teams & talent

What Does AI Mean for Advertising Research?

  • Posted: June 6, 2023

We’ve all heard about the growing use of artificial intelligence in advertising research and doom and gloom predictions that it will knock out jobs, but is this really the case? Agency leaders joined us for an ARF Town Hall to discuss the upsides and possible downsides of generative AI, as well as how they’re utilizing it in their businesses to boost efficiency. Attendees heard predictions on how AI will change the business model of advertising and what it could mean for media agencies.

How Retailers are Connecting the Metaverse to the Real World and Revenue

  • Posted: June 5, 2023

AJ Dalal of Publicis Sapient defined the metaverse and outlined some pioneering moves certain brands have taken within it. He also shared advice on how to be successful in this burgeoning new phase of the internet. The interoperability of web 3.0 allows consumers to take their avatar and NFTs across platforms, which unlocks highly personalized and unique experiences and the ability to execute instant settlement in real time. To ensure success, a brand should remember its target market, which in this space is 16- to 25-year-olds, concentrate on what value their experience brings to the consumer, be authentic and specific and consider an evolving roadmap, being transparent with users that the experience rests on new technology and might evolve and improve over time.

EEDA Demystification Award

  • Posted: May 30, 2023

The winner of the 2023 Erwin Ephron Demystification Award is Artie Bulgrin, veteran ESPN researcher, and a friend and mentee of Erwin Ephron himself. This lifetime achievement award is part of the overall ARF Great Mind Awards program, which celebrates those in media or advertising research who demonstrate outstanding business acumen. Duane Varan, the 2022 award winner, CEO, MediaScience, introduced Artie. Duane hailed his colleague’s unparalleled approach to collaboration, saying Artie was instrumental in the creation of Project Blueprint, the Disney Media & Advertising Lab, research on new ad formats and even mobile when it was new. Over the years, he has also mentored several research professionals, many who are operating in the industry today.

AUDIENCExSCIENCE 2023

AUDIENCExSCIENCE 2023

The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.

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Survey Fatigue Impacts Business

  • Posted: March 15, 2023

An analysis by Bloomberg concludes that declining response rates on surveys conducted by government agencies could have significant implications for financial markets.

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What Does AI Mean for Advertising Research?

What Does AI Mean for Advertising Research?

  • TOWN HALL

We’ve all heard about the growing use of artificial intelligence in advertising research and doom and gloom predictions that it will knock out jobs, but is this really the case? Agency leaders joined us for an ARF Town Hall to discuss the upsides and possible downsides of generative AI, as well as how they’re utilizing it in their businesses to boost efficiency. Attendees heard predictions on how AI will change the business model of advertising and what it could mean for media agencies.

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