Targets & Segments

When Are Dogs an Advertiser’s Best Friend?

  • Rohit H. Trivedi; Thorsten Teichert

Animals have been used in ads effectively for decades, yet little is known about their effects on consumer reactions along the purchase-decision process. New research shows evidence of animals’ influences on different stages of the decision-making journey, with women reacting more positively than men. But the outcomes changed when human models were included in the ads.

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Strategies for Creating Successful Six-Second Ads

  • Colin Campbell, University of San Diego; Erin Pearson, University of East Anglia

Scholars and practitioners in recent years have grappled with the potential and limitations of six -second ads. A new study clarifies those constraints and offers actionable strategies in various stages of the creative process, to help advertisers boost the effectiveness of short, online video ads.

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Building Brand Loyalty with Today’s Audience –The Pivotal Role of Representation (Event Summary)


The fourth installment of the ARF Cultural Effectiveness Council’s virtual event series focused on why representation is important. This event provided insights on culture, values and identification that need to be considered in order to achieve meaningful representation of the 21st century US population in advertising. This includes communities that are often overlooked–those within the broader ethnic, LGBTQIA and disabled communities. Editor’s Note: The full summary is available to members only.

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How to Adapt Global Campaigns to Local Contexts (Summary)

  • The ARF

Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.

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Inside the Journal of Advertising Research — Sixes, A.I. and Media Metrics (Event Summary)


At this Insights Studio, a global panel synthesized their work published in the Journal of Advertising Research on creative strategies for six-second video ads, radio ad-avoidance measures, facial coding analysis of ad sharing, and TV ad effectiveness. Creative trends, generational differences (e.g. Gen Z vs. older audiences) and the power of advertising preferences were among talking points in the concluding Q&A.

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How Facial Expressions Can Predict Ad Sharing

  • Daniel McDuff, Microsoft Research; Jonah Berger, Wharton School of the University of Pennsylvania -- JOURNAL OF ADVERTISING RESEARCH

Why do some ads get shared more than others on social media? This study used facial coding algorithms to quantify the facial expressions of thousands of individuals in response to video ads. The findings help advertisers predict how different emotions influence sharing, and provide a deeper understanding of the complexities between emotion and transmission.

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The Myth of Targeting Loyal, Niche Audiences

  • Harsh Taneja (University of Illinois at Urbana-Champaign)

With unlimited consumer choices in the digital marketplace, advertisers often turn away from websites with mass appeal and toward niche outlets, for their small, but potentially loyal audiences. Such a strategy is actually unwise, diminishing reach, according to evidence from a study analyzing double-jeopardy effects in digital media usage.

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Building Brands: Psychological and Media Drivers of Marketing Effectiveness (Event Summary)


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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