Ad Effectiveness & ROI

Can Context Make Advertising More Effective?

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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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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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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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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Tips on Improving Ad Effects Via Context Alignment

  • Chris Bacon, Horst Stipp, ARF ORIGINAL RESEARCH

What aspects of context alignment have the most impact on ROI? Research on context effects from the ARF’s “How Advertising Works, Today” project reinforced prior work showing that context does affect ROI, while offering new learning, including suggestions to enhance ROI, such as considering media involvement, creative message, and clutter.

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ROI Drivers: Synergies in Paid/Owned Media

  • Rob Jayson, Martin P. Block, Yingying Chen

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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Do the Lights Go Out When Brands Go Dark?

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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