optimization

• Targets & Segments
• Article

How Does Click-Through Behavior Differ Across Devices?

• JOURNAL OF ADVERTISING RESEARCH DIGITAL FIRST

An enormous number of consumers have many devices today that they use to connect to the internet. This has made digital advertisers wonder if click-through behaviors are the same or different across devices. In this study, published in the Digital First section of the JAR, researchers look at how click-through behaviors differ in paid search advertising campaigns when a user is using a tablet versus a desktop computer versus a smartphone.

• Analytics & Data Science
• Article

Are Data Challenges Killing ROI Models?

• Gian Fulgoni
• JOURNAL OF ADVERTISING RESEARCH

Marketers have hit a wall in their ability to accurately measure ROI across their media mix—a result of limited access to consumer data by walled gardens such as Google, Facebook, and Amazon, as well as privacy constraints. Author Gian Fulgoni suggests two paths analysts can pursue to address this.

• Analytics & Data Science
• Article

How Data Science Is Upending the Ad Profession

• John Deighton, Harvard Business School
• JOURNAL OF ADVERTISING RESEARCH

What constitutes today’s “Mad Men” (or Women)? Clearly, data-driven marketing communications and customer management have changed the ad profession. But in the future who’s going to do the actual work of marketing, and which institutions will dominate? Harvard’s John Deighton dissects a media world dominated by the Internet’s “walled gardens,” IT consultants, and unrecognizable ad firms.

ARF Original Research: How Advertising Works

• Posted: April 7, 2017

Creating Effective Mobile Advertising
Manuel Garcia-Garcia, Ph.D., SVP, The ARF

Mobile ad spend is at $43 billion and growing rapidly, but an estimated 62% of campaigns today are not using mobile in an optimal way. For example, creative executions customized or developed for mobile are far more effective than those repurposed from TV. We surveyed and interviewed creative experts from top agencies and the provided the following guidelines:
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“How Leading Brands Are Now Measuring and Optimizing TV Media “ – ispot.tv

• Posted: May 18, 2016

With TV changing rapidly and audiences becoming fragmented and consuming content on-demand, how are leading brands today stepping up to the challenge?

During the session we will take a deep dive into how LG optimized their highly successful “World of Play” campaign in real-time for the ways consumers were actually watching and engaging with their spots.

Discover how factors like network, program genre, daypart, pod placement and even geographic location impacted live and time-shifted impressions, audience engagement, view rates and more.

Review the Audience Measurement program and register.