long term vs short term

Augmented Reality – Unlock New Technology to Drive Brand Growth

Augmented Reality – Unlock New Technology to Drive Brand Growth

Aarti Bhaskaran – Global Head of Research & Insights, Snap

Kara Louis – Group Research Manager, Snap

Aarti Bhaskaran and Kara Louis of Snap presented their amalgamation of work on augmented reality (AR) with key data and client case studies from the last two years. Showcasing the growth of the AR landscape, Aarti and Kara featured how consumers are gravitating towards AR and the expanding number of opportunities available for advertisers in reaching new audiences and utilizing within the media mix. Case studies include brands using AR try-on technology from Champs Sports and Clearly eyeglasses. Key takeaways:
  • AR usage is widespread and growing, from Boomers to GenZ. By the year 2025 there will be approximately 4.3 billion AR users across all generations.
  • Almost all marketers (91%) think consumers use AR for fun, but 67% of consumers prefer using AR for shopping over fun (53%).
  • Interacting with products that have AR experiences leads to a 94% higher purchase conversion rate, as individuals can better assess them and feel connected with brands. Certain AR applications can substitute physical shopping with different features varying across the customer journey.
  • Interactive and personalized shopping experiences reach Gen Z—92% are interested in using AR for shopping, with over half of Gen Z saying they’d be more likely to pay attention to ads using AR. Gen Zs are also twice as likely to buy items that they have experienced first using AR than those who don’t.
  • AR lenses on Snapchat outperformed all other media formats. Other platforms would need 14-20 ads to generate the same level of attention as Snapchat lenses.
  • AR not only drives short-term impact with higher purchase intent and brand preference, but it also improves brand opinion, influences implicit associations and increases likelihood to purchase and recommend.
  • The creative attributes that include logo and product branding, complexity, messaging and user experience show a significant relationship with AR performance in brand lift.

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How Best to Advertise During a Recession

How Best to Advertise During a Recession

  • ARF Knowledge at Hand, CMO Brief

Even though the U.S. economy has some bright spots, economists warn a recession is still possible due to stubborn inflation. Advertisers want to be prepared as a result. While there is no failsafe advertising playbook to follow, as individual brands and businesses have nuanced needs and branding, there are some best practices and guidelines, which the following ARF Knowledge at Hand report gleans from some of the best research on the topic. The report covers the impact of “going dark,” the often-overlooked opportunities a recession can bring, how to maximize media spend effectiveness and how to frame appeals that are most attractive to customers during tough economic times.

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MODERATED TRACK DISCUSSIONS: Attribution & Approaches

  • Posted: July 5, 2023

In this discussion for the track, Attribution & Approaches, session chair, Paul Donato (ARF) asked the speakers for their key insights on the drivers of short-term and long-term sales, the role of match control, and whether testing control should be part of attribution and ROI.

Modelling Short & Long Term Marketing Effects in the Consumer Purchase Journey

  • Posted: July 5, 2023

This presentation is based on the latest IJRM publication focusing on short and long-term effects in the consumer purchase journey, focused on two key issues facing marketing response modelling. Peter explained that the standard marketing mix model (MMM) fails to resolve two key issues: it ignores inherent selection bias of online media and the true mechanics of brand-building. Both issues result in significant mis-estimation of ROI and incorrect marketing resource allocation.

What is Creative Effectiveness and Why is it Important?

  • Posted: June 13, 2023

Carolyn Murphy of WARC began her session on stimulating and measuring creativity by diving into the relationship between creativity and effectiveness. While the link between creativity and effectiveness is backed by a strong body of research, the focus on the importance of creativity has waned recently, with the rise of digital commerce, performance marketing and retail media networks. Carolyn suggested that marketers and advertisers regain the focus on the value and benefits of creativity in newly emerging channels, which was backed by more recent research. Carolyn noted that creative is not a replacement for an ad budget, but a way to “supercharge” the effectiveness of that campaign. Success is likely when “when creative is married with your overall strategic planning, in a media plan that’s comprehensive.” To provide a framework for success, WARC, James Hurman and Peter Field created the Creative Effectiveness Ladder. This six-tiered model scales around how to measure your creative to see what effective outcome it will have.

How Cox Communications Leveraged Next Generation Measurement to Drive Organizational Change and Prepare for Uncertainty

  • Posted: June 5, 2023

Analytic Partners’ Trent Huxley interviewed client Mallory Fetters of Cox Communications on the telecom’s marketing measurement strategy. Dealing with constantly evolving challenges, both common and specific to its industry, Mallory expanded on how data deprecation, shifting consumer media behaviors, demand for faster speeds and growing consumer choice and competition rapidly accelerated Cox’s learning curve.

Attribution & Analytics Accelerator 2022

Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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