Ever wonder about how consumers really respond to YouTube’s main ad formats—skippable ads, non-skippable ads and brand placements? This recent Journal of Advertising Research (JAR) study investigates. The findings show that while non-skippable ads boost brand recall, they also feel more intrusive. By contrast, brand placements and skippable ads create more positive brand attitudes. What’s more, when combined with placements, skippable ads can deliver recall levels on par with non-skippable formats.
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New research in this Marketing Science Institute (MSI) working paper uncovers how specific emotional sequences—not just individual emotions—make advertising and fundraising appeals more persuasive. Analyzing over 14,000 GoFundMe medical campaigns, the study shows that messages beginning with sadness and ending with caring are the most effective. These findings provide a fresh template for designing impactful advertising narratives.
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How do advertising agencies respond to different incentive structures? This study investigates the question, showing how competitive reviews and pay-for-performance models influence creativity and campaign outcomes.
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With generative AI tools like ChatGPT and Midjourney rapidly entering the advertising toolkit, the creative landscape is shifting. This study explores how advertising professionals perceive and use these technologies, where friction arises and what the future of human-AI collaboration in advertising might look like. Drawing on qualitative interviews and industry surveys, the paper offers a nuanced view of both enthusiasm and anxiety within the creative community—and sets a research agenda for the field.
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