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Audience & Media Measurement

Findings from the 3rd Annual Privacy Study

  • THE ARF

One of our most anticipated studies of the year, in addition to questions about online shopping, mobile device and PC use, and willingness to share digital data, this year’s survey included a number of COVID-19 related inquiries. These included questions about trust, privacy, a willingness to divulge geolocation data and much more.

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Cheap Giveaways Are a Turnoff, Except When Personalized

  • Samuel Stäbler, Tilburg University, Netherlands
  • JOURNAL OF ADVERTISING RESEARCH

Companies use promotional giveaways – branded pens, mugs, USB sticks and more — as a way to create awareness and strengthen their brands. Yet, there’s very little empirical research on their effectiveness. A new set of studies shows that consumers react negatively, depending on the quality of the giveaway, but that personalizing the item with the person’s name can help as a targeting strategy.

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Consumer Behavior and Brand Loyalty

  • SHOPPERxSCIENCE 2020

As the Covid-19 pandemic continues, long-held marketing beliefs about shopping habits and brand purchases are being called into question as consumers face life disruptions on a magnitude previously unimagined. Shopping has become an essential activity, but overwhelming demand has limited usual access to favorite brands and driven substitute experimentation. Marketing strategies had to pivot quickly to adapt as e-commerce came to the forefront, shouldering the brunt of new customers ordering online. At SHOPPERxSCIENCE 2020, the ARF delved into consumer behavior in the “new normal”, speaking to notable marketers and researchers about their experiences and which new habits will persist moving forward.  Editor’s Note: The full summary is available to members only.

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How Will Media Use Evolve After the Crisis? (Event Summary)

  • LA MEDIA RESEARCH COUNCIL

At this virtual event researchers presented data and discussed how the COVID-19 pandemic has affected media use and if these data reveal which of the changes are likely to be permanent. There was agreement that increases in TV use during the initial “stay-home” weeks were temporary. However, the trend towards more streaming appears to continue, watching first-run movies at home will increase and at least some of the increase in online shopping during the pandemic will remain. Editor’s Note: The full summary is available to members only.

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Choosing Music for Ads: Does a Premium Source Matter?

  • M. Anglada-Tort, Technische Univ. Berlin; S. Keller, Pandora; J. Steffens, Düsseldorf Univ. of Applied Sciences; D. Müllensiefen, Goldsmiths Univ. of London
  • JOURNAL OF ADVERTISING RESEARCH

Does music in advertising need to come from an expensive source, like a popular performance artist, to make an impact? A European academic-practitioner research team, including a Pandora executive, studied the evaluation process for choosing music in ads, by comparing how professionals and consumers judged the sourcing of music. The differential can potentially prove costly for brands.

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RCT21: Advancing Cross-Platform ROI Analysis (Event Summary)

  • INSIGHTS STUDIO SERIES

The ARF, in collaboration with 605, Central Control and Bill Harvey Consulting, is championing a research initiative designed to establish methods for applying randomized control testing (RCT) to cross-platform advertising impact analysis. The proof-of-concept study, named RCT21, applies experimentation methods to measure incremental ROI of large ad campaigns run across multiple media channels at once, including addressable linear TV and multiple major digital media platforms.  Editor’s Note: The full summary is available to members only.

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What Drives Media Users to Multitask?

  • Helen R. Robinson and Stavros P. Kalafatis, both at Kingston Business School
  • JOURNAL OF ADVERTISING RESEARCH

Given the prevalence  of multi-tasking among media users, planning multimedia advertising campaigns is more complex than ever. This study introduces a typology that identifies three types of multimedia users, each with its own distinct patterns. Practitioners can use this tool to increase the accuracy of targeting in an otherwise elusive digital native audience.

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