In 2018, $57 billion was spent on digital display advertising. That doesn’t mean those resources were used wisely. One crucial issue is the need to focus on audience quality. Failure to do so can lead to consumers being buffeted with messages or confronted with irrelevant ones. As a result, they become frustrated and turned off. This equates to missed opportunities and wasted resources.
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A recurring criticism of neuromarketing research is that the methods involved suffer from inconsistencies which can make results unreliable. This author offers a potential solution: a framework grounded in academic principles that practitioners and scholars can build on to not necessarily reinvent the wheel, but improve consistency and validation.
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How long will TV networks’ annual efforts to attract ad dollars, the “Upfronts,” continue to reign as the most important revenue-generating events of the year? Learn what agency and TV and measurement company executives shared about changes in Upfront marketplace effectiveness and how they predicted buying behavior will evolve.
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Where is Google focusing its AI efforts in advertising? What learnings have emerged from their work? Find out what Ben Royce, Head of Performance Data Science, Global Agency, at Google shared on these topics.
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What’s the best way to measure attention to TV ads when specific creative devices, like animals and voiceover, are used? In this study, three key biometrics—eye movements, sweating, and heart rate—responded differently to attention-getting tactics and to levels of consumer attention, but heart rate uniquely helped identify ineffective ads.
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5G is becoming a reality. The resulting data explosion will create new opportunities and challenges, as the industry strives to capitalize on enhanced connectivity and capacity. Learn what experts from Magid, Google, Ericsson Emodo, and Xandr Media said about the next technological wave.
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What has changed in the last year about U.S. consumers’ time spent on digital devices, the data they are willing to share, their understanding of websites’ privacy policies, and their trust levels? The ARF 2nd Annual Privacy Study answers these questions overall and for a number of population segments.
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The ARF has announced two new efforts to tackle data quality questions:
Data Labeling Initiative – with the ANA’s Data Marketing & Analytics division, the IAB Tech Lab, and the Coalition for Innovative Media Measurement (CIMM).
Data Validation Initiative – independently conducting research to determine whether surveys can be used to measure the accuracy of those targets.