Morning Coffee
The ARF Store

White papers, research reports, ARF books, and special Journal of Advertising Research publications!

Browse ARF Store

Download The ARF

The ARF Knowledge Center serves as a central resource for the wealth of materials relating to advertising research. Learn more!

About Morning Coffee

Morning Coffee is a customizable, real-time aggregator of news feeds, research, blogs, and videos from the industry and beyond. Morning Coffee keeps you up-to-date on what you want to know, when. Browse through various topics and publications to stay on top of the latest industry news.

Go to Morning Coffee »



5 Cups of Morning Coffee

Each week our Knowledge Specialists summarize the top articles in 5 Cups of Morning Coffee below!


Brand Challenge: Is There a ‘Recipe’ For Going Viral?

Knowledge@Wharton asks “is there a recipe for success when it comes to a campaign going viral?” According to Kelli Wisuri, an evangelist at Google, and Gopi Kallayil, the firm’s chief evangelist for brand marketing, there is a simple answer to that question: “Brands that meet consumers on their own terms succeed in getting greater reach and engagement.” Highlights from the article include:

  • “The first change in consumer expectations is that consumers want to engage with brands, but only when they invite those brands into their life.”
  • “Digital media is quickly moving us from a world of ambush marketing to permission-based marketing.”
  • “Brands must provide value to consumers through their content, ads and campaigns. The most successful brands recognize that for consumers, value comes in three forms — entertainment, education, and utility.”
  • “In the digital world, consumers understand they have power to impact a brand’s success and reputation. If a brand delights consumers, they’re willing to amplify the brand’s message.”

Read the full article

For more info, check out the Marketing Tab in Morning Coffee


Unreliable Mobile Clicks Have Bad Impact on Ad Engagement

“Click-through rate has long been faulted as a measure of ad effectiveness in mobile campaigns, largely because of the so-called fat finger problem of accidental clicks. That phenomenon isn’t only annoying for users, but can artificially inflate click rates and give a misleading impression of a campaign’s success. A new Nielsen study commissioned by mobile location ad firm xAd reinforces that view, suggesting click rates can even have an inverse impact on ad engagement. In other words, the higher the click rate, the lower the rate of ad interaction — like getting driving directions — following the click, and vice versa. The campaigns analyzed used standard banners and rich media and secondary actions included a click for calls, getting directions or going to a brand’s Web site for more information. The ads reflect the type of localized, direct response campaigns run on xAd’s network, rather than efforts focused on raising brand awareness. When optimizing campaigns for higher click rates — such as by running ads in gaming and entertainment apps — xAd found that the rate of secondary actions went down. When the click rate increased by up to 38% across campaigns for retail, restaurant and auto brands, the secondary action rate fell by up to 69%. The reverse was also true, though the impact on click rates wasn't as dramatic. So when campaigns were optimized to drive secondary actions — those actions increased by 200%, while click rates dropped by about 25%.”

Read the full article

For more info, check out the Tech Tab in Morning Coffee


How Brands are Capturing the Attention of Social TV Audiences

“According to the 2014 Nielsen Digital Consumer Report, 84% of U.S. smartphone and tablet owners today watch television with a second screen in hand. And the devices are fostering a surge of real-time social media conversation between friends, fans and talent as programs unfold. Social TV data can also support marketers looking to track campaign effectiveness. Following a recent full season integration of one household brand in a reality dating show, Nielsen Social analyzed the effectiveness of the campaign by measuring the brand-related conversation among the population exposed to the TV program. Comparing the amount of brand-related Tweets sent during the 70-day period before the premiere of the program to the amount sent during the 70-day program season, the brand saw an 84% increase in brand-related Tweets from the audience exposed to program airings. Comparatively, the population that was not exposed to the program sent 21% fewer Tweets about the brand during the program season compared to than the period before the season began.”

Read the full article

For more info, check out the Media Tab in Morning Coffee


Mobile Moms Use Smartphone Screens to Find Parenting Info

“According to the results of the BabyCenter U.S. Mobile Mom 2014 Report, there is a sharp rise in moms’ reliance on mobile devices to help them through the day. The report says that smartphones are increasingly critical for moms, with 46% saying they would return home if they forgot their cell phone but not if they forgot their wallet. This marks a 26% increase over similar responses in 2013. An overwhelming majority of moms currently have a smartphone (88%) and a tablet (83%) by their side. This may represent a plateau for mobile-device adoption by mothers, but the survey reveals that moms’ firm embrace of mobile usage is growing. In an average day, a typical mom uses her smartphone or tablet to:”

  • Send 26 text messages
  • Send 14 instant messages
  • Use social media platforms 15 times

“Texting and social media are the most common activities for moms on their smartphones. Playing games and watching videos take the number three and four spots, respectively, with participating in online parenting communities rounding out the top five. In addition, moms’ smartphones are the number #1 tool for social media, whether on Facebook, Twitter, YouTube, or the BabyCenter Community.”

Read the full article

For more info, check out the Consumer Tab in Morning Coffee


Unique Culture Drives ROI for Zappos

A recent Warc article noted that “Zappos, the online shoe retailer, believes that clearly articulating and effectively activating a corporate culture can yield a tangible return on investment for brands. Jon Wolske, a culture evangelist at Zappos, discussed this subject during the Marketers First Virtual Event, a conference run by marketing-technology company Marketo” and said:

  • "We use the word 'investment' when we talk about our experience: free shipping, free returns, 24-hour staff," he said.
  • "The return for us, really, is creating loyal customers, not simply selling a lot more shoes. In the end, the result will be selling more shoes, but the focus is: 'Let's live our brand – a brand that's focused on service'."
  • More specifically, he reported that the firm's in-house ethos has been broken down into ten core principles, ranging from "deliver 'wow' through service" and "be humble" to "create fun and a little weirdness".
  • One metric which helps the firm prove this fact is the knowledge that on the typical day, at least 75% of Zappos' customers are repeat buyers. "So we haven't had to work to get them back on the website with marketing," said Wolske.

Read the full article

For more info, check out the Shopping & Retail Tab in Morning Coffee





Archived 5 Cups Headlines

  • Last Week's Headlines
  • Archives

September 8, 2014
Marketers Double Programmatic Spend Despite Worries About Transparency and fraud

September 8, 2014
Without the Right Tools, Marketers Can’t Get Personal

September 8, 2014
Benchmarks Shift as Advertisers Take Aim Online

September 8, 2014
Brands Underestimate TV Ad Effects

September 8, 2014
Where do Digital Channels Have Most of Their Impact on the Path to Purchase?

September 2, 2014
Media Buyers Say Clients’ Primary Focus Remains Spot TV

September 2, 2014
Viewers ‘Driven Back to Linear TV’ by Social Media

September 2, 2014
Social Activism Becomes a Thing for Brands, Thanks to the Ice Bucket Challenge

September 2, 2014
US Political Ads Boost Digital

September 2, 2014
The Elusive Bicultural Latino Audience

August 25, 2014
Programmatic is Here Right Now, Finds AOL Study

August 25, 2014
Building Your Brand with Hispanics the Blended, Bicultural Way

August 25, 2014
More than One-Third of US Households Now Subscribe to an SVOD Service

August 25, 2014
Digital Coupon Use Grows

August 25, 2014
Your Email is a Snowflake

August 18, 2014
Mobile Has Changed the Boundaries of Social Acceptability

August 18, 2014
As Data Overflows Online, Researchers Grapple with Ethics

August 18, 2014
AT&T Quantifies Role of WOM

August 18, 2014
Multicultural Consumers are Shaping the Future of Music

August 18, 2014
Facebook Offers Draw Young Shoppers to Local Businesses

August 11, 2014
TV, OTT Consumers Seeking Connections

August 11, 2014
Ad-Skipping Skews Upscale

August 11, 2014
Social Media’s Impact on TV on the Rise

August 11, 2014
Lifting the Curtain on Live Events

August 11, 2014
Teens Are Waging a Privacy War on the Internet

August 4, 2014
Programmatic Approaches to Audience Engagement Seen Globalizing

August 4, 2014
Networks Compete Against Themselves as Time-Shifted Viewing Spikes

August 4, 2014
Consumers Engage with Mobile Ads

August 4, 2014
Sponsored Content Has a Trust Problem

August 4, 2014
Z: The Next Generation of Shoppers

July 28, 2014
How TV Watching Has Evolved Over the Past 8 Years

July 28, 2014
Study: Mobile Users Who Engage with Brands Use Facebook Most

July 28, 2014
How Consumer Feedback Can Change what you know about Seasonal Buying Patterns

July 28, 2014
What are Personalization’s Biggest Challenges and Opportunities?

July 28, 2014
Getting Sponsored Content Right

July 21, 2014
Connecting with Social Brand Ambassadors

July 21, 2014
Sequential Ads Strengthen Conversion

July 21, 2014
TV Binge Viewers Hold Mixed Attitudes To Advertising

July 21, 2014
Smarter Ads for Smartphones

July 21, 2014
Online Retailers Seeing Value in Brick-and-Mortar Shops

July 14, 2014
The Role of Content in Consumer Decision Making

July 14, 2014
Are Young People Watching Less TV?

July 14, 2014
Corporate Culture Impacts Ad Budgeting

July 14, 2014
Shopper Marketing in 2020

July 14, 2014
Fraud Lurks in Shadows of Changing Digital Advertising Landscape

July 7, 2014
Family Dynamics Shaping Tomorrow’s Consumers

July 7, 2014
Media Multitaskers More Likely to Watch, Respond to TV Ads

July 7, 2014
Streaming Boom Stifles Music Downloads

July 7, 2014
A Positive Take on Negative Advertising

July 7, 2014
Tablet Ad Recall Level with Print

June 30, 2014
Viewers Say Ads in Local TV News are Relevant, Drive Action

June 30, 2014
Study: Brand Likes Up 30% on Facebook

June 30, 2014
Mobile is Taking Over Digital Media Usage

June 30, 2014
Consumers Welcome Personalized Content

June 30, 2014
Opportunistic On-Demand Users Have Spiked Overall Viewing

June 23, 2014
How Americans Are Watching TV

June 23, 2014
Blue-Chip Advertisers’ Spending Hits Record $109B, Passing Pre-recession Peak

June 23, 2014
Millennials Are Willing to Pay Extra For a Good Cause

June 23, 2014
Audience Size Affects What People Share

June 23, 2014
Study Proposes New Viral Metrics

June 16, 2014
Few Digital Marketers Feel that Digital has Delivered as a Branding Vehicle

June 16, 2014
Almost Half of U.S. HH Have a Separate TV Connection to the Internet

June 16, 2014
Understanding Word of Mouth

June 16, 2014
Sponsorship Now Rooted in Social Media

June 16, 2014
Soccer in the U.S. Could be a Win for Advertisers and Programmers Alike

June 2, 2014
Global Programmatic Ad Pricing Trends: Social Keeps Rising

June 2, 2014
Viacom Unveils New Study, “TV Here, There (Not Quite) Everywhere”

June 2, 2014
Consumers Accepts Declining Privacy

June 2, 2014
The iPad Still Dominates Tablet Usage

June 2, 2014
Is Big Data Helping or Hurting the Shopper Experience?

May 27, 2014
Effective Advertising – More than a Creative Black Box

May 27, 2014
Emotional Branding Creates the Bond

May 27, 2014
LinkedIn Edges Facebook as B2B Marketers’ Most Important Social Platform

May 27, 2014
Google Dethrones Apple as Most Valuable Brand

May 27, 2014
Brand Fatigue Hits Developed Markets

May 19, 2014
Advertising and Audiences: Making Ad Dollars Make Sense

May 19, 2014
Social Media Ad Revs Forecast to Hit $15B by 2018

May 19, 2014
How Marketers Are Measuring Their Mobile Efforts

May 19, 2014
Many Channels, Few Watched

May 19, 2014
Walmart helps Connected Shoppers

May 12, 2014
Automated Ad Sales Need Work for TV

May 12, 2014
Time on Retail Sites Mostly From Smartphones, Tablets

May 12, 2014
Changing Channels: Americans View Just 17 Channels Despite Record Number to Choose From

May 12, 2014
Consumers Reading Blogs From Favorite Brands

May 12, 2014
Going Local: How Advertisers Can Extend Their Relevance With Search

May 5, 2014
For Advertisers, Radio Is Worth Listening To

May 5, 2014
TD Ameritrade Benefits From Olympics

May 5, 2014
Youths’ Most Indispensable Digital Property

May 5, 2014
HDTV Has Taken Over the U.S. Home. What’s Next?

May 5, 2014
Advertisers Seek a ‘Second Screen’ Connection with Viewers

April 28, 2014
New Streaming King: the TV

April 28, 2014
The Two Sides of Behavioral Economics

April 28, 2014
Tech Savvy Millennials Take Over Spending From Boomers

April 28, 2014
Facebook Users Seen Most Engaged With Brand Posts on Fridays

April 28, 2014
Pew: America’s Wavering Opinion on Futuristic Technologies

April 21, 2014
Who’s Still Watching Live TV? (Most People).

April 21, 2014
Consumers Use Smartphones and Wearable Tech to Track Health

April 21, 2014
IPA Report Shows Record Increase in Marketing Budgets

April 21, 2014
The Viewability Debate: Being Seen is Good, but One Second Isn’t Enough

April 21, 2014
Mobile Users ‘Open’ to Sponsored Data

April 14, 2014
Programmatic Buying: Efficiency, Effectiveness, but Also Lack of Knowledge & Transparency

April 14, 2014
Why Your Analytics are Failing You

April 14, 2014
Most Social Networks are Now Mobile First

April 14, 2014
Marketers Don’t Understand ROI

April 14, 2014
Older Adults and Technology Use

April 7, 2014
Emotion, WOM Create Virtuous Circle

April 7, 2014
3rd Party Content Appears More Credible

April 7, 2014
Hold That Tweet! Building Loyal Customers in the Information Age

April 7, 2014
How Different Tablet Users Spend Their Time

April 7, 2014
Shopper Marketing ROI: Benchmarking What Works

March 31, 2014
Brands Use Twitter to Boost Awareness Rather Than Sales

March 31, 2014
Media Habits of “Mobile Ad-Friendly Shoppers”

March 31, 2014
It’s a Multi-Screen World

March 31, 2014
NPR Is Running Voice Recognition-Enabled Ads

March 31, 2014
Big Data “Breaks” E-Warehouse

March 17, 2014
From Mobile to the Movies

March 17, 2014
How Location Analytics Will Transform Retail

March 17, 2014
Consumer Trust Still the Biggest Hurdle for Native Advertisers

March 17, 2014
Millennials Consume Content Every Waking Hour

March 17, 2014
What are the Primary Roles of Various Channels in the Customer Journey?

March 10, 2014
Americans Spend 11 Hours a Day with Electronic Media

March 10, 2014
Consumers Split on Targeted Marketing

March 10, 2014
3 Reasons Why Co-Making is the Future of Branding

March 10, 2014
Coupon Users – Even Young Ones – Still Prefer Print Sources

March 10, 2014
Facebook and GfK Study Multiple Device Use

Powersearch
  Knowledge at your fingertips
PowerSearch »
Knowledge Solutions

knowledge-at-hand How can I get smart in a hurry?
Knowledge@Hand »

morning-coffee How can I keep up with all the industry news?
Morning Coffee »

Where is the best advertising research published?
Journal of Advertising Research »

link-in How can I tap the ARF for questions and answers?
Join the Conversation in our Community »

video Where can I view ARF video presentations?
The ARF Video Library »

talk Who can I talk to?
Contact us for Knowledge Center Requests and Custom Research Services »