effectiveness

• Research & Data Quality
• Article

ARF Attention Measurement Validation Initiative: Phase 2 Report (2nd Edition)

• ARF ORIGINAL RESEARCH

Explore the latest findings from the ARF Attention Measurement Validation Initiative. The phase two report is a comprehensive examination of various attention measurement methods used in creative testing. It concludes with reflections on the challenges of attention measurement, as well as some suggestions for advertisers on how to choose and evaluate attention measurement providers.

• Article

Role of Emotions and Metaphors in Creating Sticky Brand Impressions

• Article

Role of Emotions and Metaphors in Creating Sticky Brand Impressions

• Article

Validating New Attention Measures

• Article

Overview of Attention Phase II Findings

• Article

ATLAS – How Attention on Vertical Video Ads Triggers Purchase

• Article

ARF Members’ Priority Issues

• Creative & Branded Content
• Article

Decoding Fusion Metaphors in Healthcare Advertising

Uncover the intricate dynamics of fusion metaphors in health advertising and their paradoxical effects on consumer attitudes. This article reveals how combining elements from diverse domains can alternately attract and mislead, shaping public perception in unforeseen ways.