Advertising Forecasts
Reviewing these forecasts, one may want to keep in mind that economic developments impact advertising expenditure and strategies and that predictions about the economy are not always accurate.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Focus: AI Impact
The exact impact of AI on marketing is hard to predict, but all analyses and forecasters agree that AI will affect strategies, research methods and workflow in many ways.
Media Trends
In addition to these analyses and predictions, please note that the ARF’s LA Media Research Council will hold an event on January 14 to present new research insights and discuss trends in media usage.
How AI is Changing Marketing Decision Making
By Tracy Adams, Ph.D. – Senior Director, Research & Insights, ARF Read more »
Television of Tomorrow Conference Insights
This year’s TVOT (Television of Tomorrow) conference in New York (December third) featured panels of media experts discussing key issues. Here are the key takeaways:
Media Use Trends
New reports on trends in media usage have been issued by several measurement companies.
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.
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.