More Summer Reading
The Wall Street Journal has compiled a list of “the best marketing books.” They are mostly critical of advertising. Read more »
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- Creative & Branded Content
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Europe’s Advertising Research Conference Highlights Work on AI, Influencers & More
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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- Research & Data Quality
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Advertising Effectiveness: Performance Measurement in the New World of Privacy and Tools
On July 26, measurement practitioners discussed how to adapt to this new era of privacy with tools for measuring ad performance effectiveness. Panelists explored new considerations for existing methods, such as marketing mix modeling (MMMs) and multi-touch attribution (MTAs), and discussed the pros and cons of various privacy enhancing technologies (PETs), including multi-party computation, clean rooms, and more.
Member Only AccessThe Value of Offsite Data
SPONSORED BY META
A new report by Meta explores the value of offsite data to advertisers in an evolving digital ad ecosystem.
How to Use Virtual IDs
The ARF Analytics Council has explored the use of Virtual IDs (VIDs) for cross-media measurement and offered a non-technical approach during our virtual event, “A Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs.” Read more »
ATTENTION 2023
On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.
What the Metaverse Means for Marketers
On September 21, 2022, speakers from Kantar, Meta, Next Media Partners, Snap, VMLY&R, Wunderman Thompson Intelligence and XRGuild shared insights into how the Metaverse will impact marketers. They discussed implications for interoperability as well as paid advertising.
Collaborating on Research and Solutions for Private Measurement
Dennis Buchheim has a unique perspective from “two sides” of the ad industry. He leads Facebook’s Ads Ecosystem team after serving as CEO of IAB Tech Lab. Dennis shared a view on how the industry is grappling with the shifting regulatory, platform, and technology landscape. Only together can the industry understand these changes and create paths forward. As opportunities are evaluated to evolve how data is used, research will be critical in refining the industry’s foundational knowledge and providing tactical guidance.
Unlocking GenZ on Social Video
There are 500 hours of content uploaded to YouTube every minute. TikTok is the most downloaded social app. According to the Global Video Measurement Alliance, there was a 55% growth in total time spent on consumption of social video. Gen Z spends more time with social video than any other demographic. Kate Ginsburg, Tubular Labs, explored this coveted demo’s social video viewership, e-commerce consumer behaviors, and the opportunities for brands. Social video needs to a part of the marketing strategy. It is where brands and advertisers must be to engage with Gen Z.
Does Every Second Count?
Kara Manatt (Magna) and Heather O’Shea (Snap) presented research that compared :06 second and :15 second ad lengths across three video platforms – Snap, video aggregators, and full episode players (FEPs) – to determine the optimum ad length for an effective ad strategy.
In testing the same :06 and :15 ads for the same four brands, the study factored in the characteristics of each platform – pre-roll/mid-roll, skippable and non-skippable, and device – as it tracked 7,500+ panelists’ viewing behaviors for brand awareness, brand perception, and purchase intent.