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Ad Effectiveness & ROI

Experts Highlight Sports Marketing Success Stories

  • 2019 SPORTSxMARKETING EVENT

Get the play-by-play on sports marketing trends, best practices and success metrics. Insights from companies including Bleacher Report, Levi’s, NBA, Nielsen Sports, Samba TV, SPARK Neuro, Turner Sports, Twitter and more are available in this summary of the ARF’s 2019 SPORTSMARKETINGxSCIENCE event. Learn More.

How Does Media Context Affect Ad Memory?

  • Eun Sook Kwon, (Rochester Institute of Technology), Karen Whitehill King (Univ. of Georgia), Greg Nyilasy (Univ. of Melbourne) and Leonard N. Reid (Univ. of Georgia)
  • JOURNAL OF ADVERTISING RESEARCH

How does media context affect ad memory? This summary of a meta-analysis of quantitative studies pieces together part of the puzzle to shed new light on the relationships between media context and ad memory. The findings also provide valuable guidance.

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Eyes on :06s: What Factors Predict Attention to Short Ads?

  • Henry G. Wolf and Paul Donato
  • JOURNAL OF ADVERTISING RESEARCH

TV commercials are getting shorter and shorter, mimicking their digital counterparts, but how good are they at capturing viewers’ attention? ARF research comparing the effectiveness of more than 3,000 short-form TV advertisements found that what drives visual attention to :06s differs from the drivers for :15s and :30s.

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Ambush Marketing: New Moves and Tactics

  • Nicholas Burton (Brock University) and Simon Chadwick (Salford University Manchester)
  • JOURNAL OF ADVERTISING RESEARCH

How can you protect your brand from an “ambush”? Evolving ambush marketing tactics spurred researchers in Canada and the U.K. to undertake the task of redefining the different forms and offering practical guidance and strategies to both sides of the practice.

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Why Content Quality Matters So Much in Native Advertising

  • Yoori Hwang (Myongji University) and Se-Hoon Jeong (Korea University)
  • JOURNAL OF ADVERTISING RESEARCH

Practitioners who develop native advertising campaigns should pay close attention to where they place mentions of their brand. This empirical study found that a poorly written article that is associated with a brand message will lead to negative perceptions about both the brand and the credibility of the news source.

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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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Experts Share New Shopper Marketing Approaches

Shopper marketing change is rampant! The good news: disruption is creating opportunities – not just challenges – and the industry is responding with new approaches to increase market share and revenue.

Learn how leading brands and other experts are engaging consumers and building growth in this 2019 ARF SHOPPERxSCIENCE event summary.