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…