eye square’s ad2cart InContext technology selected by the Advertising Research Foundation (ARF) for the upcoming groundbreaking Social Media Study with Coca-Cola brands
June 25 2024 - 11:00AM
eye square, a leading provider of market and media research
solutions based in New York, London, and Berlin, today announced
that its ad2cart InContext technology was chosen by the Advertising
Research Foundation (ARF) for a critical study on social media
advertising. The study will evaluate the effectiveness of social
media ads over time, including those from Coca-Cola brands, and use
ad2cart InContext technology to establish whether they cause
consumers to take action and make a purchase.
According to a recent study from eMarketer, nearly
three-quarters of U.S. advertisers are somewhat or very interested
in improved technologies and standards for measuring advertising
effectiveness. eye square’s groundbreaking ad2cart in context
technology, based on eye square’s unique digital experience
technology, integrates all levels of the human experience (system0
perception, system1 emotion, and system2 thinking) with data
regarding subsequent consumer choice and action. ARF selected
ad2cart InContext technology based on its ability to provide a
compelling alternative measurement metric—whether an ad drives a
consumer to purchase.
ad2cart InContext is an innovative tool from eye
square that allows advertisers to test the effectiveness of their
campaigns in the live context of a social media platform and/or
eCommerce site—monitoring whether consumers take action and put an
item in their cart based on exposure to a specific ad. The new ARF
study will use ad2cart to evaluate shopper behavior across social
media platforms, including Facebook, Instagram and Snapchat over
various time horizons, ranging from one to three weeks after
exposure. The study will measure customer response to brand
advertisements for some of the world’s leading brands, including
those from Coca-Cola, tracking the effectiveness of those
advertising campaigns over multiple periods.
“Advertising combines a delicate balance of
science, art, and psychology, and marketers must be able to
measure the impact and effectiveness of their campaigns to improve
their results,” said Jeff Bander, president of eye square. “The
industry needs research technologies that can show directly whether
or not an advertisement led to a desired action on the part of the
consumer. Our ad2cart solution connects advertisements directly to
user behavior, making it an unmatched source of insights for brands
and advertisers. This study with ARF validates the effectiveness of
ad2cart as a currency, clearly demonstrating the relative
effectiveness over time of different social media platforms.”
“In today’s data-driven environment, it’s not
enough to make educated guesses about the effectiveness of an ad,”
said Scott McDonald, Ph.D., President & CEO of ARF. “Instead of
measuring sentiments and brand lift, our members have selected
ad2cart to measure the effectiveness of advertisements according to
what matters most: their selling power. This study should provide
advertisers with actionable insights on what social media
advertising is most effective over what time period.”
The research is being conducted in partnership with
Dynata, who is handling recruiting and providing the participants
for the study.
ABOUT EYE SQUARE GMBH
eye square is a leading global provider of
innovative market research specializing in User Experience, Brand
& Media and Shopper Experience Research.
Founded in 1999, eye square pioneered the use of
implicit data in context and eye tracking for user and market
research; eye square was building up one of the largest databases
for advertising perception data worldwide. These data allow eye
square to benchmark how users experience digital touchpoints,
mobile applications, products, and advertisements against
established biomarkers.
Eye Square’s extensive client portfolio includes
major companies such as Google, Meta, Mars, Unilever, Coca-Cola,
Kantar, and many others.
ABOUT THE ADVERTISING RESEARCH
FOUNDATIONFounded in 1936, the Advertising Research
Foundation (ARF) has emerged as the preeminent authority on
unbiased quality in advertising, media, and marketing research.
With over 400 member companies, ARF's powerful knowledge, unified
standards, and best practices have proven invaluable repeatedly.
ARF continues to drive continuous improvement in advertising and
marketing practices by fostering collaboration and innovation,
shaping the industry's future.
For more than 80 years, the ARF has been dedicated
to advancing advertising and marketing through rigorous research.
In today's rapidly changing technology landscape, the ARF remains
committed to providing accurate information, setting industry
standards, and promoting transparency. For more information, visit
www.thearf.org and also visit us on LinkedIn, YouTube, X (Twitter),
and Facebook.
Contact:
Media: Silicon Alley Media for Eye SquareAlexandra
Levy650-996-5758alex@siliconalley-media.com