NEW YORK, March 22, 2017 /PRNewswire-USNewswire/ -- The Advertising Research Foundation (The ARF) presented findings from its 2017 How Advertising Works™ research initiative. The study was showcased at The ARF's 63rd Annual Conference (aka Re!Think) on March 20-21, 2017.
This research is a continuation of the hugely successful 2016 original research—which synthesized data from more than 5,000 global campaigns across television, print, radio, desktop and mobile platforms representing $375B in advertising spend. The overarching goal of How Advertising Works™ is to gain new insights that help marketers make advertising more effective under today's conditions, with this year's initiative focused on three key research topics. Topline findings are as follows:
Cookies vs. Context: Maximizing Media ROI
With the rise of programmatic, members have asked the ARF to explore the balance between audience targeting and contextually relevant advertising. Evidence strongly suggests that while targeting the right consumers is essential, ignoring the context in which an ad is seen or heard appears risky. The ARF Context Effects Model, released as part of Phase I of this study, provides a framework and examples for marketers thinking about how to take advantage of context effects. The lead of this study is Horst Stipp, Ph.D., EVP, Research & Innovation: Global & Ad Effectiveness.
Mobile Research Quality
Almost 3 out of every 10 surveys begin on a smartphone today—a 700% increase in the past 5 years. Yet, we haven't made it easy for consumers to take our surveys on their phones. So how can we design surveys to solve this problem without compromising data quality? To answer this question, experiments were conducted by replacing text questions with either an emoji or number. Consumers enjoyed the survey experience as much or more on a smartphone using emojis with no difference in data quality. Also, the survey completion rates improved across all devices–smartphones, tablets, and PCs. The lead of this study is Chris Bacon, EVP, Research and Innovation: Global Research, Quality & Innovation.
Creating Effective Mobile Advertising
Video ads that are customized to mobile are far more effective than those repurposed from TV. But how do we optimize or develop a video creative for mobile? Creative experts from top agencies were surveyed to gain insights on this topic. Experts said that the execution needs to be adapted to the smaller screen and make sure it works vertically. Also, the creative needs to be very engaging in the first two seconds in order to capture the user's attention and make them turn the sound on (in case it is not). They highlighted the need to adapt the message to the relevant phase of the purchase funnel with a clear call to action. The lead of this study is Manuel Garcia-Garcia, Ph.D., SVP, Research and Innovation: Global & Ad Effectiveness.
As Scott McDonald Ph.D., ARF President & CEO, explained "The How Advertising Works™ original research, focused on the key issues for our industry today, helps our members to drive greater business impact through more effective advertising."
The conference showcased industry-winning case studies, original research, and groundbreaking insights to develop great creative. For over 60 years, this event has attracted renowned speakers as well as a unique and diverse community of advertising practitioners: advertisers, agencies, solution providers, ad tech, and media companies.
For any inquiries or interview requests on the ARF's original research, please contact Touseef Mirza (information below).
About The ARF:
The ARF is the only organization that creates and curates objective, original research through education, events, and networking for advertising practitioners. By providing leading-edge solutions and anticipating the industry's challenges, we are trusted by over 400 member companies from leading brands, agencies, research firms, media, and tech. Our unique network enables us to generate relevant insights, provide a platform for members to share findings, empower members to make impactful marketing decisions, and challenge convention. We help our members become smarter faster and support them in being fearless leaders in their organization and in the future.
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SOURCE The Advertising Research Foundation