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Analytics & Data Science

Attention and Ad Impact: New Insights from New Research

  • The ARF
  • KNOWLEDGE AT HAND; CMO BRIEF

One of the essential goals of advertising is to get customers’ attention. However, a lot of campaigns approach this simplistically. More “attention” does not necessarily mean an ad is more effective. Attention is a much more complex phenomenon than that. While attention is a prerequisite for ad impact, the term is ambiguous, complex and difficult to measure. Moreover, “attention” does not necessarily indicate a positive response, and a high level of attention is not always a sign of a positive ad impact.

Member Only Access

Web Scraping for Consumer Insight “Nuggets”

  • MSI

One technique that offers a treasure trove of insights into consumer behavior is “web scraping.” Although worthwhile, using it to gather data requires a specific, methodological approach. Otherwise, validity is threatened. This MSI working paper addresses how researchers should go about web scraping in order to ensure design transparency, analytic reproducibility, analytic robustness, replicability and generalizability of effects.

Media Targeting: A Brave New World (Event Summary)

  • INSIGHTS STUDIO

At ARF’s May 12th Insights Studio, “Media Targeting: A Brave New World,” we heard what Real Chemistry, a healthcare-specialist technology and innovation company is doing to extrapolate consumer behavior data — along with de-identified health and drug data and other real-world information — into marketing insights and action. They were joined by Walgreens, who shared how they are reaching consumers responsibly and precisely.

This content is available to ARF members only. If you are interested in becoming a corporate member, please contact
New-Member-Info@thearf.org.

Member Only Access

The ARF’s 2021 Research Agenda

ARF research initiatives tackle the industry’s most pressing questions. So where can you find this year’s itinerary? Announcing the 2021 research agenda. Projects include: assessing whether brand loyalty is still the norm, examining privacy issues—including those related to COVID, exploring changes in organizations’ research and analytics functions, investigating the sharing of streaming service passwords and how viewers use the apps, recording and evaluating how brands handled 2020 and the impact of those decisions, and much, much more.

ARF Town Hall: Ad Measurement’s New Identity Challenge (Event Summary)

  • TOWN HALL

The ARF convened this Virtual Town Hall to explore the advertising ecosystem’s response to the demise of Android-supported third-party cookies at the end of 2021 and the identity-challenging tracking restrictions Apple has put into place.

The Town Hall featured three presentations from different perspectives: Charles Ping, Managing Director, EMEA, Winterberry Group; Jamie Seltzer, Global Managing Director, MarTech and Data Strategy, Havas Media Group; and Mainak Mazumdar, Chief Data and Research Officer, Nielsen.

This content is available to ARF members only. If you are interested in becoming a corporate member, please contact
New-Member-Info@thearf.org.

Member Only Access

Best Practices in Media and Market Research Studies

  • Dr. Horst Stipp, EVP, Research & Innovation, the ARF
  • KNOWLEDGE AT HAND; CMO BRIEF

Surveys are a necessary tool for exploring consumer behavior, attitudes and intentions. They provide valuable data to help make informed business decisions. However, quality matters and ignoring best practices impacts the validity and reliability of findings, which might make the data unusable.

Member Only Access

Apple IDFA & Google FLoC: How Tracking Changes Will Impact You (Event Summary)

  • INSIGHTS STUDIO

Earlier this year, Google announced they plan to stop individual ad tracking. Apple is also altering the landscape of the advertising ecosystem with its iOS 14 IDFA (Identifier for Advertisers) update. Ad targeting, personalization, measurement and fraud detection are predicted to be negatively impacted and the implications — and potential revenue loss — for brands, ad networks, publishers are huge.

At this Insights Studio: Member Broadcast, OptiMine, Havas Media and CIMM discussed exactly how Google and Apple’s changes will impact you and why they matter, how brands should think about future-proofing their advertising measurement in an environment of increased data privacy and strategies for future success.

Speakers:

Matt Voda — CEO, OptiMine
Sargi Mann  — EVP, Digital Strategy, Havas Media
Moderator: Jane Clarke  — CEO, Managing Director, CIMM

Member Only Access