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Research & Data Quality

Oracle Data Cloud Tackles Audience Quality

  • CMO BRIEF

$48 billion was spent on digital display advertising in the US in 2018. That’s up 5 percent from just a few years ago. Unfortunately, most advertisers are unaware of the need to focus on audience quality. Without doing so, consumers can be overwhelmed with messages or encounter irrelevant ones. They become annoyed or frustrated, resulting in 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.

Academic Principles Add Consistency to Neuro Research

  • Thomas Zoëga Ramsøy
  • JOURNAL OF ADVERTISING RESEARCH

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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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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Get a “Thumbs Up” on Mobile Research

  • KNOWLEDGE AT HAND

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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Best Practices for Advertising Research Citations

  • Shelly Rodgers, University of Missouri
  • JOURNAL OF ADVERTISING RESEARCH

An estimated 32% of published papers go uncited. To ensure the integrity of future knowledge, an academic calls for a new set of best practices to ensure that valid advertising research gets cited, noting benefits for both researchers and practitioners.