Better Tools to Optimize Creative
A new white paper outlines how innovative methods offer marketers new research tools that can produce more effective creative in the current marketing landscape.
neuro/biometrics
- Creative & Branded Content
- Article
New Research Methods Strengthen Ad Creative’s Impact
Advertising creative is critical to driving business growth and positive business outcomes for brands, several studies have shown. It is also crucial to the overall ecosystem and brands’ ability to reach their marketing goals. Given the importance of good creative, the ARF Creative Council put together a white paper to inform and educate members on new methods and approaches for generating and optimizing advertising creative content. These fresh and innovative methods offer potent insights during the creative development process. The white paper focuses on tools that can be leveraged in the early stages of creative development, particularly those that take advantage of state-of-the-art technology.
Member Only AccessWhat the Metaverse Means for Marketers
Speakers at an ARF Town Hall gave their predictions on the development of the metaverse and described how metaverse marketing platforms will impact marketers’ strategies.
- Past Event Highlights
- Article
What the Metaverse Means for Marketers
On September 21, 2022, speakers from Kantar, Meta, Next Media Partners, Snap, VMLY&R, Wunderman Thompson Intelligence and XRGuild shared insights into how the Metaverse will impact marketers. They discussed implications for interoperability as well as paid advertising.
Member Only Access
- Research & Data Quality
- Article
ATTENTION METRICS: Moving from Laboratory to Field Applications
On September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.
Member Only Access
- Targets & Segments
- Article
New Lenses on Brand Identity
This ARF Cognition Council event explored how brands can improve consumers’ perceptions of their pro-social messaging based on insights from fresh analyses of data from a variety of sources. Experts from Ipsos, Dartmouth College and Research Measurement Technologies shed light on a diverse range of research on ways that brands can convey pro-social messages in their advertising.
Member Only AccessHonoring “Great Minds”
The ARF’s 2022 “Great Mind” award event will take place on August 3rd. You are invited.
- Creative & Branded Content
- Article
How Do Pop-Up and Floating Ads Affect Attention and Attitudes?
Unexpected ads—like pop-ups and floaters—affect people’s attention and attitudes differently, depending on their location, the degree of unexpectedness and the user’s task level, new research has found. The study’s findings offer fresh evidence toward helping advertisers and website service providers design attention-grabbing ads.
Member Only AccessNeuro Research Insights 2022
The Neuromarketing Science & Business Association (NMSBA) summarizes new learnings from neuroscience-based research in their annual Yearbook. Here are some highlights.
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Getting Creative Right: The Dynamics of Interactive Video Ads
Over the past two decades, Duane Varan of MediaScience has conducted more than 100 studies about video advertisements that have interactivity features. “We know that interactivity is physiologically more arousing; people are more engaged, and that translates into better memory,” he said. “So, we know that interactive ads work, but now the question is: Why do they work, (and not) what we can do, but what we should do.”
Member Only Access