A weekly round-up of the industry’s top stories and research curated by the ARF.
Many studies have shown creative quality to be one of the most important, if not THE most important determinants of advertising success. The ARF’s second annual Creative Effectiveness event, as well as the David Ogilvy Awards ceremony, were designed to highlight that fact and advance our knowledge on how to develop and measure great creative. Read more »
A new survey confirms viewers’ preference for choices – including whether a streaming service carries ads or not. Read more »
A new study by Paramount looks at the current state of inclusive advertising and offers six tactical strategies to improve advertising for the benefit of consumers and brands.
In addition to the insights in the recently released Attention Measurement Validation Initiative Phase 1 Report, there will be several new findings from other ARF, CIMM, and MSI projects. Here is a sample:
A new report shows that “Attention measurement” can mean very different things – in terms of what is being measured and how it is measured. Read more »
A new study finds that “green appeals” in advertising should be gender neutral, especially when the ad is directed at young males.
A presentation at a recent MMA event discussed key issues surrounding AI, including its impact on media and marketing. Read more »
Comscore’s “State of Streaming 2023,” highlights the many ongoing changes in the media landscape.
“Choice Paralysis” is a well-established concept that describes consumers’ confusion and hesitancy in making choices when there are too many options. Is this an issue for viewers of streaming services?
The ARF is using AI to summarize all 152 of Erwin Ephron’s newsletters and opining on how Erwin’s thoughts would relate to the media environment of today. Look for WOW! The Wit and Wisdom of Erwin Ephron, in mid-October. The following was contributed by ARF CRO Paul Donato, who describes this project in greater detail.
Read more »