economic inflation

AUDIENCExSCIENCE 2023

AUDIENCExSCIENCE 2023

The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.

Member Only Access

Advertising During Times of Economic Stress

  • Posted: February 14, 2023

Throughout 2022, ARF members asked the Knowledge Center most frequently about advertising and marketing best practices in periods of recession and/or inflation. New insights on this topic come from the “Brands 2020” project by the ARF.

Read more »

What Brands Did in 2020

What Brands Did in 2020

  • INSIGHTS STUDIOS

In this presentation, Paul Donato, CRO of the ARF, covered findings from the seminal year of the “What Brands Did in 2020” (Brands 2020) project. This project will go on for at least the next two years or until the effects of 2020 are no longer felt. ARF researchers in the Brands 2020 study used IRI and NCS data, Kantar Ad Insights, NCS sales and Nielsen Ad Intel data, between 2017 and 2021. The IRI data was a very deep dive but across three categories: salty snacks, pasta sauce and personal care products. The NCS data was shallower but across 10 broad categories. Using all these data, ARF researchers looked at share of media, media spend and share of market before and after March 2020 (Covid) and before and after March of 2021 (start of inflation).

Member Only Access

Consumers Return to Normal in 2023

  • Posted: January 18, 2023

Morning Consult’s surveys find that consumers are increasingly “returning to normal”—meaning feeling more comfortable traveling, going to the movies and dining out.

Read more »

Research-Based Marketing in Uncertain Times

  • Posted: December 1, 2022

Is there research that can help marketers navigate today’s unpredictable environment?  At this event, experts recommended focusing on pricing and rethinking the “don’t go dark” rule, but they disagreed on which measures are best for optimizing marketing plans and their impact.

Read more »

Performance Pressures?

  • Posted: December 1, 2022

A survey among marketers conducted for the WARC Marketer’s Toolkit 2023, shows that almost half plan to increase their investment in performance, while less than a third plan increased branding spend. However, that is only part of the story. Read more »

MSI 2022-24 Research Priorities

  • Posted: November 17, 2022

The Marketing Science Institute (a division of the ARF) has issued its research priorities for the next two years. Research that addresses change and disruptions tops the list. Read more »

Evidence-Based Research for Effective Marketing

Evidence-Based Research for Effective Marketing

On November 9, 2022, industry leaders joined us to share highlights from EffWorks Global 2022 — a week-long celebration of the best new thinking and evidence-based decision-making research for marketing effectiveness. Topics of discussion included: marketing in the post-Covid economy, effective advertising in unprecedented times, the value of Share of Voice/Share of Attention/Share of Search in terms of effectiveness and commercial decision making, and more.

Member Only Access
« Prev Next »