The ROI of AI: Nielsen and Google Quantify the Power of AI in Advertising
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News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Are LLMs Truly Neutral?
How do AI models answer a question about the dangers of AI? Are they objective and fair, or do they defend themselves against criticism? We conducted an experiment to find out.
Can AI Increase Attention to Ads and Optimize Context?
Attention is a prerequisite for ad impact. Alignment between content and ad is likely to make ads more effective. So, can generative AI help increase attention and improve context effects? Researchers have developed a machine learning model that selects ads with higher attention levels and the optimal context.
Watching Short-Form vs. Long-Form Content
The focus of discussion on young people’s viewing habits is often their preference for short-form content and their limited attention spans. But are the length of a video and viewers’ attention span really the main drivers of content choice? Read more »
Marketing Research with Synthetic Data
Synthetic research is starting to revolutionize how marketers and advertisers generate insights. It’s faster and cost-effective. But is it better?
AI: A New Cause for Privacy Concerns
An analysis of social and mainstream media indicates that many Americans see AI as yet another source of privacy and data protection concerns.
Which Jobs are Using AI Today?
Research shows that AI-use among various occupations varies widely.
Same Question – Different Meanings
Many survey questions have a different meaning for various respondent groups within the same country, and that can lead to erroneous interpretations of the responses.
Music Preferences and Marketing
Music can play a decisive role in ad success. Researchers have explored music preferences to help marketers choose the right song when targeting consumers of a specific age group.
One More Super Bowl Ad Rankings Report
During the last couple of weeks, we have again been exposed to many reports on Super Bowl ad rankings, polls and so on. Analyzing several past year’s reports and this year’s, our News You Can Use editor found that such analyses differ widely in terms of results and methodology.