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Research & Data Quality

The 1st Annual Organizational Benchmark Survey—Advertiser Report

The Organizational Benchmark Survey investigates the changes in advertising and marketing research over the past two years. This is the first of an annual series. The advertiser report covers a variety of subjects, including the name of advertisers’ research departments and their structures, spending and KPIs, what skills researchers need and what tools they employ, and even how satisfied they are with their department.

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Evaluating Digital Audience Quality

In 2018, $57 billion was spent on digital display advertising. That doesn’t mean those resources were used wisely. One crucial issue is the need to focus on audience quality. Failure to do so can lead to consumers being buffeted with messages or confronted with irrelevant ones. As a result, they become frustrated and turned off. This equates to missed opportunities and wasted resources.

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How Biometrics Can Capture Attention to TV Ads

  • Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, and Nicole Hartnett—all at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia; Duane Varan, MediaScience
  • JOURNAL OF ADVERTISING RESEARCH

What’s the best way to measure attention to TV ads when specific creative devices, like animals and voiceover, are used? In this study, three key biometrics—eye movements, sweating, and heart rate—responded differently to attention-getting tactics and to levels of consumer attention, but heart rate uniquely helped identify ineffective ads. 

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Attitudes on Privacy & Ad Avoidance: Claims vs. Data

  • Scott C. McDonald
  • JOURNAL OF ADVERTISING RESEARCH

When you hear claims on generational differences in media and market behavior, your first reaction should be: “Show me the data.” Two such claims—that younger cohorts do not care about privacy, and that they are averse to advertising—might be misinforming strategic marketing and advertising decisions, raising the distinction between longitudinal vs. attitudinal research.

The ARF’s 2020 Research Agenda

  • ARF ORIGINAL RESEARCH

In order to offer members the insights they need to keep ahead of the curve, the ARF conducts original research that tackles the industry’s most pressing questions. Last year, the foundation changed its research project development process, creating a 401K approach in order to democratize it. Member organizations were able to vote with their dollars on what topic areas research funding should be allocated to.

The ARF’s LA Council Explores Changing Viewing Patterns

  • Horst Stipp, Ph.D.
  • The ARF

In 2018, the ARF established the L.A. Council to deal with the challenges of the LA community that may not have received enough attention in the overall marketing ecosystem. The Council consists of researchers at media companies who have formed Working Groups to address the issues they consider most pressing. Of particular importance are changes in viewers’ behaviors and attitudes, including their preferences for using various platforms, navigation among platforms and content discovery.

Attention and Impact: New Insights from New Research

  • KNOWLEDGE AT HAND

Attention is a prerequisite for ad impact. But it is an ambiguous and complex concept and it is difficult to measure all its elements.  Evidence of attention can be a sign of success, but often it only means that some part of the ad was noticed. Moreover, “attention” does not necessarily indicate a positive response and a high level of attention is not always a sign of a positive ad impact.

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