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Research & Data Quality

Moment-to-Moment EEG Metrics Enhance Ad Effectiveness Analysis

  • JOURNAL OF ADVERTISING RESEARCH

A European research team is on a mission to advance the development and use of electroencephalogram (EEG)-based methods for evaluating advertising effectiveness. Although their research leaves open questions, it suggests that recent developments in this area—specifically moment-to-moment EEG-based indicators—provide a clearer view into emotional response and attention to ads than previous EEG methods.

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Aggregating Location Data for Privacy and Profit

  • MSI

Using mobile location data to improve targeting marketing is a good strategy, but the downside is that it can increase consumer concern over privacy. What’s a better way to do it? Instead of aggregating data by home location, doing so by the centroid of brand sites visited can result in good predictions, while still maintaining individual anonymity.

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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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Consumer Behavioral Shifts: Why Your Marketing Measurement Must Adapt in 2022 and Beyond (Event Summary)

  • Insights Studio

Consumer behaviors have changed dramatically creating new challenges for brands and their marketing measurement. During this Insights Studio, we explored the measurement challenges brands have faced in the wake of significant consumer changes. We also discussed best practices brands should be using to ensure their marketing measurement is set up for future success as consumers continue to react to major societal change. Executives from OptiMine, an agile marketing analytics provider, Kepler, a global digital agency, and Beachbody, an innovative health and fitness company, shared their observations on how changes in consumer shopping and media consumption behaviors have been reflected in marketing measurement.

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AUDIENCExSCIENCE 2021

  • AUDIENCExSCIENCE 2021

AUDIENCExSCIENCE 2021 hosted industry leaders and innovators to address the most critical audience measurement issues. Speakers hailing from brands, agencies, media and research companies shared their work and perspectives on the future of addressable TV, which cross-platform measurement methods hold the most promise and why, and how companies are building audiences and developing trust among data deprecation and privacy concerns. Key takeaways, the full event video, and presentations are available for ARF members: If you are interested in becoming a corporate member, please contact New-Member-Info@thearf.org. LOGIN TO ACCESS

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