On December 4, this Insights Studio Session dove into new research explaining why cutting brand spend is more costly than ever and how leading marketers are delivering revenue growth by focusing on brand equity. Attendees learned about new tactics that mature marketers are using to build equity, drive consumer influence, and navigate the future of marketing.
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Repeated ad exposure is a double-edged sword: it can help messages stick (wearin) or risk audience fatigue (wearout). This ARF Knowledge at Hand report reviews the latest evidence and finds that while true creative wearout is less common than once assumed, it can occur under specific conditions such as heavy short-term frequency or when there is poor creative quality. For advertisers, the key is knowing when repetition builds impact and when it backfires.
Member Only AccessThe 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.
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