AI and Advertising: Purpose, Promise and Peril
The growing use of artificial intelligence in advertising research was the topic of an ARF Town Hall event.
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- Past Event Highlights
- Article
Today’s Shopping Landscape: Strategies for the Changing Consumer Journey
At ARF SHOPPER 2023, which took place in Chicago and virtually on March 9, the industry’s leading marketers and retailers came together to explore the latest research-based consumer insights, and how they are using this data to understand today’s shoppers, build innovative experiences and brand loyalty. Attendees learned about consumer behavioral shifts, how retail media networks are gaining traction in digital marketing strategies, and the latest shopping trends.
Member Only AccessP&G’s Advertising Strategy
Marc Pritchard, P&G’s Chief Brand Officer, described a new focus for his company’s advertising strategy.
- Creative & Branded Content
- Article
Different Design Elements Boost Effectiveness Depending on the Type of Ad
How can the use of colors and design elements improve the effectiveness of ads? New research provides a different blueprint for graphic designers, depending on whether the ad is functional or experiential.
Member Only Access
- Creative & Branded Content
- Article
Which Prompts Better Green Behaviors: A Crying Tree or Smiling Forest?
Some ads promoting pro-environmental behaviors put human-like faces on natural images like oceans, volcanos and forests, among others. Marketing scholars ask: which anthropomorphic character is more effective—one that is happy or sad? The answer lies in whether the content is perceived as a sudden disaster or an ongoing tragedy.
Member Only Access
- Research & Data Quality
- Article
What Does AI Mean for Advertising Research?
We’ve all heard about the growing use of artificial intelligence in advertising research and doom and gloom predictions that it will knock out jobs, but is this really the case? Agency leaders joined us for an ARF Town Hall to discuss the upsides and possible downsides of generative AI, as well as how they’re utilizing it in their businesses to boost efficiency. Attendees heard predictions on how AI will change the business model of advertising and what it could mean for media agencies.
A Note on Predicting the Future
Revisiting past predictions often reveals more about the past than the future.
- Audience & Media Measurement
- Article
How Changing Privacy Frameworks Are Affecting Marketing & Measurement
A growing number of privacy regulations and data deprecations are creating a highly complicated landscape for marketers to maneuver through. To help us better understand how these forces affect marketing and marketing effectiveness measurement, the ARF recently gathered a group of experts on privacy-related topics from both practitioner and academic backgrounds, to discuss the key issues and outline ways forward. This report is the result of that effort. It includes an overview of the latest privacy-related macro-trends, implications for marketing and measurement and actionable recommendations.
Member Only Access
- Creative & Branded Content
- Article
This Strategy Sharpens the Creative Process at Ad Agencies
Data-driven marketing presents opportunities but also many challenges for managing creativity and creative teams. A new study offers a roadmap for managers at agencies to be more strategic in the creative integrated marketing communications process by rethinking the distribution and valuation of creativity.
Member Only AccessBetter Tools to Optimize Creative
A new white paper outlines how innovative methods offer marketers new research tools that can produce more effective creative in the current marketing landscape.