A weekly round-up of the industry’s top stories and research curated by the ARF.
Forward-thinking marketing executives have recently moved away from this engagement-focused era and are embracing a far more potent methodology for gauging the impact of their advertising.
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In 2024, this newsletter started a series of features on AI prepared by the ARF’s research team. Here is their first report with thoughts on the promises and challenges of AI for marketing and advertising research in 2025.
A reminder: The Journal of Advertising Research is full of new research insights to improve marketing strategies or stimulate examination of current practices.
Will attention metrics become a major focus in 2025? (Also, how much attention should we really pay to “forecasts?”)
The industry pays a lot of attention to forecasts. Will advertisers remain bullish? There are a number of opinions. Whether optimistic or otherwise, one thing is for sure, AI will be a part of it.
Most predictions focus on expected changes in business and viewer preferences, the growth of ad-supported services, bundling strategies, and the important role of sports and of gaming.
What will we wear, eat, buy and want in 2025? And how can marketers take advantage of new and existing tools and strategies to meet these trends?
Several forecasts find that most marketers are optimistic. They’re not the only ones with a sunny disposition about the coming year.
IPSOS researchers have conducted studies that suggest inducing “Cognitive Conflict” predicts which customers will stay with a brand and who is likely to switch.
An analysis from the UK confirms the value of pretesting. Award-winning campaigns were more likely to use pre-testing, it found.