Engaging consumers on social media platforms is extremely advantageous for firms. Yet, sustaining engagement is not always easy. Usership often drops off. The field experiment described in this Marketing Science Institute (MSI) working paper shows helpful ways to sustain social media engagement and offers insights into the positive effects of offering certain members power in their online community (OC).
The growth of ad blocking demands that marketers understand its prevalence and drivers. This study by Hulu and Leflien Associates yielded a surprising finding: ad receptivity is psychological, not demographic. It also identifies factors that drive ad engagement, such as the ability to exercise control over ads.
An academic paper in the JAR confirms that older consumers (50+) respond better to ads with rational rather than emotional appeals. It rejects conclusions based on Socioemotional Selectivity theory.
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.
While online social media listening often gets more attention, offline word-of-mouth also produces a major contribution to sales. What different roles do they play? How does their contribution differ by category? How can the two be best managed together? A study of 21 brands across five categories provides seven findings that brands can use to advantage.
Member Only AccessYes, context does matter in how advertising communicates, according to neuroscience studies conducted as part of the ARF’s “How Advertising Works” project. In examining the impact of humorous, fear-inducing, and sentimental programs, the studies yielded surprising and valuable findings such as this: sentimental ads may benefit from context alignment, boosting both memory and ad liking.
Member Only AccessHow 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 AccessCatching consumers’ attention on social media can be a challenge. Scrolls and swipes can be so fast. How can advertisers get consumers to watch their ad to the end? Twitter and AceMetrix paired up to develop best practices on what keeps a consumer’s attention to the end of the ad, e.g., using strong visuals.