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Webcasts On Demand

Learn the Latest, Live, Online!
Learn the Latest, Live, Online!

Selected webcast recordings are available upon registration at My ARF. Recordings are free for ARF members and $199 for non-members. After registering for a webcast, you will receive an email with a link and password to view the recorded event.

Note: ARF Webcasts On Demand are available 2 weeks after the recorded live webcast.

  • 2014
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The Changing Face Of Research: Results Of GRIT 2013

July 16, 2014

July 16, 2014
1:00–2:00pm ET

How is the research industry adapting to new tools, techniques, and players and what impact is that having on how we view ourselves?
 
The results of the most recent GreenBook Research Industry Trends study will show how the industry is changing. Get a comprehensive overview of the changes in the marketplace, to arm you with information on what is happening and what it means for the industry as a whole in the future.
 
Join this webcast to see what tools and techniques are being adopted and how clients and suppliers can bridge the gap.

Speaker:
Leonard Murphy – Editor-in-Chief, GreenBook

How Strong Is The Pull Of The Past?

July 09, 2014

July 9, 2014
1:00–2:00pm ET

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic, but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia is multi-dimensional: past imagery, positive emotions, negative emotions and physiological reactions. It has a positive impact on attitudes towards the advertisement, bonding with the focal brand and brand choice. Nostalgic advertisements work better than non-nostalgic advertising, even among less loyal consumers, but they need to evoke images from the past; conjure up positive emotions and physiological reactions; and curtail the negative emotions associated with nostalgia.
 
Join this webcast to gauge how effectively the advertisement evokes the various dimensions of nostalgia.
 
Speakers:
John B. Ford – Professor of Marketing and International Business, Old Dominion University
Kathryn LaTour – Associate Professor of Services Marketing, Cornell University
Michael S. LaTour – Visiting Professor and Editor, Services Marketing, Cornell University
Altaf Merchant – Associate Professor, University of Washington, Tacoma

Free for ARF members!

Increased Purchase Intent: Bridging TV to Digital

June 25, 2014

June 25, 2014
1:00–2:00pm ET

Consumers are accessing media across more screens, making it increasingly difficult to capture consumers attention. With this phenomenon, IPG Media Lab and Collective set out to discover the effectiveness of multi-screen advertising. The in-depth study, which featured over 4,000 panelists alongside three global brands, found that bridging advertising from TV to digital drives greater results than TV alone.
 
Join IPG Media Lab and Collective to learn more how brands have tapped into the mindset of today’s media consumers—71% of which consume media every day on multiple screens—to deliver purchase intent, drive new and more frequent customer visits, and optimize their media spend.
 
Speakers:
Justin Evans – Chief Strategy Officer, Collective
Shelly Rose – Marketing Research Consultant

Second-Screen Conversions: A New 20 Billion Dollar Industry?

June 18, 2014

June 18, 2014
1:00–2:00pm ET

This webcast will show that it is possible to measure web activity bursts just seconds after traditional TV ad broadcasts—a trend that is growing because of the proliferation of internet-connected second screen devices. By harnessing this effect, advertisers can use second screen as a real-time, web-based TV conversion tracking system that will work today on existing TV systems. This has significant economic importance. Twenty billion dollars per year is spent on phone response TV ads—web response could be the new direct response industry.

The webcast will include a demonstration of how web response was used for ROI measurement and optimization in several multimillion dollar television campaigns.

Speaker:
Brendan Kitts – Chief Scientist, PrecisionDemand

Real-Time Marketing Meets Real-Time Research

June 12, 2014

If you missed our Forum on April 28th in LA now is your chance to see what you missed as we host an encore via webcast.
 
We know TV viewers love to share their opinions about favorite programs and ads via Twitter, and that this kind of sharing can benefit both the programs and commercial partners. But what happens when someone else sees that tweet? Does it matter? And if so, to what degree?
 
The pioneering, large-scale study—which was presented for the first time at Re:Think 2014 and has incited much pre-upfronts conversation—examines two important questions broadcasters and marketers have been asking:
1. What is the role of earned impressions in the #SocialTV funnel?
2. How does the #SocialTV earned audience activate both on and off Twitter?
 
Based on the combined results of a survey delivered directly through Twitter, and appending an unprecedented amount of backend data, this study has led to surprising discoveries and important implications for the industry.
 
Speakers:
Judit Nagy – VP, Digital Analytics, FOX Broadcasting Company
Olesya Moosman – Research, Twitter
Peter Orban – EVP Mobile and Social, The ARF

Discovering The Value Of Earned Audiences

June 04, 2014

June 4, 2014
3:00–4:00pm ET/12:00–1:00pm PT

We know TV viewers love to share their opinions about favorite programs and ads via Twitter, and that this kind of sharing can benefit both the programs and commercial partners. But what happens when someone else sees that tweet? Does it matter? And if so, to what degree?

Join us as we review the groundbreaking study conducted by FOX Broadcasting Company, Twitter, db5, and The ARF on the value of earned audiences. The pioneering, large-scale study—which was presented for the first time at Re:Think 2014 and has incited much pre-Upfronts conversation—examines two important questions broadcasters and marketers are asking: 

  • What is the role of earned impressions in the #SocialTV funnel?
  • How does the #SocialTV earned audience activate both on and off Twitter?

Based on the combined results of a survey delivered directly through Twitter, and appending an unprecedented amount of backend data, this study has led to surprising discoveries and important implications for the industry.

Speakers:
Anjali Midha – Head of Research East, Twitter
Judit Nagy – VP, Digital Analytics, FOX Broadcasting Company
Peter Orban – EVP, Research & Innovation, Mobile & Social, The ARF

Learning From Winners With Guinness, BBDO, And BrainJuicer

May 28, 2014

May 28, 2014
1:00–2:00pm EASTERN

Free for ARF members and non-members!

Despite the popular adoption of Irish culture in the U.S.—most notably with St. Paddy's Day—the Guinness brand, nationwide, has been perceived as someone else's drink, with strong linkage to Ireland and Irish pubs. To change this image and attract a new and devoted tribe of Guinness drinkers in the U.S., Guinness sought to activate a new global Guinness creative platform developed by its agency, BBDO, that would tap into the lauded and luminous "ordinary" American hero. Guided by the strategic insight that character is a question of choice and it’s our deeds that reveal what we’re truly made of, Guinness and BBDO teamed up with BrainJuicer to create emotional feel good advertising, and ultimately delivered a game-changing ad, "Wheelchair Basketball", that achieved 8 million YouTube views and created the biggest cultural conversation around Guinness in years.
 
Join this webcast to learn how Guinness, BBDO, and BrainJuicer worked together to create highly emotional advertising that transformed the Guinness brand into a "brand for me" among U.S. drinkers.
 
Presented by:
Brent Snider – EVP, Eastern Region, BrainJuicer

Bridging The Insight Gap: The Value Of Converging Methods

May 21, 2014

May 21, 2014
1:00–2:00pm ET

Olson Zaltman demonstrates the importance and value added of using a multi-level multi-method approach to deliver better prediction of marketing success. How can we help clients communicate more effectively by creating the kind of emotional experiences consumers will want? Olson Zaltman combines both quantitative and qualitative measures to assess consumers’ implicit thoughts and emotional drivers of behaviors.
 
Join this webcast to learn how to combine both quantitative and qualitative methods effectively and to understand consumer’s thoughts at an implicit level of analysis.
 
Presented by:
Andy Baron – Biometric Science Advisor, Olson Zaltman Associates, Assistant Professor of Psychology, University of British Columbia, National Core for Neuroethics Affiliate
Abigail Rendin – Senior Manager, Biometrics Lead, Olson Zaltman Associates

Significant, Sophisticated And Savvy: The Asian American Con

May 20, 2014

May 20, 2014
1:00–2:00pm ET

Nielsen will highlight compelling insights on the unique lifestyles, purchasing and viewing habits of today’s Asian American consumers, and provide clear strategies that will help you reach this consumer segment. Insights will be followed by an engaging discussion with key industry leaders sharing best practices that will help you effectively connect with this fast growing U.S. multicultural segment.
 
Speakers:
Mimi Chan – Director of Asian American Marketing, AT&T
Betty Lo – VP, Public Affairs, Nielsen
Mike Sherman – General Manager, KTSF
 

AcuPOLL Live! Predictive Qualitative: Stronger Ads, Faster

May 07, 2014

May 7, 2014
1:00–2:00pm ET

Free for ARF members and non-members

Live demonstrations show how AcuPOLL Live! Predictive Qualitative™ couples the reliability of quantitative with the flexibility and insights of qualitative instantly. There are several varieties of Insight Research to generate inspiration at the beginning of campaign development, and several options for Validation Research at the end. Yet there are precious few methodologies for providing input on the best directions and improvement opportunities in the middle of Campaign Development, where more Predictive Qualitative™ input can help campaigns soar.
 
Join this webcast to learn how to optimize and evaluate in one step and save resources.
 
Presented by:
Jeff Goldstein – President, AcuPOLL Precision Research
Ericca Dennehy – Vice President of Account Management, AcuPOLL Precision Research
Beth Lutz – Director of Account Management and Innovation, AcuPOLL Precision Research
 

The Future of Actionable Consumer Research: Big Data Fast and Slow

April 30, 2014

April 30, 2014
1:00–2:00pm ET

Experian Marketing Services shares how they developed a method for linking traditional survey-based attitudinal data with online behavioral data to deliver unparalleled consumer insight.
 
This presentation will provide a detailed look at the methodology and results of the data integration as well as the techniques used to develop the platform. Experian will offer the industry a real-world example for creating a analytics platform that links various “Big Data” sources with existing sources of data and show the impact of this connected view for advertisers.
 
Learn how to integrate online and offline attitudinal behavioral data with a brand’s own data asset within an analytics platform as well as understand the implications of using those insights for marketing strategies.
 
Presented by:
Max Kilger, Ph.D. – Behavioral Psychologist, Experian Marketing Services
Mark Fauntleroy – Director of Product Strategy, Experian Marketing Services

 

Super Bowl Touchdown: In The Scrimmage Of Mobile

April 23, 2014

April 23, 2014
4:00–5:00pm ET

Mobile is a great way to engage with even the most avid fans at sporting events. Using mobile research, Luma and Research Now illustrate how Super Bowl XLVIII advertisers can measure the effectiveness of their advertising.   
 
During this session, we will share and in-the-moment reactions to the ads and compare them with what really happened. This was done using a brief mobile survey just as the game finished to find out how people were feeling about the ads. Within hours of the game, we had a clear picture of which ads were winning the hearts and minds of the fans. We then followed this up with a more detailed online survey to measure the effectiveness of 50 of the ads played during the Super Bowl. We collected information about the fans and the ads, and looked to social media and the market to see what happened. We wanted to find out:

  • Where and how can mobile be used to do smarter ad research?
  • Can crowds predict the impact of ads?
  • What makes a winning ad?

Join this webcast to see how you can use mobile to add an extra layer of understanding by collecting in-the-moment reactions of viewers of the game, and how to take advantage of multimedia.
 
Presented by:
Mike Billingsley – Vice President of Client Development, Research Now Mobile
Sally Joubert – CEO, Luma Research
Georgia Phillips – Client Service Director, Luma Research
 

Microsoft Digital Trends: Dawn Of A New Era

April 16, 2014

April 16, 2014
1:00–2:00pm ET

Uncover, capture and track emerging digital consumer behaviors and attitudes that we believe will grow into a global phenomenon.
 
Microsoft Advertising partnered with IPG Mediabrands and The Future Laboratory to help brands understand the future of digital behavior and technology. Fusing together the combined expertise across Microsoft Business Groups, Microsoft Research, and Microsoft Office Envisioning, we wanted to create a unique digital trend study, with actionable toolkits for key clients and internal teams to further implement in media planning and product development.
 
Join this webcast to help you better understand how consumers’ expectations towards technology and brands have matured and how to effectively future-proof your brand.
 
Presented by:
Linda Liberg – Global Consumer Insights Manager, Microsoft

Failure IS An Option: Business Benefits Of Making Mistakes

April 09, 2014

April 9, 2014
1:00–2:00pm ET

Failures have benefits that we rarely discuss, including accelerating new methods and innovative products that are critical to advancing the industry.
 
Decipher will present case studies of failures in our industry that have led to massive success. We’ll show you that every failure is a step toward success. For those attendees who are reluctant to admit to failure, or even expose themselves to the possibility of it, we’ll identify the hidden benefits.
 
At this webcast, join Decipher to explore how to learn from our mistakes and others’, find a “safe” place to fail, and gain client advocates.
 
Presented by:
Kristin Luck – President, Decipher

Super Bowl vs. Olympics Advertising: Who Won The Battle For Gold?

March 13, 2014

March 13, 2014
1:00–2:00pm EST

Next to the Super Bowl, advertising during the Olympic Games has become one of the toughest environments for ads to succeed. It's difficult to:

  • Stand out amongst the crowd of highly emotional ads
  • Communicate something about your brand without trading off credibility

Tune in as Ameritest reveals which ads worked hard for their parent brands during the 2014 Sochi Winter Olympics, and why.

Women + Mobile: The Unbreakable Bond

March 05, 2014

March 5, 2014
1:00–2:00pm ET

The rapid adoption of mobile devices has presented significant opportunities and challenges for marketers. This webcast will explore how mobile devices have transformed the way women communicate, shop, and engage with mobile advertising. You'll gain a better understanding of the behaviors of the highly influential female consumer on mobile devices.

Presented by:
Scott Kerr – Senior Director, Time Inc.
 

Your Mom Was Wrong - Why You SHOULD Run With A Fast Crowd

February 26, 2014

February 26, 2014
1:00–2:00pm ET

Prediction markets have been proven to be accurate tools for a wide variety of concept screening/testing initiatives. But Intengo is taking the next step forward. The company is exploring opportunities to be even more nimble by complementing its prediction market platform with other forms of crowdsourcing. Intengo understands that it has never been more important for marketers to move from concepts to conclusions to clarity at hyper-speed, and that means pushing limits to find the fastest methods for expanding beyond traditional research—without compromising quality of insights.
 
Join us at our next webcast where you will learn how to use prediction markets to test ideas and how to blend them other crowdsourcing tools for ideation and more.
 
Presented by:
Sandy McCray – VP, Insights Curation, Intengo

Developing Social TV Audience Metrics

February 19, 2014

February 19, 2014
1:00–2:00pm ET

According to the MIT Technology Review, Social TV is one of the 10 most important emerging technologies. But where are we in terms of social TV audience metrics?
 
To determine if social media can increase TV viewership, an experiment needs to be conducted where “cause” is specifically tied to the subject. At this webcast, we will discuss how social media can increase TV ratings and establish best practices for the industry to come together and validate.
 
Presented by:
Craig Jaffe – Founder, Research 360˚
 

Saving Billions Of Dollars In Waste By Targeting Your Car Brand's Probables

January 22, 2014

January 22, 2014
1:00–2:00pm ET

Automakers and dealers produce a large portion of total ad spend, and auto ad frequency on television and online is legendary. Yet the average car make and model sells only a few hundred thousand new units per year in the U.S. This does not stop the industry, decade after decade, from continuing to select media based on demographic groups that on average are more than ten times the size of the true target group.

Join this webcast to learn more about how to optimize automotive targeting and how the odds of success can be improved based on better data.

ARF Webcasts are free for members and non-members.

Learning From Winners Webcast With Forethought Research

December 11, 2013

Date: Wednesday, December 11, 2013
Time: 1:00–2:00pm EST

Special Webcast – Free for member and non-members!

Join us on December 11 for a free webcast that will uncover the winning research and strategy behind the Kmart “1000 Mums” campaign. Check out the ad campaign video!

The Kmart (Australia) “1000 Mums” campaign succeeded at one of the toughest communications challenges: Convince the market that a brand’s quality is up while pricing is down.

Post-campaign data shows residual benefit: pre-cognitive emotions driving consumer behavior (quantitatively identified pre-campaign) now reside in the Kmart brand, when they didn’t before “1000s Mums”.

Forethought Research modeling predicted that “1000 Mums” would increase marketshare. In the critically important final quarter (Christmas) of 2011, Kmart increased share, successfully transitioning from high-low pricing to an everyday low-price strategy. Given the payload the campaign carried, Forethought Research concluded that “1000 Mums” was the most successful creative of 200+ spots tested in 2011. Quite simply, a brilliant campaign.

Presented by:
Ken Roberts – CEO, Forethought Research

Bringing the Consumer Back Into the Mix: Part 3

November 21, 2013

Using Agent-Based Modeling to Power Marketing Mix Optimization

Fundamental shifts in the consumer marketing landscape have created a demand for better ways to understand both consumers and the marketing used to influence them. Historically, firms have used a variety of statistical techniques to build mathematical representations of the relationship between marketing spend and the resulting outcomes. And in the past, when there were fewer options on how to spend marketing dollars, these techniques fit the requirement well. Today, the number of options available to connect with consumers has exploded—each with unique measurements, resulting in the need for a transformation in the way marketing mix modeling is handled.

The final webinar in a three-part series on agent-based modeling, this session will focus on:

  • How agent-based modeling is applied in specific business cases
  • The results companies are seeing from using agent-based modeling

Presented by:
Paul Bierzychudek – Director Business Solutions, ThinkVine

 

“Cutting the Cable Cord”: Analyzing the Entertainment Shift to Streaming Services

October 30, 2013

Date: Wednesday, October 30, 2013
Time: 1:00–2:00pm EST

People love to hate cable and satellite companies. Between increasing fees and long wait times for technicians to fix their service, some consumers are looking for new solutions for entertainment. A certain sub-set of consumers, who refer to themselves as Cord Cutters, have decided to cobble together their own entertainment solutions instead of finding the "best of the worst" cable or satellite provider. These consumers are quickly revolutionizing the entertainment industry and demanding programming on their terms—content when, where, and how they want it without contracts and lengthy bills.

Join Kara Clark, senior ethnographer at SDL, as she walks you through an analysis of how traditional cable and satellite companies can combat cord cutting and even offer consumers greater value, by understanding what drives the switch. In this session, you’ll learn:

  • About a new, proprietary approach to measuring and driving content engagement strategies using social data
  • An innovative, real-time approach to analyzing industry trends
  • Best practices for cable and satellite companies in terms of retaining their customer base in this new and ever changing entertainment landscape

By using predictive social measures we will reveal arguably the most important trend in entertainment right now, cord cutting and its effects on established companies.

Presented by:
Kara Clark, Senior Ethnographer, SDL

Members: Free
Non-Members: $199

Bringing the Consumer Back Into the Mix: Part 2

October 23, 2013

Using Agent-Based Modeling to Power Marketing Mix Optimization

Fundamental shifts in the consumer marketing landscape have demanded better ways to understand both consumers and the marketing used to influence them. Historically, firms have used a variety of statistical techniques to build mathematical representations of the relationship between marketing spend and the resulting outcomes. And in the past, when there were fewer options on how to spend marketing dollars, these techniques fit the requirement well. Today, the number of options available to connect with consumers has exploded—each with unique measurements—resulting in the need for a transformation in the way marketing mix modeling is handled.

The the second webinar in a three-part series on agent-based modeling, this session will focus on:

  • ThinkVine agent-based model setup and assumptions
  • How we build and configure an agent-based model
  • The benefits to using agent-based modeling for the marketing mix

Don't miss this informative and interactive session!

Presented by:
Jason Taylor – VP Research and Development, ThinkVine

Retail Marketing: Ad Spending Strategies

October 17, 2013

Date: Thursday, October 17, 2013
Time: 1:00–2:00pm EST

It’s been a tough rebound for the retail industry post-recession, but it’s finally picking up speed. Department store ad spend is on the rise. Couponing is growing. And retail is now the largest U.S. ad spending category, up 3% over the previous year.

Retailers have had to readjust their media mixes and look toward television and new digital channels to reach their audiences. Online retailers like Amazon have started to replace traditional brick-and–mortar stores, and Google has leveled the playing field. To increase revenue, the key for retailers lies in delivering the right message at the optimal time and place, to the correct target.

At this webcast, get insights on:

  • How to optimize your promotional calendar
  • Best practices for maximizing Google product listing ads
  • How to measure and find the best TV ad placement
  • The truth about email vs. social media in the consumer's path-to-purchase

Learn why data-driven thinking matters and how to grab the most attention without spending the most money.

Presented by:
Jon Swallen – Chief Research Officer, Kantar Media Ad Intelligence North America
Beth Snyder Bulik – Reporter, Ad Age

Members: Free
Non-Members: $199

Measuring the Impact of Original Content Programming on Brand Affinity – Netflix vs. Hulu

October 09, 2013

Date: Wednesday, October 9, 2013
Time: 1:00–2:00pm EST

One of the common problems companies and agencies face today is determining the impact of new product development on brand perception. How well are your efforts really driving brand affinity?

Lisa Tanaka, research director of SDL’s Professional Services team and Stacey Megoloff, social research analyst, will walk you through a case study of how this can be done in a rapidly changing industry—the online entertainment industry. Learn how adding original content as a point of differentiation for live streaming sites such as Netflix and Hulu has directly impacted their brand in this heated industry competition. Find out which of brands are driving advocacy from their original programming.

What you’ll learn:

  • An effective way to measure the impact of innovative program  development on brand affinity
  • Best practices for using social intelligence to inform your brand strategy
  • A new methodology for measuring your efforts and their effect on the end-to-end customer experience

Presented by:
Lisa Tanaka – Research Director, Professional Services, SDL
Stacey Megoloff – Social Research Analyst, SDL

Members: Free
Non-Members: $199

Learning from Winners with Delta Dental of Missouri

September 25, 2013

Special Webcast – Free for member and non-members

To attend, register via My ARF » 

If you have any questions, please contact Zena Pagán at ogilvyawards@thearf.org

Join us on September 25 for a free webcast that will uncover the winning research and strategy behind the Delta Dental of Missouri campaign. 

In March 2010, President Obama signed into law the Affordable Care Act, saying "We are not a nation that scales back its aspirations." Delta Dental of Missouri did not scale back its aspirations either: to continue providing their constituents with the insurance coverage that would enable good health through quality dental care. Making the largest research investment in its history, Delta Dental took a bold stand as a leader in a changing marketplace. David Ogilvy said, "Leaders grasp nettles." This is the story of a category leader, using the synergy of research and creative intelligence, who grasped nettles, and won. 

Featured Speakers 
Robert Passikoff – President, Brand Keys, Inc. 
Amy Shea – Global Director of Brand Development, Brand Keys, Inc.

Why, When and How Much to Entertain Consumers in Advertising

August 27, 2013

Providing entertainment in ads (e.g., humor, creative stories and upbeat music) is considered to be an effective way of capturing viewers’ attention and persuading consumers toward a product, service or idea. But what if too much entertainment can increase interest for the ad and, at the same time, decrease the consumer's intent to purchase the advertised brand? This joint research study with Harvard Business School uses automated, facial coding to demonstrate how too much positive entertainment can have detrimental persuasion effects, and provide the optimal level and placement of entertainment to use in your advertisements. 

 

Presented by:

Rana el Kaliouby, Ph.D - Co-founder and Chief Science Officer, Affectiva

 

Free for Members, $199 for Non-Members

Engaging the Enraged

August 08, 2013

Special Webcast – Free for member and non-members

J Walker Smith of the Futures Company and David Tiltman, Content Development Director of Warc, will discuss practical steps a brand can take to adapt its marketing strategy to a fast-changing consumer. The session will use Warc’s database of global best practice to examine how brands are responding to the rise of the ‘enraged consumer’ and to the opportunities of the 'Kinship Economy,' and what effective marketing will look like in the future.

Presented by:

J Walker Smith, Executive Chairman, The Futures Company

David Tiltman, Content Development Director, Warc

Learning from Winners with The Clorox Company

July 17, 2013

Special Webcast – Free for member and non-members

Registration

To attend via webcast, register via My ARF »
If you have any questions, please contact Zena Pagán at ogilvyawards@thearf.org

Join us on July 17 for a free webcast that will uncover the winning research and strategy behind Glad’s “Stronger Stand Against Waste” campaign.

How do you drive brand engagement in a category that consumers don’t want to think about? The insight that consumers don’t think much about their trash bag, but certainly think about what goes into it and its impact on the environment, paved the way for Glad’s “Stronger Stand Against Waste” campaign. The campaign showcases Glad’s new stronger bag, remarkably made with less plastic, by visually bringing to life the collective magnitude of impact that just one person with the help of just one bag can make on the environment.

Featured Speakers

Yasmin Firoozabady – Brand Insights, Specialty Division, The Clorox Company 

Analyzing Social Media Conversations: Can analysis of Twitter conversations tell whether your ad campaign is effective?

May 22, 2013

As advertisers seek to use social listening to supplement or even replace traditional market research, it is imperative that we build an understanding of what these new data sources are really able to provide. When it comes to advertising, can consumer-generated social media feedback help to predict or shed light on whether a campaign is working in-market? 

Communicus has conducted a study to evaluate the strengths and weaknesses of Twitter Feed analytics in relation traditional in-market advertising effectiveness research. The findings, which include analyses that span over 30 brands, demonstrate how multi-faceted analysis can generate a more complete story of how your advertising is working for your brand.

Presented by: 
Jeri Smith, President & CEO and Kacy Doster, Senior Account Director of Communicus

Demystifying Panel Communities

May 21, 2013
Custom panel communities can help you to learn who your customers really are, and how they perceive your brand, products and services. Toluna invites you to attend a webinar to learn how companies like yours use panel communities to;
  • Tap into an enormous amount of data — big and small, quantitative and qualitative — to transform the way you understand, develop and deliver your products and services.
  • Develop deeper relationships with current and prospective customers.
  • Keep your friends close — engage with social media friends and followers to extract insight.
  • Channel passion, nurture intimacy, and inspire commitment to build competitive advantage while driving brand growth and innovation.
As an attendee, you’ll leave this webinar with an understanding of the industry landscape, benefits of using the approach, what goes into the development and management of communities, how to achieve ROI, and the latest trends in community offerings.
 
Presented by:
Julie Paul, SVP Online Communities, Toluna
 

Bringing the Consumer Back into the Mix: Using Agent-Based Modeling to Power Marketing Mix Optimization Part 1

May 16, 2013

Fundamental shifts in the consumer marketing landscape have created a demand for better ways to understand both consumers and the marketing used to influence them. Historically, firms have used a variety of statistical techniques to build mathematical representations of the relationship between marketing spend and the resulting outcomes. And in the past when there were fewer options on how to spend marketing dollars, these techniques fit the requirement well. Today, the number of options available to connect with consumers has exploded – each with unique measurements, resulting in the need for a transformation in the way marketing mix modeling is handled. 

This is the first webinar in a three-part series on agent-based modeling that will focus on: 
1. How agent-based modeling insights can tie consumer behavior to business performance to drive marketing investment decisions. 
2. How using an agent-based modeling approach can allow for greater granularity within marketing vehicles and across target segments. 
3. Case studies of how companies are implementing ABM in their marketing organizations today to achieve greater marketing effectiveness. 
 
Presented By: Damon Ragusa, Founder & Chief Strategy Officer, ThinkVine 
 

Learning from Winners: Spike TV

May 15, 2013

Learning from Winners: Spike TV

Special Webcast – Free to members and non-members!

Join us on May 15 for a free webcast that will uncover the winning research and strategy of the
Bellator MMA Live Launch campaign.

This campaign was developed to launch Spike TV’s new weekly series Bellator MMA Live, imported from MTV2.  Seeking to elevate MMA’s status in the minds of viewers to the level of a full-fledged professional sport, messaging points included the return of MMA to the network which first made the sport famous, the show’s emphasis on the athletes as individuals, and the fact that Bellator MMA Live would use a more democratic, tournament-based structure to determine its champions.

Media ranged from TV, to out-of-home, to digital. Targets included not just MMA fans, but also general sports fans.

Featured Speaker
Thomas Grayman – Senior Director, Brand and Consumer Research, Viacom Media Networks

Agenda

1:00–1:15pm
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

1:15–1:45 pm (30 minutes)
Digital & Media Ogilvy Award Winner: “Bellator MMA Live Launch” Spike TV
Thomas Grayman – Senior Director, Brand and Consumer Research, Viacom Media Networks

1:45–1:55 pm (10 minutes)
Open Q&A

1:55–2:00PM (5 minutes)
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

 

 

Best KIF Webcast: Multi-Platform Consumers and New Measurement

May 14, 2013

Consumers are increasingly using multiple platforms to engage with content. Whether TV, Radio, PC, Mobile Smartphone or Tablet, the new media reality creates a complex media environment that presents many challenges – for media brands in reaching and engaging consumers with their content, and for marketers in utilizing these platforms to reach these increasingly device-independent consumers. 
This session will focus on new research methodology developed by Arbitron and comScore, and sponsored by ESPN, combining consumer research panel data used by TV and radio with census-measurement data used by the digital (mobile and Internet ) industry. The methodology is being employed to measure consumption of ESPN content and total media consumption, across five platforms. This presentation will provide the first findings from this groundbreaking project, and what scaled cross-platform measurement means for media companies, publishers and marketers.

Presenters:
Glenn Enoch – VP, Integrated Media and Research, ESPN Inc.

Carol Frost - VP Product Management, Cross Platform Services, Arbitron

Joan Fitzgerald – VP, Cross Media, comScore Inc.
 

Highest Attended KIF: Advertising 2020: What do we do now to get ready for it?

May 09, 2013

On a day to day basis, it is a monumental challenge to keep up with the pace and breadth of change that affects the advertising landscape. But what if we stop reacting and think about getting prepared to take full advantage of what could lie ahead. Let's look ahead: What could/should advertising look like in 2020? What should we do now to get ready for that future? 

Presenters: 
- Catharine Hayes - Executive Director, The Wharton Future of Advertising Program 
- Jerry Wind - Marketing Professor, The Wharton School

The Future of Insight Development

May 08, 2013

Join us as we define 4i Equation and Insight Law that will stipulate that Decision (D) about how to maximize performance measure (Y) should be made by connecting Insights (I) developed based on fundamental relationships between input factors (X, consumer factors, market factors and business levers) and performance measure (Y). 

Future insight development will leverage 4i Equation to develop a process rather than a project, where connected system of insights and fundamental knowledge will drive key decisions." 

Presented By: Eugene Roytburg, Managing Partner - 4i, Inc. 

How Consumer Price Sensitivity Influences Advertising

May 07, 2013

Price sensitivity is a critical challenge today for businesses, brands and marketers. Research shows us that price sensitivity is on the rise and that more consumers are choosing products based on price than on convenience or the brand. New research from dunnhumby takes these findings one-step further to decipher the role of price sensitivity within advertising and its impact across media channels. Presented by dunnhumby's lead media analyst, Justin Petty, VP of Media and Partnerships, this webcast will review how a consumer’s demonstrated sensitivity to price influences how they respond to digital advertising, TV advertising and to social media tactics. It will demonstrate a more granular method for defining price sensitive customers and how to leverage that definition for more accurate and efficient media plans.


You will learn:

• How to leverage behavioral data to understand your brand, your brand buyers and your media plans in terms of price sensitive behavior.

• How advertisers can tailor media strategies to resonate with least price sensitive or most price sensitive consumers so that price isn’t the only driver of brand purchases. 

• Which tactics and media channels are the most effective at driving the behavior of price sensitive customers in terms of awareness, trial and repeat purchases.


Presented by: Justin Petty, Vice President of Media and Partnerships, dunnhumby

Multiplatform Research for Multiplatform Marketing: A Super Bowl Case Study.

May 02, 2013

In parallel with needing to market on a multiplatform level, research companies need to develop multiplatform methods to collect data.

Brands are competing for people's attention in the most distracting environment we’ve ever seen. Gone are the days where people will not digitally multitask while interacting with media and/or entertainment.

On the one hand, this cross-platform reality poses challenges and threats to a brand. On the other, it presents huge opportunities to create a more synergistic brand experience that has the potential to bring the brand to life like never before, integrating it much more into consumers’ lives.

Join Ameritest as we share our newest multiplatform research endeavors. We’ll show you how data was collected in real time during the biggest media event of the year and how that informed our findings. From the comfort of their own living room, consumers shared their thoughts on Taco Bell's "Viva Mas," with their iPad in hand while watching the Superbowl on their TV. These results were linked back not only to the emotions they felt before and after the interview, but also how they line up with in-market tracking.

A roundtable discussion will follow, where we are joined by Jeri Smith of Communicus and Jim Spaeth of Media Behavior Institute who will help take the discussion to the next level of implications and applications.

Presented by:
Sonya Duran, Research Director, Ameritest
Jeri Smith, President & CEO, Communicus
Jim Spaeth, CEO, Media Behavior Institute

2013 Paid Social Media Advertising: Market Update and Best Practices

May 01, 2013

 

Social media has grown exponentially. One out of every 7 people in the world has a Facebook page. Nearly 4 in 5 active internet users visit social networks and blogs. Consumers are adopting the medium with purpose and accordingly, marketers are flocking to the medium with increased budgets and using social media in conjunction with other advertising channels, but ROI continues to be a question. We will share the results of a recent survey in which more than 500 digital executives weighed in on their Paid Social Media Advertising strategies.
 
Highlights include: 
 
• Percentage of budgets that were dedicated to Paid Social Media Advertising in 2012 and how that’s expected to change in 2013 
• Metrics used to measure Paid Social Media Advertising ROI and their effectiveness 
• Best Practices to optimize your brand lift while still in-flight to reach your Paid Social Media Advertising goals
 
Presented By: Jeff Smith, SVP, Product Leadership, Ad Effectiveness, Nielsen

The REAL Super Bowl Winners Deliver In-Market Results

April 09, 2013

And the winner is … Budweiser and the Clydesdales? Tide and the stain? Dodge Ram and farmers?

The truth is, The Super Bowl Ad Competition results aren’t in yet. That’s because the real winners will be those who managed to effectively leverage their multimillion dollar investment to convince consumers to buy their products.

In fact, the real question for Super Bowl XLVII commercials, much like any commercial or ad campaign is – what, if any, impact on brand sales or future purchase intentions resulted from the campaign?

The Communicus Super Bowl Ad Effectiveness study, now in its second year, will provide the answers. Using our unique longitudinal design (we interview the same people at two points in time – before and after advertising has run), we will quantify the persuasive impact of Super Bowl advertising.

Learn:

  • Which Super Bowl XLVII commercials won on entertainment value, but sacrificed branding and persuasive impact for amusement?
  • Who were the winners in combining their TV commercial exposure with social media programs for maximum in-market results?
  • Do long form commercials persuade better than :30 spots?
  • Do celebrities help commercials generate engagement, or do they distract from the brand?

Presented by Jeri Smith, President & CEO and Kacy Doster, Senior Account Director of Communicus

 

 

Research Community Transformation: Why this High-Growth Segment is a Game Changer for Insights

February 21, 2013

Online research communities have been in use for over a decade and are now set to grow from 1% of the total research market to 15% of the market in just a few years.Why the projected leap in growth & how will this impact insights teams in 2013?

GutCheck CEO Matt Warta will discuss the history of the online community marketplace, how clients are successfully adopting communities to help with brand decisions & how new technology factors are changing the model and fueling rapid growth for the category. He'll walk through specific brand case studies using new community technology and launch a live community the day of the webcast You can help choose the audience and sample questions for the community in advance and see your answers during the webcast.

If you are using communities today or considering communities in the future, you won't want to miss this session & learn how innovative brands are already adopting these new approaches to win.

 

Quality Online Sample in the New Media Age: Seven Keys to Success

January 22, 2013

Online sampling has come a long way from the old days of static panels and email invitations. Sophisticated blending and sample management techniques allow researchers to gather data faster and more precisely than ever before. But this new world of online research is more complicated—and the risks of basing a research project on a faulty sample is greater than ever. 

In this webcast, SSI global knowledge director Pete Cape will walk you through the components of today’s quality sample, share brand new research on attentiveness in online research, and explain the pitfalls to avoid. Afterward, you’ll be armed with the knowledge you need to make informed sampling decisions for your next online research project.

Learn:

  • How to write questionnaires so people will pay attention
  • Practical sample tradeoffs and how to make the best methodology decision for your project
  • Why sampling methodology matters

Presented by:
Pete Cape – Global Knowledge Director, SSI
 

Learning From Winners Webcast Series Part 7

January 09, 2013

Learning from Winners Part 7: Verizon and Lopez Negrete - Back by Popular Demand!

Special Webcast – Free to members and non-members!

When sales aren’t picking up, great research-based advertising might be the answer. For Verizon, it was. Join us November 14 and hear from a company who created an innovative campaign by compounding brand awareness with research. The results were astounding, and in 2012 won a prestigious ARF David Ogilvy Award.

Lopez Negrete Communications and Verizon will discuss their winning research strategies, which were celebrated by the industry and escorted them straight to the winners circle. Free and open to members and non-members, this webcast might just be the first step to winning your own award.

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:10–12:45PM (35 minutes)
Research Achievement Winner, Multicultural Award Winner: “Enciéndete FiOS,” Verizon FiOS
Eugenia Archetti – Research Director, Lopez Negrete Communications
In the turbulent context of the highly commoditized telecommunications category, five years after its initial launch FiOS still lacked awareness and differentiation among the Hispanic community. Lopez Negrete created a comprehensive research strategy designed to identify the target and subsequently inform a customized Hispanic marketing strategy. The Passionistas emerged as the lead communications target. This newly defined group of bicultural and unacculturated Hispanics, tied by their shared mindset and attitudes toward technology, are the digital trailblazers of U.S. Hispanics. The Enciéndete FiOS campaign objective was to engage consumers from awareness to action; the creative strategy was to make FiOS tangible by featuring situations in which it empowers and improves consumers' lives. The results speak for themselves. FiOS attained a 121% increase versus goal, delivered a 65% increase in call volume, and reduced cost per call by 41% YOY.

12:45–12:55PM (10 minutes)
Open Q&A

12:55–1:00PM (5 minutes)
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

Twitter: @the_arf; #ogilvyawards
 

Marketing In The Mobile World

December 06, 2012

Marketing in the Mobile World:  Findings from Millward Brown’s AdReaction 2012 Study

The mobile landscape of today is very similar to the online landscape of yesterday. Consumers have an appetite for the right content and messages, but they don’t feel like brands have found the balance to provide them what they want via mobile. However, even though most brands aren’t currently meeting expectations, consumers want to like mobile marketing and the potential for brand building is huge. The AdReaction Study, which combines quantitative and qualitative methods from Millward Brown’s business units, offers an in-depth look at mobile users’ receptivity to brands in this intimate space and actionable insights for marketing success. 

Presented by:
Joline McGoldrick – Director, Research, Dynamic Logic, Millward Brown’s Digital Practice
Jayne Dow – Director, Firefly Millward Brown
 

Learning From Winners Webcast Series Part 6

December 05, 2012

Learning from Winners Part 6: Subaru and Harris Interactive

Special Webcast – Free to member and non-members!

In 2007, Subaru of America was at a crossroads: sales were stagnant, loyalty was declining, and it seemed nearly impossible to expand beyond a small cadre of niche audiences in limited geographies. Yet, the company was convinced that if it could bottle the unique connection between a Subaru and its owner and activate that connection in more like-minded people, the brand could leapfrog its challenges and position itself for growth.

With the help of Harris Interactive, Subaru and their agency partner, Carmichael Lynch proved successful with a research strategy that was less a program than it was a collaborative process of asking the right questions to uncover, activate, and measure the impact of owner love. At this webcast, learn how a unity of purpose among all stakeholders, a laser-like focus on a single objective, and research trained solely on reaching that objective helped Subaru outperform the U.S. market and become one of only two brands to report consecutive annual sales gains during the worst years of the automotive downturn.

Agenda

12:00–12:15pm
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:15–12:45 pm (30 minutes)
Automotive Award Winner: “Owner Love” Subaru of America
Mary Alicia Devine – Market Research Manager, Subaru of America
Joan Sinopoli – SVP, Senior Consultant, Brand and Communications, Harris Interactive

12:45–12:55 pm (10 minutes)
Open Q&A

12:55–1:00PM (5 minutes)
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

Twitter: @the_arf; #ogilvyawards
 

View summary and presentation »

Bringing the Consumer Back into the Mix: Using Consumer Behavior Research to Power Your Marketing Mix Optimization

November 29, 2012

Fundamental shifts in the consumer marketing landscape have created the demand for better ways to understand consumers and the marketing used to influence them. Historically, firms have used a variety of statistical techniques to build mathematical representations of the relationship between marketing spend and the resulting outcomes. And, in the past, when there were fewer options for spending marketing dollars, these techniques fit the requirement well. Today, the number of options available to connect with consumers has exploded—each with unique measurements, resulting in a transformation of the way marketing mix modeling (MMM) is handled. This webinar will focus on:

  • How new consumer behavioral data is changing MMM
  • Applying new sources of emerging media and consumer behavioral data to marketing decisions
  • Making sense of all the data available to evaluate the value of digital and traditional media channels in tandem

Tune in and gain valuable insight on how marketers can use data to effectively connect with consumers.

Presented by:
Damon Ragusa – Founder & Chief Strategy Officer, ThinkVine
Jim Spaeth – CEO, Media Behavior Institute
 

How Tablets Are Changing The World (of Advertising Research)

November 28, 2012

Remember when families sat down together to watch a single television program with no distractions other than getting up to make popcorn? The days of the focused audience are long gone. Almost 30% of America’s population owns a tablet computer, many of whom are using it while watching TV. Tablet computers have changed both how media is consumed and the viewer’s experience in doing so. Without cannibalizing television viewership, it has never been more important to effectively reach these people and measure ad performance across media platforms. But can it all be done on an iPad?

Join Ameritest as they dive into cross-platform media consumption, what it means for researchers, and how to accurately measure it.

Presented by:
Abigail Dufay – Research Director, Ameritest
Sonya Duran – Research Director, Ameritest

Measuring and Optimizing Reach and Resonance in Digital Advertising

November 15, 2012

Brands face unprecedented digital challenges, including a fragmented media landscape of many outlets, many voices, many influencers and even more ways to measure. So how does a brand marketer effectively build a brand? Nothing has changed in the fundamentals of building a brand: Brands still need to reach their audiences and influence brand opinion. If anything, brand building online has actually become easier as brands now have immediate feedback on reach and resonance. They can now be optimized in real time in order to become more successful.

At this webcast, through a series of case studies, you’ll learn:

  • Key metrics for determining online brand advertising effectiveness
  • Critical data points to review
  • Best practices for optimization

We'll demonstrate how brands have optimized their reach and resonance in spite of, or due to, the many new digital challenges.

Presented by:
Chris Louie – VP, Product Leadership, Media Emerging Corp, Nielsen
 

Learning From Winners Webcast Series Part 5

November 14, 2012

Learning from Winners Part 5: Verizon

Special Webcast – Free to member and non-members!

When sales aren’t picking up, great research-based advertising might be the answer. For Verizon, it was. Join us November 14 and hear from a company who created an innovative campaign by compounding brand awareness with research. The results were astounding, and in 2012 won a prestigious ARF David Ogilvy Award.

Lopez Negrete Communications and Verizon will discuss their winning research strategies, which were celebrated by the industry and escorted them straight to the winners circle. Free and open to members and non-members, this webcast might just be the first step to winning your own award.

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:10–12:45PM (35 minutes)
Research Achievement Winner, Multicultural Award Winner: “Enciéndete FiOS,” Verizon FiOS
Eugenia Archetti – Research Director, Lopez Negrete Communications

In the turbulent context of the highly commoditized telecommunications category, five years after its initial launch FiOS still lacked awareness and differentiation among the Hispanic community. Lopez Negrete created a comprehensive research strategy designed to identify the target and subsequently inform a customized Hispanic marketing strategy. The Passionistas emerged as the lead communications target. This newly defined group of bicultural and unacculturated Hispanics, tied by their shared mindset and attitudes toward technology, are the digital trailblazers of U.S. Hispanics. The Enciéndete FiOS campaign objective was to engage consumers from awareness to action; the creative strategy was to make FiOS tangible by featuring situations in which it empowers and improves consumers' lives. The results speak for themselves. FiOS attained a 121% increase versus goal, delivered a 65% increase in call volume, and reduced cost per call by 41% YOY.

12:45–12:55PM (10 minutes)
Open Q&A

12:55–1:00PM (5 minutes)
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

Twitter: @the_arf; #ogilvyawards
 

View summary and presentation »

Combining Social Monitoring & Survey Research to Produce Richer Narratives

November 08, 2012

Social media analysis has, in a sense, opened up a new source of valuable research data. As research practitioners, we need to understand the trade-offs of this data source, harness available information to streamline the research process, add insight, and ultimately improve decision-making. This presentation will focus on two specific use cases.

Augmenting structured quantitative surveys with social media data to strengthen survey analysis with rich qualitative insight. Combining respondents’ social media interactions with structured survey responses will develop in-depth, segmented customer personas, yielding rich profiles impossible to generate with online surveys alone. This technique will demonstrate how to establish in-depth, sophisticated segmentation based on social media narratives gathered simultaneously with online survey research. No longer is a respondent merely a 25–34-year-old mom living in California; instead, social media information paints the picture of a young and affluent “Natural Mom,” a yoga lover who shops at Whole Foods, buys organic, and hates plastics.

Using social media monitoring to build better customer satisfaction programs. Recently, many companies have moved toward mining social media data for customer opinions and reducing their focus on customer satisfaction survey research. These two programs should ideally work in tandem, and the data generated by social media data mining should build a better, and more accurate customer satisfaction survey to attain the holy grail of customer satisfaction research: uncover negative sentiment that wasn’t previously known that if left unexplored will impact the bottom line.

What’s NEW about this presentation:

This presentation will focus on two specific techniques that are easily implemented during a structured survey experience and enable market research professionals to capitalize on available information to provide a deeper, more holistic customer narrative and better research.

Key takeaways:

Attendees will leave this presentation with a deeper understanding of social media and how it can be used to supplement research programs and improve study designs in order to:

  • Augment quantitative data with qualitative social media data. This hybrid approach can be used to uncover new and unexpected findings about your target market (without asking a single question!).
  • Leverage social media to improve customer satisfaction programs and reveal unknown drivers of customer satisfaction, negative sentiment, and more.

Presented by:
Carol Haney – Vice President Product Marketing, Toluna
 

Financial Services: Navigating Rough Seas

October 25, 2012

Gain an understanding of the marketing trends driving one of the highest spending sectors in the media landscape. Over the past dozen years, financial services companies have pursued new innovations and aggressive marketing campaigns to combat a recession and historical financial crisis. Confronted with increased competition, federal regulation, and turbulent market conditions, these marketers have adapted their strategies and messaging to echo the realities faced by millions of Americans today. Topics covered will include:

  • Ad spend breakdown by advertiser, category, and media (Syndicated, Network, Cable & Spot TV; Newspapers; Magazines: Radio: Outdoor) 
  • Overview of financial services marketing by category, including insurance, consumer banking, credit card, and investment & retirement products
  • Best practices for television advertising, digital marketing, and creative messaging

The webcast will run approximately 45 minutes, followed by a Q & A session.

Presented by:
Richard Fielding – Chief Client Officer, Kantar Media North America
Julie Liesse – Reporter, Advertising Age
 

State of the Paid Social Advertising Industry

October 24, 2012

Social media and viral marketing have been some of the hottest topics in online brand advertising over the last few years. But as advertisers have tempered their initial fascination with the reality of defining measurement and success, an age-old question arises - do they actually work? And how are Publishers, Agencies and Advertisers leveraging and measuring Paid Social Advertising today and heading into 2013?

Join us for this 60-minute webcast where we will share the results of a recent survey in which more than 500 digital executives weighed in on their Paid Social Advertising strategies. Highlights of the survey that will be covered include:

* Percentage of budgets have been dedicated to Paid Social Advertising in 2012 and how that's expected to change in 2013
* Metrics used to measure Social Advertising ROI and their effectiveness
* Best practices to optimize your brand lift while still in-flight to reach your Social Advertising goals

Presented by:
Susan Chaika – Senior Manager, Product Marketing, Vizu, a Nielsen Company
 

Learning From Winners Webcast Series Part 4

October 17, 2012

Learning from Winners Part 4: Hunt’s, Latte Love and International Delight

Special Webcast – free to member and non-members!

Hunt's, Latte Love and International Delight present How to Win an ARF David Ogilvy Award

All of our nominees worked hard to win, ConAgra, and Vizu had what it takes to win the prestigious ARF David Ogilvy Award. How did they do it? They had the secret recipe for a research-based campaign that exploded the taste buds of their clients: Hunt’s, Latte Love, and International Delight.

So what are you cooking with?

Join us on October 17 for a free webcast that will uncover the winning research and strategy of each of these agencies, and demonstrate why Hunt’s and International Delight were applauded by the industry for their recent campaigns.

You and your team will be cooking up award-winning recipes in no time.

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Kelly McSorley – Director of Events, ARF

12:10–12:30PM
2012 Packaged Goods Award Winner: “Hunt’s Crashed Kitchen Tour” Hunt’s Tomatoes
Kris Mueller – Director, Consumer Insights, ConAgra Foods, Inc.

Hunt’s is the leading branded player in canned tomatoes overall, but under shared in the growing diced tomato segment. Going deep with the consumer via quantitative and qualitative research enabled the team to uncover a meaningful point of difference for the brand in order to pull consumers out of their “sleep walking” buying behavior of canned tomatoes. These insights were brought to life in Hunt’s “Crash Kitchen Tour”, which began airing in October 2009 and based on its success, is now in its third year in market. The campaign challenges consumers’ complacent attitudes toward canned tomatoes by focusing on what was uncovered as their tomato gold standard, “backyard garden fresh look and taste”, with Hunt’s FlashSteam® process. The campaign features George Duran, a high-energy celebrity chef spokesperson, in a fully integrated campaign that includes TV, digital, and PR. In just two years, the campaign has fueled growth, with the business tracking ahead of meeting its five-year market share growth objective.

12:30–12:50PM
2011 Retail + E-tail Award Winner: “CoffeeHouse Inspirations Skinny” International Delight
Jeff Smith – Chief Marketing Officer, SVP, Client Service, Vizu

What if brand advertisers could boost the return on their advertising investment by hundreds of thousands of dollars by making in-market adjustments to their digital advertising campaigns? Horizon Media and International Delight did just that, leveraging real-time Brand Lift metrics provided by Vizu Corporation to measure and optimize the brand impact of their digital awareness campaign. When International Delight was launching their new line of CoffeeHouse Inspirations Skinny coffee creamers, they turned to Horizon to help them create and execute an effective awareness campaign online. Horizon Media turned to Vizu for the technology needed to ensure the brand-building effectiveness of the initiative by measuring and optimizing the campaign's performance against its primary marketing objective - building awareness for a new product line - in real-time. Leveraging real-time Brand Lift metrics from Vizu, Horizon compared Brand Lift performance across all exposure frequencies, creative units, targeting segments, and site placements, and in so doing identified in-campaign optimization opportunities that increased Brand Lift against the awareness objective by 34.4% and the campaign's effective media spend by over $100,000. Join us to learn how to use real-time brand metrics to make your online brand campaigns more effective.

12:50–1:00PM
Open Q&A

1:00–1:05PM
Closing Remarks
Kelly McSorley – Director of Events, ARF
 

View summary and presentation »

Cultivating Multicultural Success: From Opportunity to Growth

October 16, 2012

In the U.S., population shifts have created new opportunities to market to increasingly important buyers in multicultural segments: Hispanics, African Americans, and Asians. While the opportunity is well documented, the keys to success can be elusive.

In this webcast, a Nielsen expert will share the results of a comprehensive survey of over 40 major CPG manufacturers, retailers, telecom, and media companies. The study reveals some of the important characteristics and best practices that distinguish organizations who are growing revenue and share with multicultural consumers. Through an in-depth analysis, critical success factors across entire organizations are identified and evaluated, resulting in key insights into how to grow your business with multicultural consumers. More specifically:

  • What value do top-performing companies place on reaching and understanding multicultural consumer groups?
  • Which organizational and operational factors are common to those companies most focused on multicultural audiences?
  • Which marketing strategies have been proven successful in reaching and engaging multicultural consumer groups?
  • How do top companies measure engagement, and what tools are used to determine success?

Presented by:
James Russo – Senior Vice President, Consumer Insights, Nielsen
 

View recorded webcast »

The Science, Myth And Perception Of Food Marketing

October 10, 2012

We all know obesity is our nation’s biggest health crisis. Ever. We also know that the government is looking at food marketers—especially the quick service restaurant category—to be more transparent about their nutrition in hope that consumers will become more savvy and make smarter eating decisions. Now that McDonald’s announced in The Wall Street Journal on September 13 that they are officially beginning to list calorie information on all of their menus nationwide, hopefully they will have an impact on the category and others will follow.

Join Ameritest and partner Chris Young, a two-time James Beard Award winner and author of Modernist Cuisine: The Art and Science of Cooking, for a two-part series on how to navigate the world’s need for new sensibilities in food marketing. Chris Young, director of Food Innovation at Johnson & Wales University and CEO of the Seattle food design firm, Delve, will ground us in the science of food calories and debunk common myths; Ameritest will then analyze consumer perceptions about the caloric context of fast food based on a year-long study of a large database of over 70 fast food TV commercials. Finally, we will explore how advertising can influence the “caloric price” consumers are willing to pay as they stay within their calorie budget.

Presented by:
Chris Young – Coauthor of Modernist Cuisine: The Art and Science of Cooking, Managing Director of Delve Kitchen
Samantha Moore – VP, Director of Client Services, Ameritest
 

View recorded webcast »

The American Media Mom: Always On, In Control, and Changing the Rules for Marketers

October 09, 2012

Motherhood significantly impacts how women use media and contributes to over $2 trillion in spending power. Moms are using the latest digital devices as necessities—not luxuries—to help her master the changing media landscape for herself and her family as she takes on the new role of Family Media Manager. Compared with the general population, moms over-index on ownership and usage of EVERY digital device, including laptops, digital cameras, DVRs, and gaming consoles. How are you approaching your communication with this critical audience segment?  

Join us for a webinar that focuses on the American Media Mom based on a joint study between Nielsen and BabyCenter. Before engaging Mom, marketers need to be aware of the changing dynamics affecting her media choices, and plan accordingly. Nielsen and BabyCenter subject matter experts will share findings about moms including: media shifting behavior, device adoption, time spent across various media platforms, social media and mobile usage, and growth trends.

Presented by:
Summer Schiavo – Director of Trade Research, BabyCenter
Jackie Bergeron – VP, Local Audience Insight, Insight and Policy, Nielsen
 

View recorded webcast »

Creating With Customers: A Sony Electronics Case Study

September 20, 2012

When Sony needed to begin designing a new product, they turned to their best and brightest resource: their customers. Learn how Sony used CrowdWeaving to allow customers to generate new ideas and weave them together to help create a new product!

Presented by:
Sean Holbert – Executive VP, Client Relations, KL Communications
Jessica Bates – Product Research Analyst, Research and Innovation Center, Sony Electronics
 

View recorded webcast »

Learning From Winners Webcast Series Part 3

September 19, 2012

Learning from Winners, Part 3: Budweiser and Ipsos ASI

Special Webcast – free to member and non-members!

Budweiser and Ipsos ASI present How to Win an ARF David Ogilvy Award

Budweiser and Ipsos ASI are two very different companies with at least one thing in common: great research earned each of them a prestigious ARF David Ogilvy Award in 2012.

Can yours do the same?

In this webcast, learn why the research behind recent campaigns for Budweiser and Ipsos ASI were celebrated by the industry and what steps you can take to earn your team the next big award.

Join us on Wednesday, September 19, for a free webcast that will shed light on what worked for two of this year’s big winners.

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:10–12:40PM
2012 International Award Winner: “Anticipation” Budweiser
Jennifer Wang – Global Insights Manager, Brands And Connections, Anheuser-Busch InBev
Patty Altman – SVP, Copy Testing, Ipsos ASI

In 2009 Budweiser, the iconic beer brand, faced an important challenge in the U.S., its home market, accounting for a majority of the brand’s sales globally. While widely known and consumed in the U.S., the brand had been in decline since 1985, losing share and struggling to remain relevant with consumers. The challenge was clear: to drive consumer reappraisal of an iconic brand, and in particular, to reintroduce them to a brand with which they were already familiar. Budweiser’s dream, to become the first truly global beer brand, added an additional layer of complexity, as they needed an advertising strategy that would create awareness, desire, and a need for the brand in a variety of markets around the world. Working with Ipsos Marketing, Budweiser conducted extensive research to understand which concepts would work globally and to identify the most effective marketing concept. Research for the campaign included an Ipsos analysis on Budweiser's new digital initiative intended to attract younger Legal Drinking Age (LDA) consumers and work with Perception Research Services to refresh the Budweiser can, a launch that was supported by outdoor media and TV.

12:40–12:50PM
Q&A

12:50–1:00PM
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF
 

View summary and presentation »

Understanding The Consumer Context To Master The Cross-Platform Challenge

September 12, 2012

As different media enable access to content anytime, anywhere, the need to understand how consumers’ daily lives impact media use and likely receptivity has become more important than ever. Drawing on Media Behavior Institute's USA TouchPoints data, this webcast will illustrate how insights into where people are, who they are with, what they are doing, and which media they use combine to better inform media planning, budget allocation, sales strategy, and integrated marketing planning among agencies, media owners, and advertisers alike.

Presented by:  
Alice K. Sylvester – Chief Operating Officer, Media Behavior Institute
 

View recorded webcast »

Lessons On What Makes A Video A Viral Success

September 06, 2012

Listen in as Ameritest helps highlight valuable lessons learned about what makes a video go viral from Subutai Corporation’s wildly successful use of Kickstarter.com. If you haven’t heard of Kickstarter.com, they are an online crowd sourcing website that helps fund creative projects. Subutai Corporation created a video to build buzz and generate funding for their new videogame, CLANG. The bottom line: they “killed it.”The video was not only successful in raising over $500,000 for the team’s visionaries, it also received coverage by news sources including USA Today, Forbes and Wired.

 This presentation will answer important questions, such as:

  • What about this video made it viral?
  • Why was it so successful as a piece of digital media?
  • What can we learn and apply to our understanding of digital advertising?
  • Can we translate these learnings to other media?

Presented by:
Jodie Lord – Research Director, Ameritest
Dustin Simon – Research Analyst, Ameritest
 

View recorded webcast »

Building Brand Growth With Television - Kraft Success Story

August 16, 2012

Voted the best Key Issue Paper of Audience Measurement 7.0!

By leveraging consumer targets in planning and buying TV, Kraft drove growth for its brands. At this webcast, an encore of the Key Issue Paper voted the best presentation at Audience Measurement 7.0, attendees will learn the potential for growth within their own brands.

Presented By:
Terese Herbig – SVP, Sales & Marketing, TRA, Inc.
Mike Judge – Sr. Director, Consumer Insights & Strategy, Kraft/Oscar Mayer
John Marson – Sr. Manager, Media Planning, Kraft Foods
 

View recorded webcast »

Learning From Winners Webcast Series Part 2

August 15, 2012

Learning from Winners: Draftfcb

Special Webcast – free to member and non-members!

Draftfcb Presents How to Win an ARF David Ogilvy Award

One of the largest global advertising agencies in the world, Draftfcb will provide an inside look at two of their award winning campaigns—PACCAR Parts and the United States Postal Office.

At this webcast, learn why the research behind recent campaigns for “Communications Targeting Program” and “Your Other Address” were celebrated by the industry, and what steps you can take to earn your team the next big award.

Join us on Wednesday, August 15, for a free webcast that will shed light on what worked for two of this year’s winners, PACCAR Parts and the United States Postal Office.

Social Channels:
Facebook: http://www.facebook.com/events/204692932989808/
LinkedIn: http://linkd.in/LWagiA
Twitter: @the_arf; #ogilvyawards

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:10–12:35PM (includes Q&A)
2012 Business-to-Business Award Winner: “Communication Targeting Program” PACCAR Parts
Kevin Hartman – SVP, Director of Customer Intelligence, Draftfcb (@kevinhartman; @draftfcb)

PACCAR is a global technology leader in the design, manufacturing, and customer support of premium trucks under the Kenworth, Peterbilt, and DAF brands. PACCAR Parts Division is the aftermarket parts provider that delivers its products and services to customers worldwide through their extensive dealer network of nearly 1,800 locations worldwide. While the company invests a significant amount in providing marketing support to its dealer network with limited insight on end-users themselves, there was plenty of room to strengthen the marketing communications. To remedy this, PACCAR developed the Communication Targeting Program (CTP) as an evergreen platform to optimize current market communication touchpoints within an integrated marketing strategy. The program launched in 2011 and has shown significant impact on sales and ROI.

12:35–12:55PM (includes Q&A)
2012 Government + Non-Profit + Public Service Award Winner: “Your Other Address” United States Postal Service (@usps)
Kevin Hartman – SVP, Director of Customer Intelligence, Draftfcb

In November 2010, the Post Office announced a total revenue loss of $8.5 billion for fiscal year 2010. Faith in the Postal Service as a sustainable entity was wavering, and one of their key offerings, the PO Box, was experiencing declining revenue and occupancy for three consecutive years—34% of all PO Boxes were vacant. The Postal Service needed to infuse the public with a new way of thinking about PO Boxes and provide a new, relevant reason why the PO Box is necessary. To this end, research pointed to the development of a perfectly executed and tremendously successful campaign dubbed “Your Other Address” that shifted the target market and elevated the PO Box to aspirational status.

12:55–1:00PM
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF
 

View summary and presentation »

Unlocking The Mystery Of The Branded Memory - Part II

August 09, 2012

In his new book, Thinking Fast and Slow, the Nobel prize winning economist, Daniel Kahneman, talks about the importance of understanding the difference between our "experiencer self" and our "remembered self" in order to arrive at a complete understanding of the decision-making process of the consumer.

Currently there is a great deal of focus on using the new tools of biometrics and neuroscience in order to understand the reactions to advertising in real-time, or those of our "experiencer self." But there are still some things that are best understood through analysis of self-reported data, in other words, the data provided by the "remembered self."

Join Ameritest for this second of a two part webcast as they review important learnings from R&D experiments on how advertising experiences work their way through our mental portals to become long-term memories, and ultimately, what we commonly call a brand.

Presented by:
Samantha Moore – VP, Director of Client Services, Ameritest
Sean Scott – CIO, Ameritest
 

View recorded webcast »

Moving Consumer Insights From Past To Future

July 31, 2012

Introducing Predictive Foresight Analytics, Understanding, and Predicting Consumer Behavior in Future

While most of insights and analytics work is leveraged by marketing to make decisions about the future, the CI approaches and the insights generated have been mostly about the past and can’t be directly utilized for future recommendations. In the last seven years, 4i has successfully utilized a new advanced approach called Predictive Foresight that leverages data, insight, innovative problem solving, forecasting, and optimization techniques to turn insights into predictive foresights—helping to forecast how consumer behavior may be changed in the future and ultimately drive foresight-driven growth strategies. During this webcast, 4i will demonstrate the methodology and provide specific examples for developing predictive foresights and how to leverage them to identify future growth opportunities.

Presented by:
Eugene Roytburg, Ph.D. – Managing Partner, 4i, Inc.
 

View recorded webcast »

Unlocking The Mystery Of The Branded Memory

July 25, 2012

In his new book, Thinking Fast and Slow, the Nobel prize winning economist, Daniel Kahneman, talks about the importance of understanding the difference between our "experiencer self" and our "remembered self" in order to arrive at a complete understanding of the decision-making process of the consumer.

Currently there is a great deal of focus on using the new tools of biometrics and neuroscience in order to understand the reactions to advertising in real-time, or those of our "experiencer self." But there are still some things that are best understood through analysis of self-reported data, in other words, the data provided by the "remembered self."

Join Ameritest for this first of a two part webcast as they review important learnings from R&D experiments on how advertising experiences work their way through our mental portals to become long-term memories, and ultimately, what we commonly call a brand.

Presented by:
Samantha Moore – VP, Director of Client Services, Ameritest
Sean Scott – CIO, Ameritest
 

View recorded webcast »

Learning From Winners Webcast Series Part 1

July 18, 2012

Learning from Winners: Saffron Road, Ad Council, and Rockwell Tools

Special Webcast – free to member and non-members!

Saffron Road, Ad Council, and Rockwell Tools present How to Win an ARF David Ogilvy Award

Three very different companies have at least one thing in common: great research earned each of them a prestigious David Ogilvy Award in 2012.

Can yours do the same?

In this webcast, learn why the research behind recent campaigns for Saffron Road, Ad Council, and Rockwell Tools was celebrated by the industry, and what steps you can take to earn your team the next big award.

Join us on Wednesday, July 18 for a free webcast that will shed light on what worked for three of this year’s winners – Saffron Road, Ad Council, and Rockwell Tools.

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:10–12:30PM
2012 Digital Media Award Winner: “Halal History in the Making” Saffron Road and Whole Foods Market
Adnan Durrani – Chief Executive Officer, American Halal Company, Inc. / Saffron Road
Lisa Mabe – Founder, Principal, Hewar Social Communications

During August 2011’s Ramadan Saffron Road embarked on a campaign to proactively reach out to Muslim consumers in hopes of creating more awareness and ultimately driving a surge of consumers to purchase Saffron Road for their Ramadan grocery needs. From a nationwide sale promotion and retail partnership to collaborating with a Halal food expert, Hewar Social Communications made a significant impact in Saffron Road, further connecting emotionally with American Muslims and non-Muslims.

12:30–12:50PM
2012 Government + Non-Profit + Public Service Award Winner: “Take the First Step” GED Achievement
Ozzie Fuentes – Senior Strategist, DDB Chicago
Katie Goodhew – Account Executive, DDB Chicago

Today, education is critical to success, and a high school degree is the first step. Data unequivocally shows that students who drop out of high school tend to earn less, perform less well in society, and have a lower quality of life. To give people a second chance at transforming their lives, the “Take the First Step” campaign targets young adults in their 20s and early 30s who may want to get their GED (and then pursue further education), but have no idea where to start. In-depth qualitative and quantitative research among this hard-to-reach population provided the team a nuanced understanding of their current lives and aspirations. Results to date, as measured by online and phone inquiries about GED Achievement’s network of classes and training programs, have surpassed all expectations.

12:50–1:10PM
2012 Retail + E-tail Award Winner: “Rockwell Jawhorse” Rockwell Tools
Brendan Kitts – Vice President, Analytics, PrecisionDemand

Rockwell, a maker of quality hand tools, had a 2010 holiday forecast of 32,000 units to be sold in retail stores, although the client believed that sales could be significantly less. As a result of the use of rigorous techniques to measure cross-channel elasticities and then maximize their impact during rollout, 42,500 units were sold, breaking sales records. Since then, Rockwell has expanded its television presence across many more tool categories and has used strong experimental methods to produce startling results. 2011 was Rockwell’s most successful year to date.

1:10–1:25PM
Open Q&A

1:25–1:30PM
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF
 

View summary and presentation »

Navigating The All-Natural And Organic Consumer

July 12, 2012

Together 360 Market Reach, Inc. and The Food Collective will share insights on the All-Natural and Organic category. They will share results from a recent primary research study on consumer involvement with all-natural and organic products, including what prompts product interest, purchase, and ultimately, brand decisions. They will review what types of claims or benefits garner the most appeal, trial, and purchase within this segment and look at product positioning.

Presented by:
Alicia Ierardi – Co-Founder, 360 Market Reach, Inc.
Pat DePietto – Co-Founder, 360 Market Reach, Inc.
Ramona Kent – VP, Business Development, The Food Collective
 

View recorded webcast »

Research Done Right: Avoiding Pitfalls In Modern Research

June 21, 2012

All too often, companies make important business decisions with an incomplete picture and fail to understand the critical nature of sample representativeness, confidence intervals and what they mean, and more. During this webinar, attendees will view research-on-research conducted using the Toluna Global Omnibus powered by revolutionary SmartSelect™ methodology, and will leave with a better understanding of how this revolutionary method for selecting respondents can help ensure data reliability and expand the possible universe of survey respondents. Attendees will also get a tutorial on confidence intervals and how they can be used most effectively without over-spending on respondent sample.

Presented by:
John Bremer – Chief Research Officer, Toluna
 

View recorded webcast »

The Fitness Consumer

June 20, 2012

The Fitness Consumer: Valuable Insights into a Unique & Highly Influential Consumer Segment

Zoom Media & Marketing and GfK Roper conducted research in January 2012 to gain insights into a previously unstudied unique consumer segment: The Fitness Consumer (defined as people who belong to a health club or gym).   This presentation provides an in-depth look into the findings from this first-ever research, showcasing the qualities, mindsets, and behaviors that make The Fitness Consumer a highly valuable and sought-after consumer segment.

Fitness Consumers represent 20% of US adults—47 million people—who collectively account for $1.1 trillion in discretionary spending power.

Fitness Consumers share a broad range of attitudes and behaviors that demonstrate how Fitness Consumers different from other Americans who don’t belong to health clubs.  Specifically, Fitness Consumers are significantly more likely to be:

  • Knowledgeable about a range of products and categories, and interested in continually learning about new products
  • Driven, optimistic and successful
  • Socially active ­– both in the real world and through social media
  • Early adopters of new products and services across a range of categories
  • People who make product decisions based on how brands reflect their perceived self-image and presentation
  • Highly influential, frequent recommenders

Presented by:
Dan Levi – SVP, Marketing & Research, Zoom Media
Dana Sparber – Director of Research & Insights, Zoom Media
 

View recorded webcast »

From Silos To Synergy: The State Of Cross-Media Research

May 24, 2012

Winner of the Great Mind Award for the Best Paper published in the Journal of Advertising Research in 2011, Henry Assael presents his comprehensive study on cross-media research. This presentation will review the literature in cross-media research, both in the Journal of Advertising Research since its inception 50 years ago and in other key marketing journals, and will focus on the following areas:

  • The state of media and cross-media research prior to the advent of the Internet
  • The focus on an intra-media or silo approach during this period
  • The transformation of media research to a more integrative inter-media focus, and the resultant emphasis on media synergies (defined as the joint impact of multiple media that exceed the total of their individual parts) 
  • The importance of utilizing sales and ROI criteria to provide allocation guidelines in cross-media planning
  • Measurement issues and future directions for cross-media research.

Presented by:
Henry Assael – Professor of Marketing, New York University
 

View recorded webcast »

Three Birds, One Stone: Google Consumer Surveys

May 15, 2012

Launched to the public in March, Google Consumer Surveys provides an efficient method for conducting online consumer research that employs a unique model built around an ecosystem of Researchers, Publishers, and Consumers. Come learn about the product and survey methodology, and hear examples of how companies have leveraged Google Consumer Surveys to help make business decisions with their customers' preferences and opinions in mind.

Presented by:
Monica Plaza – Business Development, Google Consumer Surveys
Jon Sadow – Business Development, Google Consumer Surveys

View the Webcast presentation here!
Download the Google Consumer Surveys Q&A here!
 

View recorded webcast »

A Look at This Year's Upfronts

May 09, 2012

The New York Times recently reported new prime-time viewership lows among 18–49-year olds. As the age group that commands the highest advertising prices, how will this behavior, and these reports, affect the May upfronts just a few weeks away?

During this special webcast, Brad Adgate, SVP, Research at Horizon Media, will go beyond his contributions to the New York Times article to discuss how declining viewership reports will affect the industry overall, what the reports mean for the billions of dollars in potential sales revenue, and importantly, the reasons for this decline. Join us as we discuss this important media issue.

Presented by:
Brad Adgate – SVP Research, Horizon Media
 

View recorded webcast »

Digital Influence On Purchase Decisions - Research View

May 08, 2012

In this webcast, research partners of the ARF Arrowhead research project share findings and implications linked to digital/social media influence on the purchase process. See how the multi-method, qualitative, and quantitative research design revealed surprising insights about this dynamic environment.

Presented by:
Todd Powers, Ph.D. – EVP Primary Research, ARF
Stacy Graiko – Director, Firefly MB
Jasper Snyder – VP, Converseon
Manila Austin, Ph.D. – Vice President of Research, Communispace
Dorothy Advincula – Sr. Survey Research Manager, comScore
 

View recorded webcast »

Evaluating The Effectiveness Of Super Bowl Advertising

April 24, 2012

The most popular commercials played during the Super Bowl aren’t necessarily the ones that are the most effective in selling a product. An in-market evaluation of the effectiveness of Super Bowl XLVI commercials highlights common mistakes made by Super Bowl advertisers and identifies the few brands that actually convinced consumers to change their behavior. Communicus utilized a unique, longitudinal design research methodology to isolate the in-market effectiveness of 32 Super Bowl commercials and the surrounding social media programs. Overlaid with Ameritest diagnostics, this presentation presents a provocative view of what worked, what didn't, and why.

Presented by:
Jeri Smith – CEO, Communicus
Sean Scott – CIO, Ameritest
 

View recorded webcast »

Behind The Cheering: How Understanding The Roots Of Sports Passion Helped StubHub Score with Fans

April 04, 2012

Imagine your business is the center of your customers’ lives: they wear your logo, paint their faces to show enthusiasm, travel thousands of miles to be in your presence, exult in your successes and grieve in your failures.  They seek out like-minded people and form instant friendships with other customers. When it comes to sampling your product, price is no object to them.  Is this the utopian fantasy of a marketer?  No.  It’s the reality of sports.  While understanding this passion is as easy as turning on our televisions, comprehending what goes into making true fans— who they are, what motivates them, how they are similar, how they differ, what creates this passion—has been elusive. Until now.

StubHub, which provides a convenient way to get tickets to games, and Qualvu, which leverages mobile video to provide companies with a 360-degree view of their customers, teamed up to go beyond creating imaginary versions of target groups to instead create actual video stories of NCAA fans that enabled StubHub to better achieve its marketing goals. 

At this webinar, attendees will learn how StubHub and Qualvu studied the full lifecycle of a fan’s sports season experience through mobile video,  from the discovery and sharing of season events, to ticket access, to planning and coordinating with friends, to the “before and after” season experience.  Attendees will learn what StubHub and Qualvu did with this information to craft more effective messages based on video consumer stories.

Presented by:
Shelley Krasnick – Managing Director, Research & Insights, Qualvu
Christine Young – Senior User Experience Researcher, StubHub
 

View recorded webcast »

Predicting Sales From Pre-testing: Largest Validation Story

March 15, 2012

This webcast will tackle the age-old question: Does advertising really work?

Tune in as Ameritest sinks their think into this question by unveiling a case study based on:

  • 61 months of McDonald’s sales data as reported to Wall Street
  • 350 McDonald’s ads
  • 1,000 competitive QSR ads
  • 129,000 consumer interviews over five years

Presented by:
Chuck Young – Founder, Ameritest
Adam Page – Marketing Science Specialist, Ameritest
 

View recorded webcast »

SmartSelect - A Smarter Way To Select Potential Respondents

March 08, 2012

The universe of survey respondents is finite and becoming more and more constrained, and online researchers and panel companies commonly depend on more than one source to select potential respondents. Toluna has undertaken research-on-research to determine the impact of using multiple sample sources and announces the launch of SmartSelect. This exciting new methodology not only lessens the threat to the reliability and validity of data, but also opens the door to an infinite number of respondent sources. SmartSelect selects potential respondents based on the degree to which their characteristics match an external standard, no matter their originating source. Attendees will leave the presentation with a better understanding of how this revolutionary method for selecting respondents can help to ensure data reliability and expand the possible universe of survey respondents.

Presented by:
Toluna
 

View recorded webcast »

Neuroscience + Copy Testing + Super Bowl Ads = ?

March 07, 2012

Neuroscience and advertising: The two so desperately want to come together, but no one seems to know how they can best work in tandem. What secrets are consumers keeping that can be unlocked by applying the science behind our brains to the art of advertising? Where does copy testing fit in with all of this, and does it have to be done in person or can it be done online?

Listen in as Ameritest presents their online case study where six Super Bowl ads were tested using an approach that combines quantitative copy testing (Ameritest Methodology) and neuroscience (Realeyes’ facial recognition).

Presented by: 
Sean Scott –­ CIO, Ameritest
 

View recorded webcast »

The Devil Inside – What Drives PR and Ad Execs to Conduct Research for Publicity: The PR/AD Agency’s Research Toolkit

February 23, 2012

Join Peter Shafer, Senior Vice President, Enterprise Solutions, Toluna, as he provides insight into the new research tools and technologies that can enable PR firms and ad agencies to use research for a client beyond new business pitches and media attention—all with an eye on what’s new and current in today’s cluttered data-driven environment.

The presentation will provide a series of do’s and don’ts when using survey data to obtain publicity; the best way to handle the myriad of data sources available, from social media mining to syndicated data; and the weight each source carries when trying to pull together a story on behalf of clients.  Finally, the presentation will provide an insider’s perspective into how to transform the research done for new business pitches to supplement knowledge gaps, and how strategic planning can be used to create more cost-effective, complete insight.

Toluna will provide a series of case study presentations to help agencies speed their clients’ insights with DIY survey tools, including specific applications for concept and product testing that produces norms and helps to predict success, as well as tools to leverage Facebook fans and friends for insight generation. Larry Weiss, Founder, Linescale, will co-present with Toluna and outline his unique, automated methodology for speeding insight generation.

Presented by:
Peter Shafer – Senior Vice President, Enterprise Solutions, Toluna
Larry Weiss – Founder, Linescale
 

View recorded webcast »

How Biometrics Make A Difference

February 15, 2012

"I know about neuromarketing research, but how can I apply it?" Charge into 2012 with some examples. This webinar features three case studies of industry leaders using biometrics to answer specific market research questions, with emphasis on how neuromarketing research offers unique value. The media landscape is evolving at an incredible pace with new platforms for brands to communicate and new ways for people to consume information. Biometrics, one method of neuromarketing research, is a way to measure the impact of these opportunities. Come with questions.

Presented by:
Innerscope Research
 

View recorded webcast »

Next-Generation Strategies For Advertising To Millennials

January 31, 2012

The Millennial generation is often viewed by marketers as one of the most valuable segments of the population, mainly due to the powerful combination of the group's massive size and strong purchasing power, estimated to be $170 billion per year. It is no wonder why marketers are keenly interested in better understanding this group and how to effectively reach them. The unique characteristics of this generation present both challenges and opportunities for marketers looking to target this segment. This webinar will include groundbreaking new research from comScore, revealing the most effective strategies brands can undertake to reach Millennial consumers.

Presented by:
Doug Crang – Director, comScore, Inc.
 

View recorded webcast »

Get Closer With Your Customers With Google+

January 23, 2012

Google+ is about starting real conversations with the right people, and treating your customers more like people and less like web traffic. It's a new way to build the types of relationships that drive word of mouth. Join Google+ expert, Melanie Hamilton, as she walks through how Google+ improves all of the marketing you already do with Google through the power of relationships and sharing.

Presented by:
Melanie Hamilton – Sales Lead, New Advertising Products, Google

Download the PDFs:
Google+ Your Business: Getting you closer to your customers
Google+ 10 Ways to Grow Your Audience
 

View recorded webcast »

All About Android: Insights From Nielsen On The Most Popular

December 14, 2011

Android is now the most popular smartphone platform in the US & Nielsen has new, metered data showing exactly how Android consumers use their mobile phones.

Come learn everything you need to know about Android consumers in the US:

  • What kinds of consumers are drawn to the Android platform? How do the demographics of Android owners compare to those of other smartphone platforms?
  • How do they actually use their Android phones? How much time do they spend engaging with content? Do they prefer the mobile web or mobile apps?
  • What are some of the most popular and mobile web sites? How does usage vary by time of day?


Presented by:
Monica Bannan – VP Product Leadership, Mobile Media
 

View recorded webcast »

What Video Data Predicts For 2012

December 13, 2011

The video advertising industry evolved fast in 2011, but it will move even more quickly in 2012. Everyone has theories about what 2012 will bring for the industry, but what does the data say? In this webcast prepared exclusively for the ARF, Visible Measures Chief Analytics Officer Seraj Bharwani will dig into the company's industry-leading video dataset to reveal what worked and what didn't in video advertising in 2011. You'll learn about the key metrics that predict virality, the psychology of influencers, and new data-driven strategies that help advertisers and agencies get the most bang for their buck. This webcast will make sense of a messy media landscape with disparate datasets, metrics, and key indicators for success and show the way for 2012.

Presented by:
Seraj Bharwani – Chief Analytics Officer, Visible Measures
 

View recorded webcast »

Riding The Value Shift In MR: Only The Paranoid Survive

December 08, 2011

*ESOMAR Excellence Award for the Best Paper*

The jury said: "The paper tackles one of the most crucial pain points today providing the industry with a context and a framework to approach the problem / take action."

The market research industry seems under attack from all quarters. The current turmoil is a symptom of a more fundamental, underlying change in the industry-a change that reflects a shift in the way value is created and delivered.  In other words, the industry is at a strategic inflection point.  The companies that are first to recognize this underlying change and respond with new business models will be most likely to ride the value shift to future success.

Presented by:
David G. Bakken – Chief Operating Officer - KJT Group, LLC
 

View recorded webcast »

FREE Webcast: How To Win An ARF David Ogilvy Award

December 06, 2011



How can you win an Ogilvy Award?  Subaru and International Delight tell us how.

FREE Webcast for Members and Non-Members!

Learning from Winners: 2011 Automotive Ogilvy Award Winner
“Owner Love” – Subaru of America

In 2007, Subaru of America was at a crossroads: sales were stagnant, loyalty was declining, and expansion beyond a small cadre of niche audiences in limited geographies seemed an impossible nut to crack. 

Yet, the company was convinced that if it could “bottle” the unique connection between a Subaru and its owner, and activate that connection in more like-minded people, the brand could leapfrog its challenges and even position itself for growth.

The research program was less a program than it was an iterative, collaborative process of asking the right questions to uncover, activate and measure the impact of owner love.   Join us to learn how a unity of purpose among all stakeholders, a laser-like focus on a single objective, and research trained solely on reaching that objective helped Subaru to outperform the US market and become one of only two brands to report consecutive annual sales gains during the worst years of the automotive downturn.

Presented by:
Jeni Lee Chapman – EVP, Global Brand and Communications Consulting, Harris Interactive
Joan Sinopoli – SVP, Senior Consultant, Brand and Communications, Harris Interactive

Learning from Winners: 2011 Beverages Ogilvy Award Winner

International Delight “CoffeeHouse Inspirations Skinny” – Vizu Corporation

What if brand advertisers could boost the return on their advertising investment by hundreds of thousands of dollars by making in-market adjustments to their digital advertising campaigns?

Horizon Media and International Delight did just that, leveraging real-time Brand Lift metrics provided by Vizu Corporation to measure and optimize the brand impact of their digital awareness campaign. When International Delight was launching their new line of CoffeeHouse Inspirations Skinny coffee creamers, they turned to Horizon to help them create and execute an effective awareness campaign online. Horizon Media turned to Vizu for the technology needed to ensure the brand-building effectiveness of the initiative by measuring and optimizing the campaign's performance against its primary marketing objective - building awareness for a new product line - in real-time.

Leveraging real-time Brand Lift metrics from Vizu, Horizon compared Brand Lift performance across all exposure frequencies, creative units, targeting segments, and site placements, and in so doing identified in-campaign optimization opportunities that increased Brand Lift against the awareness objective by 34.4% and the campaign's effective media spend by over $100,000.

Join us to learn how to use real-time brand metrics to make your online brand campaigns more effective!

Presented by:
Jeff Smith – Chief Marketing Officer & SVP, Client Services, Vizu Corporation
Ethan Krause, Associate Director, Digital, Horizon Media
 

View recorded webcast »

The Power Of Databases:TV Ratings For The Era Of Granularity

December 01, 2011

With data from over 19 million set top boxes, Rentrak is providing the TV ad industry with ratings that provide stability, granularity, and enhanced targeting. Learn how the marketplace is shifting towards an accountable database currency that provides deep insight from research, to planning, to execution.

Presented by:
Bruce Goerlich – Chief Research Officer, Rentrak
 

View recorded webcast »

Brand Staying Power: Understanding Advertising Decay

November 30, 2011

Today's online advertising performance models are primarily founded on immediate measures of success, like the click-through. However, most brand marketers are interested in the long view, looking instead to build and sustain brand measures over time. This kind of patience has not always been easy since, historically, online advertising effectiveness efforts have only measured the immediate impact on brand metrics. Now, thanks to some recent and exciting developments in this space, advertising decay and the effects of cookie deletion can be more effectively assessed over time.

Presented by:
Marc Ryan – SVP, Chief Research Officer, InsightExpress
Jerome Shimizu  – VP, Director, Data Sciences, InsightExpress
Briggs Davidson –  VP, Director, Strategy & Analysis, Digitas
 

View recorded webcast »

Sesame Street Case Study: Leveraging Traditional and New Market Research Techniques in Creative Testing

November 03, 2011

As one of the world's most iconic and well-loved brands, Sesame Street continually faces the challenge of staying fresh and relevant to a fan base that is increasingly more diverse, particularly in terms of age and technological savvy. Recently celebrating its 40th anniversary, Sesame Street enthusiasts span the gamut from adults who prefer the original TV characters to young children who prefer new characters and online interaction. To best ensure the company evolves & remains appealing, Sesame Street relies on research and continuous learning to guide its creative development processes.

Join OnResearch, Inc's VP of Research Operations, Zach Vetter, as he shares how OnResearch & Sesame Street combined traditional & new research techniques, including focus groups, quantitative surveys & social media analysis, to uncover consumer insights & drive core creative and strategic decisions.

Presented by:
Zach Vetter – Vice President of Research Operations, OnResearch
 

View recorded webcast »

Browse All About It! The Evolution of the Circular

November 01, 2011

Just like many predicted the death of radio with the advent of the television, many have been predicting the demise of printed circulars as newspaper readership continues to decline and more and more readership occurs in digital mode. However, with 60% to 70% of a retailer’s marketing budget devoted to printed circulars, and a diverse shopper base, many who scream when retailers move assortment from one aisle to another, retailers will need to carefully manage the transition from print to digital. And as we will demonstrate, U.S. shoppers are not yet ready to give up their paper options. Nevertheless, the benefits of digital circulars and digital engagement are numerous. We will use this session to talk about the benefits of both print versus digital circulars; share new research about who, when, how and why shoppers use traditional versus digital retailer ads; discuss steps required to optimize both print and digital; share examples of existing digital engagements in practice; and wrap up with our view of the future.

Presented by:
Todd Hale – Senior Vice President, Consumer & Shopper Insights, Nielsen
 

View recorded webcast »

Pharma Marketing: State of the Industry in 2011

October 26, 2011

The webcast is a state-of-the-industry package on trends in pharma marketing. It's been about 15 years since DTC advertising restrictions were loosened and the marketing of prescription drugs went from $0 to a $4 billion industry. We'll look at the advertising and marketing trends over the past few years, where are we now, and what the future might hold, including:

  • healthcare reform and its potential impact
  • pharmaceutical advertising trends and marketing on the web and in social media
  • the rise of retail pharmacies in the marketing chain

Presented by:
Beth Snyder Bulik – Reporter, Advertising Age
Richard Fielding – Chief Client Officer, Kantar Media North America
 

View recorded webcast »

10 Things You Need To Know About Consumers & Digital

October 25, 2011

As digital devices explode as new communication platforms, marketers are grappling to follow consumers into this unchartered territory. But how do consumers interact with these platforms? And how are their digital behaviors measured? Hear GfK MRI discuss 10 things you need to know about consumers & digital.

Presented by:
Risa Becker – VP Research Operations, GfK MRI
 

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Lessons Learned In CPG: Maximizing Returns From Your Digital

October 18, 2011

Advertising has evolved tremendously with the advent of new digital technologies, but its goal today is much the same as it has always been-to elicit feelings, emotions, perceptions & actions that ultimately build brand loyalty & increase sales. It is essential that marketers find ways to do this in the most efficient manner while being able to quantify a return on marketing investment.

Today, marketers have an advantage that was not available to pioneering digital marketers: a history of digital marketing to reveal best practices and strategies for digital media plans. Join us as we highlights five key lessons learned, based on an array of comScore advertising effectiveness studies conducted on behalf of some of the world's biggest CPG brands.

We will also address the current state of the digital advertising industry, helping to guide CPG marketers & their agencies down a path toward more effective planning, stronger evaluation & overall improved results.
 

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Activating TRA Data - The Industry Guide To Using Targeting

October 13, 2011

Learn how TRA client Mars raised TV ROI 25-35% - what every TV advertiser needs to know. ARF is also sharing their validation of the TRA methodology. Attend this conference to transform your media spend investment from lackluster to blockbuster! Join us on Tuesday August 30th as ARF's Bill Cook and TRA's Bill Harvey share these important findings.

Presented by:
Bill Harvey – Vice Chairman and Chief Research Officer, TRA, Inc.
Bill Cook – EVP Research & Standards, ARF
 

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How Mobile Video Brings The Face And Voice Of The Consumer

October 13, 2011

Successful strategies aren't led by someone's good ideas but by consumers' realities, values, and emotions. Barriers stand between what brand managers need to know to make decisions and how their consumers behave and think - consciously and subconsciously. Mobile video opens a new world of opportunity to how you connect with consumers' internal and external worlds and gain deep insight into their emotional drivers and values. Attend this webinar to learn how you can leverage mobile video to bring new levels of depth to your marketing research.

Presented by:
John Williamson – CEO & Founder, Qualvu
 

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Starch Advertising Research's the Ten Principles for Effective Advertising

October 12, 2011

What works in print advertising? GfK MRI Starch, the most trusted source for market intelligence about print advertising effectiveness, takes you through ten principles for effective advertising. Starch’s Ten Principles are a widely applicable and actionable guide for advertisers to create more effective print advertisements.

Presented by:
Maureen Doherty – Vice President, GfK MRI Starch
 

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What's So Funny? How Humor In Advertising Can Build A Brand

October 11, 2011

Once-upon-a-laugh-track, many brands kept the humor strictly off camera. Today, in our message-saturated world, it's hard to find a category where brands are not using humor to grab a laugh and a customer, especially when it can mean the difference between being watched or not being noticed at all. But, once you get 'em, do these funny ads actually do the job that brands hire them to do, and move consumers closer to the brand?

Presented by:
Amy Shea – EVP, Director of Brand Development - Brand Keys, Inc.
 

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Paths to Success in Online Marketing: Follow the Digital Footprints of Consumers

September 28, 2011

s a marketer, how do you ensure your online campaign optimizes your ability to influence brand affinity and increase revenue? Join this ARF Webcast as Luth Research shares “paths to success” findings from a ZQ Digital Tribe ™ study. By examining consumers’ actual online behaviors, Luth uncovers how social media websites and ecommerce websites differ in driving sales and branding strategies. Learn how your online campaigns may need to change in order to foster a positive brand image and connect consumers to your brand.

Presented by:
Roseanne Luth – President and CEO, Luth Research
Jacqueline Rosales – Chief Revenue Officer, Luth Research
Becky Wu, PhD. – Vice President Research, Luth Research
 

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Selling Style In China

September 27, 2011

As China continues its trajectory to become one of the largest consumer markets in the world, advertisers are looking for ways to connect with these consumers and forge brand loyalty. Previously, Ameritest identified that consumer perceptions of style contribute to the attention-getting and motivational power of creative. But what does style really mean to Chinese consumers? And what factors have lead to its increasing importance during purchase consideration?

Join Sharon Evans and Ratna Tandavan of Ameritest as we take an exploratory dive into data and theories that help us begin to understand both what style means and the underlying forces leading to its importance in the People's Republic of China.

Presented by:
Sharon Evans – Senior Research Analyst, Ameritest
Ratna Tandavan – Research Director, Ameritest
 

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Early Lessons in Applying Big Data To Television Advertising

September 12, 2011

Television viewing is continuing to fragment across programs, networks, dayparts and devices. Measurement and media tools have not been able to keep pace, leaving marketers and their agencies with declining reach and worsening frequency imbalances in their most powerful, large-scale branding medium. Data management and analysis techniques pioneered on Wall Street and in Internet marketing are beginning to be applied to large scale sets of directly-measured viewing data to solve these problems.

Simulmedia has assembled the largest set of directly-measured, anonymous television viewing data in the world to re-aggregate and package audiences in ways that were not possible as recently as 3 years ago. In this webinar, Simulmedia will present its early lessons learned in using anonymous, directly measured television viewing data. You learn:

  • The implications of new data sources on reaching fragmented viewers
  • The 21st century TV data architecture
  • The myths of set top box data
  • What’s really behind “light viewing”
  • Validating set top box data against existing data sets
View recorded webcast »

The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing

August 31, 2011

While most brand marketers today are intensely focused on their social media efforts, many express frustration at the inability to quantify its value or incorporate it into their marketing mix. comScore Social Essentials™ is a breakthrough social measurement product that helps marketers do just that. If you’re interested in learning how to quantify your social media marketing efforts by providing insight into the demographic and behavioral composition of your social media audience, then this is a webinar not to be missed.

Presented by:
Graham Mudd – Vice President of Media, comScore
 

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Marketing To The New Majority: Strategies For A Diverse World

August 16, 2011

David Burgos and Ola Mobolade, authors of the just-released book Marketing to the New Majority, will provide new guidelines and provocative implications for marketers and agencies hoping to tap into today's general market. Leveraging new research, case studies and thoughtful analysis from the book, the authors will address such topics as understanding diversity within diversity, moving from ethnic targeting to intelligent targeting, and the agency model of the future. They will also share a sneak peek of a segmentation developed for the book, highlighting where most companies are today and where they ought to be in order to stay relevant to the new majority.

Presented by:
David Burgos – VP, Multicultural Practice, Millward Brown
Ola Mobolade – Managing Director, Firefly Millward Brown
 

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Best Practices in Cross-Platform Ad Effectiveness Research

August 03, 2011

Michele Madansky, PhD, will present findings detailed in a whitepaper she co-authored with Kathryn Koegel for CIMM on Best Practices in Cross-Platform Ad Effectiveness Research. Michele and Kathryn interviewed advertisers, media buying agencies, media companies and research vendors to better understand the strengths and limitations of a variety of methods used to measure the impact of cross-media campaigns. The whitepaper also highlights some of the innovative work currently being done in this area and identifies further opportunities for innovation for CIMM to pursue.

Presented by:
Jane Clarke – Managing Director, Coalition for Innovative Media Measurement
Michele Madansky – Independent Consultant
 

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Hybrid Audience Measurement: The Next Generation

July 27, 2011

With the proliferation of Internet enabled devices and number of websites visited each day, the digital landscape is more complex and competitive than ever. Media companies and advertisers require more accurate audience measurement data in order to make sound planning decisions. Join Nielsen's John Brauer and Mainak Mazumdar who will address the prevailing approaches to hybrid measurement and their effectiveness in addressing the growing challenges facing Internet audience measurement.

Presented by:
John Brauer – Manager, Product Leadership, Nielsen
Mainak Mazumdar – SVP Global Measurement Science, Nielsen
 

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Measuring Acceptance and Avoidance of TV Advertising to Maximize ROI

July 21, 2011

Millward Brown and Kantar Media will unveil the findings of a new study that explores the roles ad creative and media placement play in triggering a TV viewer to change channels away from an ad, a practice commonly known as “tuneaway.” By combining their datasets and expertise, Millward Brown and Kantar Media will offer new insight into specific creative elements and media strategies that can help combat tuneaway and enhance advertising ROI.

Presented by:
Jeff Boehme – Chief Research Officer, Kantar Media Audiences
Mitzi Lorentzen – VP Client Solutions, Communications Development Research, Millward Brown
 

View recorded webcast »

Reinventing Ad Effectiveness Research

July 12, 2011

Ad effectiveness research today has its limitations:

  • Linkages between attitudinal and behavioral data is often tenuous
  • Response rates with standard live-recruitment are in decline
  • Control inventory is a point of grievance, and contention
  • Cookie deletion remains varied, and typically unaccounted for
  • Offline sales linkage is limited and often not feasible

InsightExpress' Ignite Network revolutionizes the way media, advertising and research companies gather data and analyze digital marketing success. The Ignite Network is a research platform that strategically aggregates several of the industry's most recognized and largest sample providers to create a scalable and robust model for measurement and advanced analytics. Participants will learn how to utilize the Ignite Network to address existing challenges in digital brand measurement, how to measure true ROI, and integrate new forms of marketing accountability data.

Presented by:
Marc Ryan – SVP, Chief Research Officer. InsightExpress
 

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Social Listening: What Can We Learn from Moms on the Social Web?

June 30, 2011

Moms online are among the most conversational, targetable and simultaneously widespread demographics segment on the web today. They are also usually the decision-makers when it comes to food purchases for their families and they influence each other as well.

Cymfony business analyst Cathy Buena will discuss the drivers behind why families purchase the food products they do, distilled from the authentic conversations of the moms themselves on the social web.

What you’ll learn:

  • 5 surprising truths moms tell us about the food marketplace
  • 7 key factors driving family food purchase decisions for the Breakfast, Lunch, Dinner and Snack segments of the market
  • How these insights can be actionable from a business standpoint
  • Why the strong community of moms online is such a valuable resource for information about the marketplace

We’re excited to be joined by the team from Mom Central Consulting who will add their insight and expertise to the discussion.
 

View recorded webcast »

Online Communities - You Can Listen, But Can You React?

June 29, 2011

Imagine having near instant access to customer feedback at little cost, at all hours of the day and night. Forward thinking companies are now launching online “communities” to provide ROI for respondents, by enabling them to interact with each other in real-time, online, and in a social atmosphere. Brands are benefiting from this new ability to contact respondents on an ongoing basis and gain the opportunity to “listen” to on-site chatter. While communities can provide highly valuable data, it is critical that companies consider the benefits that can be derived by 'listening' and ensure that they can accommodate customer feedback into their marketing approaches. The last thing customers want to do is provide feedback that is not valued.

Toluna presents a webinar that provides a number of case studies from clients that have succeeded in building and implementing communities that work for them, and generate real value from “listening”. The presentation will help attendees understand the process for creating a purpose for their community (market research, brand advocacy, etc) and what makes a "good" community. Further, we will help define the steps needed to formulate a market research plan, respondent recruitment plan, technical evaluation of tools, and services needed to manage communities.

The attendee will leave this webinar with a better understanding of the “community” provider landscape, the ability to generate ROI, and more.

Presented by:
Peter Shafer – Senior Vice President Enterprise Solutions, Toluna
Janice Caston – AVP Global Marketing, Toluna
 

View recorded webcast »

Finding the Sweet Spot Between Neuroscience and Quantitative Research

June 23, 2011

Join Ameritest and Sands Research Inc. as they show the insights found by testing one ad in both a neuroscience (Sands Research Inc.) and quantitative environment (Ameritest). The recent, successful commercial produced by Volkswagen, "The Force" is used as the stimulus for identifying where the real differences/similarities exist between research systems and how we can extrapolate the appropriate insights from the each.

Presented by:
Dr. Steve Sands – Chairman and Chief Science Officer, Sands Research Inc.
Sean Scott – Chief Information Officer, Ameritest
 

View recorded webcast »

What Role is Mobile Listening Playing with Your Audience?

June 22, 2011

Mobile consumption is growing to the extent that it may constitute more than half of your streaming listeners. In this webinar, Robert Favre Triton Digital's, CCO and General Manager will take a look at the role of mobile across five markets, and look into which mobile platform is really dominating.

Presented by:
Robert Favre – CCO and General Manager, Triton Digital
 

View recorded webcast »

Are You an Effective Conversation Architect?

June 22, 2011

In the past, agencies didn't have the benefit of social data. Results were "buy/no buy." Now, agencies can understand "buy/no buy + why" - providing the ability to quickly make changes and provide more informed strategic counsel to their clients.

This webcast explores the fundamentals of successful conversation architecture, using analytically driven business decisions to support the diverse needs of agencies, including:

  • Influencer identification
  • Site selection and targeting
  • Sentiment analysis
  • Topic discovery to support creative development and search optimization
  • Crisis alerts and reputation management

Crafting and executing a profitable social strategy is no accident. Through the right mix of creative design, campaign execution, and media planning for earned and paid placements, you can become the conversation architect that delivers more profitable social outcomes. This webcast will explore best practices and case studies to demonstrate effective conversation architecture.

Presented by:
Joe Muran – Managing Partner of M80 Chicago
Eric Forst – Vice President of Strategic Agency Partnerships, Visible Technologies
 

View recorded webcast »

Millward Brown Learning Session: The Brand Value of a Fan

June 02, 2011

Many brands have managed to accumulate large numbers of social media fans and followers. The challenge now is what to do with them, and how to successfully marry fan expectations and marketing objectives. This session will share extensive quantitative learning about what works in social media, addressing questions such as which page attributes and content are most likely to generate the strongest engagement and brand response. The session will also include case study examples and time for questions and debate.

Presented by:
Duncan Southgate – Global Brand Director, Digital, Millward Brown
Ali Rana – SVP, Emerging Media Lab, Dynamic Logic
 

View recorded webcast »

7 Ways to Inform Your Media Planning Using Social Data

May 18, 2011

Consumers are talking about brands more than ever before online. Social Media captures these conversations in various forms and if tapped right can uncover a vast array of information that can impact your media investments. Applying this knowledge to optimize your ad spend can generate incredible efficiencies. Join ARF and Networked Insights for a free webinar and dig deeper into Social Media data and get past GRPs & TRPs to uncover what consumers are talking about and where.

In this webinar you will learn:

  • Value gained exploiting shows undervalued by Nielsen.
  • Hyper-segmentation approaches that go beyond "Adults 18 to 49."
  • How social can point the way to premium audiences at non-premium prices.
  • How to coordinate paid, earned, and owned assets to generate a "social lift" and make your spend go farther.

Presented by:
Dan Neely – Founder & CEO - Networked Insights
 

View recorded webcast »

Brand Comparisons - A Superior Measurement Of Image

May 17, 2011

For far too long researchers have claimed the "attitude changes slowly" when faced with significant in-market changes in behavior that did not result in noticeable changes in ratings. The authors believe that the use of ratings to measure images was simply not sensitive enough. Come see our proof!

Presented by:
James Nyce – Vice President Consumer Insights, Sun Products
Randy Brooks – President, Directions Research
 

View recorded webcast »

Growth Foresight - Optimizing Your Global Opportunity

April 28, 2011

The notion that developing markets drive growth is not news. Yet, international expansion continues to be one of the most challenging issues for many companies - and with good reason: growing global business is complex and risky.

Rapid changes in global economic and geopolitical landscape require firms to constantly track and re-assess opportunity. Window of opportunity is often narrow - some markets open and consolidate in as little as two-three years. Many approaches rely primarily on economic growth to serve as opportunity indicator, yet drivers are far more complex, vary from category to category and often from market to market. Additionally, market opportunity needs to be assessed and balanced against entry risks. 4i Global Opportunity Finder provides an integrated approach assessing future opportunity against risks to identify optimal growth path and inform international strategy. We will demonstrate the methodology, provide key elements of the solution and show concrete examples.

Presented by:
Lana Klein – Vice President, 4i Consulting Group
 

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5 Myths of Youth and Advertising: Uncovering the Un-truths and Discovering Authentic Youth Insight

April 20, 2011

When it comes to the kid, tween and teen advertising space, many myths abound. It's easy to reduce this group to simple clichés and hyperbolized headlines, but to really understand today's youth, marketers need to hurdle over the hype and uncover their authentic needs and beliefs. Informed by fresh, from-the-field research on youth culture - including their relationship to advertising - this presentation will shatter stereotypes and offer practical advice for conducting research that truly taps into their desires and creating ideas that will resonate with them.

Presented by:
Amy Henry – Vice President of Youth Insights - C+R Research
 

View recorded webcast »

2010 U.S. Digital Year In Review

February 23, 2011

An in-depth look at comScore's annual report, the Digital Year in Review, which highlights the industry's leading stories of the year and their implications for the future. The report looks across the digital landscape to focus on important issues that shaped the year in digital, including:

  • What consumer trends dominated the digital media scene in 2010?
  • How did the economic environment effect e-commerce spending throughout the year?
  • What were the top trends in digital advertising?
  • How has audience usage of social networks shifted in 2010?
  • What were the key trends in online video viewing, including video ad consumption?
  • How are market enablers such as unlimited data plans, 3G penetration and smartphone adoption driving mobile media usage?

Presented by:
Andrew Lipsman – Senior Director, Industry Analysis - comScore
 

View recorded webcast »

Let Us Tell You a Story: What Consumers Have to Say through their Picks of the Top Brands of 2011

February 16, 2011

What can a look at the brands consumers hold close in their hearts as we begin 2011 tell us about what will matter in the coming year? Join Brand Keys Global Director, Amy Shea, as she shares the story found in the results of the 15th annual Brand Keys Customer Loyalty Engagement Index: a national study of 80 categories and 600 brands that examines what is driving loyalty and engagement, according to the emotional and rational point-of-view of the consumer. Amy will be joined by guests of two of the winning brands to add their story to the one the consumer has to tell about what really creates the brand engagement that will create winners in the marketplace.

Larisa Drake, VP Brand Communications for Discover Financial Services and Kevin Ragland, VP Creative Director from The Martin Agency, will talk about the brilliant "Peggy" campaign; and James Crolley, Director of Advertising for Progressive Insurance and David Register, Creative Director from Arnold Advertising, will speak to the continuing success of Flo, now one of the most recognizable and well-liked brand spokespeople in the country. Don’t miss this opportunity to hear directly from these top brand-advertising teams on the story behind the strategic storytelling of these great campaigns!

Presented by:
Amy Shea – Global Director - Brand Keys
Larisa Drake – VP Brand Communications - Discover Financial Services
Kevin Ragland – VP Creative Director - The Martin Agency
James Crolley – Director of Advertising - Progressive Insurance
David Register – Creative Director - Arnold Advertising

Learn more about the Webcast and Download the PDF "2011 Brand Keys Customer Loyalty Engagement Index Results" here!
 

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Jeni Chapman, EVP of Brand Communication, Harris Interactive