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


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.

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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.

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Racial Minority Representation Increases Advertising Effectiveness in Mortgage Markets

Explore the impact of racial minority representation in TV advertisements on consumer choices in the mortgage market in this new MSI working paper. The study employed a double machine learning model to control for high-dimensional video and text features, ensuring robust estimates. Its findings reveal that higher minority presence can significantly increase TV advertising effectiveness.

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Effective Customer Engagement Tactics for Microblogging Platforms

Customer service problem resolution on microblogging platforms offers a way for firms to shine after interacting with customers or to leave a less than stellar impression. This study identifies key tactics for effective digital customer engagement and mitigating negative social propagation. The research identifies four frontline problem-handling tactics—resolving, reassuring, compassion and passion—and their impact on social propagation by followers. The study also highlights the importance of efficient problem resolution and communication strategies in digital marketing.

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