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effectiveness

Today’s Shopping Landscape: Strategies for the Changing Consumer Journey

  • SHOPPER 2023

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.

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What Does AI Mean for Advertising Research?

  • TOWN HALL

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.

How Changing Privacy Frameworks Are Affecting Marketing & Measurement

  • ARF Research Initiatives

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.

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Better 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.

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