AUDIENCExSCIENCE 2025: Accepted Industry Papers

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AUDIENCEXSCIENCE 2025 ACCEPTED INDUSTRY PAPERS

The ARF and Board of Curators have thoroughly reviewed research submissions during an industry-wide call for content and have selected the most pivotal work to be presented at AUDIENCExSCIENCE.

AI: NEW USE CASES IN ADVERTISING

Building the Business Case for AI

Seven marketers, 17 campaigns, and how to rethink personalization.

How to Train AI to Go Deep

AI can be trained to grasp genuine emotions.

Send In the Clones

Measuring the performance of human and AI-generated voices in audio advertisements.

ATTENTION: ROLE IN AD EFFECTIVENESS

Ads Don't Bother Viewers, Bad Experiences Do

Issues in streaming environments diminish the viewer experience.

Attention and Brand Lift

Advertising during emotionally charged events.

Attention is Not Attention is Not Attention

It’s certainly not emotion.

Beyond Clicks and Conversions

The world’s largest attention and outcome study.

How B2B Brands Can Win Audience Attention

Which advertising tactics matter, and which don’t?

DIVERSITY: DEI EQUALITY & AUTHENTHIC REPRESENTATION

Breaking Barriers: The Role of Advertising in Normalizing Disability

How brands can change the world and have a win for their brands.

SETTING RECORDS Straight

7 Myths (And Truths) Brands Need to Know About the Women’s Sports Fanbase.

Unlocking Advertising Potential

Inclusive representation through a data-driven approach.

DIVERSITY: MARKETING TO MULTICULTURAL AUDIENCES

Identifying Language preferences in US Hispanic/Spanish-Speaking Households

Leveraging media consumption across the digital ecosystem.

The Art and Science of Multicultural Representation

Achieve authentic, multicultural representation that will drive the bottom line.

The Power of Moments

A data-driven guide to crafting impactful campaigns.

IMPRESSION QUALITY: CODIFYING ATTENTION METRICS

Impression Quality Based on Sales, Brain Resonance, and Attention

Resonance is the best predictor of sales effects, and attention is valuable in planning cross media.

Into the Wild

How video advertising works in the real world.

The Evolution of Quality

Creating a custom effectiveness score for actionability.

MARKETING EFFECTIVENESS MEASUREMENT: NEW APPROACHES

Experimental Marketing Measurement

How Coca-Cola pre-tests, measures and optimizes impact

Innovations in Cross-Screen Incremental Outcome Measurement

Using ML techniques that doesn’t require experiments.

Return On Media

Streaming video services generation better business outcomes using paid and owned together.

OMNICHANNEL: CUSTOMER JOURNEYS BEYOND THE SCREEN

The Untapped Opportunity of Omnichannel

The benefits of an omnichannel, audience-first approach for brands and consumers.

PRIVACY: APPROACHES TO AUDIENCE TARGETING

Advancing Cross-Channel Measurement

A privacy-centric, incremental model.

A New Audience Perspective

D/Cipher connects major drug brand to audiences navigating Type 2 Diabetes in key moments of need.

Privacy First, Cookies Second

The new advertising challenge.

RETAIL MEDIA NETWORKS: MAKING INTELLIGENT DECISIONS

Enhancing Position Auctions in Retail Media

An improved retail media auction approach to increase advertiser and retailer revenues.

Optimizing Retail Media Networks

A unified approach to omnichannel ROI measurement and integration.

Unlocking the Brand-Building Potential of Retail Media

Beyond performance marketing.

STREAMING: CHANGING TV

Cross-Platform Audience Deduplication for All

Bayesian deduplication methodology powers cross-platform reach measurement.

From Power On to Power Off

Understanding the streaming TV experience.

Quantifying the Netflix Effect

How the streaming giant has changed the content calculus.

Board of Curators

AUDIENCExSCIENCE’s Board of Curators lends their insight and expertise to determine which submissions, entered during an industry-wide call for content, will be presented at the conference. This committee includes all of the ARF’s member constituents — Research, Marketers, Media, Agency, and Association/Academics.