Media Researchers’ Priorities
A survey among members of the LA Media Research Council and Community reveals their business and research priority issues for 2023. Read more »
gen Z
- Past Event Highlights
- Article
The Future of Social Media for Marketers
On March 16, 2023, the ARF Young Pros led an exploration of the ongoing transformation and future trajectory of social media to help organizations navigate the landscape and create more strategic social media plans. Panelists discussed trends, the role of influencers, creative branding campaigns and more.
Member Only AccessGen Z’s Media Habits
A recent HUB survey confirms that Gen Z uses media differently. Gen Z spends more time watching non-premium and short form video and playing video games than watching “regular” TV. Read more »
What is “De-influencing”?
A new term has been added to the marketing vocabulary: “de-influencing.” Will it become an important trend?
Changing Viewers – Changing Measurement Needs
Changes in the media landscape and viewers’ behaviors have major implications for measurement, as outlined by the ARF’s Chief Research Officer, Paul Donato. Read more »
How Viewers Keep Changing
A recent LA Media Research Council event featured insights from 2022 research and discussions about 2023 priorities to meet business challenges. This issue of NYCU presents a summary of learnings from the 2022 studies outlined at the event. Highlights of the media experts’ conclusions regarding 2023 priorities will be in the next NYCU. Read more »
- Research & Data Quality
- Article
2022 Media Insights and 2023 Challenges
An ARF event presented by the LA Media Research Council focused on insights from 2022 research and on 2023 priorities to meet business challenges. Issues addressed in research presentations and by an expert panel included the evolution of streaming during an economic downturn, how to manage subscriber churn, understanding Gen Z and the continued need for better measurement across the ecosystem.
Member Only AccessMedia Trends
How media use and the media business will develop is one of the most frequently discussed topics. Here are some of the key issues from 2022 – which continue to be a focus of both research and speculation: Read more »
Marketing to Gen Z
The secret to Gen Z marketing success is understanding their different subcultures and connecting with them through their unique interests.
A Different Perspective on “Diversity”
While most marketers’ attention is focused on Gen Z and increasing diversity in ad creative, depictions of older adults are rarely part of that diversity. A new study concludes that bias in advertising prevents many brands from motivating a large, affluent consumer group.