The ARF’s Expert Predictions for 2021 centered around predictions for the new year in advertising. Before we looked ahead for what is to come, the moderator and Young Pro Advisory Board Member Charlotte Lipman looked back at 2020 to summarize the impacts on advertising this past year. To no surprise, Covid-19 had the largest impact on the industry. As Charlotte stated, the “pandemic has become personal” and has affected everyone on an emotional level as well as a professional level. Social Justice movements across the nation put a spotlight on brands in 2020, and many consumers felt as though brand’s actions were inauthentic. While major social issues were brought to the forefront, Covid-19 also sparked a change in consumer behavior. Screen time was at an all-time high and convenience for consumers became more important than ever before. 2020 was a reactive year, but in 2021 the industry needs to become more proactive.
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At this Insights Studio, JAR Best Paper winning authors discussed their findings on allocating spending across digital video and TV advertising, and the impact of media context on advertising memory. A Q&A panel then applied these insights to the industry and today’s marketplace. Guest panelist JAR Editor-in-Chief John Ford flagged topics of interest for future submissions to the Journal, including artificial intelligence, neuro-based analyses of effectiveness, cross-platform research, and the impact of Covid-19 on advertising.
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Building successful brands require a deep understanding of why consumers behave the way they do and the associated media drivers. The Advertising Research Foundation and the IPA /EffWorks Global 2020 partnered to share our most relevant research, case studies and keynotes from Marketing Effectiveness leaders. Editor’s Note: The full summary is available to members only.
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From stars with massive followings to micro and nano influencers, companies are allocating large parts of their budgets towards influencer marketing. According to Mediakix, the estimated total ad spend on influencer marketing is expected to increase to $5-$10 billion dollars in 2020. Industry experts and content creators discussed how to determine the right Influencers with whom to align their brand and the pitfalls of influencer fraud (and how to avoid them). Note: The full summary is available to members only.
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