Creative & Branded Content

What Drives Ad Blocking - and How to Confront It

  • Barbara Leflein, Leflein Associates, Inc.; Asaf Davidov, Hulu

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.

Native Ads: Best Practices for Creative

  • David Ludica, Senior Director, Strategic Insights & Research, Yahoo!

Forecasts 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.

How to Leverage Online and Offline Chats to Boost Sales

  • Koen Pauwels, Ph.D. – Marketing Professor at Northeastern University, Ed Keller – CEO at Engagement Labs

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 Access

ARF ORIGINAL RESEARCH - How Ad Creative Can Benefit from Context Effects

  • Duane Varan; Horace Stripp; Steve Bellman - THE ARF ORIGINAL RESEARCH
  • Media Science; The ARF; Ehrenberg-Bass

Yes, 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 Access

Best Practices for Social Ad Engagement

  • Twitter & AceMetrix

Catching 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.

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.

Member Only Access