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5 Cups of Morning Coffee

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


Connecting with Social Brand Ambassadors

A recent study conducted by Nielsen Social analyzed the overlap between television viewers who tweet about brands vs. those who tweet about TV, in order to determine the value of Social TV. The study found that in an average month, 64 percent of people who tweet about brands also tweet about TV, which make up 78% of all brand tweets. Additionally the study found that these viewers who tweet about TV and brands also sent three times as many brand tweets as those who only tweeted about brands. Those tweeting about TV and brands tend to have twice as many followers as viewers just tweeting about brands, meaning their messages are amplified. Advertisers and agencies are taking note of these trends by using Social TV to find TV audiences which fit their brand and using it to measure campaign effectiveness. These topics were discussed at this year’s Nielsen Consumer 360 forum.

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

 

Sequential Ads Strengthen Conversion

A new study finds that telling a story in a series of ads can work well for Direct Response advertising as well as brand building. In the study, three groups were identified and shown different types of ads. One group saw a sequenced series of three ads leading to a call to action, the other group was shown three traditional CTA ads leading to a call to action, and the last saw no ads. The sequenced CTA ads substantially outperformed the sustained CTA ads, with view-throughs 87% higher and email subscriptions 57% higher. This proves that a classic brand-building approach is both effective and efficient, even for Direct Response advertising.

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

 

TV Binge Viewers Hold Mixed Attitudes To Advertising

According to a new study from Annalect, 6 out of 10 TV binge-viewers enjoy binge-viewing because they don’t have to watch ads. Binge-viewers are defined as those who watch at least 3 episodes of the same TV show in one sitting. More than half of these viewers even think that ads do not belong in a binge-viewing experience, however more than one-third are willing to view ads if it lowered their subscription rate. The study finds that Netflix, who does not show ads, is the preferred platform for binge-viewing by Millennials and Gen Xers, while broadcast/cable TV marathons are preferred by Baby Boomers. Many of the survey respondents have been introduced to new TV shows while binge viewing and they also spend more time watching TV than they used to, though less in real-time.

Read the full article

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

 

Smarter Ads for Smartphones

Researchers at Columbia Business School have found that banner ads on mobile phones can have a big effect on consumers who are in the market for a certain type of product. These products are those that have a practical and important use and for high-involvement products. Mobile ads tend not to work for pleasure products, like fancy watches, or for low-involvement purchases, like movie tickets. The mobile ad’s strength is that it reminds consumers about what they already know and making them think about the product again. This research could lead marketers to find that it is more effective to launch mobile display ads after a product has been advertised in other media.

Read the full article

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

 

Online Retailers Seeing Value in Brick-and-Mortar Shops

Some traditional online-only shops are now turning to physical stores. They have found that some people still like to browse the old-fashioned way, which online stores cannot provide. These physical locations can also lead shoppers to purchase the products online, after being able to try on items in-store. Some shops have found that a physical storefront can increase brand recognition, boost sales, and cut digital marketing expenses.

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

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

March 3, 2014
TV Drives Conversation on Facebook

March 3, 2014
Americans Would Choose Internet Over TV If They Had To

March 3, 2014
How Effective Are Violent Ads

March 3, 2014
‘Futurescope’ Study Shows How Shopper Marketing is Evolving

March 3, 2014
The Data-Driven Future of Video Advertising

February 24, 2014
Among 32 million supermarket shoppers, every household ‘buyergraphic’ is different

February 24, 2014
BBC global study sees surge in smartphone use for consuming news

February 24, 2014
Think your product is too boring for word of mouth marketing? Think again.

February 24, 2014
Millennials – Breaking the myths

February 24, 2014
Digital is selling more soap than it gets credit for

February 18, 2014
Brands Must Build Data Capabilities

February 18, 2014
Americans’ Love Affair with Sports Extends Across Screens

February 18, 2014
Who’s ignoring Which Ads?

February 18, 2014
Mobile is Even More Important to Twitter than It Is to Facebook

February 18, 2014
Tablet and Phone Retail Purchasing Tops $60 Billion

February 10, 2014
TV is Prime Focus When Set’s On

February 10, 2014
Game Sponsorship a Two-Edged Sword

February 10, 2014
What’s Empowering the New Digital Consumer?

February 10, 2014
What Affects Shoppers’ Image of a CPG Brand the Most?

February 10, 2014
Where Teens Spend Their Time Online

February 3, 2014
Can You Measure Engagement?

February 3, 2014
VOD, SVOD Services Battle for Viewer Satisfaction

February 3, 2014
Brands’ Facebook Pages Continue to Reach Teens

February 3, 2014
Keeping Up With Working Moms

February 3, 2014
Retailers Modify Objectives in 2014 As Mobile Tops Priority Lists

January 27, 2014
TV Ads Deliver Emotional Connections

January 27, 2014
TV Remains the Reigning Champ

January 27, 2014
Mindshare Reports Brand Loyalty Decline

January 27, 2014
Marketers ‘Miss ROI by Neglecting Value Proposition’

January 27, 2014
NY’s Super Bowl XLVIII is the Ultimate Sports Marketing Case Study

January 21, 2014
How Can You Reach People Who Will Tweet About Your Brand?

January 21, 2014
Dual Screening Increases TV Engagement

January 21, 2014
WOM a Bigger Purchase Influence for Millennials than Boomers

January 21, 2014
Sponsorship Spending Growth Slows in North America as Marketers Eye Newer Media and Marketing Options

January 21, 2014
Online Stays on the Rise

January 13, 2014
Model Offers Celebrity Brand Matching

January 13, 2014
TV Nets Don’t Synchronize Cross-Platform Screens

January 13, 2014
Study: 80% of Super Bowl Ads Don’t Help Sales

January 13, 2014
7 in 10 American Adults Hear at Least One Network Radio Ad Every Week

January 13, 2014
Big Data Pros and Cons

January 6, 2014
Video-on-Demand Viewers Order from the Menu

January 6, 2014
US Digital Ad Revenues Reach New High

January 6, 2014
Majority of Email Opens Last Month Occurring on a Mobile Device

January 6, 2014
Hispanic Kids Are Big Media Consumers

January 6, 2014
Shopper Marketing 2014 Trends

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