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Audience & Media Measurement

How Bad Is a Bad Product Review?

  • MSI

Ever wonder what the impact of one negative review is on a product? Researchers in this MSI award-winning working paper were able to quantify this recently, from a retailer’s “newest first” review display policy. In technology and home and garden products, a single critical opinion had a detrimental impact that was two-fold, the study found. It increased the probability of continuing to search and to competitors while decreasing the purchase probability.

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Social Media Has the Potential to Influence Undecided Voters

  • JOURNAL OF ADVERTISING RESEARCH

How do information sources shape voters’ political views in our increasingly polarized society? New research compares the effects of mainstream media and social media on U.S. consumers who vote Democrat, Republican or identify as undecided. The findings point to the powerful potential influences of social media, especially on undecided voters, such as in determining the outcome of presidential elections. The study also suggests political marketing strategies to influence potential voters.

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How Big Is Ad Avoidance?

  • Josh Chasin, Chief Research Officer at comScore

What if your most desirable consumers avoided ads? This ComScore presentation shows increasing ad avoidance, especially among younger and higher income consumers, and reveals patterns that threaten traditional TV watching. The implication: marketers, in particular those relying on linear TV, need to examine how they manage ad campaigns today and in the future.

Digital/Virtual MVPD Viewers: Drivers and Characteristics

  • Dan Robbins and Priscilla Aydin

The 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.

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Increasing Platforms Expands ROI

  • Artie Bulgrin, Chris Barton, Barbara Singer

ESPN, 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.

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Cross-Media ROI Optimization & Creative

  • Bill Harvey
  • RMT

Concerned 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.

The Story Behind the Development of Viewabililty Standards

  • David Gunzerath, Media Rating Council, Inc.

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.

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