In a time of persistent consumer unease, The Advertising Research Foundation (ARF) and the Marketing Science Institute (MSI) have joined forces to deliver timely, evidence-based insights on how marketing leaders can navigate uncertainty with empathy, agility and strategic foresight. Their complementary reports offer both psychological and organizational guidance, arming researchers and brand decision-makers with a holistic toolkit for resilient, value-driven marketing.
Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.
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A new framework for measuring advertising impact over time—“intensive longitudinal mediation”—uses AI and big data to reveal when and why ads work. This approach helps marketers capture psychological shifts in real-time, going beyond static analysis to uncover how advertising drives behavior over days or weeks.
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