The research analyzed more than 6,300 award-winning campaigns to see how often creative excellence translated into marketing effectiveness, based on the creative and effectiveness award competitions
that the group measures annually around the world.
The most recent data from the ARF's DASH service finds 86% of U.S. homes still have a TV set in their living room, and that it is the most-watched in the home among them.
Autonomous functions will become the operating model, as generative AI gives brands an opt-out from browser cookies in this rewired world. The tech transition is a way for brands to gain better
targeting options from advertising and marks a transition from digital to agentic commerce.
Meta is being accused of running ads including child sexual abuse material, some of which featured real children, according to a report from "Wired."
Overall, specialized streaming services grew to a collective 42 million paying subscribers for the first six months of 2026 - a 14% improvement vs. a year ago, says subscription streaming researcher
Antenna.
TV advertising for the midterm elections is increasingly focused on the data-center industry, according to new research from AdImpact. To date, there have been 15,000 airings related to data centers
totaling $7.6 million. In July alone, research tracked 5,100 ads across political advertisers (candidates and political groups), with August rising to 7,100 and 31 advertisers.
At a time when marketers seem transfixed on the "visibility" their brands have with AI, Comscore is taking the next step: analyzing how it is changing the way humans engage with brands.
AI can now predict how an ad will match human emotions based on millions of possible responses and hundreds of pieces of content, to identify how an ad will connect with humans.
This email is how one knowledgeable source sums up one of the weirdest - and most ironic - of multiple "enhancements" Nielsen unveiled late last week for measuring the new TV season.
Shifts in consumer behavior are pushing advertisers to track shopping preferences more closely and launch campaigns earlier, as shoppers more easily compare products and become familiar with brands.
DoubleVerify's sale price of $13.60 a share represents a 30% premium to its average stock price over the past 60 days. DoubleVerify stock closed down 2.3% on Thursday to $11.71.
In-show product placements are alive and well in streaming TV, with some shows being singled out for the sheer volume of the products placed in them.
At a time when marketing analytics is becoming increasingly synthetic, industry pioneers Jim Spaeth and Ed Dittus weigh in on the impact of AI.
Two complementary studies from the IAB reveal that 40% of consumers use AI daily, and 95% of publishers say LLMs have reshaped their business. Among the changes, digital advertising still needs
stronger trust, infrastructure, attribution standards, and frameworks to close the gap between consumers and publishers.
The European Commission on Wednesday said it has approved an action plan shared by the social media company to comply with regional regulations.
The announcement comes with the release of a study identifying social, economic, legal and advertising issues, and the role advertisers, media and measurement need to address.
The reasons for withdrawing were not disclosed, but both have implications for an increasingly competitive measurement marketplace.
A study finds that 43% of U.S. consumers would switch their mobile, broadband or TV provider to find a better sports streaming bundle.
"What it's basically telling us is that brand is actually going to be more important in an AI era, not less," WARC's Aditya Kishore said this morning, teeing the slide up.
When WARC, Jellyfish and INSEAD did, they found zero correlation with how the human judges rated them.
Noam Shazeer also co-founded and served as CEO of Character.AI before returning to Google's AI initiative in 2024, following a $2.7 billion licensing acquisition of his startup.
Days after updating his last global ad forecast for WARC, James McDonald has joined Madison and Wall as managing director global markets as part of its own global expansion.
Financial investments in performance advertising are rising as AI-driven marketing methods lead to measurable gains in customer acquisition, incremental sales and retail traffic. The latest data from
the Winterberry Group explains why.
Framing AI as a replacement for traditional research misses the point and triggers unnecessary resistance. The real role of AI is expansion, not substitution. It allows organizations to extend insight
into more decisions, reduce reliance on internal opinion and bring customer perspective into moments where it was previously absent.
The generation following Gen Z is already developing media habits that should make marketers, media buyers and anyone still debating the future of television pay close attention.
The move comes as its U.S. counterpoint - the ARF - is undergoing an executive search for a new CEO to succeed Scott McDonald, who is set to retire early next year.
There are significant reasons to buy news content -- "meaning advertisers who avoid news scenes altogether are leaving money on the table."
Andy Brown, best known for his role as chairman-CEO of Kantar Media, died May 21. He was 63.
Global CTV-based advertising will nearly double in four years to $81 billion by 2030 from $44 billion in 2025, research and advisory firm Omdia estimates.
The World Cup frenzy is real. Gartner's research shows most sponsors have no idea if it's working.