The Do’s and Don’ts of Using AI to Create Images: Pixel Perfect
This is the second entry of our AI series prepared by the ARF’s research team. This report is about the value – and pitfalls – of AI image generation. Read more »
This is the second entry of our AI series prepared by the ARF’s research team. This report is about the value – and pitfalls – of AI image generation. Read more »
Explore the impact of racial minority representation in TV advertisements on consumer choices in the mortgage market in this new MSI working paper. The study employed a double machine learning model to control for high-dimensional video and text features, ensuring robust estimates. Its findings reveal that higher minority presence can significantly increase TV advertising effectiveness.
Member Only AccessHispanic consumers in the US are diverse – culturally as well as regarding their preferred language and language skills. What are the implications for the language used in ads for Hispanic consumers? Read more »
Denya Chinquee – Senior Director, Audience Impact & Intelligence, Paramount Advertising
Michelle Green – Manager, Audience Impact & Intelligence, Paramount Advertising
Representation in advertising is more complicated than ever with brands getting it wrong receiving strong backlash. Denya Chinquee and Michelle Green of Paramount Advertising discussed their latest study on on-screen representation, which evaluated the state of inclusivity in advertising, consumer expectations and effective advertising strategies. They used a multi-phase research approach using mobile ethnographies, in-depth interviews, semiotics, ad database analysis, foresight analysis and a nationally representative survey of over 3,500 consumers. They also went beyond race and ethnicity to include Native/Indigenous people and people who identify as LGBTQ+, differently abled, neurodiverse and those who belong to religious minorities, such as Jewish, Muslim and Hindu. This research helped create The Content for Change Ad Toolkit, which provides guidelines for marketers to build up their inclusivity IQ. Key takeaways:Steven Millman – Global Head of Research & Data Science, Dynata
Steven Millman of Dynata shared key findings from Dynata’s global research on attitudes towards inclusivity in advertising and why that matters. The online survey was conducted across 12 countries (U.S., Canada, U.K., Germany, France, Italy, the Netherlands, Spain, China, Japan, Australia and Brazil) with a representative sample of 18+ adults and a total of 12,043 respondents. The survey examined attitudes and feelings of various minority groups (including LGBTQIA+, women, seniors, people with disabilities). Race was only considered for the U.S. sample, as race couldn’t be asked in certain countries or it was challenging to get sufficient diverse samples by race in non-U.S. countries. Overall, the study found that members of minority groups generally feel somewhat less authentically represented in advertising than do others. With the exception of racial minorities in the U.S., marginalized groups also tend to feel less satisfied by their portrayals in advertising. The presentation also delved into cross-country trends and differences, as well as a deeper dive into the impact of political affiliations and gender on attitudes and purchase intent in the U.S. along issues of inclusivity and diversity. Key takeaways:James Ambalathukal – Director, Strategy & Insights, Magid
Mike Bloxham – EVP, Global Media & Entertainment, Magid
Mike Bloxham and James Ambalathukal of Magid partnered with twelve networks and streaming services in a study to identify factors of cultural authenticity in drama, comedy and unscripted programs. With research into the creative elements that resonate with diverse populations from qualitative studies and online surveys, Mike and James described the importance of authenticity in how audiences relate to emotional content, how they see themselves in the content and ultimately, how they perceive the content itself. The various levels of signals that diverse audiences assess as good or bad representation include storytelling components and physical production elements, which help separate out what drives positive and negative perceptions of these shows for actionable results. Key takeaways: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 »
Retail media networks, generative AI across creative, market research and trust, ad effectiveness and attention: These are among the topics highlighted on the Journal of Advertising Research’s list of 2024 research priorities. The list is a result of one-on-one interviews with advertising professionals by Editor-in-Chief Colin Campbell, who asked: "What are your biggest needs and challenges?"
Member Only AccessThis March 7th event, curated by the ARF Cultural Effectiveness Council, explored the topic of authentic representation by sharing research on the current landscape and audience perceptions, as well as research to improve authentic representation in media and advertising.
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