Coloring Outside the Lines: ESPN’s Unique and Inspiring Storytelling
Barry Blyn, VP of Consumer Insights at ESPN shared eight guidelines for telling stories that inspire: Read more »
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Rethinking Nightlife Experience for Heineken
Thomas Troch, Senior Research Manager at InSites Consulting described how Heineken re-examined nightlife experiences through open design projects. Read more »
ARF’s Insights and Approaches to How Advertising Works
Charles Kennedy, ARF West Member Engagement Officer, asked: Do we really need to know how advertising works? Don’t we already know how? But this is a period of disruption and advertising today is complex. Read more »
What People Buy and Why: Connecting Data for ROI and ROR
Nick Nyhan, Chief Digital Officer at Kantar and CEO of WPP’s Data Alliance, and Renee Smith, Chief Research Officer at Kantar emphasized the need for ‘coopetition’. No one has all the data – we need to share data and not be afraid to lose business. Read more »
Marketing Insights: Are We Ready for Tomorrow?
Keith Weed, Chief Marketing & Communications Officer at Unilever, and Stan Sthanunathan, SVP of Consumer Marketing Insights at Unilever and ARF Board Member, gave the opening day’s keynote. When it comes to change, “the pace of change will never be this slow again.” Read more »
Finding Your Four-Leaf Clover: Turning Insights into Action
Lori Hiltz, CEO of Havas Media North America and ARF Board Member, offered six guiding principles to navigate the changing environment: Read more »
Video Brand Building in the Age of Abundance
Tara Walpert Levy, Managing Director at Google & YouTube, declared that this is the age of abundance. People have an incredible amount of choices, and nowhere is that more true than in video. To drive results for brands it’s important to get insights quickly and measure the moments that matter. Read more »
Marketing in a Mobile First World
Matthew Idema, Director of Product Marketing at Facebook, described some of the solutions available to enhance value for advertisers, designed around specific campaign objectives. He explained how research and measurement tie back to product decisions. Read more »
Reinventing Insights and Analytics
Jeffrey Graham, Ph.D., Director of Global Ad Research at Twitter, discussed how the research team creates value for the business. Read more »
Energetic TV Ads Can Turn Off Viewers
A paper in this month’s Journal of Marketing finds that viewers experiencing a deactivating emotion (such as sadness induced by a TV drama) will respond as much as 50% more favorably to moderately energetic commercials as opposed to highly energetic ones. Despite this, highly energetic commercials are common, with the analysis indicating that over 80% of the ads on one streaming service rated as relatively energetic. Read more »