targeting

• Targets & Segments
• Article

Building Brand Loyalty with Today’s Audience –The Pivotal Role of Representation (Event Summary)

• ARF COUNCIL EVENT

The fourth installment of the ARF Cultural Effectiveness Council’s virtual event series focused on why representation is important. This event provided insights on culture, values and identification that need to be considered in order to achieve meaningful representation of the 21st century US population in advertising. This includes communities that are often overlooked--those within the broader ethnic, LGBTQIA and disabled communities. Editor’s Note: The full summary is available to members only.

• Targets & Segments
• Article

Cheap Giveaways Are a Turnoff, Except When Personalized

• Samuel Stäbler, Tilburg University, Netherlands
• JOURNAL OF ADVERTISING RESEARCH

Companies use promotional giveaways – branded pens, mugs, USB sticks and more — as a way to create awareness and strengthen their brands. Yet, there’s very little empirical research on their effectiveness. A new set of studies shows that consumers react negatively, depending on the quality of the giveaway, but that personalizing the item with the person’s name can help as a targeting strategy.

• Targets & Segments
• Article

Findings from the 3rd Annual Privacy Study

• THE ARF

One of our most anticipated studies of the year, in addition to questions about online shopping, mobile device and PC use, and willingness to share digital data, this year’s survey included a number of COVID-19 related inquiries. These included questions about trust, privacy, a willingness to divulge geolocation data and much more.

NYCU: AUDIENCExSCIENCE 2020 – Keynotes & Interviews on Today’s Most Challenging Issues

• Posted: September 17, 2020

AudienceXScience: Keynote – Collecting Data During a Global Pandemic (Monday – 9/21/20)

With the arrival of the COVID-19 pandemic, the US Census Bureau’s leadership had to think outside the box. Learn how the agency modified its work, all while maintaining operations, releasing data products and continuing to serve the data-user community during this unprecedented time.

Dr. Ron Jarmin – Deputy Director and COO, U.S. Census Bureau
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NYCU: AUDIENCExSCIENCE Presentations – New Insights for Contextual Targeting

• Posted: September 17, 2020

Growing interest in contextual targeting is renewing the focus on context effects. Several new studies will be presented during the conference. In addition, the ARF Cognition Council will be hosting a special event on Wednesday.

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NYCU: Targeting Without Cookies

• Posted: September 2, 2020

The disappearance of third-party cookies will have a major impact on marketing. In the July 17^th NYCU, the ARF’s Paul Donato explained the impact on attribution.  Here are excerpts from an article in Digiday on the implications for targeting.   Read more »

NYCU: Goodbye GRP’s, Hello Impressions

• Posted: September 2, 2020

Analyst Jessica Hogue says the time has come for marketers to set aside the GRP and make the leap to impressions. Why? Because impressions make the valuation equal and uniform across channels, setting standards for a more holistic, intelligent and balanced measure of campaign success.
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NYCU: Invitation to Take an ESOMAR Survey

• Posted: September 2, 2020

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• Targets & Segments
• Article

The Myth of Targeting Loyal, Niche Audiences

• Harsh Taneja (University of Illinois at Urbana-Champaign)
• JOURNAL OF ADVERTISING RESEARCH

With unlimited consumer choices in the digital marketplace, advertisers often turn away from websites with mass appeal and toward niche outlets, for their small, but potentially loyal audiences. Such a strategy is actually unwise, diminishing reach, according to evidence from a study analyzing double-jeopardy effects in digital media usage.

• Targets & Segments
• Article

What Drives Media Users to Multitask?

• Helen R. Robinson and Stavros P. Kalafatis, both at Kingston Business School
• JOURNAL OF ADVERTISING RESEARCH

Given the prevalence  of multi-tasking among media users, planning multimedia advertising campaigns is more complex than ever. This study introduces a typology that identifies three types of multimedia users, each with its own distinct patterns. Practitioners can use this tool to increase the accuracy of targeting in an otherwise elusive digital native audience.