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How Do You Stimulate Great Creative and Measure It?

  • CREATIVE EFFECTIVENESS 2023

At our second annual Creative Effectiveness event, industry visionaries discussed the perspectives, theories, and resources they employ to develop and measure great creative. Attendees joined us in New York City or via livestream to hear fresh insights on the advertising landscape: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. Immediately after, we honored the teams behind insights-driven advertising with the ARF David Ogilvy Awards ceremony and dinner. The Gold, Silver and Bronze winners were announced, as well as the reveal of this year’s prestigious Grand Ogilvy Award recipient.

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Data Pooling could Reinvigorate Online Display Ads

  • MSI

Buying online display ads in bulk through online exchanges makes it difficult to ascertain the effectiveness of such ads, a situation that’s less than ideal. This is especially true for new websites. One proposed solution is to pool data across advertisers and publishers. Doing so while running matching simulations can substantially improve the welfare of such ads for advertisers, publishers and networks, too.

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The Wit and Wisdom of Erwin Ephron

The ARF is using AI to summarize all 152 of Erwin Ephron’s newsletters and opining on how Erwin’s thoughts would relate to the media environment of today. Look for WOW! The Wit and Wisdom of Erwin Ephron, in mid-October. The following was contributed by ARF CRO Paul Donato, who describes this project in greater detail.
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Spillover Effects Make Consumers with Weak Social Ties Effective Targets

  • JOURNAL OF ADVERTISING RESEARCH

Chinese researchers have found that social media advertising can make a significant impact on people who are socially connected to the viewers of ads—even more so than on the targeted viewers. This effect is strongest among consumers with weaker rather than strong social ties, and it challenges targeting methods rooted in customer centricity models.

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Striking a Balance: Privacy, Personalization & Profit

  • TOWN HALL

Modern digital privacy laws, while well-intentioned, carry significant unintended consequences. On September 12, industry experts joined us for a virtual Town Hall and discussed the unintended consequences of privacy regulations on marketers, consumers, the industry and society—as well as shared actionable strategies that can be used to mitigate their impacts.

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While You Were Away…

The end of August and Labor Day weekend are vacation periods for many in our industries. Here are news items you may have missed while you were away. Read more »

More Summer Reading

The Wall Street Journal has compiled a list of “the best marketing books.” They are mostly critical of advertising.  Read more »

Europe’s Advertising Research Conference Highlights Work on AI, Influencers & More

  • Crafting Industry Relevant Research - JAR Session - The 21st International Conference on Research in Advertising (ICORIA)

At Europe’s principal conference on advertising research, a sense of urgency prevailed. ICORIA, held in Bordeaux in late June, saw its first-ever writer’s workshop on how to craft research that resonates with practitioners. It also had presentations on hot-button themes like AI, attention, social media and influencer marketing, as well as highlighting academics’ mission to find solutions to some of the industry’s biggest challenges.

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