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Targets & Segments

The ARF Diversity Report

  • ARF ORIGINAL RESEARCH

The 2020 US census revealed that the United States is far more diverse and multiracial today than ever before in its history. Approximately 38% of the population belong to racial minority groups. The trend is expected to continue, which has resulted in companies increasing their focus on Diversity, Equity and Inclusion (DEI), both internally and in their marketing efforts. In order to inform member companies of where we are as an industry, as well as to offer best practices and actionable insights in their own DEI efforts, the ARF has put together The Diversity Report. The report is available for purchase, as a fundraising effort to support ARF WIDE.

Member Only Access

What Drives Consumers to Share Their Data in Addressable TV?

  • JOURNAL OF ADVERTISING RESEARCH

Addressable advertising on television enables better targeting and measurement of TV ad campaigns, but gaining access to consumer data is essential for its effectiveness and development. So, what can advertisers do to make people more willing to share their data? New research offers insights into developing personalization initiatives aimed at alleviating privacy concerns.

Member Only Access

Does Alexa Make Humans More Humane?

  • MSI

Do digital voice assistants make website navigation easier? Not necessarily, according to this MSI working paper. Researchers found that a sense of “social presence” created by such assistants can evoke social norms. And so, these devices can in fact predispose consumers to more prosocial behavior, such as donating to important causes and tipping.

Member Only Access

The Measurement Dilemma — Navigating Privacy-Driven Disruption

  • Insights Studio

Changes in privacy legislation, the deprecation of the third-party cookie, and new rules on Google and Apple platforms have set the stage for the impending data disruption in the advertising industry, as outlined in IAB’s State of Data 2022 report and OptiMine’s overview on Google Topics. Both presentations and the subsequent panel discussion in this Insights Studio session emphasized the unavoidable impact the loss of individual tracking will have on measurement and attribution and urged marketers to act quickly to prepare for the effects on revenues.

Member Only Access

How Review Platforms Can Become Consumers’ “Trust Guardians”

  • MSI

Many ecommerce shoppers rely on reviews to help make their purchase decisions. But lately, the authenticity of these review platforms have come into question. Retailers have been looking for ways to increase trust in reviewers. One stumbling point, asking reviewers to disclose their identity can raise privacy issues. It also creates a positivity bias. Fortunately, there are actions review platforms can take to enhance customer trust while reducing the need for individual reviewer disclosure.

Member Only Access

Peers vs. Fears: How Ambivalence and Norms Shape Consumer Decisions

  • MSI

How does ambivalence affect consumer choice, when it comes to deciding whether to consume alcohol, recreational drugs or certain foods or beverages—like energy drinks. This ambivalence creates arousal, which causes the consumer to focus attention on the immediate, positive outcomes of such a choice. However, it also engages a moderating effect, their awareness of their peers’ behavior when faced with such decisions.

Member Only Access

New Research Insights on Viewers’ Behaviors and Attitudes 

  • L.A. MEDIA RESEARCH COUNCIL

A (virtual) event presented by the ARF’s LA Media Research Council took place on June 15. Titled ”New Research Insights on Viewer’s Behaviors and Attitudes” it featured four presentations focused on issues that the Council had identified as priorities: better data on viewers’ use of media and platforms, the growth of streaming and content discovery and promotion.

Member Only Access

Social Media Has the Potential to Influence Undecided Voters

  • JOURNAL OF ADVERTISING RESEARCH

How do information sources shape voters’ political views in our increasingly polarized society? New research compares the effects of mainstream media and social media on U.S. consumers who vote Democrat, Republican or identify as undecided. The findings point to the powerful potential influences of social media, especially on undecided voters, such as in determining the outcome of presidential elections. The study also suggests political marketing strategies to influence potential voters.

Member Only Access