A one-page summary of ARF research, white papers, Knowledge at Hands, and perspectives on relevant topics.
To what degree does advertising context affect consumers’ perceptions and response to the advertising? What is the effect on ad performance? Yes, ignoring context can be risky. In fact, context is likely to impact ad performance – positively or negatively – as six decades of research show. Read more.
In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI, and what are the commercial solutions? Read more.
Today, new media, devices, and platforms make it possible to reach consumers with print, audio, and video messages in new ways. So, how do we define the ad forms usually referred to as “native,” and what are the best practices? Read more.
The accelerating pace of digital disruption is transforming the TV industry, giving consumers more choices and ways to view programming than ever before. What’s the impact on the industry? What new tools does OTT offer marketers? Read more.