ARF Initiative on Attention Measurement
The ARF announced a new initiative to improve attention measurement during a conference that explored all aspects of “attention” and issues surrounding attention measurement.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Insights on Latino-led Content and Viewers
Sponsored by Nielsen
Coinciding with Hispanic Heritage Month, Nielsen has released a new report, “Latino-led content and viewers: The building blocks for streaming’s success.” Read more »
The Evolution of “OTT” and “CTV”
While there is still some disagreement over the definition of “OTT” and “CTV”, most use these terms now in a new way that reflects the changes in the media landscape and viewer behavior during the last five years.
Challenge for Online Ads
The September issue of the JAR features two papers that address the same marketing challenge, how to increase attention to digital ads, from different perspectives.
Research Methods Matter!
A new analysis of data from the ARF’s DASH study shows how the choice of research methods can have a significant impact on findings.
New ARF Privacy Study
The latest Privacy Study has been released. Here are key insights, plus a link to the full report.
The Future of Ad Creative?
A new study in the Journal of Advertising Research explores the role of deep fakes and A.I. on ad creative and consumer response to advertising
Will Digital Ads Become Less Effective?
Sponsored by Meta
A new study by Meta concludes that changes in how data is used in online advertising can have a significant negative impact on the effectiveness of digital ad campaigns. This research can help us understand what work the industry can prioritize to help advertisers in a privacy-conscious environment.
Optimizing Brand Differentiation
Kantar’s Dom Boyd says that brand differentiation is the most important driver of brand growth and that we should pay more attention to which kind of brand differentiation drives sales.
How to Improve Prosocial Messages
Many companies have employed prosocial messaging and more diverse portrayals in advertising. New research explored if and how those strategies can improve consumers’ perceptions of brands and increase sales. Read more »