This Insights Studio featured the winners of the Journal of Advertising Research’s Best Academic Paper and Best Practitioner Paper, which were announced during the ARF’s Great Mind Awards Month in August 2020.
Attendees heard details of their impressive work: Mahima Hada (CUNY/Baruch College) shared insights from her paper on ad spend in digital video vs. television. Eun Sook Kwon (Rochester Institute of Technology) discussed findings on context effects in advertising.
The presentations were followed by a Q&A panel discussion where attendees were encouraged to ask questions and share their ideas. Panel members included:
- John B. Ford, JAR Editor-in-Chief, and Professor and Eminent Scholar at Old Dominion University Strome College of Business
- Horst Stipp, ARF EVP, Research & Innovation, Global & Ad Effectiveness
- Nazrul I. Shaikh, VP Analytics at Market Fusion Analytics, New York and lead author of the Best Practitioner Paper
Best Practitioner Paper: “Allocating Spending on Digital Video Advertising: A Longitudinal Analysis across Video and Television”
This study compared investments in offline and online media for both a U.S. restaurant chain and a food-and-beverage brand from the same country. The researchers focused on the effectiveness, efficiency and saturation of digital video advertising compared with television advertising, using a dynamic model, and deploying the same creative content deployed across both mediums.
Key takeaways discussed:
- Differences in efficiency decreased rapidly as investment levels behind digital-video advertising increased
- Digital-video advertising provided a higher ROI than television advertising, because of its higher retention rates and lower execution costs
- Companies should be cautious about a headlong plunge into moving dollars from traditional television to digital video
Best Academic Paper: “Impact of Media Context on Advertising Memory: A Meta-Analysis of Advertising Effectiveness”
This meta-analysis of quantitative studies across media types found relationships between media context and ad memory. The authors, based in the U.S. and in Australia, sought “to identify more comprehensively which media-context factors are associated either positively, neutrally or negatively with advertising memory.”
Key takeaways discussed:
- Media-context factors such as Increased consumer media involvement and media-advertising-context congruency are more likely to improve ad memory
- Programs with violent, sexual and suspenseful content—and ones that are humorous and induce higher consumer arousal—are more likely to inhibit advertising memory
- Ad effectiveness is enhanced if media-context factors positively influence media users’ advertising memory beyond exposure indicators
Speakers & Panelists
Eun Sook KwonAssistant Professor
Rochester Institute of Technology School of Communication
Mahima HadaAssistant Professor of Marketing and Director of Marketing Analytics
CUNY, Baruch College, Aaronson Marketing and International Business Department
Horst Stipp EVP, Research & Innovation, Global & Ad Effectiveness
ARF
John B. FordEditor-in-Chief, Journal of Advertising Research, and Professor and Eminent Scholar
Old Dominion University Strome College of Business
Karen Whitehill King Emeritus Professor of Advertising
University of Georgia’s Grady College of Journalism and Mass Communication
Nazrul I. ShaikhVP Analytics
Market Fusion Analytics