Advertising Research Foundation (ARF)

Are your media metrics leading you in the right direction? New studies from the Journal of Advertising Research reveal gaps in how we budget, measure reach, and manage frequency. Learn more on April 8: bit.ly/ARF040826

🎧 JAR Podcast: Petfluencers, the Fur-Mula for Sincere Endorsements 🎧 In this episode, Laura Lavertu (Grenoble Ecole de Management) joins us to discuss her Journal of Advertising Research article, “Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers,” coauthored with Katina Kulow (University of Louisville), Kirsten Cowan (The University of Edinburgh), and Ben Marder (The University of Edinburgh). Laura explains why petfluencers can sometimes outperform human influencers. Across four studies, including a field study and lab experiments, their research shows that petfluencers can increase engagement and willingness to pay because they are perceived as more sincere. The core idea is that audiences attribute fewer self-interested motives to pets, which helps sponsored posts feel more genuine in an era of influencer fatigue. We also discuss when this effect is strongest. The findings suggest that petfluencer content works best when the message framing matches consumers’ mindset, particularly around temporal focus. When consumers are in a more present-oriented, concrete mindset, present-focused messaging can amplify petfluencers’ persuasive advantage. The practical takeaway is that petfluencers are not just a novelty tactic. They can be a strategic substitute when sincerity is the constraint, especially if the creative execution reinforces immediacy and reduces psychological distance. 📺 Watch on YouTube: https://lnkd.in/euWxHttT 🎧 Listen to the podcast here: https://lnkd.in/e9b47xgu 📖 Read the full paper here: https://lnkd.in/gHXj-fFw To keep up to date on the latest JAR news sign up for our newsletter: https://lnkd.in/e9pQmytp #JournalOfAdvertisingResearch #AdvertisingResearch #InfluencerMarketing #Petfluencers #CreatorEconomy

For over 30 years, the ARF David Ogilvy Awards have spotlighted research-driven creativity. Join past winners like Samsung, Google, and P&G; submit a campaign to generate new business, command industry attention and highlight your team’s creative success: bit.ly/ARFDOA26 #ARFOgilvys

I’m so excited to moderate next week’s Advertising Research Foundation (ARF) #AISeries session, AI Biases We Can’t See, featuring Mark Truss of Galileo Research and Strategy Consultancy, LLC. AI bias is not always obvious. Some of the most important biases are the ones hidden in the data, the framing, and the outputs we are most likely to trust. In this conversation, we’ll explore what those unseen biases look like, why they matter, and what researchers, marketers, and decision-makers need to watch for. Join us: bit.ly/ARF040926 #AI #AIBias #Research #Insights #PsychofGenAI

Kudos to the Coalition for Innovative Media Measurement (CIMM) team for another thoughtful and timely event! #CIMMEast2026 left me excited by the depth and urgency of the conversation around measurement. There is no shortage of innovation, but the event also made clear how much the industry still needs shared clarity. Across discussions of AI, identity, watermarking, quality, and currency, the same questions kept surfacing: What counts? What should count? And how do we build methods the industry can actually trust? Better measurement is not just a technical problem. It is a research problem, a standards problem, and ultimately a trust problem. AI will change workflows. New signals will expand what is measurable. But the bigger challenge is making sure innovation leads to better measurement, not just more complexity. That is the work ahead. Fun times. #CIMMEast2026 #Measurement #AdvertisingResearch #AI #Currency #Quality #TheARF

Advertisers frequently feature both products and human models in print and digital campaigns—but how large each element appears relative to the other can significantly influence consumer responses. This @JournalofAdvertisingResearch study shows that the effectiveness of this visual design choice depends on product type: https://ow.ly/eLYN50Yvxe0 #Advertising #AdCreative #DigitalAdvertising #AdvertisingResedarch

Careers rarely grow alone. Join us April 7 for a fireside chat on the mentor–mentee dynamic and hear real stories, practical lessons, and new strategies for building meaningful professional relationships. RSVP today: bit.ly/ARF040726

This Tuesday, one of our industry’s leading technologists – VideoAmp’s Dustin Jackson – will sit down with CIMM’s Jon Watts at CIMM East for a fireside chat exploring the profound impact of AI on measurement products during the next five years. We're just a few days away!  📅 March 31, 2026 🕗 8am–6pm ET 📍 NYC There’s still time to register (free for members, non-member tickets available for purchase). 👇 RSVP link in the comments!

Where next for TV currency? CIMM East will bring the industry’s toughest question to the forefront during a conversation with Tara Gotch (Comscore, Inc.), Kym Frank (FOX Advertising), Nicolas Grand (WPP Media) and Mariel Estrada (Omnicom). This panel will define what a trusted currency must look like going forward – from governance and transparency to impression-based trading and outcomes – laying out the real path to restoring confidence and unlocking TV’s next era of growth. We’re just a few days away!   📅 March 31, 2026 🕗 8am–6pm ET 📍 NYC Registration is free for all CIMM Members. 🎟️ There are still a few non-member tickets available for purchase.👇 RSVP today to secure your spot – link in comments! #CIMMEast2026

Insights and analytics teams are evolving—are you keeping up? Join us April 15 to explore how organizations are breaking down silos, integrating AI, and redefining roles across the industry. RSVP & learn more: bit.ly/ARF041526