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Gen Z’s Phygital World

  • Posted: July 25, 2024

Does Maslow’s hierarchy of needs still describe Gen Z consumers’ needs? These researchers updated the classic model to explore how our need for safety, belonging and identity have evolved in the 21st century.

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Effective Customer Engagement Tactics for Microblogging Platforms

Effective Customer Engagement Tactics for Microblogging Platforms

Customer service problem resolution on microblogging platforms offers a way for firms to shine after interacting with customers or to leave a less than stellar impression. This study identifies key tactics for effective digital customer engagement and mitigating negative social propagation. The research identifies four frontline problem-handling tactics—resolving, reassuring, compassion and passion—and their impact on social propagation by followers. The study also highlights the importance of efficient problem resolution and communication strategies in digital marketing.

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What do Consumers Really Think?

  • Posted: June 20, 2024

Accurately measuring consumers’ beliefs and attitudes is more complex and difficult than we assume, according to several new books on misinformation and beliefs.   Read more »

Demystifying Data Privacy: Understanding the Cookieless Future

Demystifying Data Privacy: Understanding the Cookieless Future

  • YOUNG PROS

On May 9th, the ARF Young Pros hosted an event focused on data privacy and the implications of a cookieless future. Cole Strain from Samba TV started the event with an overview of data privacy fundamentals and the impending changes due to the deprecation of cookies. This was followed by a panel discussion featuring experts from Snapchat, Comscore, and Google, moderated by one of our Young Pros Advisory Board Members, Gillian Kenah from Tracksuit.

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2023 TOP MEMBER QUESTIONS with ANSWERS

2023 TOP MEMBER QUESTIONS with ANSWERS

The ARF Knowledge Center provides secondary research services for ARF and ARF-MSI members on a broad range of topics. Analysis of ARF member questions posed to the Knowledge Center in 2023 shows distinct trends and interests posed by different constituent members. As always, most questions tend to be specific to the unique business needs of each member, but there were some overarching trends, which highlight the evolving landscape of the marketing and advertising industry. This FAQ discusses these trends alongside sample member questions and Knowledge Center research reports.

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A Peek Behind the Curtain at Out-of-Home Advertising

A Peek Behind the Curtain at Out-of-Home Advertising

  • Creative Council
  • By Zoe Reiter (Nielsen), Young Pros Officer

On April 4, industry experts explored where out-of-home (OOH) advertising stands today, its current capabilities and its potential in the future. Attendees heard data-backed insights on how OOH has changed in the past decade, where it fits in a multi-channel campaign or media plan, and brands’ objectives in using it.

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Driving Greater Campaign Reach and Relevancy Across Formats

Driving Greater Campaign Reach and Relevancy Across Formats

Sharmilan Rayer – GM, Amazon Publisher Cloud


Sharmilan Rayer of Amazon Publisher Cloud discussed an approach to empowering addressability as legacy identifiers (cookies and mobile IDs) fade. This approach, called durable addressability, includes the sharing of first-party signals across publishers, advertisers and third parties. Its three pillars are first-party signal investment, secure signal collaboration and machine learning (ML) powered modeling. The Amazon Marketing Cloud is their new advertiser clean room which takes this approach. It allows advertisers to combine their first-party signals with Amazon’s publisher ones and any third-party’s in a privacy compliant way. Key takeaways:
  • Durable addressability starts with each member investing in first-party data from a resource, funding and technology perspective.
  • Sixty percent of advertisers report planning to leverage first-party data for ad placements, and 47% of publishers say their first-party data is the answer to cookie deprecation.
  • The first-party data advertisers would bring to this strategy includes customer engagement, conversions and proprietary audiences.
  • Amazon has access to publisher first-party data across CTV, web, mobile and audio. Having access to this first-party data allows for determining which ad opportunities are best for a particular campaign.
  • As cookies deprecate, clean rooms will begin playing a more important role, according to Amazon.
  • Modeling by machine learning has increased reach 20-30% on unaddressable supply, Amazon claims.
  • A new product called Performance Plus combines Amazon Ads signals, advertiser conversion signals and machine learning to generate predictive segments. It has been observed boosting conversions 30-80%.

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