Measurement Trends
Will attention metrics become a major focus in 2025? (Also, how much attention should we really pay to “forecasts?”)
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Advertising Trends
The industry pays a lot of attention to forecasts. Will advertisers remain bullish? There are a number of opinions. Whether optimistic or otherwise, one thing is for sure, AI will be a part of it.
Media Trends
Most predictions focus on expected changes in business and viewer preferences, the growth of ad-supported services, bundling strategies, and the important role of sports and of gaming.
Culture, Retail and Style Trends
What will we wear, eat, buy and want in 2025? And how can marketers take advantage of new and existing tools and strategies to meet these trends?
Business Climate and General Trends
Several forecasts find that most marketers are optimistic. They’re not the only ones with a sunny disposition about the coming year.
Is “Cognitive Conflict” a Better Predictor of Brand Choice?
IPSOS researchers have conducted studies that suggest inducing “Cognitive Conflict” predicts which customers will stay with a brand and who is likely to switch.
Research Improves Ad Creative
An analysis from the UK confirms the value of pretesting. Award-winning campaigns were more likely to use pre-testing, it found.
Sparring with AI: Using LLMs to Challenge Confirmation Bias
Our tendency to favor information that aligns with pre-existing beliefs can be a problem when interpreting AI-based data. But AI can help avoid “cognitive shortcuts.”
Predictions for the New Year
In our next edition on January 10, we will focus on predictions for trends and research issues that will likely be priorities for 2025. In this issue, we invite you to look back on predictions made for 2024 (which NYCU reported on In December 15 and January 5, 2024). A link to the January 5, 2024, report is enclosed. Below is a summary:
Challenges for Inclusiveness in Ads
Research by GLAAD reveals complex challenges for LGBTQ representation in advertising. Read more »