Retail Media Networks, Generative AI Top JAR’s Industry-Informed Research Priorities

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Summary

Retail media networks, generative AI across creative, market research and trust, ad effectiveness and attention: These are among the topics highlighted on the Journal of Advertising Research’s list of 2024 research priorities. The list is a result of one-on-one interviews with advertising professionals by Editor-in-Chief Colin Campbell, who asked: "What are your biggest needs and challenges?"

ad creative
AI/ML
attention
channel planning
CSR
DEI (diversity, equity, & inclusion)
effectiveness & ROI
media buying & selling
media mix selection
methodologies
VR/AR

Author bio:

Colin Campbell, JAR Editor-in-Chief since September 2022, is Associate Professor of Marketing at the University of San Diego’s Knauss School of Business. His research focuses on online video advertising, inﬂuencer and native advertising and deal collectives.