AI’s Impact on Marketing
Arguably, this emerged only in 2023 as a top research issue. AI is likely to play a major role in many of the topics discussed below, such as research quality, marketing strategies, measurement and attention metrics.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Trends in Media Use
A number of presentations at the recent ARF OTT 2023 conference documented the unprecedented rapidity of change in media use in the current era. Here are findings and conclusions from several of the presentations. Read more »
OTT 2023 Conference
As the media landscape continues to evolve at, arguably, the fastest rate ever, the meaning of OTT has changed from “Over-the-Top” to include video content on all platforms. The ARF’s 2023 OTT conference, held last month in LA, was about “OTT and Beyond.” Read more »
Content Measurement
During a panel on measurement issues at the recent ARF OTT 2023 conference, the importance of content measurement and how it differs from ad measurement was highlighted.
Insights on Advertising
The recent ARF OTT 2023 conference covered, among many other things, advertising opportunities in the new media environment. Here are two examples: first a summary of the variety of ad formats available now. Second, insights on the role of ad/product placements.
Better Models, Measurement & Attribution
Next week, for its eighth year, the ARF presents the Attribution & Analytics Accelerator.
Getting to Know Your Youngest Customers
“The Rise of Alpha” is the title of a new study that alerts us to the need to understand the cohort of kids under age 12. Read more »
The Importance of the Hispanic Community in the U.S.
SPONSORED BY NIELSEN
Nielsen has compiled a new report designed to help content creators, distributors and brands engage with Hispanic Audiences.
Improving & Measuring Creative Impact
Many studies have shown creative quality to be one of the most important, if not THE most important determinants of advertising success. The ARF’s second annual Creative Effectiveness event, as well as the David Ogilvy Awards ceremony, were designed to highlight that fact and advance our knowledge on how to develop and measure great creative. Read more »
Viewers Like Choices
A new survey confirms viewers’ preference for choices – including whether a streaming service carries ads or not. Read more »