Super Bowl Ads Revisited
As all media are full of analyses, polls and commentaries, with this year’s Super Bowl ads, it is worth looking at research insights from past Super Bowls.
shopper insight
- Targets & Segments
- Article
If You Stream It, They Will Come: Marketing Through Streaming Platforms
Livestreaming platforms and social shopping in general have grown into marketing channels that can be very lucrative for several different categories. However, livestreaming stands apart from “normal” social media in the fact that influencers are less reliant on corporate sponsors, as they have their own customer base that they rely on. So, how can marketers be successful within these channels? This Marketing Science Institute (MSI) working paper illustrates what forces are at play with livestreaming and how to balance them for the benefit of all parties.
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- Targets & Segments
- Article
Utilizing FOMO to Increase Engagement with Your Brand
Fear of missing out (FOMO) is a phrase that social media has given rise to. Those who follow others on such platforms can be made anxious about their own life choices and use of free time when following friends and their activities online. If brands can properly understand this phenomenon, however, they can find ways to engage with customers, including through the content and events consumers most care about. Researchers in this Marketing Science Institute (MSI) working paper find that those who are most attracted to a brand are the ones who become the most engaged through such a strategy.
Member Only AccessPrivacy
Many consumers are concerned about marketers’ access to their data (as shown in ARF studies with a new report being released soon). Read more »
- Audience & Media Measurement
- Article
How to Leverage the Video Game Ecosystem for Marketing Analytics
Online video gaming is a channel that has grown significantly in popularity in the last decade and the trend is likely to continue. Due to a massive group of highly engaged gamers, marketers can use this channel to understand this segment and their needs much better. However, this ecosystem, along with providing unique opportunities, also comes with unique challenges. This Marketing Science Institute (MSI) working paper offers a roadmap.
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- Research & Data Quality
- Article
2023 Attribution & Analytics Accelerator
The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.
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- Targets & Segments
- Article
This Strategy Helps Retailers Survive Store Closures
Does closing brick-and-mortar stores mean losing business? Not necessarily. According to this Marketing Science Institute (MSI) working paper, retailers can retain most, if not all their sales, by helping consumers adapt to local closings. Maintaining sufficient density of locations and customer loyalty are paramount. Retailers who employ an omnichannel strategy can even shift in-store purchasing online or to their app.
Member Only AccessThe Digital Divide: Inclusion of a Mobile Population (To Have & Have not: Part 2)
David Kingsbury reviewed data from his 2019 ARF AUDIENCExSCIENCE presentation, and IRI’s subsequent advances to improve accessibility, targeting, and measurement of the digital invisible. This research has helped uncover a sliver of those invisible, i.e., households that move and are lost (either temporarily or permanently).
Research during the summer of 2021 revealed that the demographics of the digital invisible remained the same. Digital invisible consumers are more likely to skew low income, no kids, and under 34 years of age. They are part of the 13% of the population who move annually. Additionally, some consumers don’t want to be tracked. This population is not receiving targeted advertising and their purchases are not being measured.
- Targets & Segments
- Article
Here’s What we Know About Retailing in Times of Inflation
Consumers and retailers both face challenges in times of economic inflation. Whereas the Covid pandemic has plunged us into unprecedented times, previous research suggests that when prices rise, consumers tend to expect inflation to be high and persistent. They also tend to overestimate sellers’ profits and underestimate the effect inflation has on the seller. Some companies are equipped to weather such price increases. However, the long-term impact of the perception of “greedflation” is yet to be quantified.
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