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effectiveness

Better Tools to Optimize Creative

A new white paper outlines how innovative methods offer marketers new research tools that can produce more effective creative in the current marketing landscape.

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What About Brand Safety?

A major new study by Meta examined the impact of ad adjacency to risky content. The study concluded that there is “minimal-to-no association for content adjacent to ads regardless of risk severity of the content”.

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Negative Outcomes from Multiple Influencer Exposures Fade Over Time

  • JOURNAL OF ADVERTISING RESEARCH

A single persuasive message by a social media influencer can positively drive consumer behaviors and attitudes, but what are the potential effects from multiple exposures over time? With an eye on consumer skepticism in today's dynamic media environments, this article explores both short-term and long-term effects in this area. Hint: Time heals.

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Making Inclusive Advertising Effective

Ads that highlight under-represented groups and their experiences can have broad appeal and be highly effective. However, they can backfire – even among the group the ad is focused on – if they fall into the “sadness trap”. 

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Will Digital Ads Become Less Effective?

Sponsored by Meta

A new study by Meta concludes that changes in how data is used in online advertising can have a significant negative impact on the effectiveness of digital ad campaigns. This research can help us understand what work the industry can prioritize to help advertisers in a privacy-conscious environment.

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Should Advertisers Prepare for a Recession?

It appears that many consumers think we are (or will be) in a recession and so, are reevaluating their spending habits. This suggests that advertisers should start thinking about their strategies going forward.

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Measuring Influencer Impact

The ANA has introduced a set of guidelines for influencer marketing measurement to help advertisers better assess influencer marketing’s value. Read more »