ÂÜÀòÉç¹ÙÍø

JAR Authors Showcase

Introduction

Journal of Advertising Research Virtual Event, 25 Oct 2023

INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: Journal News

Posted by: Nanette Burns

JAR Authors Showcase at Advertising Research Foundation Event:

“Inside the JAR: Brand Safety, Social Targeting, and Who Needs Highly Creative Ads?â€

On October 25 at 12 pm ET, watch JAR authors showcase their latest work at this event hosted by the ARF, free and open to all.

To register, click here:

Concluding with a live, interactive Q&A panel moderated by ARF Chief Research Officer, Paul Donato, the program will explore the following themes:

Brand Safety: 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?

Social Targeting: Can advertising targeted at social media influence the social connections of ad viewers more so than the viewers themselves? The study challenges targeting methods rooted in customer centricity models.

Who Needs Highly Creative Ads? Although super-creative ads are effective for attracting attention in general, a fork in the road emerges in outcomes between unfamiliar brands and familiar brands, this eye-tracking-based study shows.

Speakers are:

  • Ross Johnson (presenting on brand safety), Assistant Professor of Marketing, University of North Texas, G. Brint Ryan College of Business
  • Scott Koslow (presenting on highly creative advertising), Professor of Marketing, Macquarie University, Australia
  • Zhen-Zhen Wang (presenting on social targeting), Assistant Professor, Shenzhen University, Shenzhen, China

Joining the Q&A are coauthors with Ross Johnson on his brand safety research:

  • Farnoosh Khodakarami, Assistant Professor of Marketing at the San Diego State University Fowler College of Business.
  • Clay Voorhees, the Morris Mayer Endowed Chair of Teaching Excellence in Marketing and Professor of Marketing at the University of Alabama Culverhouse College of Business

For more details, and to register for this live Zoom event that is free and open to all, click here:

To view past JAR Insights Studios: