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Audience & Media Measurement

Measuring Cross-Media Use and Recall

  • Andrea Ciceri, Giulia Songa, Vincenzo Russo, Giorgio Gabrielli, Jesper Clement
  • JOURNAL OF ADVERTISING RESEARCH

Many studies have compared advertising effectiveness online and in print. Where that research has fallen short is in comparing the ways people divide their visual attention, specifically when using different devices and media. Here’s how a team of academics and practitioners took a neuroscientific approach to measured that response using biometrics.

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What Short Commercials Can and Can’t Deliver

  • Duane Varan (MediaScience) and Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman (all at Ehrenberg-Bass Institute)
  • JOURNAL OF ADVERTISING RESEARCH

Short ads of six to seven seconds or less on television can provide an efficient option compared with longer, more expensive commercials. But there are limits to what they can deliver, particularly in a cluttered environment. This study offers guidance on how, when and where to use short ads.

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Future State: Navigating the New Media Landscape (Event Summary)

  • LEADERSHIP LAB

There are a lot of questions surrounding how media is evolving, how viewers select content out of seemingly innumerable choices and how streaming services decide what to adopt. While several ARF events have tackled such questions, experts weighed in with their most recent insights at February’s Leadership Lab at ARF headquarters in New York City. Dubbed Future State: Navigating the New Media Landscape, the ARF’s CRO Paul Donato and EVP of Research and Innovation, Dr. Horst Stipp, co-chaired an event that dished out oodles of interesting insights. Editor’s Note: The full report is available to member’s only.

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How COVID-19 is Affecting Public Attitudes, Emotions and Values (Event Summary)

  • ARF VIRTUAL TOWN HALL SERIES

Our program brought together two organizations that have been at the front lines of opinion polling during times of crisis. IPSOS has been conducting multi-country polls about both public health and economic concerns during the time of Covid-19 and brought a broad comparative perspective to the discussion. NORC at the University of Chicago has been studying public opinion response to crises for decades and brought a uniquely historical perspective reaching back not just to such previous traumas as 9/11 and Superstorm Sandy, but even back to the Kennedy Assassination. Both polling firms provided insight into what Covid-19 might mean for public opinion and values going forward. Editor’s Note: The full summary is available to member’s only.

The State of Insights and Data Analytics Disciplines Today (Event Summary)

  • VIRTUAL INSIGHTS STUDIO SERIES

In 2019, the ARF Analytics Council undertook its first benchmark survey on the operations of research and analytics departments to develop a baseline understanding of the state of the insights and data analytics discipline within the industry today. The survey explored the way in which technology and the advent of new sources of data have transformed the way we work. This Insights Studio presented survey findings and shed light on where the field stands.
Editor’s Note: The full summary is available to member’s only.

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Building a Customer Experience (CX) Roadmap (Event Summary)

  • WEDNESDAY WEBCAST

This MESH Experience webcast focused on how marketers can grow their business and succeed in the new age of customer experience (CX). Experts at Axa Investment Managers and Cox Communications discussed how to build a CX roadmap in the current consumer climate. Attendees were given a toolkit to grow their brand and gained an understanding of how to meet and exceed the demands of their current and prospective customers. Editor’s Note: The full content is available to member’s only.

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A New Benchmark Brings Good News for Radio Advertising (Summary)

  • Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, Johan Bruwer
  • JOURNAL OF ADVERTISING RESEARCH

Radio advertisers have been relying on earlier research that showed that as much as one-third of their audience switch stations during advertising breaks. But the authors of a forthcoming study in JAR, available now online, claim that number is misleading. Their new benchmark—about one-tenth of current estimates—could attract greater investment in this advertising medium.

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“Buzz” Metrics Reveal Clues about Advertising Success

  • Brad Fay, Ed Keller, Rick Larkin (Engagement Labs)
  • JOURNAL OF ADVERTISING RESEARCH

Marketers should use conversation metrics, in addition to effectiveness measures, to determine whether their advertising campaigns will drive purchases. “Buzz”—upticks in both online and offline conversations about brands—contributes about equally to sales and other business outcomes, word-of-mouth experts reported.

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