fbpx

Ad Effectiveness & ROI

Optimizing Interventions Along the Customer Journey

  • MSI

Random controlled experiments for A/B testing help improve things like a company's marketing or customer service. However, individually optimizing interventions may not always capture interactions across the entire purchase decision journey. To optimize interventions more holistically, use a Bayesian reinforcement learning model. It can integrate multiple historical experiments, which can improve both current impact as well as future learning.

Member Only Access

Can Observational Methods Assess the Causal Effect of Ads?

  • MSI

While Randomized Controlled Trials (RCTs) are ideal for advertising measurement, it is not always feasible to conduct one. Until advertising platforms are willing to provide more information about how they deliver targeted ads or implement auctions, alternative observational methods are unlikely to reliably estimate causal effects. That includes utilizing newer machine learning techniques.

Member Only Access

Emphasizing the Negative Builds Trust in CSR Environmental Messaging

  • JOURNAL OF ADVERTISING RESEARCH

As counterintuitive as it sounds, this study shows that companies in environmentally unfriendly industries are perceived as more trustworthy when they use negatively framed messaging focused on reducing the damaging impact of their production processes, rather than on positively framed messages that tout benefits. Building such trust, in turn, elicits favorable consumer intentions and behaviors.

Member Only Access

How Does the Digital Environment Impact Advertising Creativity?

  • JOURNAL OF ADVERTISING RESEARCH

Does the digital environment support or constrain advertising creativity? The answer is both. But how? Researchers in Australia relied on two seminal methods—the rigorous Delphi recruitment method through which research queried creative experts worldwide, and the Four P’s model of creativity. These were applied to investigate “place” (the digital environment) and its impact on the remaining P's: process, person and product. What they found was that technology both enhances and represses creativity.  

The ARF Attention Report

  • ARF & THE ATTENTION COUNCIL

The ARF partnered with the UK’s Attention Council on this project, whose aim was to gauge the level of interest in attention metrics among ARF members and the Wonks community. Sixty-three participants took the survey in January of this year (2022). The qualitative study focuses on variations among the industry’s sectors in their outlook on attention metrics. The differences in outlook between researchers and the buy-side were particularly interesting.

Member Only Access

A Blueprint for Managing Transparency Messages in Influencer Marketing

  • JOURNAL OF ADVERTISING RESEARCH

With influencer marketing a fixture in many brands’ communications strategies, managing disclosures about these relationships gets tricky. A new study offers insights into conditions for transparency that can affect an influencer’s authenticity and engagement, depending on that person’s community size and the source of disclosure—whether the influencer, the platform or a lack of a message or no source.

Member Only Access