South Korea

• Article

Acceptance Propensity of Pre-roll Skippable Ads: An Analysis of Large-scale Clickstream Data Using Dynamic Linear Models

• Past Event Highlights
• Article

Inside the Journal of Advertising Research: What Drives Ad Engagement: From AI and Skippable Ads to Life Transitions

• ARF
• JAR INSIGHTS STUDIOS

On December 11, we highlighted three new articles from the Journal of Advertising Research on how emotion, control, and context shape the evolving dynamics of ad effectiveness in the digital age. Across sessions, speakers emphasized that consumer engagement is shaped not just by creative content, but by emotional responses, timing, predictability, and personal context. The discussion underscored the importance of designing advertising strategies that balance attention capture with trust, comfort, and long-term effectiveness.

• Article

Breakthrough ROI: Investing in Asian American Audiences and Media

In recent years, K-pop hits have topped U.S. music charts and streaming platforms have made popular Asian media like anime more accessible. As the fastest-growing population in the U.S., Asian Americans—many of whom have family and friends abroad—are leading these trends in the U.S. For brands, earning and maintaining the AANHPI community’s trust isn’t a nice-to-have—it’s a must-have.