games & gaming

• Article

ARF KC Resources Overview: Ad Exposure—Gamification in Surveys

This report curates resources on how gamification can improve survey-based measurement outcomes.

• Article

ARF KC Resources Overview: Digital Ad Creative Guidelines

This report curates resources providing guidelines for digital ad creatives.

• Article

Media Use Trends

New reports on trends in media usage have been issued by several measurement companies. Read more »

• Past Event Highlights
• Article

Creative Effectiveness: The New Age of Brand Building: Navigating a Creator-Driven World

• ARF
• ARF

At Creative Effectiveness, we examined the evolving definition and methods of building brands in today’s fragmented, creator-driven landscape. After, we celebrated research and insights-driven advertising at the ARF David Ogilvy Awards ceremony and reception.

• Targets & Segments
• Article

Maximizing Customer Lifetime Value through Subscription Models

• ARF
• MSI

This research explores the downstream and upstream effects of consumer-to-consumer (C2C) gift subscriptions compared to personal subscriptions in the context of live streaming. It reveals that C2C subscriptions significantly enhance customer lifetime value by encouraging more tips and comments and highlights the importance of creator performance quality in driving subscription behaviors.

• Targets & Segments
• Article

The Power of Livestreaming: How Influencers Drive Video Game Engagement

This study investigates the relationship between consuming live-streamed content and engaging with a specific video game. It finds that live-streamed content significantly increases gameplay, with the effect varying by user loyalty to different types of streamer channels. The findings are crucial for firms allocating sponsorship resources.

• Targets & Segments
• Article

The Impact of Live Streaming on Digital Engagement and Monetization

Live streaming creators rely on paying viewers, but not all subscriptions are used in the same way. When viewers subscribe for themselves, the community tends to engage more through commenting, reflecting greater commitment. In contrast, gift subscriptions from other viewers lead to increased tipping within the community.  Additionally, viewers tend to gift more than subscribe in response longer, happier, faster speaking and louder content. The findings suggest that live streaming can be a considerably lucrative avenue for content creators. It also examines the effectiveness of different performance quality strategies and their influence on customer-to-customer subscriptions (C2CSubs) and tips, providing valuable insights for marketers and digital strategists.

• Article

Advertising Trends

The industry pays a lot of attention to forecasts. Will advertisers remain bullish? There are a number of opinions. Whether optimistic or otherwise, one thing is for sure, AI will be a part of it. Read more »