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…

Several simultaneous forces are disrupting and uprooting marketing measurement. From the pandemic, to technology industry changes, emerging consumer data privacy regulations to loss of identity data & tracking, marketing measurement is under incredible pressure. At this Insights Studio, OptiMine CEO, Matt Voda, reviewed each of these forces in detail and shared success stories from leading brands that have adapted their marketing measurement approaches to successfully navigate this complex environment. OptiMine also discussed strategies to future-proof marketing performance measurement for the…

OptiMine provided attendees with real-world findings and success stories from large brands. Experts detailed how they’ve navigated rapid budget adjustments, huge channel shifts, optimal timing of spend changes and outlined how to remain invested in marketing during budget pressure. OptiMine also shared insights on key pitfalls to avoid, techniques to exploit and how to adapt during what is likely to be a very bumpy “recovery”. Attendees learned: Key tips to rapid cycle spend adjustments for agile adaptation & success How…

With each issue of the JAR, the range of topics grows richer and more complicated, with bourgeoning platforms steeped in evolving algorithms and artificial intelligence. Its goal: to inform advertising scholars and practitioners with evidence-based papers that keep track of the dynamics in marketing. A global panel of experts synthesized their work, which was selected from the September edition. The timely and relevant topics connected with a number of touchpoints: Audio advertising: How speech rates influence cognitive and physiological outcomes…

Researchers from three continents presented work published in the June issue of the Journal of Advertising Research, Gender & Diversity. The event began with an announcement honoring winners of the Great Mind Awards for Best JAR Paper and Best Reviewer. The featured speakers – Steve Bellman, Hojoon Choi, Justine Rapp Farrell and Jaywant Singh – each have decades of expertise in areas of research that include gender and feminism, consumer behavior and psychology, television and media, brand alliances and corporate…

The ARF, in collaboration with 605, Central Control and Bill Harvey Consulting, is championing a research initiative designed to establish methods for applying randomized control testing (RCT) to cross-platform advertising impact analysis. The proof-of-concept study, named RCT21, applies experimentation methods to measure incremental ROI of large ad campaigns run across multiple media channels at once, including addressable linear TV and multiple major digital media platforms. Randomized control testing is a scientific method that looks to eliminate sources of bias in…

For decades, marketers have relied on marketing mix models (MMM) to understand the ROI of each component of marketing spend. But in a new twist, COVID-19 is disrupting MMM with changes that don’t fit any previous observed pattern. Can MMM provide guidance based on recent history about whether to put the brakes on advertising, how to reallocate the dollars available, and when to resume it? How do we consider changes in product availability and consumer demand? How do we react…

Has advertising gotten weaker over the past 15 years, focusing less on creative and more on performance-based ads? This Insights Studio hosted one of the industry’s brightest minds, Orlando Wood, Chief Innovation Officer at System1 Group and author of the best-selling book Lemon (IPA, 2019). Wood presented a unique combination of neuroscience, cultural history and advertising research to describe a change in advertising style that has occurred over the last 15 years and link this to falling advertising effectiveness. Wood…

The coronavirus is an inflection point in world history that all of us will remember for the rest of our lives. To understand the influence of advertising in this troubled time, four ARF member companies — Ameritest, Dynata, iSpotTV, and Research Measurement Technologies — came together to measure the collective impact of some morale-building brand advertising. They measured the in-market impact of 10 ads from Budweiser to Facebook to Walmart to understand advertising’s impact on the American people’s shared memories…

In 2019, the ARF Analytics Council undertook its first benchmark survey on the operations of research and analytics departments to develop a baseline understanding of the state of the insights and data analytics discipline within the industry today.The survey explored the way in which technology and the advent of new sources of data have transformed the way we work. This Insights Studio presented survey findings and shed light on where the field stands. The Council discussed: How certain companies compare…