This comprehensive model accurately predicts sponsorship retention in marketing. Researchers utilized a dataset of over 5,800 sponsorships to identify the key factors that influence sponsor loyalty and longevity.
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The ARF’s annual AUDIENCExSCIENCE conference highlighted the most critical audience measurement issues. Through keynotes, panels, debates and rigorously peer-reviewed research presentations, attendees learned about a wide array of new and evergreen industry topics, endemic to our industry changes. World-class thinkers joined us in NYC to share their perspectives on the future of advertising research and measurement, and how tomorrow’s technologies and data trends will impact advertising and media.
Member Only AccessESPN, the leader in Sports viewership, has been expanding its use of platforms. ESPN’s own original research corresponds with that of the ARF's How Advertising Works – Today initiative, also demonstrating that adding platforms to a campaign increases effectiveness, delivering higher ROI. In addition, mobile is surging and becoming a major source for sports information.
Member Only AccessThe number of DigitalMVPDs that use the Internet to provide video content and other services continues to grow. Ad agency OMG and digital MVPD company Roku surveyed over 5,900 DMVPD users and learned insights about their attitudes on a wide range of topics, such as advertising, how they feel about their service, and what key factors affect their choosing a specific DMVPD.
Member Only AccessConcerned that many marketing models fail to account for the contribution of creative in the cross-media ROI equation? This study outlines new metrics that can help link the program environment, the brand personality, and the creative execution to better estimate creative’s contribution to ROI.
How long is long enough for a digital ad to be considered “viewable” by consumers? David Gunzerath of the Media Rating Council’s overview of digital ad viewability, given at the ARF’s Leadership Lab in the fall of 2015, explains how the MRC developed its minimum standard of 50% of pixels on screen for at least one second for display ads and two seconds on screen for video ads.
Member Only AccessTo better understand how viewers consume digital video and the implications for brand impact, a Nielsen study, commission by YouTube, evaluated three social platforms and You Tube, using three different methods. Among the findings: attention to ads on YouTube contributed to 45% higher ad recall compared to other social media platforms.
Member Only AccessForecasts show that native is expected to be 74% of total digital ad spending by 2021. A joint Nielsen-Yahoo! study yielded a list of ten best practices for native ads’ creative, such as the importance of images and logos, the need for transparency via labeling, and using shorter video lengths.