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Text Content

 * Membership
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HOME


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David Ogilvy Awards
Creative Council
 * Research & Data Quality
 * Article


NEXT GENERATION ARTIFICIAL INTELLIGENCE

 * TOWN HALL

Professor Russ Newman of New York University does not believe that AI will cause
humanity’s extinction. Instead, it should help enhance human intelligence and
productivity and our quality of life. After putting the AI revolution into
historical context, Prof. Newman discussed aligning AI with human values. At our
current stage, he believes the regulatory mechanisms in place are sufficient. He
explained how large language models work, what allowed them to come into
existence and their future impact, describing the effect on marketing and
advertising, as well as what the individual user experience will be like. A
democratizing, hyper-personalized experience could take place where AI agents
advocate on their owner’s behalf and negotiate each transaction with their
owner’s preferences in mind. Over time, he sees a great diversification of
models coming into being. Historically speaking, each groundbreaking technology
that changed the world has been a net gain for humanity. What makes AI different
is that if applied correctly, it could make us smarter. The question is, if AI
gives us exceptional advice, will we take it?

Member Only Access
 * Audience & Media Measurement
 * Article


CROSS-PLATFORM MEASUREMENT OPTIONS FROM AN AGENCY PERSPECTIVE

Audience measurement is changing at an unprecedented rate. Concurrently,
identifiers such as cookies are fading, and traditional models and incumbent
suppliers are being questioned. In reaction to all these happenings, new
measurement initiatives and a new Joint Industry Committee (JIC) have risen to
establish a path toward a new video measurement framework. In 2023, the
Online-Offline Metrics Working Group, within the ARF Cross-Platform Measurement
Council, conducted anonymous, in-depth-interviews (IDIs) with eight key
decision-makers from major agency holding companies. The IDIs focused on three
major issues involving the metric situation confronting the advertising
industry. This report summarizes the learnings from those interviews.

Member Only Access
 * Targets & Segments
 * Article


HAVING IN-DEPTH RESEARCH ON CONSUMERS’ VALUES YIELDS TREMENDOUS BENEFITS

 * ARF Knowledge at Hand, CMO Brief

In decades past, demographic characteristics were considered the strongest
predictors of consumers’ values, attitudes and purchasing behavior. Over time,
however, they have grown to become weak predictors and correlates. In this
Knowledge at Hand report, Dr. Horst Stipp, EVP at the ARF, summarizes the latest
and most impactful research to date on consumer values and how researching them
carefully can help shape effective business strategies and impactful ad
messages.

Member Only Access
 * Research & Data Quality
 * Article


THE ARF HANDBOOK FOR USING AI IN ADVERTISING RESEARCH

Significant developments in AI have occurred in the last two years, allowing it
to be used in various places in the advertising industry. One area that has
received little attention however is advertising research. Recognizing this, the
ARF has conducted a significant number of its own research. The product of this
effort is an AI handbook that offers practical advice in several key aspects of
using AI for advertising research. Moreover, an interactive function allows
experts to leave comments that, once verified, will be integrated into the
report, making it a living, breathing document that continues to evolve as AI
advances.

Member Only Access
 * Targets & Segments
 * Article


A GUIDE TO DIVERSE & INCLUSIVE TERMINOLOGY, INCLUDING DEFINITIONS AND BEST
PRACTICES

 * Cultural Effectiveness Council

How can we more effectively understand and communicate with the diverse
audiences of 21st century America? The ARF Cultural Effectiveness Council has
created a guide to help accomplish this. It contains the latest information
about diversity and inclusive terminology—an ever-evolving subject—specific
definitions and best practices. This guide helps researchers and media and
marketing professionals to recognize and understand preferred terms that are
used to identify members of these audiences, to show proper respect and connect
with them more effectively.

Member Only Access
 * Analytics & Data Science
 * Article


HOW TO USE MACHINE LEARNING TO SPEED UP THE PRODUCT DESIGN PROCESS

 * MSI

Aesthetic design significantly affects consumer evaluation of products. Nowhere
perhaps is this truer than for the automotive category. However, in this
industry, development cycles can be lengthy. As a result, mid-generation
“facelifts” periodically occur to maintain appeal. However, this process can be
expensive. Recent breakthroughs in machine learning may help speed up the
process in an efficient and scalable manner. Not only is this option
cost-effective, but it is customizable. For those who wish to infuse
nature-inspired elements into an aesthetic design, deep machine learning offers
many advantages.

WOW! THE WIT AND WISDOM OF ERWIN EPHRON






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