Data-driven marketing presents opportunities but also many challenges for managing creativity and creative teams. A new study offers a roadmap for managers at agencies to be more strategic in the creative integrated marketing communications process by rethinking the distribution and valuation of creativity.
Member Only AccessA new white paper outlines how innovative methods offer marketers new research tools that can produce more effective creative in the current marketing landscape.
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”.
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.
Member Only AccessAds 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”.
On October 13, 2022, industry leaders joined us for an inaugural Creative Effectiveness event on how to stimulate great creative and measure it. Panelists shared innovative and experiential formats as well as new approaches and tools in support of building and measuring campaigns. The event was followed by the ARF David Ogilvy Awards reception.
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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.
Product placements have increased and are predicted to grow further. Research provides insights on how to make them effective.
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.
The ANA has introduced a set of guidelines for influencer marketing measurement to help advertisers better assess influencer marketing’s value. Read more »