holding your brand back. On April 10, panelists from OptiMine and NP Digital broke down the risks of last-click measurement and discussed another way forward. Attendees learned about a proven framework to transition from outdated attribution models and how to align the right tools with the right questions for better insights.

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