The ARF’s How Advertising Works™ original research helps our members to drive greater business impact through more effective advertising and consumer insights. Following on from our hugely successful 2016 initiative, unveiled at Re:Think in March 2016, we’re excited to announce our next phase – three new initiatives that expand on the insights of our 2016 breakthroughs.
Here are the 3 original research topics of the ARF for How Advertising Works 2017:
Creating Effective Mobile Advertising
Key question: What are the most impactful ways to create valuable mobile advertising that doesn’t disrupt the consumer experience?
Key question: Do the benefits of targeting outweigh those of serving an ad in the right context and what is the right balance?
Key question: To gain a better understanding of how different kinds of audio presentations impact ads. Does audio elevate the listener’s mood which carries over to the ad? Does a live presenter strengthen listener involvement? Does a playlist aligned to the listener’s taste strengthen listener involvement and ad impact?