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ARF 2016-2017 Call for Content
Topics

These topics were carefully crafted to reflect the most burning issues we face today. Help us make sense of it all and submit your most groundbreaking research.

1. What, Why and Wow: Unlocking Game-Changing Insights Across Audiences

Great insights and connections across audiences predict and inspire an organization to greatness – the why” behind the “buy.”
Idea starters (but not limited to):

  • How are you connecting to day’s consumers – Multicultural, Millennials and Gen Y – and identifying changing behavior in the media space?
  • How are you uniquely understanding and uncovering consumers’ needs?
  • How are you discovering and activating specific consumer segments?
  • How are you finding and capitalizing on the micro-moments throughout the purchase path, with greater understanding of the customer journey?
  • How do your insights into consumers link to what you can offer them and what they think, feel and do?
  • How are you using social, big data, the Internet of Things and virtual reality to discover consumer insights?

2. Reinventing Research Through Mobile

An estimated 30% to 40% of all online surveys are completed on a mobile device, and that is growing. Simply designing the “same old” online survey and then sending it out via mobile will not work. What are your contributions to optimizing mobile research quality?

Idea starters (but not limited to):

  • How are you reinventing research methodologies to maximize the device’s potential?
  • How are you utilizing sound to translate voice response into quantifiable data?
  • How are you employing video and photo in the consumer experience?
  • What are new approaches in In-App based surveys?
  • How are you experimenting with mobile language tools like emojis and text messaging to have a dialogue with consumers on mobile devices?

3. Craft Pathways to Great Creative

Effective messaging is not just targeted to the right person, viewable at the right time and noticed for the first :05 seconds. It engages, captures attention and motivates consumers to take action.
Idea starters (but not limited to):

  • How are you embracing neuroscience methods to develop and optimize your creative?
  • What constitutes great creative for different media platforms (TV, online video, mobile)?
  • What are your latest advances in measuring creative?

4. Cross-Platform Impact: Creative Strategies and Measurement

Marketers now have more media investment choices than ever before, and know that advertising across different platforms drives the highest ROI; mastering the complexity of cross-platform advertising represents a huge opportunity.

Idea starters (but not limited to):

Part A

  • How are you measuring creative across platforms?
  • What effective cross-platform creative strategies you are employing?
  • How are you taking advantage of context effects and native advertising?
  • Path to purchase: What is the changing role of media in the consumer decision journey?

Part B

  • How are you measuring the ROI of cross-platform campaigns?
  • How are you managing reach and frequency in a cross-platform world?
  • How are you measuring consumer behavior and audiences across platforms?
  • How are you evolving your cross-platform media strategy to keep up with today’s consumer?

5. Save Your Brand: Combat Ad Blocking and Ad Fraud

Ad blocking and ad fraud have become a big problem for our industry – costing billions of dollars in lost revenue and exposures. What’s a marketer to do?

Idea starters (but not limited to):

  • What are the interactions between ad viewability, ad fraud and ad blocking in the digital media equation?
  • What strategies are you taking to make measurement more accurate?
  • How have you convinced consumers to turn off the ad blockers?
  • What successes could become industry best practices?

6. Challenge Your Comfort Zone: Lead Courageously

What skills and structures do you need to organize for success? How are you making your mark?

Idea starters (but not limited to):

  • What processes or org structure solutions have you adopted to enable better decision-making?
  • What skills and development are needed to contribute more business impact?
  • What new approaches are you using to bring consumer insights to life in ways that inspire more confident business decisions?