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research methods

JAR Calls for Papers: Immersive Technologies & Prosocial Advertising

  • JOURNAL OF ADVERTISING RESEARCH

Editors at the Journal of Advertising Research have launched two new calls for papers on timely themes — one on immersive technologies and the other on prosocial advertising messages. Interested in contributing your robust work in these areas? Read on to learn about goals for each call and the journal’s resources and support toward submitting a successful paper.

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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New Research Methods Strengthen Ad Creative’s Impact

  • CREATIVE COUNCIL

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.

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Scoring for Representation

  • ADVERTISING WEEK 2022

On October 20, Radha Subramanyam, a pioneer in the media and technology industry, provided an update on the representation and measurement of diverse audiences at Advertising Week 2022, presented by the ARF. She shared how CBS is putting programming inclusiveness at the forefront and gave insight into how CBS formed a BIPOC metric to assess the value of racial representation in people’s content choices.

Context Adjacency: A Data-Driven Approach to Concerns Around the Risk of Content Adjacent to Ads

On October 12, 2022, experts from Meta, the Brand Safety Institute and the ARF discussed brand risk for ads placed near unsuitable content on social media feed platforms. Meta researchers presented their data-driven measurement approach and their conclusions that there is minimal-to-no association for content adjacent to ads and that ad adjacency to risky content does not impact brand value.

The process for Certification of the Meta Project by the ARF was outlined. Additionally, the panel considered how consumers engage with ads on a feed platform differently than they engage with ads on more traditional platforms with different potential outcomes for ads adjacent to risky content.

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Uncovering the Role of Emotion, Subjectivity, and Non-Rational Thinking in Professional and B2B Decision Making

In this Insights Studio, “Professionals are People Too: Uncovering the Role of Emotion, Subjectivity, and Non-Rational Thinking in Professional and B2B Decision Making”, Abigail Ahearn of HawkPartners conducted an enlightening presentation exploring the B2B decision-making process and the implications emotional and cognitive bias can play for B2B marketers and their clients. Abigail then led an insightful panel discussion featuring Beni Gradwohl (Cognovi Labs), Lateef Mauricio Abro (Digitas) and Ryan Boh (Oracle Advertising), where they examined the myth that B2B decisions are typically steeped in rationality. In both the presentation and panel discussion the unique factor in navigating multiple stakeholders in the B2B decision-making process was highlighted. This led to the exploration of the complex factors in negotiating B2B client biases, emotional blockers and the actual "hyper-emotional" component of B2B decision-making. A variety of ideas and solutions on how these biases and emotional blockers can be mitigated were discussed.

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