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Evidence-Based Research for Effective Marketing

Evidence-Based Research for Effective Marketing

On November 9, 2022, industry leaders joined us to share highlights from EffWorks Global 2022 — a week-long celebration of the best new thinking and evidence-based decision-making research for marketing effectiveness. Topics of discussion included: marketing in the post-Covid economy, effective advertising in unprecedented times, the value of Share of Voice/Share of Attention/Share of Search in terms of effectiveness and commercial decision making, and more.

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Do I Have Your Attention? Banner Blindness Tactics, Roadblock Ads and Influencer Cues

Do I Have Your Attention? Banner Blindness Tactics, Roadblock Ads and Influencer Cues

  • Inside the Journal of Advertising Research

At this Insights Studio, speakers on four different continents presented their work published in the JAR, with common themes of attention and frequency. Two presentations focused on banner blindness tactics: one compared the effectiveness of personalization and extreme creative strategies, while the other showed how unexpected ads like pop-ups and floaters drive attention and shape attitudes. A study on roadblock advertising tackled the question: Is this attention-getting tactic worth the substantial cost? And lastly: effects of influencer disclosures over time within a framework of consumer skepticism. A lively Q&A discussion explored the roles of attention and inattention in creative and media, contextual nuances, frequency effects of roadblock advertising and influencer disclosures, differences in attention factors across cultures, and the need for more research overall in the area of attention.

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What About Brand Safety?

  • Posted: November 3, 2022

A major new study by Meta examined the impact of ad adjacency to risky content. The study concluded that there is “minimal-to-no association for content adjacent to ads regardless of risk severity of the content”.

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How to Flag Fake Reviews without Targeting Legitimate Ones

How to Flag Fake Reviews without Targeting Legitimate Ones

  • MSI

Online reviews can have a substantial impact on the consumer decision-making process. That makes them crucial to firms and online marketplaces. Some sellers are sometimes tempted to manipulate ratings to give their products fake, positive reviews. As a result, it’s important for such marketplaces, like Amazon, to eliminate fake reviews. Some methods use metadata, review characteristics, text or images to remove such reviews. This may also flag legitimate ones, however. Researchers in this study found a method using the network structure of reviews to reveal fakes without wrongly targeting authentic ones.

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Context Adjacency: A Data-Driven Approach to Concerns Around the Risk of Content Adjacent to Ads

Context Adjacency: A Data-Driven Approach to Concerns Around the Risk of Content Adjacent to Ads

On October 12, 2022, experts from Meta, the Brand Safety Institute and the ARF discussed brand risk for ads placed near unsuitable content on social media feed platforms. Meta researchers presented their data-driven measurement approach and their conclusions that there is minimal-to-no association for content adjacent to ads and that ad adjacency to risky content does not impact brand value.

The process for Certification of the Meta Project by the ARF was outlined. Additionally, the panel considered how consumers engage with ads on a feed platform differently than they engage with ads on more traditional platforms with different potential outcomes for ads adjacent to risky content.

This content had permission to be on the ARF website for one year and access has now expired.

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Challenge for Online Ads

  • Posted: October 6, 2022

The September issue of the JAR features two papers that address the same marketing challenge, how to increase attention to digital ads, from different perspectives.

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