Retail media promises advertisers something especially valuable: the ability to connect advertising exposure with transaction data. But as campaigns expand across onsite, offsite and in-store environments, advertisers and agencies are finding that measurement remains difficult to compare, reconcile and evaluate. Based on an RFI with 13 buy-side organizations, this second phase of the ARF Retail Media Network Standardization Project examines how advertisers and agencies experience retail media measurement in practice — from incrementality and attribution to transparency, deduplication, in-store measurement and access to underlying data.
Member Only Access
Getting noticed is only the beginning. As consumers discover brands through search engines, social platforms, creators, retail environments and AI-powered tools, visibility alone no longer guarantees relevance or consideration. In her latest article for The Advertising Club of New York, Tracy Adams, PhD, Senior Director of Research & Insights at the ARF, examines how the changing discovery landscape is reshaping the relationship between brands and consumers. Drawing on recent ARF and industry research, she explores why recognition, relevance, credibility and trust are increasingly important to turning brand exposure into meaningful consumer engagement.
Member Only Access
On October 14, the ARF Creative Effectiveness conference dove into the challenges shaping creative strategy today. Industry experts explored how marketers can balance short-term results with long-term brand building, measure creative impact, and leverage AI and commerce media without sacrificing brand equity. Attendees heard perspectives on what’s working, what isn’t, and how to connect creative strategy to measurable business outcomes. Following the conference, the ARF David Ogilvy Awards were held to celebrate research- and insight-driven advertising.
Member Only Access
