Content Drives Ad Impact
During the recent CIMM Summit and the OTT conference, the importance of content measurement – for both content providers and advertisers – was demonstrated. Read more »
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Is “Influenceability” Important?
Market researchers offer a growing list of factors that drive ad impact. A new study suggests that “influenceability” should be a major consideration in marketers’ strategy.
Americans Spend More Time at Home
COVID dramatically increased the amount of time Americans spend at home. Rather than a one-time occurrence, the data show that this increase is actually an acceleration of a long-term trend.
Good News for Movies in Theaters
A new study finds that most teens and young people still like going to the movies, especially on opening weekends.
Good News for Media Businesses
Bloomberg published an article in their magazine headlined “The Case for Optimism in Hollywood” and online as, “Five Reasons to Be Optimistic About the Entertainment Business.” The article counters negative views on the future of various media businesses. Read more »
Viewing Trends Insights
August 2024 provided new insights into the drivers of viewing behaviors: content can be more important than platform choice and long-term trends can be impacted by content. Read more »
Can AI Reduce Beliefs in Conspiracy Theories?
The benefits and dangers of AI are a major topic of discussions and heated debates. A new study suggests an unexpected beneficial use of AI: revise, or at least, modify the views of conspiracy believers.
Comparing AI Translations Across LLMs
The ARF has conducted a new study on the translation capabilities of LLMs. The main goal was to explore if the models improved and avoided the shortcomings and errors we found in our first translation study.
Why Marketers Should Explore their Consumers’ “Rituals”
In a new book, The Ritual Effect: From Habit to Ritual, Harness the Surprising Power of Everyday Actions, a Harvard professor explains the psychology of rituals and shows how insights about your consumers’ rituals can improve marketing strategies.
How to Make Video Ads Successful
Researchers in this study used neuroimaging to assess what conditions during exposure led to liking, engagement and ultimately advertising success. They found three predictors that other methods, like questionnaires, often miss.