Ad Spend Forecasts
GroupM offered their ad spending forecast during the ARF’s recent AxS conference.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
The Value of “Imperfect” Polls
New York Times Chief Political Analyst Nate Cohn explains how we can learn from survey data – even though they are likely to be deeply flawed.
AI’s Impact on Marketing Jobs
Some analysts think that marketing jobs will be less affected by AI than many others. But that doesn’t mean the impact will be small.
How AI Will Make Us Smarter
During a recent ARF Town Hall, Professor Russel Neuman explained why he thinks AI will have primarily positive effects. It will make us smarter and more productive. Furthermore, he does not think new regulations are needed to protect humanity from negative consequences of AI development. Read more »
Top Topics at AxS 2024
Our analysis of the presentations during this year’s AUDIENCExSCIENCE conference shows which issues are marketers’ current priorities.
Insights from ARF Councils
ARF Councils have issued reports that provide unique insights on important issues, such as optimal terminology for how to reach diverse audiences and cross-platform measurement. Read more »
Is Gen Alpha a Generation?
Kantar’s Knowledge Lead J. Walker Smith has a clear, simple answer to that question: No.
Making Prosocial/Cause-Related Ads More Effective
Last year, we reported on an analysis which found that many advertisements with prosocial and cause-related messages are not as effective as surveys on consumer attitudes suggest. This urged researchers to explore how to make such ad messages more effective. Several new studies provide insights on this issue. Read more »
Segmentation Perils
These researchers identify frequently made mistakes when creating consumer segments to target certain groups. Still, they think that well-executed segmentations can help improve messaging and communication with customers.
Neuro Can Improve Sustainability Messaging
Research on consumers’ emotional reactions to advertisements can help improve ads with environmental messages.