Future States

What Do we Know About AI Driven Creative?

• Posted: April 23, 2021

There have been significant developments in artificial intelligence, such as recent advancements in natural language processing, that make it look appealing for advertising purposes. Indeed, many professionals are considering AI-driven creative tools. Yet, a recent ARF Knowledge Center investigation reveals that this technology simply is not there yet. For now, AI’s best use seems to be optimizing creative for email blasts, digital campaigns and social media advertising.

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The 1st Annual Organizational Benchmark Survey—The Consultancy Report

• Posted: April 23, 2021

The Organizational Benchmark Survey investigates the changes in advertising and marketing research over the past year. This is the first of an annual series. The consultancy report covers a variety of subjects, including the names of their research departments and their structures, whether they are centralized or decentralized, their spending and KPIs, what skills researchers need and what tools they employ, and how satisfied they are with their department.

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How to Get Better Creative from Better Insights

• Posted: April 23, 2021

We have access to more data and research than ever before. But how well are they being used? It’s apparent to many in the advertising industry that there’s a gap between the research/data and creative/strategy communities, in terms of using data and insights effectively. To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which has led to the publication of a new white paper titled: How to Get Better Creative from Better Insights.

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JAR: Understanding AI Advertising from the Consumer Perspective

• Posted: March 30, 2021

One might expect consumers to respond differently to ads created using artificial intelligence. But what’s behind these differences? Using multiple scales, a new study examines various factors that drive people’s reactions. Its findings can inform smart AI-ad creation and strategies.

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KaH: Best Practices in Media and Market Research Studies

• Posted: March 10, 2021

Improving research quality and identifying best practices are important parts of the ARF’s mission. Last November, the debate over “What went wrong with polling?” prompted the ARF to examine the reasons for many election polls’ poor performance and explore how pollsters can overcome the challenges they face today and in upcoming elections. Read more.

MSI: Regulating Privacy Online — An Economic Evaluation of the GDPR

• Posted: February 17, 2021

Analyzes data from a diverse set of 1,084 online firms to understand the implications of the GDPR for the online economy. Early in adoption, there are small reductions in pageviews and revenue from users who click on a display ad or a marketing email, but economic consequences may increase with greater enforcement and compliance.

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JAR: Why Do Some Ads Get Shared More than Others?

• Posted: December 30, 2020

Why do some ads get shared more than others on social media? This study used facial coding algorithms to quantify the facial expressions of thousands of individuals in response to video ads. The findings help advertisers predict how different emotions influence sharing, and provide a deeper understanding of the complexities between emotion and transmission.

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JAR: Can Advertisers Overcome Consumer Qualms with Virtual Reality?

• Posted: June 30, 2020

For companies that advertise using virtual self-guided panoramic tours, there hasn’t been much insight into how this form of virtual reality influences consumer behavior. This study shows that such tours can attract customers, increase authenticity and decrease perceptions that they are being manipulated.

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KaH: Oracle Data Cloud Tackles Audience Quality

• Posted: November 5, 2019

In 2018, $57 billion was spent on digital display advertising. That doesn’t mean those resources were used wisely. One crucial issue is the need to focus on audience quality. Failure to do so can lead to consumers being buffeted with messages or confronted with irrelevant ones. As a result, they become frustrated and turned off. This equates to missed opportunities and wasted resources. Read More

KAH: What’s the Perfect Synergy between Employees and Technology…and the role of AI

• Posted: October 14, 2019

Technology is immersive nowadays. As a result, companies strive to strike the ideal balance between the human element and utilizing technology, in order to attract, service, and retain customers. Their biggest desires are providing optimal customer experiences, while maintaining operational efficiency. Meanwhile, customers desire
a convenient, responsive, personalized experience when interacting with companies. This begs the question, what’s the ideal synergy between employees and technology? Read more.