Cross-Media Advertising and ROI
The fracturing of the media landscape has created an increasingly compelling arena for research involving cross-media effects. Results show that advertising on multiple platforms creates higher ROI than using only a single platform. The problem that must be recognized is that research has indicated that allocation criteria under conditions of synergy differ from traditional allocation criteria. This can be seen in such strategies as allocating marginal dollars to the least-effective medium. There are tremendous new opportunities for research now as analysis can be done on an individual basis with single-source data, but this area is underdeveloped. Are there optimal strategies? How do we really assess profitability? How do we compare effectiveness across platforms?
JAR, therefore, is calling for research into Advertising and ROI. The deadline for submissions January 31, 2020.
Following is an indicative, but not exhaustive, list of possible areas for submissions:
- Cross-Media Synergies
- Analyses at the Individual level with Single-Source Data
- Measuring Audience and Duplication and the Role of Attribution and MMM in a Multiscreen World
- New Allocation Criteria
- Allocation Under Conditions of Synergy vs Using Traditional Criteria
- Best Performance Indicators
- Short-Term Effects vs. Long-Term Effects
- The Role of Neuroscience
- The Role of Television
- Unification of Themes and Messages
- The Role of Audio and Eyes on Screens
- The Balance of Digital and Traditional Media
We are looking for immediately actionable research findings, and as a result we are looking for empirical papers. Given our strong practitioner readership, please place particular emphasis on practitioner implications of the research findings.
Any questions or to submit abstracts for feedback – please contact the Editor-in-Chief: Professor John B. Ford (jbford@odu.edu).
See previous calls for papers here.