ARF’s annual AUDIENCExSCIENCE conference will bring to light the most critical audience measurement issues. Through keynotes, panels, debates and rigorously peer-reviewed research presentations, attendees will learn about a wide array of new and evergreen industry topics, endemic to our industry changes.
World-class thinkers will share their perspectives on the future of advertising research and measurement, and how tomorrow’s technologies and data trends will impact advertising and media.
New research will be shared on topics that include changes in audience behavior, the new state of video measurement, AI and new ad formats, impression quality, audience diversity and new developments in traditional media. Click on the images below to learn more about each theme.
NEW INSIGHTS INTO TV MEASUREMENT
The proliferation of TV data sources, including new metering solutions, along with existing sources such as, set-top boxes, OTT data, ACR solutions, and panels, are transforming measurement and stimulating innovation across the marketplace. However, data from these sources bring their own challenges in terms of bias, error, fragmentation, normalization, personification, and de-duplication. How are providers overcoming these challenges to deliver improved measurement solutions for video content and advertising? Research is invited to showcase the latest innovations and solutions for the challenges of TV audience measurement., including but not limited to:
New State of TV
UPDATES ON FORMATS OUTSIDE OF VIDEO MEASUREMENT
Can we still effectively engage consumers without video advertising? How do we measure this impact? How do radio, print and out-of-home ads work best in a video-saturated environment? Research is invited on updates of any ad formats outside of video, such as radio, print, and out of home. How do these formats and their measurement methods correlate with video measurement, if at all? Case studies are encouraged.
Traditional Media
ARE ALL IMPRESSIONS EQUAL? IF NOT, HOW DO WE MEASURE QUALITY?
New cross-media measurement initiatives are looking to provide advertisers with a better understanding of reach and frequency across different pools of inventory. But some industry participants argue that equivalizing all impressions is a mistake, suggesting that content quality and context are critically important. Research is invited on the following themes but not limited to:
Impression Quality
HOW DOES AUDIENCE DIVERSITY AFFECT TOTAL AUDIENCE MEASUREMENT?
How do you appeal to audiences in a culturally diverse but polarized population? Research is invited on insights about the changing composition and texture of target audiences and methods to assure unbiased estimates and inclusion of all segments. Consider these questions, but additional work on this topic will be accepted:
Audience Diversity
CHALLENGES CONTROLLING CONSUMER DATA, PRIVACY, AND POLARIZATION
Transformation in consumer behavior continues to pose challenges for brands and their marketing measurement. There is more regulation in place now that restricts behavioral targeting, but do consumers notice it? If they see a well-targeted ad, do they assume it is from behavioral targeting, even if it is just contextual? Are consumers actually demanding more control over their data and privacy regulation? How can new and existing methods help marketers adapt to changes in consumer behavior? Research is invited that examines these challenges and answers key questions, including but not limited to:
Audience Behavior
FUTURE AND PRESENT IMPACT ON AUDIENCE MEASUREMENT
In today’s complex advertising landscape, countless questions surround Artificial Intelligence and the multiple roles it plays in creative, measurement, and future influence on the industry. New (or “new-ish”) ad formats are also expanding as audiences interact with evolving tech such as video games, podcasts, voice-assistants, and the metaverse. Influencers also are affecting consumer behavior. Research is invited on experiences in these formats, including but not limited to:
AI and New Ad Formats
text to come
TIME: Description
TIME: Description
Unknown Male
Toastmaster Alumni
Unknown Female
Toastmaster Alumni
Unknown Male
Toastmaster Alumni
Unknown Female
Toastmaster Alumni
Unknown Male
Toastmaster Alumni
C-Suite executives, senior and mid-career leaders and young professionals hailing from marketer, media, agency, research companies as well as academia will benefit from the breadth and depth of research shared. Industries include automotive, beauty, CPG, finance, food and beverage, hospitality, pharma, retail, and technology.
|
Ad Measurement
|
Ad Sales Research
|
Analytics and Insights
|
Audience Impact
|
|---|---|---|---|
|
Consumer Insights
|
Data Insights
|
Data Science
|
Digital Research
|
|
Marketing Analytics
|
Marketing Effectiveness
|
Marketing Science
|
Measurement
|
|
Media Analytics
|
Media Research
|
Research
|
Strategy
|
Platinum Sponsor
Platinum Sponsor
Platinum Sponsor
Platinum Sponsor
Host
logos to come
Current rates valid through December 31, 2023. Afterwards, the following pricing structure will take effect:
| Early Mover 2/24/24 |
Standard 3/20/24 |
|
|---|---|---|
| IN-PERSON | ||
| Member | $1,099 |
$1,199 |
| Non-Member | $1,299 |
$1,399 |
| Early Mover 2/24/24 |
Standard 3/20/24 |
|
|---|---|---|
| LIVESTREAM | ||
| Member | $599 |
$699 |
| Non-Member | $799 |
$899 |
To further, through research, the scientific
practice of advertising and marketing
© the Advertising Research Foundation. All rights reserved. – Privacy Policy
