Advertising Research Foundation. Knowledge, latest insights and leadership for the #advertising, #marketing, and #research industry.
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Joined February 2009
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A recent report supports the notion that effective use of #GenAI demands human involvement, but it is critical of the “Human in the Loop” concept in AI-assisted research. Members! Get stories like this twice monthly. Sign up for News You Can Use: thearf.org/category/ua_resou… #AI #Work
More data doesn't always mean better measurement. How can advertisers distinguish what happened after an ad from what happened because of it? CIMM's latest paper explores attribution, incrementality and the future of TV and video outcomes measurement: ow.ly/QxtS5100ehO
What does it take to measure the impact of a national brand launch? At #ARFMEA, Brainlabs & Duke’s Mayo will share how they’re combining MMM & synthetic control testing to separate correlation from causation and make more confident media decisions. RSVP: bit.ly/ARFMEA26
How is AI changing the consumer-brand relationship? AI is increasingly becoming a third actor. Get stories like this and more. Members, sign up for our biweekly e-newsletter, News You Can Use: thearf.org/category/ua_resou… #AI #Brand #Branding #AdvertisingResearch
Kantar’s Media Reactions 2026 report identifies key trends that CMO’s should consider for their 2027 media strategy. If you're an ARF member who doesn't get News You Can Use, don't miss out. Inquire with you member ambassador: ow.ly/j2Cn5100epa #MediaPlanning
ARF retweeted
@rameeztase will be at @TVNOW next week presenting some new Antenna data about what the fall season means for streamers.
Oct. 28 | 11:15a | @SonyPictures Studios lot, Culver City, CA
Let us know if you'll be there too! @the_ARF
ARF retweeted
The eye square Memex Conference US 2026 hits New York on Nov 19! Join leading minds to explore "Attention & Emotion in the Age of AI."
Hear from experts at @eyesquare, @the_ARF, @Snap, @MarsWrigley, Alter Agents & @OmnicomMediaGrp.
👇Register now:
memex-conference.com/memex-n…
Does matching music to a listener’s preferences make ads more effective? Join us Nov. 18 to explore new research on audio advertising and understand how music genre, listener preferences and brand sonic identity influence ad effectiveness. Register now: bit.ly/ARF111826
Will AI create or replace marketing jobs? A new MSI working paper finds that AI's ability to support more tasks is linked to increased hiring, while its ability to perform those tasks is linked to lower hiring and wages. Read more: ow.ly/V2Ch50ZYvRk #MarketingResearch #AI
What cultural shifts will shape audiences in 2027? Join us NEXT WEEK to explore emerging shifts in identity, connection, and consumer behavior, and what they reveal about the future of culture. Secure your spot: bit.ly/TVNOW26
Can companies manipulate AI search rankings to gain an unfair advantage? A new MSI working paper explores threats to fair competition in AI-powered search—and why preventing manipulation isn't as simple as it seems: ow.ly/pxKY50ZYv9C #GenerativeAI #MarketingResearch
ARF retweeted
Walked away from the 2026 @the_ARF David Ogilvy Awards with a 100% win rate and the title of most-awarded entrant by total category awards. Call it a run? 😏
6 for 6—3 Gold & 3 Silver were just the tip of the iceberg for VML's presence.
Learn more: bit.ly/4zGqquN
ALT A group of people smiling and holding awards at the 2026 ARF David Ogilvy Awards event. The setting is indoors, and there's a large sign in the background displaying the event name.
ALT A group of five individuals is standing together and smiling at an award event. One person holds a trophy. The backdrop displays the words "David Ogilvy Awards."
ALT A group of four individuals is standing together and smiling at an award event. One person holds a trophy. The backdrop displays the words "David Ogilvy Awards."
ALT A group of three individuals is standing together and smiling at an award event. One person holds a trophy. The backdrop displays the words "David Ogilvy Awards."
If you're an ARF member who's not receiving News You Can Use--our biweekly e-newsletter, you might be missing some of the most pivotal stories in the industry today. Inquire with your member ambassador. #The_ARF #Advertising #AdvertisingResearch #ContextEffects #AI
87% of marketers say MMM is critical, yet only 28% are effective at turning those insights into timely action. Explore what it takes to move beyond slow refresh cycles & fragmented data & build a measurement stack that turns insights into action: bit.ly/ARF110426
Can marketing help build a better world? MSI this so. That's why they are co-sponsoring the 2027 Better #Marketing for a Better World PhD Seminar, exploring sustainability, inclusion, AI and more. Applications close Nov. 1: msi.org/2027-better-marketin… #PhDStudents
ARF retweeted
So privileged to spend time with so many special colleagues yesterday at the @the_ARF sharing stories & memories of industry titan, futurist & human extraordinaire @billharveymedia … fortunately, he’s always with us since there will never be another …
Is #AI influencing purchases more than consumers realize? In a new ARF/MSI study, 59% of surveyed AI-assisted shoppers bought what AI recommended, but only 12% said it changed their mind. Explore the latest Psychology of GenAI research: ow.ly/Jley50ZYwmg #ConsumerBehavior
What if #AI could create content tailored to how you like to read? A new MSI working paper explores how combining consumer behavior and text data can help AI personalize headlines and answers by tone, style and length. Read the research: ow.ly/63nn50ZYtKX #Personalization
Who catches survey fraud and where? A new ARF initiative examines how quality checks work across the survey lifecycle. We're inviting industry organizations to participate in a compendium to help buyers navigate data quality. Get the RFI: ow.ly/W7kC50ZYwzF #DataQuality
What happens when #AI answers your question before you click a link? Tomorrow at noon ET, join MSI for a webinar on how AI-powered search is changing web traffic and what it means for brands and publishers today: ow.ly/BQBq50ZYt8H #DigitalMarketing
