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The ARF Handbook for Using AI in Advertising Research

The ARF Handbook for Using AI in Advertising Research

Significant developments in AI have occurred in the last two years, allowing it to be used in various places in the advertising industry. One area that has received little attention however is advertising research. Recognizing this, the ARF has conducted a significant number of its own research. The product of this effort is an AI handbook that offers practical advice in several key aspects of using AI for advertising research. Moreover, an interactive function allows experts to leave comments that, once verified, will be integrated into the report, making it a living, breathing document that continues to evolve as AI advances.

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AI Predictions

  • Posted: January 18, 2024

The New York Times Dealbook made predictions for the “Evolution of AI” in 2024 and 2025. They include increased use of AI in marketing.    Read more »

A Peek Behind the Curtain at How AI Judged the David Ogilvy Awards

A Peek Behind the Curtain at How AI Judged the David Ogilvy Awards

  • Summary by Alexander Cammy, Creative Council Young Pros Officer

During this ARF Creative Council event, the Council further explored the results of the AI model experiment to predict the winners of the 2023 ARF David Ogilvy awards, building on the initial presentation of these results at the Creative Effectiveness Event.  Council Member Pedr Howard (Ipsos) presented additional results now that the actual winners are known.  Lynnete Wong (Oglivy) of the 2023 Grand Ogilvy Award winning team talked about the kinds of research her agency undertook to develop the winning campaign for Samsung.  The two of them then joined a panel with Council member Belle Frank (VMLY&R) to discuss the implications of the experiment and the growing role of AI in advertising and advertising research.  Council Member Bill Day (Magid) moderated the panel.

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Navigating the Evolving Media Landscape

Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.

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Advertising Effectiveness: Performance Measurement in the New World of Privacy and Tools

  • Posted: October 13, 2023

On July 26, measurement practitioners discussed how to adapt to this new era of privacy with tools for measuring ad performance effectiveness. Panelists explored new considerations for existing methods, such as marketing mix modeling (MMMs) and multi-touch attribution (MTAs), and discussed the pros and cons of various privacy enhancing technologies (PETs), including multi-party computation, clean rooms, and more.

The ARF Attention Measurement Validation Initiative: Phase 1 Report

The ARF Attention Measurement Validation Initiative: Phase 1 Report

  • ARF ORIGINAL RESEARCH

Attention metrics have drawn a high degree of energy in the last few years, for many reasons, including the loss of behavioral signals due to privacy restrictions, growing frustration with ad viewability and its perceived limitations, attention metrics’ impact on the cross-platform measurement debate and that biometric technologies can now be applied “in the wild,” rather than just in labs. The ARF’s Attention Measurement Validation Initiative aims to describe the attention measurement space in detail, illuminating this nascent sector. The Phase One findings include a comprehensive literature review and a report that maps out the vendor landscape in this increasingly diverse specialty. The report includes two sections. The first section describes what methods are being used, what these companies report and how and what they measure, be it ad creative or the media environment. The second section includes in-depth overviews of the 26 participating attention measurement companies. The Phase One Report is a must-read for anyone interested in attention metrics or what companies are operating in the space.  

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MSI Blue Ribbon Report Preview Charts the Future of MMM

MSI Blue Ribbon Report Preview Charts the Future of MMM

  • MSI

The practice of marketing mixed modeling (MMM) is increasing, research finds, partially because of the implementation of privacy restrictions. Today, finding appropriate providers to optimize marketing investments remains challenging. This was the impetus behind the Marketing Science Institute (MSI)’s Blue Ribbon Report on MMM. This free preview of the full white paper outlines what best practices to employ in a rapidly changing landscape. It identifies challenges for MMM veterans and ways to meet them. It also introduces executives to the opportunities that exist when introducing MMM into their firm. The report preview provides a brief overview of the top-level findings found in the full report, which is only available to MSI members.

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What are the Drivers Behind Metric Use in a Global Setting?

What are the Drivers Behind Metric Use in a Global Setting?

  • MSI

Marketers are under increasing pressure to be accountable for their actions. Using metrics is a big part of how they justify their decisions across the organization. Increasingly, firms are becoming global entities. Yet, there is little to no research looking into what drives metric use across countries. Researchers in this study analyzed over 4,000 marketing mix decisions in 16 countries. Their report offers important insights for top executives who want to understand what is driving downstream managerial metric use.

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