ARF AI Handbook 2025
Here is a preview of the updated ARF AI Handbook to be released in March.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Predictions for Streaming Trends in 2025
Last month, we featured several predictions about media trends in 2025. Here is a forecast focused on streaming.
Why Brand Lift Matters in Making More Effective Ads
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.
Sponsored by Swayable
AI in 2025 Marketing and Advertising Research: Friend, Foe or Frenemy?
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.
New Insights from the JAR
A reminder: The Journal of Advertising Research is full of new research insights to improve marketing strategies or stimulate examination of current practices.
Measurement Trends
Will attention metrics become a major focus in 2025? (Also, how much attention should we really pay to “forecasts?”)
Advertising Trends
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.
Media Trends
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.
Culture, Retail and Style Trends
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?
Business Climate and General Trends
Several forecasts find that most marketers are optimistic. They’re not the only ones with a sunny disposition about the coming year.