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Balancing Recall and Resistance: Rethinking YouTube Ad Strategies

Balancing Recall and Resistance: Rethinking YouTube Ad Strategies

  • ARF
  • JOURNAL OF ADVERTISING RESEARCH

Ever wonder about how consumers really respond to YouTube’s main ad formats—skippable ads, non-skippable ads and brand placements? This recent Journal of Advertising Research (JAR) study investigates. The findings show that while non-skippable ads boost brand recall, they also feel more intrusive. By contrast, brand placements and skippable ads create more positive brand attitudes. What’s more, when combined with placements, skippable ads can deliver recall levels on par with non-skippable formats.

Member Only Access
Decoding CTAs: How Messaging and Emojis Shape Consumer Compliance

Decoding CTAs: How Messaging and Emojis Shape Consumer Compliance

  • ARF
  • JOURNAL OF ADVERTISING RESEARCH

How do consumers respond to different calls-to-action (CTAs) in brand content? Can emojis amplify or diminish compliance? The findings in this Journal of Advertising Research study reveal that consumer-focused CTAs boost engagement more effectively than firm-focused ones, while heart emojis can counteract negative reactions and down-pointing emojis may backfire.

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The Power of a Word: Measuring the Real Impact of Language in Marketing

The Power of a Word: Measuring the Real Impact of Language in Marketing

  • ARF
  • MSI

How much impact can a single word have in a marketing message? A new study introduces a cutting-edge causal inference framework using language models to quantify the exact influence of words—such as “you” or “thank you”—on consumer engagement. The findings show that traditional A/B tests often miss these nuanced effects, while this new method isolates true word-level causal impacts, with big implications for advertising and fundraising success.

Member Only Access
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