social media

• Audience & Media Measurement
• Article

Making Attention Measurement More Actionable: What Advertisers Need to Know

• ARF
• Knowledge at Hand

Attention has emerged as one of advertising’s fastest-growing areas of measurement, but what exactly does it measure — and how should advertisers use it? Drawing on the ARF Attention Measurement Validation Initiative, this Knowledge at Hand report distills practical learnings from ARF research spanning the attention measurement marketplace, creative evaluation and live campaigns across media channels. The findings show that attention can provide valuable insight into advertising exposure and effectiveness, but it is not a single universal metric, a substitute for outcomes or a standalone signal for optimization. Instead, advertisers should understand what a measure of attention represents and interpret it alongside media weight, reach, frequency, cost, creative, brand familiarity and campaign outcomes.

• Article

ARF Attention Measurement Validation Initiative Phase 3

Passwords are inherently insecure. They can be stolen or obtained through guessing or even brute force. But mostly, people just use bad ones (and, worse, reuse them). Read more »

• Article

ARF Knowledge at Hand: Practical Learnings from the ARF Attention Measurement Validation Initiative

Passwords are inherently insecure. They can be stolen or obtained through guessing or even brute force. But mostly, people just use bad ones (and, worse, reuse them). Read more »

• Article

The Power of Compound Intelligence on TikTok

Passwords are inherently insecure. They can be stolen or obtained through guessing or even brute force. But mostly, people just use bad ones (and, worse, reuse them). Read more »

• Article

How to Utilize Attention Measures

Passwords are inherently insecure. They can be stolen or obtained through guessing or even brute force. But mostly, people just use bad ones (and, worse, reuse them). Read more »

• Article

Influencer Marketing Q&A

Passwords are inherently insecure. They can be stolen or obtained through guessing or even brute force. But mostly, people just use bad ones (and, worse, reuse them). Read more »

• Targets & Segments
• Article

The Power of Persuasion in Livestream Commerce: How Benefit Appeals Drive Sales

• JOURNAL OF ADVERTISING RESEARCH

What makes consumers more likely to buy during a livestream shopping event? This Journal of Advertising Research study finds that benefit-focused messaging—where influencers emphasize how a product improves consumers' lives—significantly increases sales. Analyzing real-world TikTok livestreams and validating the findings through controlled experiments, the researchers also show that customer engagement, facial attractiveness and expressive body movement amplify the effectiveness of these benefit appeals. The findings provide practical guidance for brands and creators looking to improve livestream performance.

• Past Event Highlights
• Article

Global vs. Local Marketing

• YOUNG PROS

On July 23, the ARF Young Pros discussed what it takes to build and execute successful global marketing campaigns and the strategic elements that drive effectiveness at scale, including cultural nuances, market-specific behaviors, and cross-market alignment while maintaining a cohesive global message. Plus, attendees had the chance to work together to create a quick mock campaign concept and then pitched their ideas back to the larger group.