Ad Effectiveness & ROI

Getting Better Creative from Data and Insights


We have access to more data and research than ever before. But how well are they being used? It’s apparent to many in the advertising industry that there’s a gap between the research/data and creative/strategy communities, in terms of using data and insights effectively. To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which has led to the publication of a new white paper entitled: How to Get Better Creative from Better Insights.

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Attention and Impact: New Insights from New Research


Attention is a prerequisite for ad impact. But it is an ambiguous and complex concept and it is difficult to measure all its elements.  Evidence of attention can be a sign of success, but often it only means that some part of the ad was noticed. Moreover, “attention” does not necessarily indicate a positive response and a high level of attention is not always a sign of a positive ad impact.

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What’s the Perfect Synergy Between Employees and Technology?


Technology is omnipresent in today’s world. Yet, it’s become more difficult to determine what is the best way to utilize it. Businesses want to provide topnotch customer experiences, while maintaining operational efficiency. Customers, meanwhile, require a convenient, responsive, personal experience. So how can companies strike a balance and create the ideal symmetry between employees and technology? The ARF’s Knowledge Center was recently challenged with this question. Here are its findings.

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Do You Hear What I Hear?

Have you heard the latest regarding podcast’s and music’s impact on audio marketing? Companies that use music aligned to their brand identities are 96 percent more likely to be recalled, according to research carried out at the University of Leicester, U.K. Furthermore, podcast audiences have grown so significantly that now 51 percent of Americans ages 12 and over listen to them. That’s based on Edison Research’s “The Podcast Consumer 2019” report.

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Is Your Influencer the Right Match?

  • Priska Linda Breves, Nicole Liebers, Marina Abt, Annika Kunze, (all at University of Würzburg)

As the use of social-media influencers gains traction, marketers face a daunting task of choosing the best-suited ones to promote their brands. Researchers in Germany found that an influencer’s fit with the brand will affect his or her credibility and persuasiveness, but social interactions with fans may tip the balance.

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How Biometrics Can Capture Attention to TV Ads

  • Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, and Nicole Hartnett—all at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia; Duane Varan, MediaScience

What’s the best way to measure attention to TV ads when specific creative devices, like animals and voiceover, are used? In this study, three key biometrics—eye movements, sweating, and heart rate—responded differently to attention-getting tactics and to levels of consumer attention, but heart rate uniquely helped identify ineffective ads. 

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Why People Don’t: Understanding Consumer Behavior


The ARF’s July 25, 2019, Salon offered profound insights into why people do the things they do, based on findings from behavioral science. Presenter and author Matthew Willcox shared insights from his book, “The Business of Choice,” highlighting some of its key points.