Future States

• Research & Data Quality
• Article

ARF Attention Measurement Validation Initiative: Phase 2 Report (2nd Edition)

• ARF ORIGINAL RESEARCH

Explore the latest findings from the ARF Attention Measurement Validation Initiative. The phase two report is a comprehensive examination of various attention measurement methods used in creative testing. It concludes with reflections on the challenges of attention measurement, as well as some suggestions for advertisers on how to choose and evaluate attention measurement providers.

• Research & Data Quality
• Article

The ARF Member AI Workshop

The ARF Member AI workshop introduced members to the potentialities of various AI platforms and tools to boost their work productivity. The workshop covered how LLMs such as Copilot, ChatGPT, Gemini and Claude can be employed in three main areas: presentations and reports, advertising research and meetings. Issues such as privacy and security of using AI, as well as the current limitations and challenges of the technology were also discussed. The hands-on, interactive workshop was an opportunity for all those interested in best practices and guidelines for using AI to learn how to interweave such programs into their daily work processes.

• Research & Data Quality
• Article

AI Use in Advertising Research: Insights from the AI Handbook

Dive into the future of advertising research with this abridged version of the ARF's AI handbook. This Knowledge at Hand report and its accompanying one-page CMO brief describe best practices for utilizing AI tools for different aspects of advertising research. This short report is great for those already using AI and those thinking of interweaving it into their research function.

• Audience & Media Measurement
• Article

Predicting Attention to Advertising Through Machine Learning

Privacy regulations have served as the impetus for a renewed interest in contextual targeting. To be effective, an ad must be related to its context but different enough to stand out. This working paper from the Marketing Science Institute (MSI) at the ARF presents a comprehensive model leveraging eye-tracking data and XGBoost algorithms to forecast the effectiveness of ad placements in real time.

• Research & Data Quality
• Article

How to Calculate Reach and Frequency Using Virtual IDs (VIDs)

Current existing methods used to calculate reach and frequency of a campaign or media schedule are known to have deficiencies in measuring cross-device ad exposure. Restrictions to protect digital privacy complicate cross-platform exposure measurement even further. Multiple global research organizations have turned to a concept known as “virtual people,” to overcome these limitations in order to produce aggregate reach and frequency estimates. This report by the ARF Analytics Council provides a foundational overview of VIDs for a broad audience, providing ARF members with a stronger understanding of this vital topic.

• Research & Data Quality
• Article

The ARF Attention Measurement Validation Initiative: Phase 1 Report Updated

• ARF ORIGINAL RESEARCH

Attention metrics have drawn a high degree of energy in the last few years, for many reasons, including the loss of behavioral signals due to privacy restrictions, growing frustration with ad viewability and its perceived limitations, attention metrics’ impact on the cross-platform measurement debate and that biometric technologies can now be applied “in the wild,” rather than just in labs. The ARF’s Attention Measurement Validation Initiative aims to describe the attention measurement space in detail, illuminating this nascent sector. The Phase One findings include a comprehensive literature review and a report that maps out the vendor landscape in this increasingly diverse specialty. The report includes two sections. The first section describes what methods are being used, what these companies report and how and what they measure, be it ad creative or the media environment. The second section includes in-depth overviews of the 29 participating attention measurement companies. The Phase One Report is a must-read for anyone interested in attention metrics or what companies are operating in the space.  

• Targets & Segments
• Article

How Patients React to AI-Assisted Communications

• MSI

Generative AI is all the rage, and consumers are interested in interacting with such programs to receive personalized services and products. What is their outlook when it comes to doing so in the healthcare field? Here, the view is not as sunny. In fact, a new working paper put out by the Marketing Science Institute (MSI), at the ARF, found that physicians who use AI to communicate with patients were perceived as less warm and even less competent.

• Creative & Branded Content
• Article

Retail Media Networks, Generative AI Top JAR’s Industry-Informed Research Priorities

• JOURNAL OF ADVERTISING RESEARCH

Retail media networks, generative AI across creative, market research and trust, ad effectiveness and attention: These are among the topics highlighted on the Journal of Advertising Research’s list of 2024 research priorities. The list is a result of one-on-one interviews with advertising professionals by Editor-in-Chief Colin Campbell, who asked: "What are your biggest needs and challenges?"

• Analytics & Data Science
• Article

How to Use Machine Learning to Speed Up the Product Design Process

• MSI

Aesthetic design significantly affects consumer evaluation of products. Nowhere perhaps is this truer than for the automotive category. However, in this industry, development cycles can be lengthy. As a result, mid-generation “facelifts” periodically occur to maintain appeal. However, this process can be expensive. Recent breakthroughs in machine learning may help speed up the process in an efficient and scalable manner. Not only is this option cost-effective, but it is customizable. For those who wish to infuse nature-inspired elements into an aesthetic design, deep machine learning offers many advantages.

• Targets & Segments
• Article

If You Stream It, They Will Come: Marketing Through Streaming Platforms

• MSI

Livestreaming platforms and social shopping in general have grown into marketing channels that can be very lucrative for several different categories. However, livestreaming stands apart from “normal” social media in the fact that influencers are less reliant on corporate sponsors, as they have their own customer base that they rely on. So, how can marketers be successful within these channels? This Marketing Science Institute (MSI) working paper illustrates what forces are at play with livestreaming and how to balance them for the benefit of all parties.