The ARF’s Original Research helps our members to drive greater business impact through more effective advertising and consumer insights. In the past two years, our How Advertising Works™ research has addressed issues such as Cross-Platform ROI and the ROI of Context Effects, Improving Mobile Advertising, and Optimizing Mobile Survey Research.
In 2018, the ARF is embarking on three new initiatives: Short Form Messaging in Video and Audio, Cognition Effects of Simultaneous Media Use, and Third Party Data Standards and Transparency.
- Submissions are open to members and non-members
- Submissions are due no later than March 30
- Details on project goals, scope, potential methodologies, and contact info are available by clicking the View the RFP links below
#1 – Short Form Messaging in Video and Audio
Short ad forms have been studied in a digital/mobile environment and at a high level on television. As the number of 6 second ads on television is increasing, many members have asked the ARF to explore if and how such ads can be effective through high quality, objective research. Also, there is significant interest in whether short ads (10 seconds and 6 seconds) are more or less effective on digital media: desktop, tablet and smartphone.
#2 – Cognition Effects of Simultaneous Media Use
Recent CRE studies show that more than two-thirds of adults are consuming two or more media concurrently. And if they’re “watching” prime time TV, 40% of that time is shared with other media. However, most advertising and brand research presumes the consumer is only consuming one medium when the message appears
Consumers may “snap back” to the TV with certain audio cues, but how does this affect ad comprehension, and does it extend to other media? Do consumers process advertising differently in this connected world?
#3 – Third Party Data Standards and Transparency
Ad tech uses advanced modeling techniques, first and third-party data and machine level data to create highly individualized targets. However, some have raised concerns about the validity of modeled personal data attributed to digital targets, return path tuning and mobile based location.
The goal of this project is to develop and empirically support a method for validating these models and then to pilot a validation program for each.
For more information, please email firstname.lastname@example.org.