Advertising Research Foundation

Advertising Research Foundation The Advertising Research Foundation. Knowledge, latest insights, and leadership for the advertising and marketing research industry.

Harness AI-powered precision. Why settle for partial truths? Integrated causal models, combined with AI, reveal what you...
05/29/2026

Harness AI-powered precision. Why settle for partial truths? Integrated causal models, combined with AI, reveal what your business truly needs to grow. Join us June 4 to explore how a unified Enterprise Growth Model transforms decision-making. RSVP now: bit.ly/ARF060426

Meaningful connections, peer-facilitated conversations, and invaluable career insights await on June 3. Secure your spot...
05/28/2026

Meaningful connections, peer-facilitated conversations, and invaluable career insights await on June 3. Secure your spot and make real connections with fellow Young Pros at all career stages: bit.ly/ARF060326

Advertisers are under increasing pressure to make TV and streaming campaigns more precise, efficient and measurable.That...
05/27/2026

Advertisers are under increasing pressure to make TV and streaming campaigns more precise, efficient and measurable.

That’s why Experian’s work with the ARF’s DASH dataset is so timely.

In a new blog post, Experian highlights how DASH-powered audience segments can help marketers fine-tune campaign delivery based on real TV consumption behaviors — from cord cutters and streaming-first households to co-viewing families and large-screen TV viewers.

These segments are designed to help agencies and brands:
• Improve target reach and media efficiency
• Align creative with viewing behaviors
• Reach hard-to-find audiences across streaming + linear
• Solve real campaign planning challenges with more actionable TV insights

The DASH segments are available across many major activation platforms, helping advertisers bring more precision to cross-platform TV planning and targeting.

Read more: https://ow.ly/qwmq50YZ9sg

June 24 in NYC: Elevate your analytics expertise while building meaningful community connections. Secure your spot now f...
05/26/2026

June 24 in NYC: Elevate your analytics expertise while building meaningful community connections. Secure your spot now for an evening of networking, learning, and data storytelling: bit.ly/ARF062426

This Memorial Day, we honor and remember the brave men and women who made the ultimate sacrifice in service to our count...
05/25/2026

This Memorial Day, we honor and remember the brave men and women who made the ultimate sacrifice in service to our country.

Their courage, dedication, and sacrifice will never be forgotten. As we spend time with family and friends this holiday weekend, we pause to reflect with gratitude on those who gave so much for the freedoms we enjoy today.

Should marketers repeat the same message — or rotate creative variations?On June 16, MSI hosts a webinar exploring one o...
05/22/2026

Should marketers repeat the same message — or rotate creative variations?

On June 16, MSI hosts a webinar exploring one of advertising’s most important strategic questions: when does content repetition strengthen performance and when does variation drive greater impact?

Drawing on evidence from a large-scale field experiment, Kirthi Kalyanam (Santa Clara University) will share actionable insights on optimizing ad content strategy to improve engagement, conversion and overall marketing effectiveness.

This is a must-watch for marketers thinking deeply about creative strategy and performance.

June 16 | 12:00–12:30 PM ET

Learn more and register: https://ow.ly/Pl9H50Z0isv



Based on the webinar overview and speaker information in the uploaded MSI webinar PDF.

Here's an flashback from 1993.
05/22/2026

Here's an flashback from 1993.

What actually makes advertising work?The latest ARF Cognition Council guide explores how attention, emotion, memory, and...
05/22/2026

What actually makes advertising work?

The latest ARF Cognition Council guide explores how attention, emotion, memory, and persuasion work together to shape consumer behavior — and why traditional metrics alone can’t fully explain advertising effectiveness.

As measurement evolves, the industry has an opportunity to move beyond “Was the ad seen?” toward deeper questions:
- How was it experienced?
- What was remembered?
- And what ultimately drove action?

An important read for anyone thinking about the future of advertising effectiveness, neuroscience, and consumer behavior.

Members, find it here: https://ow.ly/5Zs850YZP0o

Live sports remains one of the most powerful marketing platforms in today’s fragmented media environment—combining scale...
05/21/2026

Live sports remains one of the most powerful marketing platforms in today’s fragmented media environment—combining scale, attention, emotion and cultural relevance.

This report explores how different sports deliver distinct value for brands and why the most effective strategies go beyond media buys to create connected, cross-platform fan experiences that drive engagement and business results.

Members, read the Knowledge at Hand on our website: https://ow.ly/83l350YZOIC

05/20/2026

Your next career move starts here.

Summer enrollment for the NYU/ARF Certification is now open. Learn directly from industry leaders who are shaping the future of marketing measurement, strategy, and insights. Learn more: bit.ly/ARFNYU

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