This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions. Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.
This ARF Cognition Council event explored how brands can improve consumers’ perceptions of their pro-social messaging based on insights from fresh analyses of data from a variety of sources. Experts from Ipsos, Dartmouth College and Research Measurement Technologies shed light on a diverse range of research on ways that brands can convey pro-social messages in their advertising.
This expert panel of industry leaders, moderated by Jon Watts of CIMM, tried to get under the hood of cross-platform measurement. Are studios, content producers, broadcasters and programmer’s needs being met by today’s cross-platform solutions? Cross-platform measurement isn’t just adding it all up to see the total size of the audience. It’s also important to find how people are moving through platforms, how they are discovering content, but there has been progress towards this. While it’s hard to get granular, broad insights are possible. Deciding which questions you want answered, what data you use and how you look at the data are also crucial aspects. Content measurement hasn’t gotten the same type of “action” ad measurement has. This lack of focus on content measurement, the siloing of data and the continued use of legacy terms that are outdated are aspects that are hurting the ecosystem.
Brian Fuhrer of Nielsen outlined trends in “the streamosphere.” Not only has streaming grown tremendously, but there has also been great fragmentation driven by a proliferation of new platforms. Viewing on different platforms changes from month-to-month, depending on what highly anticipated show is coming out. While streaming service providers seem to be able to grab viewers, they wrestle with keeping them. FAST platforms are growing rapidly as older demographics and more diverse audiences flock to them. Certainly, for any streaming platform, adding more diverse content can drive usage and broaden the base. He also talked about the “summer of streaming.” Platforms drop lots of popular content during the summer months—when the networks see a lull, causing a spike in viewership.
Dana Sparber of NBCUniversal unveiled the results of an online survey investigating inflation and the multicultural shopper. It was conducted using a Numerator panel in Q4 of 2022. Among the 7,000 surveyed were a mix of Asian, black and Hispanic shoppers, all adults +18, half men and half women. These consumers had all bought items in the categories of grocery, health and wellness, beauty, household products, non-alcoholic beverages and electronics. The study not only looked at online shopping but in-store and bodega sales—an important aspect often missed. Multicultural consumers across the board and regardless of household income had a much sunnier view of the state of inflation and were far more likely to say they would continue their normal spending habits. All projected the common theme of resiliency.
This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions. Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.
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On November 1, 2022, the ARF Cultural Effectiveness Council hosted a discussion on ways that brands have gained an edge by focusing their insights and subsequent marketing on traditionally under-represented communities. Speakers from General Mills, Vevo, and muliti-cultural agency Alma shed light on the kinds of research they find helpful in uncovering valuable inclusive insights and the potential rewards of this strategy. They cited examples of those insights and discussed the societal trends that underlie them. The session was moderated by Council Co-Chair Janelle James of Ipsos.
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On October 25, 2022, media and measurement experts shared the latest research-based insights about today’s media landscape at OTT 2022 held on the Warner Bros. Discovery Studio Lot in Burbank, CA. Attendees learned more about what viewers really want when it comes to FAST, AVOD and SVOD, and whether there are viable solutions for cross-platform measurement.
Member Only AccessAds that highlight under-represented groups and their experiences can have broad appeal and be highly effective. However, they can backfire – even among the group the ad is focused on – if they fall into the “sadness trap”.
May 5, 2022 — Episode #4: Contending with Algorithmic Bias, a conversation with, Janelle James, SVP, Ipsos IUU (Council Co-Chair), Kalinda Ukanwa, Assistant Professor of Marketing at USC’s Marshall School of Business. Amanda Bower, Machine Learning Researcher at Twitter. Hui Wang, VP/Director of Global Data Intelligence – Analytics Service, at Publicis Media. Kathy Sheehan, Senior Vice President at Cassandra. Ilinca Barsan, Data Science Director at Wunderman Thompson.
We’re increasingly dependent on algorithms in a variety of areas. This has led to problems with algorithmic bias, in which statistical and econometric models or a programmed set of instructions systematically treats members of some groups differently than others. This can be due to the unconscious biases of engineers who build the models, biases in the data they are trained on, biases inherent in the models themselves or algorithms’ treatment of human attributes as single, isolated components rather than intersectional identities. We look at the ways in which models, programs, and algorithms in the media, marketing, and advertising industries can unintentionally favor majority populations and ignore or even discriminate against minority segments and how to overcome this problem.