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Ad Effectiveness & ROI

Binge-Watching and Advertising: When Streaming Habits Challenge Ad Effectiveness

  • JOURNAL OF ADVERTISING RESEARCH

Binge-watching dramatically reshapes how consumers respond to advertising on video-on-demand platforms. Drawing on psychological reactance theory, this study reveals that binge-watchers perceive ads as more intrusive and irritating, harming platform loyalty and boosting ad avoidance—unless the ad is highly likeable, which can soften negative reactions and protect platform engagement.

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Savoring Success: Creative Strategies That Make Food and Beverage Ads Work

  • JOURNAL OF ADVERTISING RESEARCH

Digital marketing’s fast pace allows for unprecedented testing of what drives ad success. This study combines human coding and machine learning across over 2,300 food, beverage and restaurant video ads, to reveal how sensory cues like “crunch sounds” and human interaction can significantly boost brand awareness, consideration and purchase intent—while some commonly used tactics, surprisingly, fall flat.

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Mega- and Micro-Influencers Manage Authenticity Differently JAR Study Finds

  • JOURNAL OF ADVERTISING RESEARCH

This study explores how mega- and micro-influencers manage authenticity in their sponsored content based on social network theory, which argues that individuals, groups and organizations are embedded within webs of social relations and interactions that impact their beliefs and actions. It compares their strategies and engagement rates, providing insights into the effectiveness of different influencer types.

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How to Optimize Product Placement Interface Design for Mobile Food Delivery

  • JOURNAL OF ADVERTISING RESEARCH

This study explores the impact of Gestalt psychology on consumer behavior in mobile food delivery marketing. By analyzing brainwave activity, the research demonstrates how organizing visual elements in a Gestalt format can influence purchase decisions. The findings reveal that products placed in a Gestalt format led to higher purchase rates and lower cognitive conflict compared to non-Gestalt formats. The study also highlights the importance of complementary cross-selling products in enhancing the visual Gestalt effect. When main and cross-selling products are placed together in a Gestalt format, consumers experience a more positive emotional response and are more likely to make a purchase. These insights can help marketers optimize product placement interfaces to boost sales and improve user experience.

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Maximizing Customer Lifetime Value through Subscription Models

This research explores the downstream and upstream effects of consumer-to-consumer (C2C) gift subscriptions compared to personal subscriptions in the context of live streaming. It reveals that C2C subscriptions significantly enhance customer lifetime value by encouraging more tips and comments and highlights the importance of creator performance quality in driving subscription behaviors.

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Which YouTube Ad Format is Best: Skippable Ads, Non-Skippable Ads or Brand Placements?

  • JOURNAL OF ADVERTISING RESEARCH

The shift from traditional media to digital platforms has made YouTube a key player in content consumption. This study evaluates the effectiveness of YouTube's popular advertising formats—skippable ads, non-skippable ads and brand placements—within infotainment videos. Findings suggest that skippable ads and brand placements are perceived as less intrusive, while non-skippable ads enhance brand recall. Combining skippable ads with brand placements yields comparable results to non-skippable ads alone. Brand placements alone foster more positive brand attitudes compared to other ad types. The study provides valuable insights for marketers on the cost-benefit tradeoffs of different YouTube advertising formats, emphasizing the importance of aligning promotional tools with campaign objectives.

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Retail Media Networks, Generative AI Top JAR’s Industry-Informed Research Priorities

  • JOURNAL OF ADVERTISING RESEARCH

Retail media networks, generative AI across creative, market research and trust, ad effectiveness and attention: These are among the topics highlighted on the Journal of Advertising Research’s list of 2024 research priorities. The list is a result of one-on-one interviews with advertising professionals by Editor-in-Chief Colin Campbell, who asked: "What are your biggest needs and challenges?"

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