Webcasts on Demand
Learn the Latest, Live, Online!
The ARF Webcast Program – presentations that address hot issues in advertising and marketing research. Connect with industry leaders. Tap into a wealth of information. All from the convenience of your own office.
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 e-mail with a link and password to view the recorded event.
Note: ARF Webcasts on Demand are available 2 weeks after the recorded live webcast.
JULY 28, 2010
The Medium Is NOT the Message: Social Media Analytics Deliver Insights Beyond Social Monitoring
Presented by: Dan Neely, Founder and CEO of Networked Insights
This informative webinar will describe the current state of social media analytics and provide case studies to illustrate real-world applications of analytics for market research. Learn:
- How analytics can deliver insights to provide core marketing research and drive strategy.
- The difference between listening (strategic and proactive) and monitoring (tactical and reactive).
- How analytics contrast with and complement traditional market research.
- How analytics can inform essential marketing use cases, such as campaign strategy, campaign evaluation, advising digital ad spend, and driving innovation.
- How the world has changed since Marshall McLuhan’s proclamation that “the medium is the message.”
If you’re just listening to consumers in social media online to drive social media tactics, you’re missing out on the real value of social media data: the largest focus group that’s ever existed. (And if you’re not yet listening online, learn why you should be.)
JULY 21, 2010
Audience Measurement 5.0 Keynote: The Cross-Platform Measurement Marathon
Presented by: Artie Bulgrin – Senior Vice President of Research + Analytics, ESPN, Inc.
Voted one of the best presentations from ARF's Audience Measurement 5.0, ESPN’s Artie Bulgrin will provide a review of why it has been such a struggle for companies to effectively measure cross-platform effects and advertising effectiveness as they move forward into a 360 media marketing environment.
JULY 13, 2010
What Gets a Commercial Noticed?
Presented by: Alex Petrilli – Manager, Audience Research, TiVo Inc. and Elissa Lee – Vice President, Research and ARM Product Management, TiVo Inc.
According to TiVo’s Stop Watch data, 41% of all programs were time-shifted during the four quarter of 2009, allowing viewers to fast-forward through the commercials. To combat this dilemma of viewer-controlled programming, marketers are experimenting with a cadre of advertising innovations such as pod busters, limited commercials content and advertisements thematically tied to the program, with varying degrees of success. Discover which of these innovations are the most successful, as DVR penetration moves toward fifty percent and beyond.
JUNE 10, 2010
The ARF’s Quality Enhancement Process (QeP) Version 2.0: Ready for Prime Time
Presented by: Dr. Ray Pettit – SVP, Research & Standards, The ARF
Created by the industry for the industry, the ARF’s QeP Version 2.0 is a fact-based process improvement program designed to help raise the quality level of online survey data. Major corporations such as Coca-Cola, Capital One, General Mills, Unilever, General Motors, Kraft, Microsoft, and Bayer Healthcare have pilot tested the QeP and are deploying quality improvement programs now. A vital part of the QeP will be training workshops, designed to educate and guide research vendors and suppliers, working in collaboration with their clients, about the inner workings of the QeP program. The first public QeP workshop is scheduled for June 29th at the ARF. This ARF webinar will introduce basic QeP concepts that will be covered in the QeP workshop program, including learnings from the ARF Foundations of Quality research study and how major advertisers will be deploying the QeP in their companies. Gain the most up to date information about QeP so that you can be equipped to meet new requirements and standards as they emerge rapidly in 2010.
JUNE 3, 2010
Merging Traditional and Biometric Measures for Deeper Advertising Insights
Presented by: Karl Rosenberg – Executive Vice President, MSW/LAB Biometric Insights
MSW Research and LABoratory & Co. have joined forces, bringing advertisers the first integrated set of tools to understand the full spectrum of consumer response to advertising. Merging MSW’s marketplace, sales validated cognitive response metrics with LAB’s unconscious, physiological emotional response biometrics provides advertisers insight into the long-term equity of their brand and the short-term reaction to advertising. The integration of NEURO TRACE into MSW's state-of-the-art TouchPointTM system ensures clients have the measures to identify emotional relevance and engage consumers in a way that drives sales in today's cluttered media landscape. Come hear about the research that lead to this system and see examples of it in action.
JUNE 1, 2010
The Role of “Communities and the Role of Social Media in Online Research”
Presented by: Keith Price – Toluna
The social networking evolution is occurring and empowering the consumer.
As an industry our goal is to engage as many respondents as possible in the research process, and to do this effectively we need to leverage these new communications platforms. Technology enables us to do this. Many MR companies are starting to leverage technology to provide survey respondents with a new platform for response – a ‘community.’ These ‘community’ approaches encourage respondent interaction and social voting. These applications are designed to provide an experience more similar to social networking applications in use today.
Community approaches provide respondents with an engaging platform for providing feedback, and means of ‘closing the loop’ as upon voting visitors can view aggregated responses in real-time. This new means of interacting with respondents helps to provide a true value for participation, beyond the traditional monetary incentive. From a research perspective the immediacy of ‘community’ approaches provide unparalleled speed of response and efficiency. As respondents are participating in polls posted to the community website in real-time, truly real-time interaction between market researcher and consumer is possible – providing new opportunities for research.
That said, these methodologies require technology and systems to ensure that respondents are presented with survey opportunities that they qualify for, the process is randomized (specifically as companies now leverage multiple sample sources) so as not to present bias in the sample, and respondents themselves are unique, validated and engaged. This presentation will provide an overview of the technologies used in the topic overview, as well as, a comparison of behavioral/demographic similarities/differences that exist among respondents.
MAY 24, 2010
Launching the ARF Research Transformation Super-Council
Presented by: Joel Rubinson – Chief Research Officer, The ARF
The ARF has heard a common cry from its members: The research function must transform itself and the organization to inspire better business futures with anticipatory insights.
The ARF research transformation initiative was officially launched on May 7th, but for those who missed the meeting, we have arranged a webcast so you can stay informed and volunteer to be part of this critical initiative. Learn how we plan to create the blueprint for insight teams to enable marketing organizations to become agile, fast learners whose innovations shape the future.
MAY 20, 2010
7 Different Kinds of Audio/Visual Synch
Presented by:
Sharon Evans – Research Planner/Analyst, Ameritest
and
Sonya Duran – Associate Research Director, Ameritest
Advertising communicates using different mediums, through a mixture of words and pictures. These pictures interact in different combinations, each producing its own unique effect and impact. Depending on the ultimate goal of the advertising, the dominance of either the picture or word within the ad may change. However, regardless of a picture or word’s dominant or subordinate role, the complementary effect of each imparts an impactful result.
On May 20th, join in as Ameritest discusses why those ads that strike the correct balance of audio/visual synch tend to succeed while ads that fail to strike this balance do not. Key topics of discussion:
- The advertising dichotomy (rational argument vs. emotional appeal)
- 7 types of word/picture combinations used in advertising
- The word/picture combinations that function best based on product life stage.
MAY 19, 2010
10 Essential Tips for Social Media Research and Marketing
Presented by: Lynne d Johnson – SVP, Social Media, ARF
Free for both Non-Members and Members of the ARF
With millions of people participating on sites like Facebook, Twitter, and YouTube, brands can no longer avoid social media as an effective research and marketing channel. Data has shown that social networking is becoming the most popular activity online—even more popular than email or search. But what does this mean for your business? Find out in this webcast, where you’ll get a preview of our upcoming ARF University: Social Media Bootcamp: Social Media for Research and Marketing, where we’ll uncover moving from listening, to creating actionable insights, to developing a well-thought out social media strategy.
MAY 12, 2010
The Consumers' World: Multi-Dimensional Engagement & Why Measuring All Aspects of Engagement Matters More than Ever
Presented by: Robert Passikoff - President, Brand Keys, Inc. and Berj Kazanjian – Vice President, MTV Ad Sales Research, Viacom
Free for both Non-Members and Members of the ARF
Experience the high caliber of learning available at the Audience Measurement 5.0 key issue forums with our complimentary Audience Measurement 5.0 Preview Webcasts.
Engagement with media, programs and ads are opportunities that must be measured for their ability to translate that engagement into the true goal: engagement with the brand. The ability to quantify the dimensions of engagement and also assess cross-engagement affects is a breakthrough, as it goes well beyond simple correlations between consumer’s demographics, media exposure, entertainment consumption, advertising breakthrough , or even “brand fit”. Discover the results of a three-month advertising campaign run on the MTV network, where media, program and message are measured individually and on a cross-engagement effects basis, for the impact of their engagement on brand engagement.
THURSDAY, MAY 6, 2010
Tapping the Wisdom of Crowds To Predict the Future
Presented by: Jared Heyman, Founder & President, Infosurv, Inc
Free for both Non-Members and Members of the ARF
For years, prediction markets have harnessed "the wisdom of crowds" to predict a variety of real-world outcomes with great accuracy, from movie box office receipts to election winners. Now the world's leading brands are tapping their predictive power for market research purposes, such as testing new product, marketing, or packaging concepts. These "virtual stock markets" can predict concept success at a fraction of the cost and many times the speed of a survey, while also improving respondent engagement and benchmarking capabilities.
Jared Heyman, Founder & President of Infosurv, will introduce iCE – the world's first prediction market designed specifically for concept testing that allows respondents to win real-world cash based upon their investing prowess. This interactive webinar includes a case study and Q&A.
MAY 5, 2010
Netnography: The Marketer’s Secret Weapon—How Social Media Understanding Drives Innovation
Presented by:
Professor Robert Kozinets – author of Netnography—Doing Ethnographic Research Online, and Professor of Marketing, York University’s Schulich School of Business
Malcolm DeLeo – Vice President of Innovation, Daymon Worldwide
Jonathan Spier – CEO, NetBase
Netnography, the technique of online anthropology, turns online content from mere text into a cultural reflection that yields deep human understanding. Join consumer anthropologist Professor Robert Kozinets, pioneer of the method and author of the recent book Netnography, as he explains the basics of the practice. Learn what the method is, how it relates to anthropological ethnography, and how it compares to other online content research. Hear real-world examples that illustrate how you can use netnography to drive innovation in your important marketing and business decisions. Then, Malcolm DeLeo, Vice President of Innovation at Daymon Worldwide, the largest provider of Private Brand consumer products and consumer marketing events, will share his philosophies and adventures and offer advice on using netnography.
APRIL 29, 2010
Advertising Effectiveness: Understanding the Value of a Social Media Impression
Presented by:
Jon Gibs – VP Online & Integrated Analysis, The Nielsen Company
Sean Bruich – Measurement Research, Facebook
Until now, the industry has been hard-pressed to understand what value advertising in the social context plays in the media mix. As a result, The Nielsen Company and Facebook recently joined forces to develop effective, near-real time advertising effectiveness solutions to determine consumer attitudes, brand perception and purchase intent from advertising, including aided awareness, ad recall, message association, brand favorability, and purchase consideration. Join Jon Gibs, VP Online & Integrated Analysis, The Nielsen Company and Sean Bruich, Measurement Research, Facebook, as they take an in-depth look at the results of their research, including key takeaways such as.
- Does advertising on social networking sites deliver the reach and lift across all the metrics important to brand advertisers?
- How can marketers use a combination of paid and earned media to increase advertising effectiveness by three- to four-fold?
APRIL 13, 2010
Listening to Generate Compelling Consumer Insight: Case Studies from Apparel, Banking and Health Care Show How
Presented by:
Michalis Michael – MASMI
Steve Alexander – Serendio
Steve Rappaport – The ARF
Listening to consumer views and conversations is one of the most promising research approaches available to help marketers tap into the hearts and minds of today’s consumer. MASMI’s Michalis Michael and Steve Alexander of MASMI strategic partner Serendio will take you through a detailed case study in retail apparel, and supplement that with results from studies they’ve done in health care and banking. Their presentation will reveal – in detail – how listening projects are done using sophisticated text mining tools, and then analyzed, visualized, reported and acted upon. Attendees will take away a richer appreciation of listening’s research value and contribution to brand building. Steve Rappaport, author of The ARF Listening Playbook, will introduce the session and serve as a panelist.
APRIL 7, 2010
Quick Service Restaurants:
2009 Category Advertising Review and Results by Ameritest Research and Brand Keys
Presented by:
Samantha Moore – Research Director, Ameritest
Amy Shea – EVP, Global Director of Brand Development, Brand Keys
On April 7th, listen in as Ameritest and Brand Keys present an assessment of how early-year QSR category brand loyalty and engagement metrics predicted 2009 advertising efficacy across the category. The insights and findings come from category-wide testing, with metrics on 312 thirty-second ads aired in 2009 by 17 major QSR advertisers from over 25,000 in-depth consumer interviews .
Just some of the high-level information this presentation will cover:
- Biggest common mistake made last year by QSR advertisers.
- Messages most correlated to building brand loyalty and engagement.
- Most motivating advertiser.
- Span of approaches taken by advertisers and their results.
THURSDAY, APRIL 1, 2010
Overcome Media Fragmentation with Next-Gen Marketing Planning Tools
Presented by: Damon Ragusa – CEO and Jeff Mills – VP of Marketing, ThinkVine Corporation
Today’s Chief Marketing Officers (CMOs) need better planning tools to keep up with the fragmentation of media and pace of change of today’s dynamic marketplace. On April 1, 2010, please join ThinkVine CEO Damon Ragusa and VP of Marketing, Jeff Mills for the latest on Marketing Optimization technologies. Hear case studies from brands with marketing budgets ranging from $10 Million to $80 Million on how they are using these cutting edge planning tools. Speakers will answer critical questions such as:
- How do simulation tools accurately project marketing scenarios?
- What is the optimal mix of my marketing dollars?
- What is the ROI of each marketing outlet?
- What would happen if I moved a large portion of my budget into an emerging media vehicle?
Also, learn why marketing simulation technology is giving consumer goods companies the ability to know the ROI of a marketing plan before the investment is made; test and learn from an unlimited number of detailed “what if” scenarios; and test new media that has not been tried before. Join this informative Web seminar and learn more today!
THURSDAY, MARCH 18, 2010
Active Learning through Social Media: How to Leverage Consumer Conversations and Engagement to Answer Traditional Market Research Questions
Presented by: Ripple6
As marketers become more savvy with using social media as a tool to exchange messages and drive brand advocacy, the untapped knowledge within the conversations that consumers are having online often goes unnoticed. These conversations are not only a rich resource for organic insight, but these same consumers who are talking about your categories and brands online are also some of the best targets to engage in a discussion around your business. In this webinar, we will help you understand how social media can be a promising new option for market researchers and show you some of the tools now available to address common research needs like ideation and innovation, communications optimization, product testing, and consumer understanding.
We’ll help answer questions like:
- What is the value of social media as a medium for gathering insight? What sets it apart?
- What types of research are well suited to the social media arena?
- How do you get started?
WEDNESDAY, FEBRUARY 24, 2010
Re:think 2010 Preview Webcast:
Viral Marketing: A Large Scale Field Trial
Presented by: Aliza Freud – Founder & CEO, SheSpeaks and Andrew Stephen - Asst Professor of Marketing, INSEAD
Experience the high caliber of learning available at the Re:think 2010: The Annual ARF Convention + Expo key issue forums with our complimentary Re:think 2010 Preview Webcasts.
How does the effectiveness of viral marketing compare to that of traditional media? What is the relation between online and offline social interactions in viral marketing campaigns? What characterizes the most active members in a viral marketing campaign? We will present the findings of a large-scale field trial performed in the context of the launch of a new cosmetic product to answer these questions and more… and the results may surprise you!
FEBRUARY 4, 2010
Brand Monitoring in the Real-Time Era: New Tools for the New Year
Presented by: Marty Yaskowich – Business and Strategy Director, Tribal DDB; Lauren Rowe – Digital Strategist, Tribal DDB; Steve Rappaport – Director, Knowledge Solutions, ARF; Chris Damsen – VP Americas, Netvibes
As we enter the real-time era, brand marketers must navigate an ever widening and rapidly flowing stream of live news feeds, Tweets, user generated content, comments and more that comprise the consumer voice of their brand. Increasingly, brands are looking to agencies for help in better understanding and navigating this sea of real-time conversation on a day-to-day basis. Hands-on presentations will showcase ARF’s and other NetVibes customers’ solutions that quickly build and deploy customized dashboards that help clients monitor real-time media, engage consumer audiences, and share industry expertise.
Attendees will also receive exclusive access to try out Netvibes Premium Dashboards, the publishing tool that lets agencies build their own brand rooms and expert media portals in just minutes, with zero programming.
Key topics include:
- New Client Expectations for the Real-Time Web: Why brands are looking at agencies as sources of real-time expert knowledge and technology solutions
- Adding Real-Time Value: How agencies can offer their own branded media dashboards as a value-added service to help clients better understand the real-time consumer voice of their brand and save time by automating the collection of everything related to a brand on the Web all in one place--from analytics to actual user generated content
- Agency Brand Rooms: How WeissComm Group created their own "brand rooms" to deliver up-to-the-minute news and actionable insights to clients about their brand
- Community Portals: How Tribal DDB built ConnectionsForLife, a social media portal that's engaging prospective international students of the University of British Columbia through the power of personalization
- Sharing Real-Time Knowledge: How The ARF published Morning Coffee, a real-time knowledge portal that gathers all of the latest industry news and research in one place
- Personal Dashboard Publishing 101: Live demos of Netvibes Premium Dashboards, a new tool that makes it easy for agencies to rapidly build and publish their own real-time brand rooms for clients (with zero programming!)
WEDNESDAY, FEBRUARY 3, 2010
Re:think 2010 Preview Webcast:
The Twittosphere: Using Twitter as a Natural Research Tool
Presented by: Karina Besprosvan – Research Manager, Omnicom Media Group and David Oyarzun - Senior Strategic Planner, DDB
Free for both Non-Member and Members of the ARF
Experience the high caliber of learning available at the Re:think 2010: The Annual ARF Convention + Expo key issue forums with our complimentary Re:think 2010 Preview Webcasts.
In the words of his founder, Jack Dorsey, Twitter is not a social network, but a new way of communication. Twitter is a natural platform to understand and research what people are doing, thinking, using or talking about. But what is Twitter? And what do Twitterers twitter about? Like a lot of Web 2.0 applications, the best way to understand it is to just try it out. So we entered the Twitter world, and our research findings will help you discover how to use Twitter as a research tool, from ethnographic analysis to semiotics
FEBRUARY 2, 2010
10 for 2010. Top Digital Trends for 2010
Presented by: Ken Mallon – SVP Custom Solutions, Dynamic Logic. Member, Millward Brown/Dynamic Logic Futures Group
Search, mobile, social networks, new ad sizes – so much happening in the digital space. Find out what the Millward Brown/Dynamic Logic Futures Group thinks will be some of the top digital trends to watch out for in 2010. Keep in touch with the latest developments and ideas for how these digital trends can and will shape your future advertising and media decisions.
