Research Initiatives

ARF Research Leadership Committee

The ARF conducts original, critical research, answering the toughest questions the industry encounters in today’s ever-shifting landscape. The foundation funds this research by committing a portion of members’ dues to its research initiatives.

Based on member feedback, the 2025 research agenda will focus mainly on these projects:

  • Unpacking Ad Effectiveness: The Roles of Media, Creativity, Targeting and Premium Vs. UGC Content
  •  2025 ARF Handbook: Artificial Intelligence and Advertising Research.
  • The Attention Measurement Validation Initiative, Phase: 3
  • The ARF Attention and Metrics Survey.
  • Retail Media Networks.
  • Sonic Branding.
  • Future Media Planning.
  • Brand Safety in Turbulent Times (News Adjacency).
  • Cross-Platform Calibration.
  • Advertising and Disabilities.

Additionally, ongoing projects include:

  • The Advertising Industry GenAI Monitor.
  • The 8th Annual Privacy Survey.
  • The State of the Research and Analytics Disciplines (3rd Bi-Annual Organizational Benchmark Survey).

To help focus on the industry’s most pressing issues, the ARF formed the Research Leadership Committee (RLC) in 2019. In 2020, this 21-member group quickly became essential to the foundation’s research process. Members interested in joining the 2025 committee should contact Membership.

The benefits of joining include:

  1. Helping to shape the ARF’s 2025 research agenda.
  2. Ensuring 2025 research funds support the needs of RLC members.
  3. Being recognized as an industry thought leader.
  4. RLC members co-create alongside the ARF Research Department by:
  • formulating research questions,
  • impacting the brands and campaigns studied,
  • helping to fashion RFPs and select research partners,
  • gaining early access to raw data and,
  • helping to interpret and shape results, final reports and conference presentations.

RLC members attend a one-hour virtual meeting every eight weeks. Two identical meetings are held on the same day at 10 A.M. and 4 P.M. ET to accommodate different time zones. You can call in from anywhere. Members will also attend occasional meetings as research is completed to help interpret the results.

To find out more about the RLC, email our Membership team.

2024/2025 Participants include:
2024 Participants