News You Can Use

A weekly round-up of the industry’s top stories and research curated by the ARF.

Optimizing Marketing Strategies

Like “Better Measurement” issues, since the early days of marketing, this has been a topic that always requires a fresh look. Given the fast changes in all relevant factors, this is true now more than ever. 

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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. 

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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.

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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.

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