Ad Effectiveness & ROI

ARF Original Research: How Context Affects ROI

  • Chris Bacon, Horst Stipp, ARF ORIGINAL RESEARCH

This addition to the ARF’s Context Effect Project provides compelling evidence for the impact of context effects on advertising effectiveness, based on an exhaustive literature search and original ARF research. While the review notes that there is no simple one-size-fits-all rule, it provides insights that can help marketing, agency and research executives who seek to improve advertising outcomes.

The #Secret Sauce for Scoring Tweets: A Super Bowl Neuroscience Study

  • Thomas Ciszek; Sean Casey; Carl Marci, Ph.d
  • Twitter; Nielsen Social; Nielsen Consumer Neuroscience

Can Twitter activity volume be increased by using neuroscience pre-testing measures? This study of Super Bowl video ads found a wide gap between the top tweeted and bottom tweeted ads, seemingly independent of category, and that neuroscience pretesting may help to drive Twitter activity levels.

Context Effects: The Impact of TV Ads On Subsequent Ads

  • Michael Sankey, Ph.D.; Mark Truss
  • Forethought; JWT

To tackle the rarely studied topic of how a TV commercial affects ones that follow, this study analyzed the halo effects of two types of ads with important findings. Among them, it showed that an ad evoking negative feelings, such as anger or fear, can affect the ad that follows in terms of ad evaluations, brand perceptions, and purchase intent. The authors also raised a question regarding context in programmatic buys.

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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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Television Advertising Wearout

TV advertising wearout has bedeviled marketers for decades. At what point does a TV ad lose its potency? Or the reverse – how much media weight is needed before a TV ad starts to wear in and impact the business? This Knowledge at Hand summary synthesizes the latest insights on the wearout/wearin conundrum, recognizing that the TRP tipping point will vary depending on the product category or industry vertical. But key to remember is that while individual commercials may fade, a strong advertising strategy rarely loses its luster.

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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Five Steps to Making Mobile Ads More Effective - ARF ORIGINAL RESEARCH

  • Manuel Garcia-Garcia, The ARF - ARF ORIGINAL RESEARCH

Optimizing mobile creative was identified by the ARF as a priority industry issue in 2017 and led to original “How Advertising Works, Today” studies. Learning showed that the majority of mobile ad campaigns do not deliver optimal ad creative and revealed five ways to make such advertising more successful and reduce ad avoidance.

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