Top Topics at AxS 2024
Our analysis of the presentations during this year’s AUDIENCExSCIENCE conference shows which issues are marketers’ current priorities.
Our analysis of the presentations during this year’s AUDIENCExSCIENCE conference shows which issues are marketers’ current priorities.
ARF Councils have issued reports that provide unique insights on important issues, such as optimal terminology for how to reach diverse audiences and cross-platform measurement. Read more »
Audience measurement is changing at an unprecedented rate. Concurrently, identifiers such as cookies are fading, and traditional models and incumbent suppliers are being questioned. In reaction to all these happenings, new measurement initiatives and a new Joint Industry Committee (JIC) have risen to establish a path toward a new video measurement framework. In 2023, the Online-Offline Metrics Working Group, within the ARF Cross-Platform Measurement Council, conducted anonymous, in-depth-interviews (IDIs) with eight key decision-makers from major agency holding companies. The IDIs focused on three major issues involving the metric situation confronting the advertising industry. This report summarizes the learnings from those interviews.
Member Only AccessPodcast measurement needs improvement to ensure growth and profitability, says an audio industry expert.
One of the ARF’s most popular reports for membership and the press, the 6th Annual Privacy Study has now been released. The study surveyed 1,329 American consumers in the spring of 2023 on a Qualtrics online sample and platform. The report contains perennial questions regarding device usage, trust in institutions and how well privacy terms are understood. Last and this year’s versions also investigated what changes in information the public is willing to share and under what circumstances they are willing to share it. A new aspect to this year’s study is that it contains longitudinal findings across all six years.
Member Only AccessMany consumers are concerned about marketers’ access to their data (as shown in ARF studies with a new report being released soon). Read more »
Attention metrics emerged as a major issue in 2021 and has been important for the ARF ever since.
These “evergreen” issues are likely to be priorities in 2024 not only because of changes in the marketplace but also because of the emergence of new research tools, including the use of AI.
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 »