channel planning, media mix selection

• Past Event Highlights
• Article

Marketing Measurement in the Pandemic Era–Navigating to Success (Event Summary)

• INSIGHTS STUDIO

At this ARF Insights Studio, OptiMine provided attendees with real-world findings and success stories from large brands. Matt Voda, CEO, and Dr. Robert Cooley, Ph.D., CTO & Chief Data Scientist, detailed how they’ve navigated rapid budget adjustments, huge channel shifts, optimal timing of spend changes and outlined how to remain invested in marketing during budget pressure. Insights on key pitfalls to avoid, techniques to exploit and how to adapt during what is likely to be a very bumpy “recovery” were also shared.  Note: The full summary is available to members only.

NYCU: Are Marketers Aligned with Ad Profitability?

• Posted: September 10, 2020

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NYCU: Goodbye GRP’s, Hello Impressions

• Posted: September 2, 2020

Analyst Jessica Hogue says the time has come for marketers to set aside the GRP and make the leap to impressions. Why? Because impressions make the valuation equal and uniform across channels, setting standards for a more holistic, intelligent and balanced measure of campaign success.
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• Targets & Segments
• Article

What Drives Media Users to Multitask?

• Helen R. Robinson and Stavros P. Kalafatis, both at Kingston Business School
• JOURNAL OF ADVERTISING RESEARCH

Given the prevalence  of multi-tasking among media users, planning multimedia advertising campaigns is more complex than ever. This study introduces a typology that identifies three types of multimedia users, each with its own distinct patterns. Practitioners can use this tool to increase the accuracy of targeting in an otherwise elusive digital native audience.

NYCU – In Brief: Signs of the (NY) Times and Renters in Trouble

• Posted: August 13, 2020

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NYCU: Ad Impact Attribution Without Cookies

• Posted: July 17, 2020

Third party-cookies are disappearing. Will that mean the end of a marketer’s ability to assess the impact of ads on different platforms? The ARF’s Paul Donato remains optimistic.
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NYCU: Mixing Video Formats Works better

• Posted: July 17, 2020

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• Research & Data Quality
• Article

What Will Replace the Third-Party Cookie?

• Paul Donato, Chief Research Officer

Several forces have culminated in the end of the third-party cookie. If DMPs and attribution as we know them go away, what will replace them? ARF CRO Paul Donato, drawing on a number of original ARF research initiatives, issues this report covering privacy’s impact and many other factors driving the end of third-party cookies.

NYCU: Who is Most Likely to Stream?

• Posted: May 8, 2020

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• Ad Effectiveness & ROI
• Article

How Does Media Context Affect Ad Memory?

• Eun Sook Kwon, (Rochester Institute of Technology), Karen Whitehill King (Univ. of Georgia), Greg Nyilasy (Univ. of Melbourne) and Leonard N. Reid (Univ. of Georgia)
• JOURNAL OF ADVERTISING RESEARCH

How does media context affect ad memory? This summary of a meta-analysis of quantitative studies pieces together part of the puzzle to shed new light on the relationships between media context and ad memory. The findings also provide valuable guidance.