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ARF Annual Conference
Winning Entries

Congratulations to the 29 entries to be featured at The ARF Annual Conference. These entries were submitted during The ARF Call for Content and were selected to present after a two-round review process to by the Board of Curators.

Join us March 20-21 to see their groundbreaking work!

A Collaboration to Creative
Timothy O’Brien – VP, Consulting, Forethought
Ken Roberts – President, Forethought
Elizabeth Windram – Director, Brand & Advertising, JetBlue

A Journey in Copy Testing
Roberto Cymrot – Group Director, Knowledge & Insights, The Coca-Cola Company
Laura Derrick – VP, Kantar Millward Brown

Beyond Completion Rates – How Social Video Works
Jessica Halter – Senior Analyst, Intelligence Solutions & Strategy, IPG Media Lab
Katherine Karp – Researcher, Twitter
Kara Manatt – SVP, Intelligence Solutions & Strategy, IPG Media Lab

Branded Social Media Content and Consumer Engagement
Jeffrey Inman, Ph.D. – Associate Dean, Research, Katz Graduate School of Business, Univ. of Pittsburgh
Earl Taylor – CMO, Marketing Science Institute

Connecting Media for Action
Ani Ieroncig – Director, Marketing Research, Marketing & Commercial Products, Canada Post
Elissa Moses – CEO, Neuro & Behavioral Sciences, Ipsos

Digital Owned Media Effects and its Synergy with Paid Media
Martin Block, Ph.D. – Professor, Northwestern University
Rob Jayson – Global Lead, Publicis Media

DriVRs of Emotion: Understanding Non-Conscious Responses in New Media Environments
Brendan Murray, Ph.D. – Director, Nielsen
Paul Neto – Senior Director, Research, YuMe
Rachel Newmiller – Associate Project Manager, Nielsen
Danny O’Toole – SVP, Nielsen

Elevating Digital Advertising
Josh Billig – Senior Market Research Manager, Microsoft
Jon Brand – SVP, GfK

Exploiting VR for Better ROI
Mark Bagnall – Head, Innovation, Basis Research
Kate Hartzell – SVP, Basis Research

Frito-Lay’s Path to Purchase
Shawn Baron – Global Measurement Lead, Facebook, Inc.
Atin Kulkarni – Senior Director, Portfolio Strategy & Analytics, Frito-Lay, Inc.

How’s Your Judgement?
Nicole Hartnett – Senior Research Associate, Ehrenberg-Bass Institute
Rachel Kennedy – Associate Professor, Ehrenberg-Bass Institute

Learnings on Advertising Effectiveness – Creative Top Tips
Laura Mahoney – Global Media Insights, Unilever

Mobile Ads: Intrusive or Effective?
AJ Mathew – VP, Research, Kargo
Duane Varan, Ph.D. – CEO, MediaScience
 

Multiscreen Ready: Neuro Optimization for Cross-Platform
Pranav Yadav – CEO, Neuro-Insight US Inc.

New Audience Data: Monetizing In-App Behavioral Signals for Targeting
dstillery

Predict Ad Sales Lift Using Emotion Measurement with 75% Accuracy
Mihkel Jäätma – CEO, Realeyes

Site Design and Context Impact Your Video’s Ability to Break Through
Pamela Marsh, Ph.D. – Director, Primary Research, Annalect Group
Katy Mitchell – Advertiser Experiment Advocate, Google, Inc.
Duane Varan, Ph.D. – CEO, MediaScience

The Cross-Platform Puzzle: Solve for Offline Impact with TV & Facebook
Leslie Wood, Ph.D. – CRO, Nielsen Catalina Solutions
Brad Smallwood – Head, Measurements & Insights, Facebook, Inc.
Joseph Davin – Quantitative Researcher, Marketing Science R&D, Facebook, Inc.

The Halo Effect: How Ads on Premium Publishers Drive Effectiveness
Jason Kint – CEO, Digital Content Next
Andrew Lipsman – VP, Marketing & Insights, comScore, Inc.

The Mind of the Viewer
Carl Marci, M.D. – Chief Neuroscientist, Nielsen Consumer Neuroscience
Naomi Nuta – VP, Client Services, Nielsen Consumer Neuroscience
Beth Rockwood – VP, Portfolio Research, Turner Broadcasting, Inc.
Richard Zackon – Facilitator, Council for Research Excellence

The Misconception of Millennial Individualism
Ron Park – VP, Advanced Methods & Research, Merkle, Inc.
Jennifer Perry – Associate Director, Advanced Methods & Research, Merkle, Inc.

Time to Change! From Tracking to Brand Guidance Systems
Jodi Harris – VP, Consumer Strategy & Insights, Anheuser Busch InBev
David Hluska – SVP, Kantar Millward Brown
William Pink – Managing Partner, Kantar Millward Brown
pink

TV Ads and Search Spikes
Kenneth Wilbur – Associate Professor, Rady School of Management, UCSD

TV’s Late Bloomer: Video-on-Demand & Its Advertising Impact
Kerrilyn Curtin – VP, Client Solutions, Symphony Advanced Media
Dave Kaplan – SVP, Research, Bravo, & Oxygen Media, NBCUniversal
Chris Pizzurro – Head, Business Development, Sales & Marketing, Canoe Ventures
Zach Schlessel – Senior Director, Research, Bravo, & Oxygen Media, NBCUniversal
curtin kaplan 

Unlocking Great Creative in China
Steven Bellman – Professor, Ehrenberg-Bass Institute
Rachel Kennedy – Associate Professor, Ehrenberg-Bass Institute
Magda Nenycz, Ph.D. – Senior Research Associate, Ehrenberg-Bass Institute
Duane Varan, Ph.D. – CEO, MediaScience
nenycz varan

What’s So Emotional About Emotional Ads?
David Brandt – EVP, Ad Effectiveness, Nielsen

Where ROI Rules – Content is King
David Poltrack – CRO, CBS Corporation; President, CBS VISION
Leslie Wood, Ph.D. – CRO, Nielsen Catalina Solutions
poltrack

Who Blocks Ads, Why and How to Win Them Back
Samar Das, Ph.D. – CEO, C3Research
Kristina Sruoginis – Research Director, IAB
srugoninis

Why People Use and Engage with Digital Content Globally
Erica Carranza, Ph.D. – VP, Consumer Psychology, Chadwick Martin, Bailey
Cortney Henseler – Director, Consumer Analytics & Research, AOL, Inc.
Christian Kugel – VP, AOL, Inc.
Niels Schillewaert – Managing Partner, InSites Consulting