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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!


Programmatic is Here Right Now, Finds AOL Study

A new study by AOL reveals something that many marketing observers have thought for some time: Programmatic buying is now mainstream. According to AOL’s first-ever study on the subject, “7 Things You Need To Know About Programmatic Right Now,” a majority of brands, agencies, and publishers are already purchasing advertising programmatically across various media channels. In fact, a whopping 84 percent buy display ads programmatically, 60 percent purchase mobile that way, and 58 percent rely on programmatic for video buys. What’s more, 32 percent use it for social media advertising, 26 percent for search, and 8 percent are making their TV ad buys programmatically. The AOL research also indicates that 68 percent of brands have a strong understanding of the programmatic marketplace. Comparatively, publishers need to catch up, for only 50 percent felt confident in their understanding of automation. And while programmatic’s importance is growing—as are budgets for it—automation does have its challenges. AOL’s report finds that inventory quality and safety are the biggest concerns for brands and agencies when it comes to automated buying. Buyers also cited transparency as the biggest challenge they face. According to AOL, nearly 480 acquisitions have been reported in digital advertising over the last 12 months, and Kline expects this number to continue to increase, as companies continue to try and provide a one-stop digital marketing shop to their customers.

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


Building Your Brand with Hispanics the Blended, Bicultural Way

The author of this Quirk’s article draws from a study of retailers’ holiday ad campaigns to offer advice on how to maximize the impact of Spanish-language and general-market advertising aimed at Hispanic consumers:

As my research-based advertising consultancy, Communicus, has analyzed the in-market effectiveness of advertising among Hispanics over the course of the past several years, it has become clear to me that building your brand among – and selling to – Hispanics of all acculturation levels requires more of a blended approach. In examining the performance of advertising of all types – Spanish-language-specific campaigns, translated campaigns, total-market campaigns and even the impact among Latinos of general-market/non-Latino-targeted campaigns – we’ve identified key best practices for marketing to Hispanics. Three major cross-campaign, cross-category patterns have emerged from our Hispanic advertising research:

  1. General-market-targeted campaigns typically achieve strong engagement among most sectors within the Hispanic community. These same campaigns can also be quite successful in affecting Hispanic consumers’ attitudes and behaviors.
  2. But, targeted Spanish-language advertising does have an important role to play. It often: produces incremental awareness of the advertising, beyond what the general-market campaign has achieved; engages less-acculturated Hispanics, who are lighter consumers of English-language media; strengthens the persuasive power of the campaign; and builds brand connections and affinity (e.g., the sense that “This is a brand for ‘people like me’”).
  3. The digital advertising and social media environments are enormous opportunity areas for Latino targeting – if tackled with the right strategies.

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


More than One-Third of US Households Now Subscribe to an SVOD Service

According to Centris Marketing Science “some 35% of US households subscribed to a subscription video-on-demand (SVOD) service during the second quarter of this year, up from 27% during Q2 2013. In fact, roughly 1 in 7 (14%) of households subscribed to multiple SVOD services, up from 11% during the year-earlier period. Netflix remains the most popular service, subscribed to by 30% of US households during the second quarter, ahead of Amazon Prime (12%) and Hulu Plus (7%). Among those households with multiple subscriptions, the Netflix and Amazon Prime combination is the most popular, chosen by 63% of such households.”

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


Digital Coupon Use Grows

A recent article from Warc reported that “four in ten US smartphone owners will use that device to redeem a coupon during 2014 according to digital intelligence business eMarketer. It estimated that a total of 59.2m US adult smartphone users would do so over the course of the year, representing a 37.5% increase on 2013, and said these mobile coupons were being used for both online and offline shopping. Separately, Forrester Consulting recently carried out in-depth surveys with 500 digital coupon users for RetailMeNot.com, the digital coupon site, and found that most redeemed a digital coupon code within three days of receiving it, and nearly one-third redeemed it immediately. The most common method of redeeming digital coupons was by purchasing something on a computer (33%), but over one quarter (27%) made a trip to a store for this purpose. Some 25% used a smartphone and 14% a tablet. Forrester also said that younger shoppers were leading the way, with fully 60% of consumers under 35 ultimately redeeming a coupon on their phone. This points to a new emerging future of shopping, with mobile at the center of the experience.”

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


Your Email is a Snowflake

“According to the MarketingSherpa Email Marketing Benchmark Report on the effectiveness of sending emails on different days of the week, there is no “best” day, or time of day, that works to send emails across the board for all email marketers. But, points out David Kirkpatrick analyzing email research, looking at the results of this survey you can see a wide range of effectiveness, along with a few clear patterns. Tuesday and Wednesday look pretty good, but Sunday looks to be the least effective, says Kirkpatrick. The reality, says the report, is that testing your email sends is paramount to effective email marketing. What might work for one industry, or business category, or maybe even your direct competitor, probably won’t work for you.”

Read the full article

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





Archived 5 Cups Headlines

  • Last Week's Headlines
  • Archives

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

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

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