Following an ARF event about the inaccuracies in political polling and how that may have impacted other research (see: NYCU Feb. 5 issue), a virtual Media Insights Salon took another look at this important issue. Read more »
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Marketers have access to more data than ever before, yet many still struggle to answer the most important question: Did the marketing effort truly make a difference? And if so, how? Lots of metrics exist. So, is collecting more metrics the best approach to evaluating true impact? In this guest article for The Advertising Club of New York, ARF Senior Director of Research & Insights Tracy Adams argues that the future of measurement isn't about collecting more metrics—it's about integrating multiple approaches to build a more complete, decision-ready understanding of marketing impact.
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Artificial intelligence is becoming deeply embedded in advertising and marketing, but adoption alone is no longer the story. In this guest article for The Advertising Club of New York, ARF Senior Director of Research & Insights Tracy Adams examines findings from the ARF's latest AI research, which reveals that while organizations are increasingly confident in AI-generated outputs, many are still developing the testing, governance and measurement practices needed to ensure those outputs deliver meaningful business value.
As marketers invest more heavily in short-form and social video platforms, understanding how Gen Z allocates attention has become increasingly important. This literature review examines what current research reveals about Gen Z’s attention across social feeds, short-form video, creator content, streaming and emerging formats. The evidence suggests that Gen Z attention is not necessarily shorter, but faster, more selective and highly dependent on platform context, creative execution and brand familiarity.
Member Only AccessFollowing an ARF event about the inaccuracies in political polling and how that may have impacted other research (see: NYCU Feb. 5 issue), a virtual Media Insights Salon took another look at this important issue. Read more »
Member Only AccessFollowing an ARF event about the inaccuracies in political polling and how that may have impacted other research (see: NYCU Feb. 5 issue), a virtual Media Insights Salon took another look at this important issue. Read more »
Member Only AccessFollowing an ARF event about the inaccuracies in political polling and how that may have impacted other research (see: NYCU Feb. 5 issue), a virtual Media Insights Salon took another look at this important issue. Read more »
Member Only AccessFollowing an ARF event about the inaccuracies in political polling and how that may have impacted other research (see: NYCU Feb. 5 issue), a virtual Media Insights Salon took another look at this important issue. Read more »
Member Only Access