Future States & AI

• Analytics & Data Science
• Article

How to Use Machine Learning to Speed Up the Product Design Process

• MSI

Aesthetic design significantly affects consumer evaluation of products. Nowhere perhaps is this truer than for the automotive category. However, in this industry, development cycles can be lengthy. As a result, mid-generation “facelifts” periodically occur to maintain appeal. However, this process can be expensive. Recent breakthroughs in machine learning may help speed up the process in an efficient and scalable manner. Not only is this option cost-effective, but it is customizable. For those who wish to infuse nature-inspired elements into an aesthetic design, deep machine learning offers many advantages.

• Targets & Segments
• Article

If You Stream It, They Will Come: Marketing Through Streaming Platforms

• MSI

Livestreaming platforms and social shopping in general have grown into marketing channels that can be very lucrative for several different categories. However, livestreaming stands apart from “normal” social media in the fact that influencers are less reliant on corporate sponsors, as they have their own customer base that they rely on. So, how can marketers be successful within these channels? This Marketing Science Institute (MSI) working paper illustrates what forces are at play with livestreaming and how to balance them for the benefit of all parties.

• Research & Data Quality
• Article

Minimizing Risk and Inspiring Innovation When Using GenAI and LLMs

Generative AI (GenAI) and Large Language Models (LLMs) have reached a point in their development where they have become tools so powerful, they will quickly become too important to ignore. Proper use can drive greater efficiency, productivity, better automation and even become new revenue drivers, according to this concise, how-to guide written by Steven Millman, ARF board member and Global Head of Research & Data Science at Dynata. It describes best practices and potential pitfalls in data privacy and security, protecting IP, oversight and more.

• Research & Data Quality
• Article

The ARF Handbook for Using AI in Advertising Research

Significant developments in AI have occurred in the last two years, allowing it to be used in various places in the advertising industry. One area that has received little attention however is advertising research. Recognizing this, the ARF has conducted a significant number of its own research. The product of this effort is an AI handbook that offers practical advice in several key aspects of using AI for advertising research. Moreover, an interactive function allows experts to leave comments that, once verified, will be integrated into the report, making it a living, breathing document that continues to evolve as AI advances.

• Audience & Media Measurement
• Article

How to Leverage the Video Game Ecosystem for Marketing Analytics

• MSI

Online video gaming is a channel that has grown significantly in popularity in the last decade and the trend is likely to continue. Due to a massive group of highly engaged gamers, marketers can use this channel to understand this segment and their needs much better. However, this ecosystem, along with providing unique opportunities, also comes with unique challenges. This Marketing Science Institute (MSI) working paper offers a roadmap.

• Targets & Segments
• Article

Young People Respond Favorably to ASMR Ads on YouTube

• JOURNAL OF ADVERTISING RESEARCH

For many college-age consumers, the tingles and relaxing sensations that come from experiencing autonomous sensory meridian response (ASMR) can be weird and fun, but off-putting when, say, an endorser is too chatty and loud in the video. New research uses these insights to guide marketers and suggest that ASMR ads, typically aired on YouTube and other, non-traditional channels, are more effective at gaining attention than on traditional media.

• Research & Data Quality
• Article

MSI Blue Ribbon Report Preview Charts the Future of MMM

• MSI

The practice of marketing mixed modeling (MMM) is increasing, research finds, partially because of the implementation of privacy restrictions. Today, finding appropriate providers to optimize marketing investments remains challenging. This was the impetus behind the Marketing Science Institute (MSI)’s Blue Ribbon Report on MMM. This free preview of the full white paper outlines what best practices to employ in a rapidly changing landscape. It identifies challenges for MMM veterans and ways to meet them. It also introduces executives to the opportunities that exist when introducing MMM into their firm. The report preview provides a brief overview of the top-level findings found in the full report, which is only available to MSI members.

• Targets & Segments
• Article

Using Generative AI to Improve Search Engine Advertising (SEA)

• MSI

While generative AI is expected to revolutionize many aspects of marketing, so far large language models (LLMs) may not be sufficient to tackle search engine advertising (SEA) all on their own. Using a hybrid AI model that incorporates human judgement instead can help optimize SEA, allowing marketers to do far more with less.

• Research & Data Quality
• Article

Attention and Ad Impact: The Evolution of Attention Metrics

• ARF Knowledge at Hand, CMO Brief

The proliferation of media platforms, with increases in multi-tasking, has made finding ways to get consumers to pay attention to advertising more important than ever. In response, researchers have developed new methods to assess attention and the ARF has found that they can provide more direct and more accurate measurements. However, as these metrics are constantly evolving, there are open questions regarding their validity and reliability. Further, as researchers are using the term “attention” in different ways, clarity about what is meant by attention and how it is being measured is crucial.

• Research & Data Quality
• Article

The Attention Measurement Validation Initiative: Literature Review

Attention metrics are at a pivotal point in our industry. They are moving from the lab into the marketplace. Being at the forefront of such research, the ARF is studying 23 attention measurement providers. The goals of the study are to better understand the different tools being used, their validity, reproducibility and rightful application—whether in evaluating ad creative or the media environment. In the first phase of the project, ARF researchers produced a literature review, which itself is illuminating and adds much needed context. We now offer this review to our members. In addition, the first phase will also include a comparative analysis and profiling of all the participating measurement companies. Stay tuned for this upcoming report.