targeting

Causality Study Challenges TV Advertising-to-Sales Data Analysis

Causality Study Challenges TV Advertising-to-Sales Data Analysis

  • JOURNAL OF ADVERTISING RESEARCH

Establishing causality in the TV advertising-to-sales relationship, ideally, is studied through randomized trials, which match respondents to exposure and non-exposure groups. Given the difficulties of such experiments, analysis of observational data, alternatively, can reveal links between ad campaigns and sales. But new research shows how failure to control for variants can produce misleading signals to advertisers.

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Strategies for Creating Successful Six-Second Ads

Strategies for Creating Successful Six-Second Ads

  • Colin Campbell, University of San Diego; Erin Pearson, University of East Anglia
  • JOURNAL OF ADVERTISING RESEARCH

Scholars and practitioners in recent years have grappled with the potential and limitations of six -second ads. A new study clarifies those constraints and offers actionable strategies in various stages of the creative process, to help advertisers boost the effectiveness of short, online video ads.

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