Advertising Research Foundation

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virtual influencers are less effective than human ones in driving engagement and brand outcomes. This study recently pub...
06/05/2026

virtual influencers are less effective than human ones in driving engagement and brand outcomes. This study recently published in the discovers why and how the effects might be mitigated: https://ow.ly/n5MI50Z5mng

The Psychology of Gen AI series is now available on the ARF website. Explore original ARF research examining how generat...
06/04/2026

The Psychology of Gen AI series is now available on the ARF website.

Explore original ARF research examining how generative AI shapes product recommendations, consumer perception, targeting, bias and brand visibility — and what it all means for marketers and researchers navigating the AI era.

ARF members can explore the series here: https://ow.ly/haJX50Z4VIg

What does the future look like through the eyes of Gen Alpha?The latest episode of CultureConnect dives into the generat...
06/03/2026

What does the future look like through the eyes of Gen Alpha?

The latest episode of CultureConnect dives into the generation already reshaping media, tech, and marketing long before entering the workforce. Born entirely in the 21st century, Gen Alpha’s digital fluency, diverse identities, and evolving expectations are transforming how brands connect with families and consumers.

This month’s conversation brings together leaders from psychology, children’s media, tech, and UX research to explore the rise of the “glass generation” — and what marketers need to understand now.

Featuring insights from:
• Janine Domingues (Child Mind Institute)
• Darnell Lamont Walker
• Kate O’Loughlin (SuperAwesome)
• Jennifer Kotler (Google)

Hosted by Janelle A. James, US Head of Cultural Intelligence at Ipsos.

Listen on our website or wherever you find podcasts: https://ow.ly/3FPp50Z5m36

The deadline for submissions to the 2026 is just around the corner! Don’t miss the opportunity to stand out amongst th...
06/02/2026

The deadline for submissions to the 2026 is just around the corner! Don’t miss the opportunity to stand out amongst the noise, amplify your brand, and turn research into industry recognition. Enter a campaign & learn more: bit.ly/ARFDOA26

As generative AI becomes a key part of how consumers discover and evaluate products, a new question emerges for marketer...
06/02/2026

As generative AI becomes a key part of how consumers discover and evaluate products, a new question emerges for marketers: how can they ensure their brands show up in AI-driven recommendations?

This ARF and MSI experiment, the second phase of the seventh study in the Psychology of Gen AI series, reveals that even small changes in prompt wording can significantly influence which brands appear—helping non-market dominant brands carve out visibility by aligning with specific product attributes rather than competing broadly for “best” status.

Members, find the report on our website: https://ow.ly/z2rN50Z4KSY

Practical. Flexible. Industry-led. The NYU/ARF Certificate helps marketers advance their careers with hands-on courses i...
06/01/2026

Practical. Flexible. Industry-led. The NYU/ARF Certificate helps marketers advance their careers with hands-on courses in advertising research, media planning, and consumer insights. Learn more & enroll: bit.ly/ARFNYU

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

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