The ARF’s How Advertising Works™ original research helps our members to drive greater business impact through more effective advertising and consumer insights. Following on from our hugely successful 2016 initiative, unveiled at Re:Think in March 2016, we’re excited to announce our next phase – three new initiatives that expand on the insights of our 2016 breakthroughs.
You have the opportunity to join us in our next phase of this foundational work by conducting original research. To be considered, please download the RFPs for one (or more) of the three initiatives below. You can send your completed RFP(s)s by email to the designated ARF researcher below.
Key question: What are the most impactful ways to create valuable mobile advertising that doesn’t disrupt the consumer experience?
ARF contact: Manuel Garcia-Garcia | firstname.lastname@example.org | 646-465-5708
Key question: How can surveys be designed to take advantage of the unique ways in which consumers communicate on mobile devices?
ARF contact: Chris Bacon | Chris@thearf.org | 646-465-5727
Key question: Do the benefits of targeting outweigh those of serving an ad in the right context and what is the right balance?
Key question: To gain a better understanding of how different kinds of audio presentations impact ads. Does audio elevate the listener’s mood which carries over to the ad? Does a live presenter strengthen listener involvement? Does a playlist aligned to the listener’s taste strengthen listener involvement and ad impact?
If you’re interested in becoming a How Advertising Works 2017 partner simply through funding or sharing existing research, please contact Marc Rappin at email@example.com.
For questions on any of the initiatives please reach out to the ARF’s Research & Innovation team.