Ad Effectiveness & ROI

Beyond Frequency Caps: Rethinking Advertising Effectiveness

Beyond Frequency Caps: Rethinking Advertising Effectiveness

  • COGNITION COUNCIL

For years, advertisers have asked a seemingly simple question: What is the optimal frequency for an ad? Members of the ARF Cognition Council examine why that question can oversimplify how people actually perceive, learn from and remember advertising. Drawing on attention research, psychology and neuroscience, the panel discusses why impressions should not be treated as equivalent to attention, how repetition affects learning and memory, the balance between habituation and novelty, and the roles of culture and context in advertising effectiveness.

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What Lift & ROI Measurement Products Exist Today?

What Lift & ROI Measurement Products Exist Today?

  • ARF Cross-Platform Measurement Council

Relevant key performance indicators (KPIs) have become increasingly important over the last decade for evaluating the impact of marketing and media spending. Today, numerous companies offer products that measure “ROI” and “lift,” But, for many, it is difficult to differentiate them. This prompted the Online-Offline Metrics Working Group of the ARF’s Cross-Platform Measurement Council to create: The Guide to Lift and ROI Measurement Products. This comprehensive report highlights the product offerings of 27 companies in the space.

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