Merkle's Q1 2022 Customer Engagement Report, released this week, indicates that most consumers are quite willing to share their data in return for relevant offers. Read more »
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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.
Member Only AccessMerkle's Q1 2022 Customer Engagement Report, released this week, indicates that most consumers are quite willing to share their data in return for relevant offers. Read more »
Member Only AccessMerkle's Q1 2022 Customer Engagement Report, released this week, indicates that most consumers are quite willing to share their data in return for relevant offers. Read more »
Member Only Access
What makes consumers more likely to buy during a livestream shopping event? This Journal of Advertising Research study finds that benefit-focused messaging—where influencers emphasize how a product improves consumers' lives—significantly increases sales. Analyzing real-world TikTok livestreams and validating the findings through controlled experiments, the researchers also show that customer engagement, facial attractiveness and expressive body movement amplify the effectiveness of these benefit appeals. The findings provide practical guidance for brands and creators looking to improve livestream performance.
Member Only AccessMerkle's Q1 2022 Customer Engagement Report, released this week, indicates that most consumers are quite willing to share their data in return for relevant offers. Read more »
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Generative AI is opening new possibilities for hyper-personalized advertising, including the ability to create AI-generated faces that closely resemble individual consumers. But how similar is too similar? This Journal of Advertising Research study finds that while moderate facial resemblance can improve advertising effectiveness, excessive similarity may backfire. The research introduces a new framework for measuring facial similarity and identifies an optimal personalization threshold that maximizes purchase intentions while avoiding consumer discomfort and resistance.
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Watching television is often a shared experience, but how does co-viewing affect audience attention? An analysis of nearly 25 billion seconds of TV viewing data reveals that watching with others decreases attention to advertisements while increasing attention to programming. The effects vary by platform, with linear TV outperforming CTV in sustaining attention during co-viewing situations. The study also finds that longer co-viewing sessions strengthen engagement, while longer ads can undermine attention. These findings offer important guidance for advertisers, content creators and media planners seeking to maximize audience engagement in an increasingly fragmented television landscape.
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