This study presents a framework for understanding people’s use of predictive algorithms, emphasizing their role as tools designed to support human decision-making. It argues that users’ performance expectations are a primary driver of their decisions to adopt these algorithms. By reviewing and reinterpreting the literature through the lens of laypeople’s performance expectations, the study aims to clarify why some algorithms are accepted and others are rejected. It concludes by suggesting avenues for designing algorithms that better meet users’ expectations, enhancing their usability and acceptance.
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The ARF and MediaScience have conducted a comprehensive study to understand the relative contributions of media platforms, creative quality, brand recognition and targeting, as well as the impact of premium versus user-generated content (UGC) on overall advertising effectiveness. Using eye tracking, neurometric data and post-exposure surveys, the study examined ad effectiveness through consumer recall, recognition, brand favorability and purchase intent. Most prior research based on CPG sales concludes that creative is more dominant in the success of a campaign. This study, based on multiple categories and biometric and neuro measures concludes that media is just as important.
The study confirms key findings from prior research, such as the importance of media platforms (with podcasts and TV excelling in recall), high-quality creative improving sentiment, and targeted advertising enhancing engagement. It also supports the role of digital UGC in driving purchase intent due to its relatability. However, it challenges existing assumptions by showing no significant biometric differences between high- and standard-quality digital creative. Notably, UGC outperformed premium digital content in purchase intent and likeability, especially for unknown brands—a finding specific to mobile platforms where the comparison was conducted. These insights reflect shifting dynamics in ad effectiveness and the growing role of relatability and platform-specific optimization.
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As the shopper marketing landscape continues to evolve rapidly, the ARF’s Shopper Insights Council held a half-day event that offered two unique opportunities: 1) To hear from knowledgeable speakers about Retail Media Networks and omnichannel shopper marketing; 2) To participate in focused workshops and share perspectives, concerns and best practices with others in the industry having similar roles.
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