The ARF Knowledge Center provides secondary research services for ARF and ARF-MSI members on a broad range of topics. An analysis of ARF member questions submitted to the Knowledge Center in 2024 reveals a consistent theme across all constituencies: a strong focus on understanding the effectiveness of advertising and media platforms in the current landscape.
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Dentsu conducted multi-phase research on visual attention to advertising in the U.S. and U.K. across channels, platforms, formats and devices. For digital ads, they worked with Lumen, and for television ads, they worked with TVision. There were two components to the research–exploring how much attention consumers pay to advertising “in the wild” and exploring attention to ads in a structured design with forced exposure to pre-selected ads for varying amounts of time. They learned that, for example, uplift in outcomes was stronger for viewing of four seconds of a six-second ad than for four seconds of a 20-second ad. This research has provided Dentsu with an extensive data set on attention and an understanding of the drivers of attention that can be applied to future plans.
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