A new ARF Psych of GenAI experiment reveals that large language models apply a rigid, rule-driven logic when evaluating privacy scenarios—even when humans typically shift their reasoning based on framing, emotion and social context. Unlike consumers, who blend intuition, feeling and social perspective into their judgments, GPT-4o relied on a single internal rule across all testing conditions: data use is acceptable only with explicit consent. This consistency offers value for certain analytic tasks but exposes limits for advertising research that depends on emotional nuance and context-sensitive consumer insight.
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ESPN, the leader in Sports viewership, has been expanding its use of platforms. ESPN’s own original research corresponds with that of the ARF's How Advertising Works – Today initiative, also demonstrating that adding platforms to a campaign increases effectiveness, delivering higher ROI. In addition, mobile is surging and becoming a major source for sports information.
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The number of DigitalMVPDs that use the Internet to provide video content and other services continues to grow. Ad agency OMG and digital MVPD company Roku surveyed over 5,900 DMVPD users and learned insights about their attitudes on a wide range of topics, such as advertising, how they feel about their service, and what key factors affect their choosing a specific DMVPD.
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Concerned that many marketing models fail to account for the contribution of creative in the cross-media ROI equation? This study outlines new metrics that can help link the program environment, the brand personality, and the creative execution to better estimate creative’s contribution to ROI.
