Ad Effectiveness & ROI

ROI Drivers: Synergies in Paid/Owned Media

  • Rob Jayson, Martin P. Block, Yingying Chen
  • JOURNAL OF ADVERTISING RESEARCH

How does the interaction between a brand’s paid advertising and owned media drive sales outcomes, and what are the implications for media allocation decisions? A Publicis-Northwestern study analyzed 838 brands and revealed how the relationship among a brand’s paid media, its digital owned media, and its market position can inform better budgeting decisions.

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Are You Targeting Too Much?

  • Gian M. Fulgoni, comScore, Inc.
  • JOURNAL OF ADVERTISING RESEARCH

P&G and Unilever have made it clear that brands need to get smarter at ways they deploy available targeting data, writes Gian Fulgoni, Chairman Emeritus of comScore, Inc. The focus should be on driving both short-term performance and long-term outcomes, which “need not be mutually exclusive.”

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When Should You Combine TV with Online Campaigns?

  • Georg M. Goerg, Nicolas Remy, Jim Koehler, Sheethal Shobowale, and Christoph Best
  • JOURNAL OF ADVERTISING RESEARCH

Under what circumstances should a TV ad campaign be complemented with online advertising to increase combined reach? This meta-study—a finalist in the JAR Editorial Board voting for the journal’s Best Paper award—yields simple, interpretable, and actionable rules that improve the understanding of media-mix advertising.

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Do the Lights Go Out When Brands Go Dark?

  • THE ARF KNOWLEDGE AT HAND

Deciding to make major cuts or to eliminate brand advertising can be one of marketers’ most painful choices. This ARF paper summarizes the findings from a number of studies that quantify the impact and implications of drastic budget reductions, offers a case study, and provides insights, so that marketers can be better informed as they have to consider tough calls.

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Who Blocks Ads, Why, and How to Win Them Back

  • Kristina Sruoginis; Samar Das
  • Internet Advertising Bureau; C3Research

Ad blocking behavior can be exacerbated or reduced by various factors, according to an IAB and C3Research study. Consumers don’t reject ads outright, but a bad ad experience leads them to ad blockers. The study suggests several steps, such as giving consumers control, to discourage ad blocking.

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How Can a Celebrity’s Smile Make a Difference?

  • Jasmina Ilicic (Monash Univ.), Alicia Kulczynski & Stacey Baxter (The Univ. of Newcastle)
  • JOURNAL OF ADVERTISING RESEARCH

This may bring a smile to your face. A celebrity’s smile can go a long way toward improving perceptions about an ad and purchase intent, especially when it’s perceived as genuine. The quality of a smile can even help to offset negative attitudes toward the celebrity, which can help brands minimize the need to replace celebrity talent, if a celebrity “falls from grace.”

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Can Context Make Advertising More Effective?

  • THE ARF KNOWLEDGE AT HAND

Does advertising context affect consumers’ perceptions and response to the advertising? If so, how does context affect ad performance? This ARF Knowledge at Hand identifies reasons why ignoring context can be risky, based on a review of six decades of research, and suggests best practices for marketers to enhance their strategies and increase advertising effectiveness.

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Measuring the Power of TV and Creative

  • Jeanine Poggi, Media Reporter Advertising Age (moderator); David Poltrack, CBS; Leslie Wood Nielsen Catalina

Rumors of TV’s death have been greatly exaggerated, according to studies conducted by Nielsen Catalina for CBS; they indicated that TV is more likely to be “on target” than digital. The studies also found that Creative remains the key factor contributing to sales, although its impact has diminished, while that of Media has grown.

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