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ARF Insights Studios

The ARF’s JAR Insights Studio series, launched in 2020, provides an opportunity for authors to showcase their work published in JAR. Speakers are selected from both the current and forthcoming editions. This virtual event, organized by the Managing Editor, features the authors’ individual presentations, followed by a Q&A led by the ARF’s Chief Research Officer.

 

Oct. 25, 2023 Insights Studio

Brand Safety, Social Targeting, and Who Needs Highly Creative Ads?

Is Your Brand Protected? Assessing Brand Safety Risks in Digital Campaigns

Programmatic advertising is lauded for its efficient distribution. But are brands doing enough to protect themselves from potential risks from digital ads placed next to negative content? Watch author Ross Johnson (University of North Texas) present this study, which some deem controversial, as he offers empirical evidence of such risks, including damage to consumers’ perceptions, plus recommendations for brands to do more to protect themselves. 

Read the article here: https://www.journalofadvertisingresearch.com/content/63/3/205

 

Beyond the Targeted Customer: Spillover Effect through Social Influence – Consumers with Weak Ties Are More Effective Targets in Social Advertising

Can advertising targeted at social media influence the social connections of ad viewers more so than the viewers themselves? As author Zhen-Zhen Wang (Shenzhen University, China) shows in her presentation of this paper, the effect is strongest among consumers with weaker rather than strong social ties. Wang et al.’s research challenges targeting methods rooted in customer centricity models.

Read the article here: https://www.journalofadvertisingresearch.com/content/63/3/221

 

Who Needs Highly Creative Advertising? How Brand Familiarity Moderates Creativity’s Influence on Attention, Affect, and Memory

Although super-creative ads are effective for attracting attention for most brands, a fork in the road emerges in outcomes between unfamiliar brands and familiar brands, this eye-tracking-based study shows. Watch coauthor Scott Koslow explain how for familiar brands, if the highly creative ad is perceived as off-brand or forces too much information processing, it can backfire, potentially damaging consumer’s attitudes toward the brand.

Read the article here: https://www.journalofadvertisingresearch.com/content/63/3/236

 

Q&A Panel for Brand Safety, Social Targeting, and Who Needs Highly Creative Ads?

ARF Chief Research Officer Paul Donato (moderator) and speakers in this event’s concluding Q&A explore aspects of brand recall relevant to their research, and whether brand size and other media channels would affect their results.

 

 

June 21, 2023 Insights Studio

Ad-Spend Cues, Deepfakes/A.I., Badass Endorsers and Influencer KPIs

How Advertising Expenditures Affect Consumers’ Perceptions of Quality: A Psychology-Based Assessment of Brand, Category and Country-Level Moderators

There’s research galore on the signaling effects of ad spending. But this Best Paper 2022 tackles lingering questions by diving deep into consumer psychology: Why do advertising expenditures have a stronger impact on people’s perceptions of quality for some brands and in some product categories, but not as much in others? And how do increases in expenditures across different media channels affect perceptions of quality? Kevin Keller ( Dartmouth College) explains findings from a study of nearly 900 brands spanning 48 categories, in which he and fellow researchers discovered that factors such as economic conditions, category involvement, brand equity, and advertising channel choice can influence ad effectiveness.

Read the article here: https://www.journalofadvertisingresearch.com/content/62/4/321

 

How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry: The Coming Reality of AI Fakes and Their Potential Impact on Consumer Behavior

AI has evolved to the point that it can generate content across many different creative domains, like writing novel narratives, painting unique fine art, composing original music, and producing convincing audio & video. It is replacing a lot of menial tasks, and generative AI may be able to replace humans in many creative fields in the future. So how will AI reshape advertising? Watch Kirk Plangger (King’s College London) unpack the potential effects of three different forms of AI—analytic, interpretive and creative—on seven categories of advertising industry stakeholders. Can those who embrace the evolving creative AI mechanisms get ahead of competitors?

Read the article here: https://www.journalofadvertisingresearch.com/content/62/3/241

 

Actors Who Play Outlaws Can Be Good for Endorsing Products: The Unexpected Power of Negative Character Endorsers

Villainous film and television characters, like “Breaking Bad” antiheroes and drug kingpins Walter White and Giancarlo Esposito, are liked and trusted less than their real-world counterparts. So why are they effective product endorsers? Watch Jennifer Jeffrey (Western/King’s University College) and Matthew Thomson (UMass Amherst) present their work that breaks down preconceived notions about whom brands should choose as endorsers. The research, conducted via two experiments, is grounded in certainty of meaning theory, which helps analyze how well-known and understood a celebrity is with target audiences.

Read the article here: https://www.journalofadvertisingresearch.com/content/63/1/30

 

A Comparison of Social Media Influencers' KPI Patterns across Platforms: Exploring Differences in Followers and Engagement on Facebook, Instagram, YouTube, TikTok, and Twitter

How can brands ensure that the social media influencers they choose as marketing partners are effective? Naser Pourazad (Flinders University) presents research in which he and his coauthors examined classic KPIs (followers and engagement) of 180 influencers across five platforms. The work also identifies critical differences that can help shape partnerships between brands and influencers, and the findings can help fine-tune methods in this area which have, to date, been unreliable.

Read the article here: https://www.journalofadvertisingresearch.com/content/63/2/139

 

Q&A Panel for Ad-Spend Cues, Deepfakes/A.I., Badass Endorsers and Influencer KPIs

ARF Chief Research Officer Paul Donato (moderator) and speakers in this event’s concluding Q&A discuss the future of AI in advertising and influencer marketing, machine-driven decisions for choosing endorsers, and factors (product- and economic-related) affecting consumer perceptions of quality in TV ads and engagement in user-generated content.

 

Nov. 13, 2022 Insights Studio

Do I Have Your Attention? Banner Blindness Tactics, Roadblock Ads and Influencer Cues

Roadblock Advertising in the Digital Context: Does Paying to Limit Competing Messages Pay Off?

Roadblock advertising is an expensive, but often necessary tactic for maximizing attention in a fragmented media landscape. An advertiser limits or blocks access to competing ads for a period, but is that effort worth the high cost? Biswajita Parida (Indian Institute of Technology Delhi) leads this three-part study comparing its effectiveness with typical cluttered advertising, and exposes various effects using different formats and commercial break conditions.

Read the article here: https://www.journalofadvertisingresearch.com/content/62/3/271

 

How Consumers Process Unexpected Online Advertisements: The Effects of Motion and Abrupt Onset on Consumers’ Attention and Attitude

Unexpected ads—like pop-ups and floaters—affect people’s attention and attitudes toward such an ad differently, depending on its location, the degree of unexpectedness and the user’s task level. How can advertisers use these effectively to reduce banner blindness—the conscious or unconscious act of ignoring banner ads and other graphics that look like ads? Emna Cherif (University of Clermont Auvergne, France) unpacks findings that emerged after examining three levels of unexpectedness: high, versus moderate, versus low, during both goal-oriented and free-browsing tasks, and using eye-tracking methods, and measures of attitude toward the ad format and of perceived intrusiveness.

Read the article here: https://www.journalofadvertisingresearch.com/content/62/3/219

 

How the Impact of Social Media Influencer Disclosures Changes over Time: Discounting Cues and Exposure Level Can Affect Consumer Attitudes and Purchase Intent

A single persuasive message by a social media influencer can positively drive consumer behaviors and attitudes, but what are the potential effects from multiple exposures over time? With an eye on consumer skepticism in today's dynamic media environments, Nate Evans (University of Georgia) and Delia Balaban (Babeș‐Bolyai University, Romania) explore both short-term and long-term effects in this area. Spoiler alert: Time heals, as negative effects dissipate over time.

Read the article here:

https://www.journalofadvertisingresearch.com/content/early/2022/10/17/JAR-2022-023

 

Can Personalization or Creativity Reduce Banner Blindness? An Executive Functions Approach to Media and Creative Strategies

Advertisers often turn to personalization-based media strategies to counter banner blindness—the conscious or unconscious act of ignoring banner ads and other graphics that look like ads. Watch Macquarie University’s Scott Koslow challenge this practice by suggesting that breakthrough, creativity-based strategies may be more effective in some  situations.

Read the article here: https://www.journalofadvertisingresearch.com/content/62/3/201

 

Q&A Panel for Do I Have Your Attention? Banner Blindness Tactics, Roadblock Ads and Influencer Cues

ARF Chief Research Officer Paul Donato (moderator) and speakers in this event’s concluding Q&A discuss the roles of attention and inattention in creative and media, contextual nuances, frequency effects of roadblock advertising and influencer disclosures, differences in attention factors across cultures, and the need for more research around attention.

 

See all Insights Studios here.

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JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

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