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.
Member Only AccessBrands are built in the brain. The ARF’s experiments with neuro-science since 2011 have demonstrated that great creative resonates with consumers’ hearts and minds. But as consumers watch ads on multiple devices, are the neural processes still as potent? This ARF Original Research demonstrates the neural synergies across media platforms to bolster ad recall.
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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.
Member Only AccessNielsen Catalina Solutions (NCS) pioneered Cognitive Analytic techniques to make the traditional single-source ad testing analysis even more powerful. Adding variables such as purchase behavior, ad exposure, or timing of visit, NCS improved the precision of their analysis to detect even smaller sales lifts due to TV advertising.
Member Only AccessDigital ad blocking stymies publishers and brands, but for many consumers, they find it the only way to deal with excessive retargeting and repetitive ads. Kantar Media studied consumers in 5 countries and found that many would accept advertising if it’s appropriately targeted or provides value.
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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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Until 2020, sponsorship expenditures by brand marketers were soaring, but COVID-19 changed the equation. Nevertheless, a new study conducted prior to the pandemic— analyzing multiple years of prices paid for sponsorships of Formula One racing teams—fills a gap in the body of research that otherwise focused on sponsorship returns but neglected the related investment.
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