fbpx

Audience & Media Measurement

How Does Click-Through Behavior Differ Across Devices?

  • JOURNAL OF ADVERTISING RESEARCH DIGITAL FIRST

An enormous number of consumers have many devices today that they use to connect to the internet. This has made digital advertisers wonder if click-through behaviors are the same or different across devices. In this study, published in the Digital First section of the JAR, researchers look at how click-through behaviors differ in paid search advertising campaigns when a user is using a tablet versus a desktop computer versus a smartphone.

Member Only Access

What Makes Cross-Media Advertising Effective in China?

  • June So Lee and Demetrios Vakratsas (McGill University)
  • JOURNAL OF ADVERTISING RESEARCH

Synergy benefits in cross-media advertising are well-known. Much less is understood about the combined effects of television and online media on individual-level buying behaviors. A study involving the purchase cycle in China found that TV ads were more effective after prior online exposure in driving purchases, but not vice-versa.

Member Only Access

What Will Adtech Look Like in a Post-Cookie World?

Google recently announced it’s Chrome browser will cease using third-party cookies by 2022. This has sent shockwaves throughout the industry, as 66% of all browser use comes through Chrome. That announcement, along with a number of privacy regulations coming in—including the EU’s General Data Protection Regulation (GDPR), are predicted to alter the digital marketing landscape. Read more.

Will the TV Upfronts Survive?

  • SALON SERIES

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.

Member Only Access

Why People Don’t: Understanding Consumer Behavior

  • SALON SERIES

The ARF’s July 25, 2019, Salon offered profound insights into why people do the things they do, based on findings from behavioral science. Presenter and author Matthew Willcox shared insights from his book, “The Business of Choice,” highlighting some of its key points.

Novel Approach Improves Marketing Survey Data Accuracy

  • WEDNESDAY WEBCAST

How can advertisers, media companies and market researchers acquire highly accurate consumer survey data, in order to make informed business decisions, without depleting their budget? Sure, everyone would like to utilize probability sampling, but the cost is out of reach for most. However, non-probability, opt-in, online samples are nowhere near as accurate.

Member Only Access

Social-Media Marketing and More

  • JAR (59, 4) December 2019 Summary

In the December issue of the Journal of Advertising Research, a special section addresses critical issues in social-media marketing. Empirical findings make contributions to both research and practice, from Superbowl TV/online advertising strategies to conversation metrics. Among other articles, trust in digital marketing is top of mind, and in China, TV commercials benefit from prior online exposure, but not vice versa. How do U.S. consumers perceive scientific claims made in cosmetics ads? Read on!

“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.

Member Only Access

GDPR Consent

Edit your consent settings or view privacy policy.

Privacy policy | Settings | Close
Settings