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ARF Audience Measurement 4.0 Outlines Five Critical Paths for Reinventing Media Measurement

June 10, 2009

New York, NY – June 10, 2009

Offers Media Forecasts and Biometric Emotional Response and Behavior Sessions

At a time when traditional pathways to success are no longer taking us where we want to go, to address this, The ARF has embarked on a journey to create a new 360 Model for Media & Marketing. This new model will put the human at the center and audience research to the test. The ARF Audience Measurement 4.0 Symposium (June 23-24, 2009 at the Millennium Broadway in New York, NY) will harness the firepower of ad industry leaders to identify today’s most pressing media measurement issues and to provide solutions that can be implemented to achieve success in a 360 media and marketing world.

AM 4.0 will address five critical paths for reinventing media measurement.

Digitization – Cookies, anyone? The 30% of Internet users who are deleting their cookies are starting to wreak havoc on web data precision—from estimating unique and repeat visitors to tracking online ad exposure and measuring ROI. The Digital Measurement panel features research experts from Nielsen, comScore, Forrester, Doubleclick and others discussing how to attack the problem and make the world safer for cookies.

Transformation – Representatives from JCDecaux, Time, Inc., The New York Times, Conde Nast and the Radio Advertising Bureau will share their experiences and discuss how they are transforming their business models to thrive in the digital age.

Socialization – Over 200 million individuals are on Facebook. Several million more are on MySpace and Twitter. With all the chatting and twittering going on how will we, as an industry, be able to harness these conversations to better understand what consumers want today and what they expect tomorrow? Find out at the CEO keynote panel when industry bosses from Nielsen, appssavvy, TNS Media, Media 6 Degrees, Mediasmith and UBS provide their forecasts on how social media will impact audience measurement over the next five years.

Behavior Modification – Humans are now at the center and in control. They no longer just absorb the content that is fed to them, they grab what they want, when they want it. Given that this behavior is polar opposite to what we have been accustomed to in the past, how do we as research practitioners modify our behavior and successfully adapt to an environment that often seems to be moving at the speed of light? Planning insights and marketing experts from Unilever, MRI, TRA, MMA, Nielsen, Scripps Networks, ValueClick and imark360 will demonstrate the practical application of associative, behavioral and contextual targeting and provide counsel on how to adapt our thinking in order to achieve the most effective adspend in a tough financial environment.

Innovation – Getting to the “heart” of a matter and determining one’s state of mind are measures that medical doctors and psychiatrists have been capturing for decades. It’s only in the past several years that biometic and behavioral response measures have been used to assess how consumers cognitively process and emotionally react to programmatic audio and visual stimuli. Getting closer to the consumer, harnessing insights via online communities and peer to peer video capture are just a few of the topics that will be addressed at AM4.0’s Innovation panel. Representatives from Visible Measures, VH1, Nielsen, Innerscope, Yahoo!, Passenger, Tube Mogul and Optimedia will identify promising measurement tools that are on the horizon and will discuss insights they are generating to help business.

“In a world that often seems to be chaotic, AM 4.0 will assist attendees in regaining some control,” said Bob Barocci, President & CEO of The ARF.” “Research is at a crossroads and AM 4.0 will help point practitioners in the right direction.”

“While maintaining the status quo is comforting to some, the reality is that change is always a constant,” commented Craig Gugel, SVP of Media Analytics at the ARF. “Those who attend AM 4.0 will come away better prepared to meet the challenges ahead, as the industry totally reinvents media measurement for today’s 360 media world.”

Media Contact
Advertising Research Foundation 
Barry Schwartz
212-677-8700 Ext 18

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