Privacy
Many consumers are concerned about marketers’ access to their data (as shown in ARF studies with a new report being released soon). Read more »
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Diversity/CRM, ESG in Advertising and Polarization/Backlash
We have seen an upswing and change in the inclusion of values in advertising, especially the increase in cause-related marketing (CRM).
Media Use/Audience Behavior
Given the rapid changes in the media landscape and in viewer behavior and attitudes, this is sure to be an on-going concern for researchers.
Better Attention Measurement/Attention vs. Impressions
Attention metrics emerged as a major issue in 2021 and has been important for the ARF ever since.
Optimizing Marketing Strategies
Like “Better Measurement” issues, since the early days of marketing, this has been a topic that always requires a fresh look. Given the fast changes in all relevant factors, this is true now more than ever.
Better Measurement of Media Use/Audience Behavior, Ad exposure and Attribution and Research/Survey/Panel Quality.
These “evergreen” issues are likely to be priorities in 2024 not only because of changes in the marketplace but also because of the emergence of new research tools, including the use of AI.
AI’s Impact on Marketing
Arguably, this emerged only in 2023 as a top research issue. AI is likely to play a major role in many of the topics discussed below, such as research quality, marketing strategies, measurement and attention metrics.
Trends in Media Use
A number of presentations at the recent ARF OTT 2023 conference documented the unprecedented rapidity of change in media use in the current era. Here are findings and conclusions from several of the presentations. Read more »
OTT 2023 Conference
As the media landscape continues to evolve at, arguably, the fastest rate ever, the meaning of OTT has changed from “Over-the-Top” to include video content on all platforms. The ARF’s 2023 OTT conference, held last month in LA, was about “OTT and Beyond.” Read more »
Content Measurement
During a panel on measurement issues at the recent ARF OTT 2023 conference, the importance of content measurement and how it differs from ad measurement was highlighted.