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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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 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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In today’s social climate, brands must constantly be aware of social issues. The cost of ignorance can be substantial. Negative brand adjacency can not only damage a brand’s reputation, it can have a direct impact on its bottom line as well.
A recurring criticism of neuromarketing research is that the methods involved suffer from inconsistencies which can make results unreliable. This author offers a potential solution: a framework grounded in academic principles that practitioners and scholars can build on to not necessarily reinvent the wheel, but improve consistency and validation.
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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.
Member Only AccessWhen 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.
Popularity can come with a price. Although mobile survey research is increasingly popular, it often suffers from high drop-off rates. What can marketers and researchers do to reduce drop-off? This ARF-original Knowledge At Hand article identifies best practices to overcome the problem and improve mobile survey effectiveness.
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