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Research Paper

Reports the findings of a study that determines if the national time series methodology brings back valuable incremental information and compares ad media investment trends to the apparent Return on Adspend (ROAS) effects of each media type.

Research Paper

To better resolve how alignment variations relatively impact advertisement consumption, this paper looks at economic framing and in-moment data streams garnered from the brain and body to assess systematic changes in users' attention and engagement.

Research Paper

SEEHER, a movement for increasing accurate portrayals of women and girls in advertising, partnered with IRI to analyse sales data of Gender Equality Measure (GEM) to learn the sales impact of a GEM-scored ad campaign and which networks/publishers have the highest sales impact.

Research Paper

Looks at how emotions have great influence on multiple cognitive processes and the role of emotion in decision making as a crucial and complex task that involves several elements.

Research Paper

Summarises the latest findings on Context Alignment including new third-party validations at scale based on actual sales and branding business outcomes rather than small sample ad communication proxies.

Research Paper

Microsoft, a multinational technology company, details how it used audience-testing for its Microsoft 365 Brand Studio, which brought the creative in-house to establish an ecosystem of content from product videos and ads to award-winning web series and documentary-style films.

Research Paper

Looks at the database built by Microsoft which has helped build customer-centric insights that provide a basis for new product adoption.

Research Paper

Presents a case study in which combining conscious product-specific motivations and subconscious personal motivations yields the best results.

Article

Discusses the findings of ‘Cracking brand purpose’, a joint report by the ARF and Kantar on the science of effective brand-purpose campaigns.

Article

Argues through the examination of 40 related studies that it is important to maintain advertising investment while in an economic recession.

Article

Discusses the findings of the ‘The 2019 organizational benchmark survey: The advertiser report’, the first report made from the results of the survey.

Article

Oracle Data Cloud, the cloud-based data management platform for marketing, offers best practice on audience quality.

Article

Investigates the ideal synergy between technology and employees in US companies, particularly AI. AI offers multiple benefits in scaling and personalization of all parts of the customer journey, but too much technology can degrade the customer experience.

Article

Looks at the risk to brands from having their ads appear next to objectional content in the US and Canadian markets.

Article

Describes the results of the ARF’s second annual Privacy Study which surveyed 1,100 US consumers on their attitudes and concerns about data privacy.

Article

Examines the change in consumer viewing habits due to digital disruption that has led to the rise of OTT television in the US.

Article

Provides a brief introduction to practical applications of artificial intelligence (AI) in marketing solutions.

Article

Provides a brief overview of the Hispanic population in the United States and how to appeal to this increasingly important segment.

Research Paper

Twitter, the social media platform, studied the effectiveness of creative assets and what exactly advertisers need to do to succeed on the platform.

Research Paper

Parsec, a media company, helps brand marketers discover the value of media placements by measuring attention.

Research Paper

Emodo, the software company, conducted research to determine if a simple, cost-effective method could be developed to assess data quality.

Research Paper

Cumulus Media, a radio broadcasting stations company, completed a creative study conducted in partnership with audio testing experts VERITONIC, to examine ads from the most prestigious advertising and creative award shows.

Research Paper

Broadcast Audience Research Council (BARC) India, an industry body, developed a Viewer Attribution Model (VAM) to convert household level Return Path Data (RPD) into individual viewership data.

Research Paper

Neustar, a technology company, conducted a series of sensitivity analyses on a regression-based data science operation, using data drawn from three different synthetic domains and connected by a synthetic Identity graph.

Research Paper

Details research that used system called DriverTags to discern which of 265 psychological motivators are found in a specific ad, used as a basis for resonance scoring.