Focus on Local TV Measurement
The expansion of local video consumption has prompted CIMM and TVB to identify critical gaps in measurement and call for measurement innovation.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Influencers, Authenticity and Impact
As influencer marketing is becoming increasingly more important, the ARF has reviewed the current research and issued a “Knowledge at Hand” (KAH) report.
Will Conspicuous Consumption Become Less Conspicuous?
Consumers who make luxury purchases are changing their priorities.
The Future of Media Planning
The growing impact of AI will require major changes in media plans.
Retail Media Network Growth
A new report says retail media networks will continue to grow and change.
Optimizing Ad Context
Building on research that shows the importance of ad context, a new study explored which kind of context is most likely to have a positive impact on ad performance.
The Difference Between ROAS and ROI is….?
Do you know the answer? Here is a short summary of widely accepted definitions of ROAS and ROI.
AI + Human Intelligence = Brand Growth
Research by IPSOS concludes that the adoption of AI is beneficial for brand growth but that it must be guided by human intelligence.
The Design Space of Consumer Digital Twins
The ARF and MSI will be issuing a report designed to help marketers choose the best approach to digital twins for their research goals. Here is a preview.
Context Congruence = More Attention to an Ad
A major new study confirms the ARF’s research on “How Context Can Make Advertising More Effective.”