Better Models, Measurement & Attribution
Next week, for its eighth year, the ARF presents the Attribution & Analytics Accelerator.
Next week, for its eighth year, the ARF presents the Attribution & Analytics Accelerator.
SPONSORED BY NIELSEN
Nielsen has compiled a new report designed to help content creators, distributors and brands engage with Hispanic Audiences.
Many studies have shown creative quality to be one of the most important, if not THE most important determinants of advertising success. The ARF’s second annual Creative Effectiveness event, as well as the David Ogilvy Awards ceremony, were designed to highlight that fact and advance our knowledge on how to develop and measure great creative. Read more »
During this ARF Creative Council event, the Council further explored the results of the AI model experiment to predict the winners of the 2023 ARF David Ogilvy awards, building on the initial presentation of these results at the Creative Effectiveness Event. Council Member Pedr Howard (Ipsos) presented additional results now that the actual winners are known. Lynnete Wong (Oglivy) of the 2023 Grand Ogilvy Award winning team talked about the kinds of research her agency undertook to develop the winning campaign for Samsung. The two of them then joined a panel with Council member Belle Frank (VMLY&R) to discuss the implications of the experiment and the growing role of AI in advertising and advertising research. Council Member Bill Day (Magid) moderated the panel.
Member Only AccessThe media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.
Member Only AccessA new study finds that “green appeals” in advertising should be gender neutral, especially when the ad is directed at young males.
A presentation at a recent MMA event discussed key issues surrounding AI, including its impact on media and marketing. Read more »
At our second annual Creative Effectiveness event, industry visionaries discussed the perspectives, theories, and resources they employ to develop and measure great creative. Attendees joined us in New York City or via livestream to hear fresh insights on the advertising landscape: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. Immediately after, we honored the teams behind insights-driven advertising with the ARF David Ogilvy Awards ceremony and dinner. The Gold, Silver and Bronze winners were announced, as well as the reveal of this year’s prestigious Grand Ogilvy Award recipient.
Member Only AccessDuring the COVID-19 pandemic, the vulnerability appeal became prevalent among for-profit companies in distress and seeking ways to sustain their business. Facing the threat of shutting down, they shifted their messaging to asking customers to help them stay afloat by buying their products. New research explains the success behind these novel types of appeals.
Member Only Access