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ARF Video Council Is Re-Launched With New Focus and Additional Firepower
Council adds MTV Networks’ Todd Cunningham and A&E Television Networks’ David Marans as Co-Chairs
The ever-evolving consumer video marketplace suggests that nothing is as constant as change. To stay on top of the changes occurring as multiple-screen measurement and other new video technologies are introduced, the Advertising Research Foundation has re-launched its former VEMC as the ARF Video Council.
As part of its new focus, the Video Council will be instrumental in staying on the cutting edge. The next council meeting on October 22nd at the ARF will give voice to some of these new innovative research techniques.
At the meeting, Dave Morgan, CEO of Simulmedia, a New York City-based media marketing company that delivers television viewership through data-driven program promotion, will present an overview of his service and how his company has assisted media owners in improving their overall ratings performance. The company has pioneered the development of predictive technology to help television companies deliver the right on-air promotions to the right viewers at the right time.
Kate Niederhoffer, Senior Partner at Dachis Group, will then discuss the measurement framework the company has created to measure how “social” a media business is, covering social network analysis, innovative measures of cultural perceptions, the flow of communication, and methods of parsing signal from noise.
Representatives from Neuro Focus, a leader in biometrics and neuro-science, will additionally discuss how their methodology provides critical insights into TV programming and embedded advertising.
To stay on the cutting edge going forward, the ARF and the Council’s current Chair, Ned Greenberg, Vice President of Research at The Weather Channel, have added more firepower, recruiting MTV Networks’ Todd Cunningham, SVP of Strategic Insights & Research and A&E Television Networks’ David Marans, SVP of Corporate Research as council co-chairs.
“Digital technology enables telecasters to move effectively by offering consumers the ability to get video programming whenever they want it and however they want it,” commented Craig Gugel, SVP of Media Analytics at the ARF. “The Video Council and its trio of co-chairs will ensure that the ARF stays on the cutting edge of new measurement methods that will help prove video and TV’s effectiveness in driving results.”Mr. Gugel also suggested that part of the Video Council's new focus will be to increase advertisers’ involvement and get them more engaged with the various multiple-screen media options. He stated that “the upcoming meeting is one that media practitioners cannot afford to miss.”
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