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Creative & Branded Content

Brands Should Do More to Protect Their Image Online, Study Shows

  • Journal of Advertising Research

Brand safety is a hot topic in programmatic advertising, which is lauded for its efficient distribution but comes with big risks—particularly the unfiltered placement of digital ads next to negative content. New research offers empirical evidence of such risks, including damage to consumers’ perceptions, and calls for brands to do more to protect themselves.

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Generative AI Can Make Ad Creative Better Than Humans Alone

Have we reached the John Henry moment in ad creative where the machine can outperform a human in creating visuals for ads? Not quite. Generative AI does have a place in creative, however. This Marketing Science Institute (MSI) working paper found that GenAI when trained on ads which were rated the most effective by consumers can create ad visuals and text that outperform the originals in KPIs related to the purchase funnel and brand associations. Yet, the human element has not been cut out just yet. In fact, it might be pivotal to the process. The human AI combo saved time and effort and created pleasing visuals while maintaining a brand’s distinctive positioning.

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Influencer Partners a Must for Branded ASMR Content

  • JOURNAL OF ADVERTISING RESEARCH

How can brand managers maximize their engagement with tingle-inducing ASMR videos? A new study, recently published in the Journal of Advertising Research, offers evidence that brands risk being perceived as “inauthentic intruders” when advertising within ASMR communities. They should instead consider collaborating with ASMR influencers, especially those who are highly visible and/or terrific at building emotional connections with viewers.

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Young People Respond Favorably to ASMR Ads on YouTube

  • JOURNAL OF ADVERTISING RESEARCH

For many college-age consumers, the tingles and relaxing sensations that come from experiencing autonomous sensory meridian response (ASMR) can be weird and fun, but off-putting when, say, an endorser is too chatty and loud in the video. New research uses these insights to guide marketers and suggest that ASMR ads, typically aired on YouTube and other, non-traditional channels, are more effective at gaining attention than on traditional media.

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