2023 JAR Research Priorities
JAR’s 2023 Research Priorities list was developed in close consultation with the advertising industry. Leveraging data from ARF member surveys and ARF and WARC research studies, we also conducted interviews with advertising professionals representing different areas of the industry. We am extremely grateful to everyone who took the time to share their feedback. The result is a comprehensive list of topics and areas where the advertising industry is keen to see new academic research.
ATTENTION
There is an incredible amount of interest in better understanding attention—both visual and auditory—and what drives it. Just as important is the need to identify the factors, such as context, that likely moderate the amount of attention a consumer devotes to advertising. Many professionals with whom I spoke expressed desire for research that identifies and assesses the best tools and methods to accurately measure (or infer) attention.
AI AND MACHINE LEARNING
New products and solutions that leverage artificial intelligence and machine learning have begun entering the industry, raising questions about their efficacy and benefits. Does AI-based targeting yield clear benefits, and how can this be accurately tested? Is AI-driven ad personalization worth the effort? More broadly, where might AI and machine learning-based tools cause the most disruption—and to which industry players? Research is also needed to look at how AI tools might complement or even enhance the creative process.
AR/VR AND THE METAVERSE
Interest continues to soar in AR/VR and the metaverse, an open field in research. Practitioners want to know: When and why are these formats effective? What benefits do they provide consumers? How can advertising best take place within these formats? Note: JAR currently has a call for papers on immersive technologies involving AR/VR and the metaverse. Learn more on the JAR website (https://www.journalofadvertisingresearch.com/content/calls-papers-0).
NAVIGATING PRIVACY
The demise of cookies and tracking, increased government regulation, and rising consumer concern are all contributing to strong interest in privacy-related research. What targeting methods can be used given existing privacy-related constraints? And with those methods, what tools and approaches can be used for measurement and effectiveness tracking? Can consumers be convinced to share data? If so, what methods are most effective?
PERSONALIZATION
When and why does personalization of advertising and experiences matter (and not matter) to consumers? In areas where personalization is important, how can it be done at scale and in a privacy-sensitive manner?
DIVERSITY, EQUITY, AND INCLUSION
The advertising industry has increased its diversity in recent years by casting actors from minority and underrepresented groups. This is viewed as positive but also raises concerns about how inherent biases in viewers can be overcome. Research on ways to increase the positive effects of diversity shown in advertising is needed, as well as how to depict diversity authentically. Several professionals, in fact, expressed a desire for research on the effectiveness of diversity in advertising. Their hope is that greater quantification of—and research into—diversity’s benefits will help make adoption among clients easier. Some practitioners suggested that diversity needs to move beyond depiction into areas such as market research and planning. Research is needed to help identify and validate approaches to choose media and select participants that are diverse. Finally, concern exists that the advertising industry itself is not diverse enough, and researchers should address that shortfall.
SUSTAINABILITY AND PROSOCIAL ADVERTISING
Advertising professionals are interested in better optimizing their advertising in this area. What are the benefits of sustainability and prosocial endeavors? When do these move the needle and when are they just table stakes, or possibly even irrelevant? How can consumers be encouraged to adopt green behaviors and respond better to low carbon advertising? Likewise, how can the advertising industry reduce its carbon footprint? Note: Another JAR call for papers is on prosocial advertising messages. For more information, visit https://www.journalofadvertisingresearch.com/content/calls-papers.
RETAIL MEDIA NETWORKS
In the past few years, retail players such as Amazon and CVS have built sizable media networks that leverage their consumer traffic. Very little research exists in this area. Practitioners want to know: What is different about these networks and what general effects are occurring? Are they effective and why? How do they integrate with other advertising channels?
STREAMING
Strong interest exists for research into streaming video and audio. How are viewing behaviors different when streaming, and how can advertising be adapted in response? How can advertisers best manage across streaming and linear formats?
SYNTHESIZING WHAT IS KNOWN
Many professionals expressed an interest in articles that synthesize the research that exists in different areas. Meta-analyses or literature reviews, for example, could address questions such as: What is known about creating an effective ad? What is the state of knowledge on attribution and attribution modelling? What drives sales? How can different channels, contexts, and message types be best matched?
RECHECKING AXIOMS AND MODELS
Relatedly, there is great interest in revisiting and potentially updating some of the classic models and frameworks that are used in advertising. Professionals recognize that many were developed decades ago, and while they may still be operating well, they may also need to be refreshed. These include areas such as optimal frequency, media effectiveness, cross-media strategies, and attribution models.
We hope JAR’s 2023 Research Priorities help spark ideas and interest among readers. Again, huge thanks to all the advertising professionals that shared their expertise and time with us to help develop this list. We truly appreciate it and are eager to hear any feedback from readers on what is included (or may be missing).