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Creative & Branded Content

Why Content Quality Matters So Much in Native Advertising

  • Yoori Hwang (Myongji University) and Se-Hoon Jeong (Korea University)
  • JOURNAL OF ADVERTISING RESEARCH

Practitioners who develop native advertising campaigns should pay close attention to where they place mentions of their brand. This empirical study found that a poorly written article that is associated with a brand message will lead to negative perceptions about both the brand and the credibility of the news source.

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What Makes People Avoid Ads on Social Media?

  • C. L. Miltgen (Audencia Business School, France), A.-S. Cases (Univ. of Montpellier), and C. A. Russell (Pepperdine Univ.)
  • JOURNAL OF ADVERTISING RESEARCH

An empirical study of Facebook data has broad implications for advertisers on social media platforms. This research found a link between consumers’ response to ads and their perceptions about intrusiveness and privacy concerns—as well as whether they were using a computer or mobile device.

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Four Strategies for Creating Effective Soundless Video Ads

  • Colin Campbell, Erin Pearson
  • JOURNAL OF ADVERTISING RESEARCH

Most digital video ads are viewed soundlessly because either the user mutes them, or sound does not play automatically. As video advertising production accelerates, this study found that video ads created for “sound on” are less effective when viewed silently—and offers four strategies for creating successful digital video ads in soundless environments.

What Makes a Successful TV Ad?

  • Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Bruce McColl, Laurent Larguinat, and Duane Varan
  • JOURNAL OF ADVERTISING RESEARCH

Talk about a sweet approach to evaluate the potential of neuromeasures in identifying which ads lead to sales! This study of TV ads from Mars, Inc., maker of Snickers, 3 Musketeers and other treats, academic and industry researchers, yielded valuable insights into how biometrics can be used to predict ad effectiveness.

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The Don Draper Dilemma: Which Creative Idea to Showcase?

  • Douglas C. West (King’s College London), George Christodoulides (Birbeck, University of London), and Jennifer Bonhomme (Young & Rubicam)
  • JOURNAL OF ADVERTISING RESEARCH

Like in a scene out of “Madmen,” your creative team at an ad agency has just pitched a dozen ideas for presenting to the client. How do you as the creative manager decide which one is the right one to recommend? This study provides a framework for creative decision making.

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6 Second Ads: Who, How, & When To Use

  • Paul Donato, The ARF, and Dan Schiffman, TVision

In three minutes get the scoop on how :06 ads work in linear TV. This original study from The ARF and TVision provides new information on the prevalence of :06s, who is using them, and how they perform. The findings inform buyers and sellers and give guidance for future work.

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