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.
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.
Member Only AccessIn this session, Idil Cakim (Audacy) and Devora Rogers (Alter Agents) presented some findings from research they conducted together in uncovering the “rituals of humans” pertaining to their audio consumption. In this study, audio content could include audiobooks, podcasts, sounds (nature), music, etc. These rituals often included tasks being performed while listening (e.g., cooking, exercising, commuting, walking, etc.), but also the ritual experience could be the audio itself, opening up many opportunities for advertisers to reach audiences. Beginning her discussion, Idil acknowledged the massive changes that have taken place in audio over the past few years. Their methodology embraced a variety of approaches which included a quantitative nationally represented survey, ethnographies through mobile diaries and a qualitative approach using a 45-minute in-depth interview. Both Idil and Devora presented findings from their study which provided deep insights into the ritualized and often personal nature of audio content. This provides many unique opportunities to connect with consumers through targeting the ritual (e.g., school drop off, prepping for sports, cooking, etc.).
Idil Cakim – SVP, Research & Insights, Audacy
Devora Rogers – Chief Strategy Officer, Alter Agents
Key Takeaways
The newly-launched Pharma Council’s first event focused on COVID vaccination. It explored COVID vaccination acceptance and hesitancy from several angles. This content is available to ARF members only. If you are interested in becoming a corporate member, please contact New-Member-Info@thearf.org.
Member Only Access
on the upper right of the web site or create an account to view this page.
Is native advertising an effective tool for corporate social responsibility (CSR) communication? A new study analyzed how advertising recognition—and its perceived manipulation—influences responses to native advertisements promoting different types of CSR, focusing on consumers’ attitudes and word-of-mouth intentions.
Member Only AccessNew research suggests that the pandemic has not stopped consumers from sharing opinions about brands and products. Such conversations have actually increased.
Marketers should use conversation metrics, in addition to effectiveness measures, to determine whether their advertising campaigns will drive purchases. “Buzz”—upticks in both online and offline conversations about brands—contributes about equally to sales and other business outcomes, word-of-mouth experts reported.
Member Only Access