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What Makes a Television Commercial Sell? – Using Biometrics to Identify Successful Ads via JAR

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales. The researchers, who represent academia and industry, used direct measures of what they believe matters most to marketers: in-market sales response (from single-source data).

Key Takeaways:

  • Biometrics have the potential to help advertisers understand how sales-successful advertisements work, yet there is no silver-bullet measure to gauge effectiveness
  • The ultimate goal of brand advertisements is to sell; therefore, testing tools must be validated against sales or other relevant behavioral measures
  • Advertisers should establish in advance the desired audience response from any advertisement (e.g. laughter or attention to the brand) and use evidence-supported measures and analysis to ensure the desired response is achieved
  • Key biometrics and objective coding seem useful under defined conditions, whereas traditional survey measures offer no additional value


To access this paper in its entirety, please go to thearf.org website and follow these 3 steps:

  • Login to your myARF
  • Click on “Journal of Advertising Research” on the left hand side menu
  • Locate the article (in italics below) in the search field on the page

How Does Recall Work in Advertising? via the JAR

The September 2016 issue of the JAR includes four papers addressing the question, “How Does Recall Work in Advertising?” Last week featured a pair of papers, the remaining two are presented here.

Comparing Brand Placements and Ads on Brand Recall and Recognition

Despite the popularity of brand placements in television programming, little is known about their effectiveness when used separately compared with when they are combined with commercials.

Key takeaway: There are beneficial synergy effects by using a mixture of these promotional tactics. And for established brands well-known by consumers … marketers should consider using brand placement tactics … as they appear to be as effective at enhancing recognition as costlier commercials.

Can Brand Users Really Remember Advertising More Than NonUsers.

The authors’ research, across six different measures, shows the user bias in memory for advertising is … a real phenomenon, occurring under a wide range of conditions.

Key takeaway: All advertising awareness measures are shown to be biased to users. This has implications for creative design, branding, and pretesting, particularly with advertising that primarily aims to attract nonusers.

To access this paper in its entirety, please go to thearf.org website and follow these 3 steps:

  •       Login to your myARF
  •       Click on “Journal of Advertising Research” on the left hand side menu

•       Locate the article (in italics below) in the search field on the page

“How Does Recall Work in Advertising?”- via The Journal of Advertising Research (JAR)

“If a target audience cannot remember a marketer’s message, advertising largely becomes a waste of time, money and resources. Advertising without recall is advertising without impact.”

The September 2016 issue of the JAR includes four papers addressing the question, “How Does Recall Work in Advertising?” We are excerpting two papers in this issues and will provide the two others next week.

To read a paper in its entirety (plus info on authors),

  • Login to your myARF
  • Click on “Journal of Advertising Research” on the left hand side menu
  • Locate the article in the search field on the page

Spot Length and Unaided Recall in Television.  The researchers analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables. These variables included the position of the break in relation to the television program, the degree of advertising clutter in the break (indicating the break’s duration), the spot’s relative position in the break, and primacy and recency effects.  A Key Finding: “Longer spots” – those lasting more than 20 seconds – generated more recall than would correspond proportionally to increase in length. This conclusion supports the argument that advertisers should buy longer spots to reduce the number of brands per advertising break.

 Digital-Video – the effects of “mid-roll” versus “pre-roll” spots. One of these new formats is “limited-interruption” advertising, in which each midroll advertising break features just one commercial. This study provides empirical guidance by quantifying the positive and negative effects of repeated limited interruption. A Key Finding: For commercials of the same 30 second duration … limited interruption advertising in digital video delivers greater … brand advertising recall than pre-roll advertising. By comparison, 15 second pre-roll advertisements were just as effective as mid-roll ads, most likely because their shorter duration prevents disengagement (i.e. viewers watching, not skipping, the ads).

What 80 Years of Study Means for the Future of Advertising Research? via the Journal of Advertising Research, by Dr. Horst Stipp of the ARF

The ARF was founded in 1936 with a mission to improve the practice of advertising, marketing, and media research in pursuit of more effective marketing and advertising communications.

True to that mission, during its 80th year in 2016, the ARF launched a major new initiative, “How Advertising Works.” The goal was to deliver objective research-based insights that improve advertising and, ultimately, the return on marketing investments (ROI), with actionable insights for marketers in today’s media, consumer, and advertising environments. The study, which is ongoing, is focused on how advertising works today.

But it also provides valuable lessons about the history of advertising research and a glimpse into the future of such research.

The most important conclusion: three factors have been driving advertising research over the past 80 years. They are still the main drivers today and, we believe, will drive advertising research in the future:

  • The emergence of new advertising platforms
  • Changes related to the consumer
  • Methodology and data source innovation

Access full “How Advertising Works” article
(by logging in to MyARF)

The Personal-Data Tsunami & the Future of Marketing – Shawn O’Neal the JAR

The following article is from the latest issue of the Journal of Advertising Research (JAR).

“The fundamentals that make economies of scale work are deteriorating before our eyes. Abundant computing power, the free flow of information on the Internet, and the ability to harness data—forces breaking down conventional beliefs—make for a virtual socioeconomic tsunami that is tearing apart the way business runs and how competitive advantage is won and lost.

An ecosystem of information, communication, and methods driven by constantly evolving technology is upending 200 years of truisms. This observation implies the need for a new business model with four basic tenets:

  • Network effects trump size.
  • Fixed costs and asset scale are obesity to progress
  • Technological advancement comes from the outside, not the inside.
  • The ability to target and market to specific people heightens the opportunity to reach a brand’s relevant audience.”

 

To access JAR articles, please follow these 3 steps:

  • Login to your myARF
  • Click on “Journal of Advertising Research” on the left hand side menu
  • Locate the article in the search field on the page

 

 

Resisting the Siren Call of Popular Digital Media – Facebook’s Brad Smallwood in the JAR

The following article is from the latest issue of the Journal of Advertising Research (JAR).

It is impossible to overstate the impact of digital tools and interactions on the marketing landscape. The way people connect, communicate and share information online has evolved in ways unimaginable just a generation ago, yet from a marketer’s perspective the biggest change may be in the amount of information suddenly available.

The deluge of data has offered an opportunity to create actionable real-time metrics that can inform and shape businesses in a dynamic way.

(However) The allure of measurable and traceable “shiny” metrics … has led marketers to endless, often beautifully crafted, intricate reports on the irrelevant.

 

To access JAR articles, please follow these 3 steps:

  • Login to your myARF
  • Click on “Journal of Advertising Research” on the left hand side menu
  • Locate the article in the search field on the page

 

2016 Predictions and Trends

For the First Time, Advertising To Surpass $500 Billion In 2016

IHS analyst Eleni Marouli predicts 2016 ad spending in this Media Post article by Laurie Sullivan.  “Advertising to Surpass $500 Billion in 2016” includes the prediction that advertising will rise 5.7% and video will become the new mobile. Initiatives around measurement in the advertising industry are also discussed by Sullivan.
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Source: http://www.mediapost.com/publications/article/265493/advertising-to-surpass-500-billion-in-2016.html

IoT Will Become Omnipresent in Our Lives

Chuck Martin’s 2016 IoT predictions for Media Post include an extensive list from a variety of cited sources.  Beacons, wearables, encryption technology, smart machines, and more are presented in, “2016 IoT Predictions: Big Data, Beacons, Wearables, Security.” 
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Source: http://www.mediapost.com/publications/article/265353/2016-iot-predictions-big-data-beacons-wearables.html

Fewer but More Creative Ads in 2016

Matt Sweeney, CEO of Xaxis North America, presents six of the top trends that will impact advertising in the year ahead.  In this article for Campaign Live, “Better Creative, Fewer Ads: 6 Trends That Will Define 2016,” Sweeney predicts that ads will be more relevant and less intrusive.
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Source: http://www.campaignlive.com/article/better-creative-fewer-ads-6-trends-will-define-2016/1377923

Native Advertising: FTC Guidance and IAB Concerns

The Internet Advertising Bureau (IAB) plans to seek additional clarification from the Federal Trade Commission (FTC) concerning the Commission’s recent Guidance on Native Advertising.  Brad Weltman, Vice President, Public Policy at the IAB, discusses his concerns in this IAB press release, “IAB Concerned About FTC Guidance on Native Advertising.”  While both organizations agree on the importance of clear disclosure to consumers, they disagree about other points in the Guidance. 
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Source: http://www.iab.com/news/iab-concerned-about-ftc-guidance-on-native-advertising/

Multichannel Online Behavior Can Predict Online Consumer Purchasing

This December 2015 article from the Journal of Advertising Research examines how consumer behavior across multiple online advertising channels can be used to predict conversions. The authors, Sebastian Klapdor, McKinsey & Company, Munich; Eva Anderl, FELD M, Munich; Jan H. Schumann, Universitat Passau, Germany, and Florian Von Wangenheim, ETH, Zurich, Switzerland, suggest strategies for advertisers to target individual consumers based on this research in this article, “How to Use Multichannel Behavior To Predict Online Conversions-Behavior Patterns Across Online Channels Inform Strategies For Turning Users Into Paying Customers.”
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Source: http://www.thearf.org/journal-of-advertising-research-online-access/

Why Marketers Should Be More Transparent with the Ad Agencies They Hire

Jun Heo, Assistant Professor at the Manship School of Mass Communications, Louisiana State University and John C. Sutherland, Professor and Chair Emeritus, University of Florida, writing in the December 2015 Journal of Advertising Research present their research on the marketer-media planner relationship.  Their research, from the media planner point of view, describes how the relationship can be improved.  The authors suggest that both information sharing and transparency by marketers have the potential to contribute to a long-term relationship with media planners, which would have financial and other benefits for both agencies and marketers.  Professors Heo and Sutherland suggest specific information-sharing actions that marketers can take to engage media planners.  They also suggest that future research should explore the client’s view on this subject.

 

See all 5 Cups articles.