ROI

Dive Deep into Retail Media Networks: One of the Fastest Growing Channels in the US

Dive Deep into Retail Media Networks: One of the Fastest Growing Channels in the US

  • ARF
  • ARF

Retail Media Networks (RMNs) have emerged as one of the fastest-growing advertising channels in the U.S., transforming how brands reach and engage consumers. Leveraging first-party data, RMNs enable targeted, measurable campaigns across retailers’ ecosystems, opening a unique blend of performance-driven and brand-building opportunities. Learn about this emerging channel, including the commonalities and differences in how they are being used between advertisers and agencies, in this deep dive into RMNs.

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Which YouTube Ad Format is Best: Skippable Ads, Non-Skippable Ads or Brand Placements?

Which YouTube Ad Format is Best: Skippable Ads, Non-Skippable Ads or Brand Placements?

  • JOURNAL OF ADVERTISING RESEARCH

The shift from traditional media to digital platforms has made YouTube a key player in content consumption. This study evaluates the effectiveness of YouTube's popular advertising formats—skippable ads, non-skippable ads and brand placements—within infotainment videos. Findings suggest that skippable ads and brand placements are perceived as less intrusive, while non-skippable ads enhance brand recall. Combining skippable ads with brand placements yields comparable results to non-skippable ads alone. Brand placements alone foster more positive brand attitudes compared to other ad types. The study provides valuable insights for marketers on the cost-benefit tradeoffs of different YouTube advertising formats, emphasizing the importance of aligning promotional tools with campaign objectives.

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The State of the Insights and Analytics Disciplines 2024

The State of the Insights and Analytics Disciplines 2024

  • By John Baro, Young Pros Officer
  • Organizational Council

On October 30th, the ARF’s Organizational Council presented the results of the 2024 Organizational Benchmark Survey. This 3rd wave of the Benchmark Survey followed the 1st and the 2nd waves, which took place in 2019 and 2021, respectively. Council Chair Susan Pizzaro’s presentation touched on trends in research department structures, budgets and resources; changes in valued skills and tools used; and satisfaction with the value brought by insights and analytics teams. Afterward, Becky Bach of Pernod Ricard USA and Jim Spaeth of Sequent Partners joined Susan in a discussion moderated by ARF’s Chief Research Officer Paul Donato.

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