future state

What Does AI Mean for Advertising Research?

  • Posted: June 6, 2023

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 Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs

  • Posted: June 6, 2023

On May 17, the ARF Analytics Council explored the groundbreaking concept of Virtual IDs (VIDs) and their potential to revolutionize cross-media measurement. The essential mechanics of VIDs were explained in a non-technical manner to help professionals across media and advertising understand it better. Panelists shared how VIDs could overcome barriers in calculating cross-media and device reach and frequency.

How Artificial Intelligence Won’t Change Digital Advertising

  • Posted: June 1, 2023

AI is a powerful technology working in an unhealthy advertising ecosystem. It is unlikely to have a significant impact on digital advertising because of three factors related to the imperfections of the current ecosystem. The first is that targeting isn’t working all that well anyway. And as third-party cookies are deprecated and the present effect of Apple’s privacy policies combine, the data that feeds AI will not be a great training set. Secondly, bad actors in the ecosystem are faster than good actors and will use AI to improve their fraud. Finally, economic expectations are such that if AI has any impact, it will be used to replace human thought workers and not improve the process of advertising.

A Perspective on Future-Proofing Measurement and Currency

  • Posted: May 30, 2023

In her overview on the current status of TV measurement, Andrea Zapata of Warner Bros. Discovery (WBD) made the case for why media companies need to evolve to committing to new partners and processes that push the industry forward. Moving forward for WBD meant identifying the right partners with reliable and accurate capabilities that leverage multi-currency approaches, and Andrea provided WBD’s methodology behind their “rigorous evaluation” of vendors. Advising that “different doesn’t always mean wrong,” she outlined the five key areas of focus that allowed for transparency to potential partners as well as confidence in recommendations made to leadership.

A Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs

A Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs

  • By Niraj Patel, Horizon Media, Young Pros Officer

On May 17, the ARF Analytics Council explored the groundbreaking concept of Virtual IDs (VIDs) and their potential to revolutionize cross-media measurement. The essential mechanics of VIDs were explained in a non-technical manner to help professionals across media and advertising understand it better. Panelists shared how VIDs could overcome barriers in calculating cross-media and device reach and frequency.

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AUDIENCExSCIENCE 2023

AUDIENCExSCIENCE 2023

The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.

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The ARF Immersive Advertising Study
  • Article

The ARF Immersive Advertising Study

What attitudes do advertisers currently have about virtual reality (VR), augmented reality (AR) and the metaverse? This is an important question, since according to one report by Snap, nearly 75% of the world’s population (and almost all of those using social communications apps right now) are expected to be frequent VR users. A new ARF study, using data from The Advertiser Perceptions Ad Pros proprietary community, gives us a much fuller understanding of advertisers’ attitudes and behaviors toward these nascent technologies.

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The Use of AR/VR and Meta in Advertising

  • Posted: March 30, 2023

During a recent ARF event, experts discussed the implications of the growing use of AI in advertising research. A new survey of marketers and creatives reveals their opinions about the benefits and their concerns about applying AR, VR and the metaverse to advertising.

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Survey Fatigue Impacts Business

  • Posted: March 15, 2023

An analysis by Bloomberg concludes that declining response rates on surveys conducted by government agencies could have significant implications for financial markets.

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