ad effectiveness

Beyond the Follow: Understanding the Evolving Power of Creators

Beyond the Follow: Understanding the Evolving Power of Creators

  • SOCIAL COUNCIL

At this event, the ARF Social Council presented research on how creators and influencers are reshaping the social media landscape and what these shifts mean for brands’ media, creative, and measurement decisions. The three speakers from Dynata, Kantar, and SmithGeiger moved from consumer behavior (who follows creators, where they spend time, and how trust translates to purchase) to marketer strategy (how creator work is being deployed and how to evaluate its effectiveness at scale) and finally to a category-specific deep dive in entertainment (what creator marketing does differently than traditional marketing for Gen Z and Millennials). Their presentations were followed by an engaging moderated discussion. All of the speakers and the moderator were either members of the Social Council or colleagues of Council members.

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Amplifying the Effect of Creative: The Roles of Personalization and Shared Experience

Amplifying the Effect of Creative: The Roles of Personalization and Shared Experience

  • By Kylea Weyer (Ipsos), Young Pros Officer
  • COGNITION COUNCIL

Generative AI makes it possible to tailor an ad to every individual exposed to it. But does extreme personalization work? And is there a point where it backfires? On May 20, the ARF Cognition Council held an event where industry leaders from VML, Screenvision Media, RMT, and Iris Flex discussed the implications of personalization in advertising. The discussion emphasized the complexities of personalization and highlighted the importance of balance between individual targeting and broader, shared motivations or experiences. The speakers – all members of the Cognition Council — highlighted several research studies and practical insights to convey how personalized advertising can be successful and where impact may be limited.

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