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ARF Call for Content Topics

Creative Elements: The Big Short

The ARF recently published a report suggesting that Millennials preferred 10 second mobile ads over 30 second mobile ads, in contrast to their parents. Google is advocating for a standard 6-second format, and some television networks are exploring shorter commercial lengths. Yet the jury is still out on the effectiveness of short ad formats, the impact on perceptions of clutter, and the degree to which more complex messages can be made to fit. Have you studied these creative and format elements and have data that you can share? Do they support or question the movement to shorter format? Do they reinforce or debunk claims of generational differences in commercial message receptivity?

Path to Purchase: Journey to The Center

The path to purchase is more complex, more immediate, and more digital than even one year ago. Papers on this topic should empirically map those paths – for different product categories and for different consumer segments. Are there trends that we can identify? What are the pivotal consumer touchpoints that activate purchase? What roles do conventional media and social media play? Are new technologies like voice-activated computing affecting the consumer journey? To what degree does the “classic” linear model (e.g. the ARF Media Model) hold up as a paradigm for thinking about marketing?

The Next Big Idea: Sources of Marketing Inspiration

Great ideas come from different sources. Sometimes, we spot something in existing data that leads to a hunch or a hypothesis that we can explore. Sometimes we start, not with data, but with an idea that we test, iterate, and develop. Sometimes the chicken, sometimes the egg. Case studies are welcome showing the relationship between research and marketing innovation.

Understanding Consumer Segments: Millennials and Mad Men

Do Urban Millennials drink Old Fashioneds because their parents drink wine? Is it true that each younger generation is more capable of multi-tasking (and still comprehending)? Are generational differences in media behavior overrated? Are consumers fragmenting into ever smaller and more distinctive “tribes” reflecting different values and goals? Can marketers discern important trends from following the digital bread crumbs? Is it one, two or three creatives, campaigns and media plans? If so, do they vary by age, culture, geography, or other demographic markers?

Ad Blocking: Block and Tackle

In some Asian countries, ad blockers reach 50%. Surveys show blockers are also concerned about their privacy; but, do blockers block because of content and format? Everyone wants “better creative” and “more immersive experiences.” How do we get there? Is it creative, length, positioning or other factors? If ad blocking grows to very impactful levels, how does marketing use technology to maintain the touchpoints of the consumer journey?

AI: Customers ex Machina

“Brands Try AI To Find Love” AdAge. Have you? Tell us about your successful and less successful campaigns using AI to improve everything from efficiency to segmentation to supply chain decisions. This is about the best and worst of MarTech: satellites, drones, deep learning, beacons and more, but bring data please.