Advertising Research Foundation. Knowledge, latest insights and leadership for the #advertising, #marketing, and #research industry.
New York
Joined February 2009
- Tweets24K
- Following8.7K
- Followers18.2K
- Likes5.7K
What if AI could create content tailored to individual preferences? A new MSI working paper finds that combining user behavior with language preferences can generate more personalized headlines and responses, outperforming conventional AI models. Read it: ow.ly/zEer5101Kx9
Are you an ARF member? Do you get our industry-focused bi-weekly newsletter, News You Can Use? If not, you could be missing out on the most pivotal stories happening today. Inquire with your member ambassador and start receiving it straight to your inbox. #AdvertisingResearch
What makes consumers more likely to buy during a livestream shopping event? This Journal of Advertising Research study finds that benefit-focused messaging—where influencers emphasize how a product improves consumers' lives—significantly increases sales: ow.ly/TgLi5101Vbt
How do consumers think, feel and make decisions with AI? Join us over lunch in NYC for research and practical guidance on consumer psychology, AI acceptance and trust. Seating is limited, RSVP: bit.ly/ARF111926
Can #AI-generated consumers reliably predict consumer behavior? the ARF's Tracy Adams and MSI's Keith Smith join the @WARCEditors Podcast to explore the risks of synthetic research, AI bias and validation: youtube.com/watch?v=SLEILbnr… #MarketingResearch #SyntheticData
Some marketing challenges need more than off-the-shelf answers. MSI Solutions connects member companies with leading academic experts to tackle complex questions through customized research and actionable insights. Discover how MSI can help: msi.org/msi-solutions/
Not all impressions are created equal. Discover how attention, reach, and frequency can work together to deliver a more complete view of campaign impact and inform smarter media decisions. Join us NEXT WEEK in NYC, secure your spot today: bit.ly/ARFMEA26
How can marketers make smarter investment decisions with #MMM? MSI’s Marketing Mix Models Initiative brings academics and industry experts together to develop scientific standards, improve transparency and strengthen marketing measurement. Learn more: ow.ly/NCwg5101Kh9
#RetailMedia is growing. But is measurement keeping pace? The ARF's new report explores how advertisers and agencies are navigating inconsistent metrics, limited transparency and the push for better #incrementality measurement. Read the findings: ow.ly/IPWv5102gLL #Research
Can #AR make shoppers more likely to buy? A new MSI working paper finds that when virtual products feel real, purchase intentions and willingness to pay more are higher. But better product experiences don't necessarily boost brand perceptions: ow.ly/o37m5100jVc
How do consumers think, feel and make decisions with AI? Join us on November 19 for research and practical guidance on consumer psychology, AI acceptance and trust. RSVP & learn more: bit.ly/ARF111926
Can AI change which brands consumers trust? ARF research finds 77% of experienced #AI users say AI recommendations can make them question preferred brands. The ARF's Tracy Adams explores what this means for #branddiscovery in her latest Ad Club article: thearf.org/category/ua_resou…
#Context effects, usually a result of content–ad alignment, can improve ad impact. But new studies with surprising results show that there is no magic formula. Members, get stories like this biweekly straight to your inbox. Inquire about our newsletter: thearf.org/category/ua_resou…
MMM was built to explain what already happened, but business now wants it to drive decisions as conditions shift. Join us to explore why MMM may not be built for that job and how Large Causal Models could enable granular, continuous decisioning. RSVP: bit.ly/ARF110526
How can TV businesses navigate an increasingly multiplatform market? Closing out TV NOW is Warner Bros. Discovery, Sony Pictures, HyphaMetrics, Hub Entertainment Research and Nielsen discussing how measurement and insights can support better decision-making in the streaming era.
Live sports bring mass audiences together, but fandom delivers value beyond reach. In this panel, leaders from FOX Sports, E.W. Scripps, NBCUniversal and Hypothesis Group discuss how the industry can better measure sports engagement and maximize its value across platforms.
How are households changing the way they access TV and video? The ARF’s DASH data reveals year-over-year shifts in reception types, streaming services and ad-supported versus ad-free viewing and the factors driving these changes.
How can AI strengthen TV and streaming measurement? Industry leaders from IV. AI, Vevo and Sony Pictures Television discuss the challenges, opportunities and future of measurement in a changing media landscape—only at TV NOW.
Live from TV NOW: How is TV advertising measurement evolving beyond audience reach? Amazon Ads explores how brands are measuring impact and business outcomes to demonstrate value and win budgets.