A large-scale analysis of clickstream data reveals that how often and how regularly pre-roll skippable ads are shown significantly influences whether users accept or skip them. Using advanced modeling, researchers find that less frequent and more irregular exposure increases the hidden “acceptance propensity” underlying viewing behavior. These findings challenge conventional scheduling tactics and offer new strategies for maximizing skippable ad effectiveness.
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On November 5, the ARF Social Council explored how audiences perceive authenticity on social media and how brands can build trust, credibility, and stronger outcomes through more genuine messaging and partnerships. Attendees heard new research from HawkPartners, Breakthrough Research, SunDogs and the ARF Social Council, followed by a dynamic discussion.
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Influencer marketing continues to grow as brands increasingly rely on creators to deliver content that drives awareness, trust and purchase behavior. This ARF Knowledge at Hand report synthesizes findings across academic research, industry studies and ARF events to identify what truly drives influencer impact—and how marketers can optimize creator partnerships for effectiveness.
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Does personalized advertising really work—or does it risk turning consumers off? A large-scale meta-analysis of 53 experimental studies finds that personalized ads are, on average, more persuasive than non-personalized ones, improving consumer attitudes and behavioral intentions. Crucially, personalization works not because it feels intrusive, but because it increases perceived relevance. When consumers see ads that connect to their interests and identities, persuasion improves—making personalization a low-risk, high-reward strategy when done well.
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