ROI
- Creative & Branded Content
- Article
Which YouTube Ad Format is Best: Skippable Ads, Non-Skippable Ads or Brand Placements?
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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- Past Event Highlights
- Article
The State of the Insights and Analytics Disciplines 2024
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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- Past Event Highlights
- Article
Full-Funnel Measurement Showcase
On July 16th, 2024 the ARF Cross Platform Measurement Council’s Attribution Working Group hosted this highly informative showcase on full funnel measurement. The event featured detailed case studies presented by leading measurement providers Optimine, TransUnion, and Data Poem, which had been selected by the Working Group from a pool of responses to a RFI that they had developed. Each demonstrated innovative approaches to cross-channel performance measurement and the benefits of these approaches. The event concluded with a panel discussion moderated by Kate Weymer, Director, Data Science at Microsoft, which provided further insights into the value of evaluating both short-term and long-term effects of media on outcomes and the impact of third-party cookie deprecation on their approaches.
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