optimization
- Past Event Highlights
- Article
Can Barriers to Early Concept Testing Be Removed?
Research from MediaScience suggests that only 20% of ad spend delivers lasting impact. On July 16, the ARF AI Series dove into a new AI-powered ad concept testing approach. This generative AI system creates realistic ad concepts, allowing researchers to test multiple concepts to identify those most likely to ultimately succeed.
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- Ad Effectiveness & ROI
- Article
Algorithmic Trade-Offs: How Regulating Recommendations Shapes E-Commerce Markets
What happens when governments regulate how platforms recommend products? A new study examining Amazon's compliance with the UK’s Competition and Markets Authority rule—banning the use of Prime eligibility to determine “Featured Offers”—finds both gains and trade-offs. While the regulation did reduce self-preferencing and boosted price competition, it also led to fewer consumer purchases and lower product ratings, especially in niche markets.
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- Research & Data Quality
- Article
The ARF Metrics Survey: Insights into Advertising Strategies
The ARF Metrics Survey explores critical trends in advertising strategies, including budget allocation, metric usage and targeting solutions. Drawing on insights from agencies and brand-side advertisers, the findings reflect shared priorities, notable differences and challenges in evaluating and optimizing campaign performance. The study highlights the dominance of digital channels, with high-priority channels such as digital video, social media, SEM and television receiving significant budget allocations.
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- Past Event Highlights
- Article
Accelerating Video ROI: Understanding the Levers that Drive Efficiency and Effectiveness
On June 10, Google industry experts led an in-depth session on Media Mix Modeling (MMM) and key video advertising levers to drive efficiency and ROI. Attendees heard actionable insights on optimizing format mix, audience strategy, reach, and frequency, and learned how to structure a learning agenda to test and refine their approaches. The session also covered tools to uncover new audiences and best practices for designing effective video testing plans to enhance campaign performance.
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