menu

Where Is Advertising Research Headed?

Where Is Advertising Research Headed?
Advertising

A panel is curated to discuss the development of research in advertising over the past 50 years and its future.

Plus Aziz
  • 1 april 2011

The Advertising Research Foundation (ARF) is celebrating 75 years of being in the business of marketing research. The organization seeks to provide initiatives to further the role of research in marketing, quantifying consumer insights, and driving growth for clients.

ARF invited Gian Fulgoni (comScore chairman), Eileen Campbell (Global CEO of Millward Brown), and Scott McDonald (SVP of Research & Insights at Conde Nast) for a panel discussing what researchers and analysts have learned over the past 50 years, and where it’s all going. Many in-depth articles written by various speakers and colleagues at the conference can be accessed here for free.

In an ARF interview with Gian Fulgoni, he reminds us how important the introduction of scanners was in the 80’s in delivering metrics on Consumer Packaged Goods and how technology has now re-shaped the researcher’s relationship with the Internet:

“For the first time, marketers had the tools needed to quickly and accurately measure the impact of price, promotions and print/TV advertising on brand sales, develop sophisticated market mix models, and link sales lift to various promotional and advertising levers… More recently, we’ve seen disruptive technologies pave the way for Internet usage via an array of sophisticated mobile devices.”

In citing some challenges, Fulgoni expressed natural concerns about audience and media fragmentation. He also cautioned against the rising trend towards short-term thinking and sales-oriented key performance indicators:

“Many times, display ads will communicate only price-oriented messages, and while this can certainly help to generate immediate sales, one has to wonder at what cost in terms of brand value… This problem is compounded by the continued use of inappropriate metrics such as the click on an ad. While relevant for search advertising, the click on a display ad has been proven to be at best an incomplete, and at worst, a misleading metric.”

Due to the endless amount of metrics to choose from, criticizing the centrality of Click Through Rates (CTR) is a common hot topic for interactive metrics specialists. What they are aiming to foster is an appreciation for the wealth of metrics and how to best align them with larger campaign objectives.

Journal of Advertising Research Assesses 50 Years of Advertising Research with Special Anniversary Issue

A Retrospective View of 50 Years of Advertising Research by Gian Fulgoni, comScore

Image by londoninflames

Advertising
Trending

How Indiegogo Is Becoming An Adult Product Destination

Retail
Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling

Trending

Get PSFK's Related Report: Future of Automotive

See All
Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Related Expert

Sam Ford

Customer Insights, Audience Engagment

Design & Architecture september 23, 2016

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

Health september 23, 2016

These Chocolate Squares Claim To Reverse The Aging Process

A group of researchers from Cambridge University have developed a candy bar that promises to give you a youthful glow

Cities september 23, 2016

Food-Producing Architecture Competition Seeks To Better Feed Cities

A design challenge in Copenhagen highlights the need and beauty of urban farming

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 21, 2016

Everything I Know About Leadership I Learned Teaching 7th Grade Math

Bree Groff, Managing Director at NOBL NYC, shares her secrets for knowing your employees and enabling a team

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Health september 23, 2016

Wearable Monitors Sun Exposure To Prevent Sunburn

The clip monitors UV rays to make sure you're not receiving too much sunlight

Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

Culture september 23, 2016

This Exhibition’s Crowning Jewel Is An 18k Gold-Plated Toilet

The piece, titled 'America,' is meant to raise questions about the country's wealth inequality

Culture september 23, 2016

Match Up With Dates On Tinder Based On Your Music Preferences

A new partnership with Spotify lets people pair up based on shared tastes in artists

Entertainment september 23, 2016

Capture, Cut Up, And Configure Your World In 360 Degrees

To meet a booming 360 and VR video-capturing industry, a multimedia software company bolstered its media editing suite for 360-video creation

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Advertising september 23, 2016

These Trucks Drove Around In Circles For 24 Hours To Keep Time

The giant ticking clock was created by 14 Scania vehicles in a deserted airfield

Advertising september 23, 2016

Buy Movie Tickets Directly From Your Facebook Profile

The new feature is part of a campaign from Fandango to further imbed social media into the ticket vendor's digital presence

Asia september 23, 2016

Co-Working Space Brings The Calming Atmosphere Of Nature Indoors

An architectural firm in China has designed a new type of shared office that prioritizes the natural environment

No search results found.