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Ad Effectiveness & ROI

What is the Value of Time in Advertising? (Part I: How Value is Created)

What is the Value of Time in Advertising? (Part I: How Value is Created)

  • TOWN HALL

Fairly measuring the quality of an ad impression is challenging, and it differs across platforms. In this first part of a two-part discussion, about ad time duration, a panel of researchers explored whether or not ad time duration provides a signal to advertisers of the value of an ad impression. Different platforms have different strengths, and understanding the logistics of a platform is one key aspect in understanding how viewers will interact with an ad. Aside from the length of time an ad is viewed, and what platform it is viewed on, creative implications can also play a role in garnering up viewer enthusiasm and interest, during key moments of an ad. This ARF Town hall examined three studies regarding different aspects of ad time duration. Studies were presented by the ARF’s Chief Research Officer Paul Donato, Meta's Ads Research Lead of Marketing Science Sophie Macintyre, and TVision's SVP of Product, Data & Analytics Tristan Webster. These studies were presented in efforts to understand the similarities and differences regarding measurement across a variety of platforms on the value of time. In closing, challenges and opportunities for each platform were discussed by the panel, led by Cesar Brea of Bain & Company.

Emphasizing the Negative Builds Trust in CSR Environmental Messaging

Emphasizing the Negative Builds Trust in CSR Environmental Messaging

  • JOURNAL OF ADVERTISING RESEARCH

As counterintuitive as it sounds, this study shows that companies in environmentally unfriendly industries are perceived as more trustworthy when they use negatively framed messaging focused on reducing the damaging impact of their production processes, rather than on positively framed messages that tout benefits. Building such trust, in turn, elicits favorable consumer intentions and behaviors.

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Are Non-Local Sports Fans Bigger Sponsor Patrons than Locals?

Are Non-Local Sports Fans Bigger Sponsor Patrons than Locals?

  • JOURNAL OF ADVERTISING RESEARCH

Fans who travel far to sporting events may be more valuable to sponsoring brands than previously thought. A research model tested against a cycling field study shows that “faraway” fans are more knowledgeable about the sport than locals, identify more strongly as a fan of the sport and have greater event attachment, potentially increasing their desire to support sponsoring brands.

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ARF Academic Journal Highlighted for Industry Authors, Expansive Themes

ARF Academic Journal Highlighted for Industry Authors, Expansive Themes

  • JOURNAL OF ADVERTISING RESEARCH

In December 2020, the Journal of Advertising Research published an independent seminal bibliographic study that identified key publishing trends since the academic journal’s inception in 1960. Now, a more granular overview expands on those findings to reveal the prominence of practitioner authors amid a wide range of themes, while encouraging future submissions.

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What Drives Consumers to Follow Influencers?

What Drives Consumers to Follow Influencers?

  • JOURNAL OF ADVERTISING RESEARCH

Influencer advertising is on the rise, yet we know little about what prompts consumers to engage with the “star of the show”. A new study identifies six particular consumer segments that follow influencers, uncovering why they do so and how they react to influencer content—insights that serve as a guide to managing influencer/endorser relationships.

Does Alexa Make Humans More Humane?

Does Alexa Make Humans More Humane?

  • MSI

Do digital voice assistants make website navigation easier? Not necessarily, according to this MSI working paper. Researchers found that a sense of “social presence” created by such assistants can evoke social norms. And so, these devices can in fact predispose consumers to more prosocial behavior, such as donating to important causes and tipping.

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