How to Cut Waste and Fuel Growth with Incrementality-Based Attribution

With Trevor Testwuide (Measured) providing context and Ian Yung (Tonal) guiding the case studies from Pinterest and Google, the two presenters tested whether ads/channels were working and how far marketers can scale them. Trevor compared last-touch attribution to incremental ROAS, showing the significant discrepancies between platform-reported and media-driven incremental conversions. The incrementality experiment methodologies used in the case studies were cohort based first-party audience split testing and geo-matched market incrementality testing, which Trevor noted were must-haves in determining where to cut waste and where to scale. Results from the case studies measuring holdout cohorts showed overinvestment in Pinterest based on organic conversions, and a 13% increase in ROAS on Google Shopping from under-reporting of incrementality.

How Retailers are Connecting the Metaverse to the Real World and Revenue

AJ Dalal of Publicis Sapient defined the metaverse and outlined some pioneering moves certain brands have taken within it. He also shared advice on how to be successful in this burgeoning new phase of the internet. The interoperability of web 3.0 allows consumers to take their avatar and NFTs across platforms, which unlocks highly personalized and unique experiences and the ability to execute instant settlement in real time. To ensure success, a brand should remember its target market, which in this space is 16- to 25-year-olds, concentrate on what value their experience brings to the consumer, be authentic and specific and consider an evolving roadmap, being transparent with users that the experience rests on new technology and might evolve and improve over time.

The Modern Grocery Run

Julianne Hudson of VMYL&R uncovered the results of two rounds of interviews examining the rocket ship of growth that took place in online grocery shopping beginning at the advent of COVID-19. The trend continues presently. The interviews took place eleven months apart, one in 2022 with around 2,000 respondents with a follow-up in January this year with approximately the same number, a sample totaling 4,200. Each respondent had shopped for groceries online in at least some capacity. The study helped show what online grocery shopping expectations are and what does and does not translate from the in-store to the online shopping experience.

Shifting Consumer Shopping Behaviors and Path to Purchase

Ian Essling and Jason Clough of Comscore uncovered trends in U.S. digital commerce, which  reached $1 trillion for the first time last year, a benchmark resulting from a buildup of year-round spending rather than mostly focused on the holiday season. Their data was comprised of two types, mobile (mobile or tablet) and digital (mobile or desktop) commerce. Each was defined as dollars spent online in non-travel, retail categories. Mobile now accounts for 40% of all digital retail dollars spent. Groceries, which includes pet supplies, health and beauty and baby supplies, saw record mobile and digital growth last year, overtaking apparel for the first time. In addition, while in the past, U.S. consumers were resistant to buying big ticket items, such as rugs, TVs, consumer electronics, a car or furniture, online, today such actions have become commonplace.

Today’s Social Media Landscape

The ARF’s Social Council has reported on the results of a survey of 2,490 social media users (conducted in partnership with Dynata) on social media’s role in the lives and experiences of its users.

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The Use of AR/VR and Meta in Advertising

During a recent ARF event, experts discussed the implications of the growing use of AI in advertising research. A new survey of marketers and creatives reveals their opinions about the benefits and their concerns about applying AR, VR and the metaverse to advertising.

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Today’s Shopping Landscape: Strategies for the Changing Consumer Journey

  • SHOPPER 2023

At ARF SHOPPER 2023, which took place in Chicago and virtually on March 9, the industry’s leading marketers and retailers came together to explore the latest research-based consumer insights, and how they are using this data to understand today’s shoppers, build innovative experiences and brand loyalty. Attendees learned about consumer behavioral shifts, how retail media networks are gaining traction in digital marketing strategies, and the latest shopping trends.

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The State of Cross-Platform Metrics: The Advertiser’s Perspective

  • Cross-Platform Council Working Group

Metrics for planning, buying and evaluating buys have been in great flux, especially over the last five years. New channels have emerged, some have changed, and a multiplicity of data sources have sprouted up. To gain a better understanding of the way advertisers are navigating this complex landscape, the Online-Offline Working Group of the ARF Cross-Platform Measurement Council interviewed representatives from major advertisers and put out a report about what they learned. This report provides the advertising industry with a glimpse into how major marketers are approaching audience measurement in all the different environments.

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