At the 2024 Cannes Festival of Creativity, Les Binet and Karen Nelson Field argued that the advertising industry has an ageism problem. Concurrently, a new study by GfK demonstrates that many stereotypes about consumers 50+ are inaccurate.
Does Maslow’s hierarchy of needs still describe Gen Z consumers’ needs? These researchers updated the classic model to explore how our need for safety, belonging and identity have evolved in the 21st century.
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.
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On June 25, OptiMine dove into the specifics of Google’s privacy changes and revealed how these changes will impact the marketing and measurement landscape. Traditional forms of measurement will no longer be viable as privacy-driven data loss continues to diminish accuracy, coverage and reliability. Attendees gained applicable strategies on how their brands can adapt before it’s too late.
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Explore the latest findings from the ARF Attention Measurement Validation Initiative. The phase two report is a comprehensive examination of various attention measurement methods used in creative testing. It concludes with reflections on the challenges of attention measurement, as well as some suggestions for advertisers on how to choose and evaluate attention measurement providers.
Member Only AccessThe ARF’s Knowledge Center recently analyzed all the information requests received by members. Their analysis provides insights into ARF member companies’ priority issues.
Uncover the intricate dynamics of fusion metaphors in health advertising and their paradoxical effects on consumer attitudes. This article reveals how combining elements from diverse domains can alternately attract and mislead, shaping public perception in unforeseen ways.
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On May 9th, the ARF Young Pros hosted an event focused on data privacy and the implications of a cookieless future. Cole Strain from Samba TV started the event with an overview of data privacy fundamentals and the impending changes due to the deprecation of cookies. This was followed by a panel discussion featuring experts from Snapchat, Comscore, and Google, moderated by one of our Young Pros Advisory Board Members, Gillian Kenah from Tracksuit.
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 »
Have we reached the John Henry moment in ad creative where the machine can outperform a human in creating visuals for ads? Not quite. Generative AI does have a place in creative, however. This Marketing Science Institute (MSI) working paper found that GenAI when trained on ads which were rated the most effective by consumers can create ad visuals and text that outperform the originals in KPIs related to the purchase funnel and brand associations. Yet, the human element has not been cut out just yet. In fact, it might be pivotal to the process. The human AI combo saved time and effort and created pleasing visuals while maintaining a brand’s distinctive positioning.
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