gen alpha

• Targets & Segments
• Article

Meet Gen Alpha: How the Next Generation Is Reshaping Brand Discovery and Influence

• ARF
• Knowledge at Hand | CMO Brief

Generation Alpha may still be years away from full purchasing power, but its influence on household spending and brand decisions is already significant. The latest ARF Knowledge at Hand and accompanying CMO Brief examine how this generation discovers brands, uses media and AI, influences family purchases and moves between digital and physical shopping environments. The research also highlights why marketers should not look at Gen Alpha as a monolithic segment but instead consider age, developmental stage and the continuing influence of parents when building relationships with this emerging generation.

• Article

CMO Brief: Generation Alpha: Highlights, Insights and Marketing Implications

• Article

ARF Knowledge at Hand: Generation Alpha: Highlights, Insights and Marketing Implications

• Article

Gen Alpha’s Influence on Consumer Spending

New research indicates that children’s impact on purchases is not only decisive but also growing and widening. Read more »

• Article

Today’s Media Strategies: Increase Viewing among Millennials, Gen Z, & Gen Alpha

• Article

Mastering the Micro-Moment: Unleashing Short-Form Content’s Power in Digital Consumer Journeys

• Research & Data Quality
• Article

Marketing Analytics Accelerator: 2024

The Marketing Analytics Accelerator – the only event focused exclusively on attribution, marketing mix models and the science of marketing performance measurement – returned for its ninth year on November 13. The industry’s boldest and brightest minds joined us in NYC to share their latest innovations and case studies that will improve your business outcomes.

• Past Event Highlights
• Article

OTT 2024: Today's Dynamic Media Landscape -- What's Next?

Attendees joined us on October 23 for our annual OTT conference, offering the latest research on shifts in the TV and video landscape, viewer behavior, and cross-platform measurement. Industry experts discussed trends in viewing habits, advertising innovations, and predictions for 2025. Attendees also had the opportunity to participate in discussions and network with industry peers over breakfast, lunch, and the cocktail reception.