Successful Influencer Marketing and “Authenticity”
As Influencer marketing becomes more and more important, researchers continue to explore what makes influencers successful and what drives “authenticity.”
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
ARF Members’ Top Issues in 2024
Information requests to our Knowledge Center are a good indicator of ARF members’ priorities and top concerns.
Metrics and Currencies for the Future Media-Landscape
Measurement, from exposure to outcomes, is a priority for marketers, especially given the growing complexity of media. Two projects aim to outline solutions and provide support for the development of improved metrics.
How Advertising Can Improve Stock Prices
When the ROI of advertising is calculated, one ad effect is sometimes overlooked: its impact on stock price. A JAR Best Paper explores the factors that drive positive results.
Alternative Explanations: Can AI Rethink Its Own Reasoning?
Using LLMs to develop competing interpretations and reduce confirmation bias.
Insights on LLM Usage by Marketers
Marketing in the age of AI was the topic of the recent MSI Summit. Researchers presented case studies and analyzed how best to use LLMs.
The Importance of Understanding Consumers (and Women’s Sports Fans)
This research demonstrates how important it is for content providers and advertisers to gain a deep understanding of their audiences’ and consumers’ motivations. Case in point: women’s sports.
The Evolution of Podcasts
Podcasts are an audio medium, right? New data suggests that they are evolving into an audio-visual hybrid medium.
The ROI of AI: Nielsen and Google Quantify the Power of AI in Advertising
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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.