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How Advertising Works™

The Industry’s Most Groundbreaking and Intuitive Research in 30 Years

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Optimize to Invest Across Platforms = $31 Billion Growth Opportunity.

ROAD MAP FOR SMART SPENDING

More Platforms = Higher ROI Add a Platform
Catch the “Kicker” = +60% ROI Add Back Television to Digital/Mobile
– Even for Millennials!
A Unified Creative Strategy = Higher ROI Tailor to Each Platform
Too Much Frequency = Negative ROI Optimize Frequency

GROUND TRUTH AT SCALE

35+
contributing companies
5000
campaigns
12
years of data
$375B
in ad spending
100
categories
45
countries

We are leading this important initiative to bring scientific proof, measure growth opportunities and deliver a roadmap for growth to the industry at C-suite speed and scale.

Gayle FuguittGayle Fuguitt
CEO and President, The ARF

HOW DO WE LEARN MORE?

ARF members – access detailed findings:
Cross Platform ROI »
Neural Pathways to Great Creative »
Mobile Research Road Map to Better Quality Data »

If you’re not a member, to find out more about this research, please contact kelly.flynn@thearf.org.

For additional questions or requests, please contact research@thearf.org.

VIEW PRESS COVERAGE
Ad Age (March 14, 2016)
Marketing Dive (March 16, 2016)

HOW CAN I GET INVOLVED?

You can get involved in the How Advertising Works initiative today. Please contact Marc Rappin (marc.rappin@thearf.org) for details.

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