media buying & selling

A New Multi-Currency Marketplace

  • Posted: April 20, 2022

Nielsen’s position in a multi-currency marketplace was discussed by Scott McDonald, PhD. (President & CEO, ARF); Mainak Mazumdar (Chief Data & Research Officer, Nielsen).

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The Importance of Measurement

  • Posted: April 20, 2022

New perspectives on measurement and why it matters were discussed by Colleen Fahey Rush (EVP, CRO, Paramount), John Halley (COO Advertising, Paramount), Jack Neff (Editor-at-Large, Ad Age), Scott McDonald, Ph.D. (President & CEO, ARF).

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MEMORABLE QUOTES

  • Posted: March 18, 2022

“The capacity of television to satisfy a marketer’s goals is going to be even more diminished going forward,” said Brian Wieser of GroupM in discussing how the TV business has changed since the first episode of Law & Order in 1990.
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What is the Value of Time in Advertising? (Part II: Implications of Value Research for Industry)

What is the Value of Time in Advertising? (Part II: Implications of Value Research for Industry)

  • TOWN HALL

The ARF’s Town Hall, Part 2, on the value of time in advertising highlighted the thinking of buy-side leaders, Denise Campbell, Chief Marketing Officer, AbbVie, Joanne Leong, VP, Director, Global Media Partnerships, Dentsu Aegis Network, and Christina (Chrissie) Hanson, Global Chief Strategy Officer, OMD Worldwide on the ideas presented at last week's Town Hall. Additionally, Scott McDonald, Ph.D., President & CEO, ARF, shared findings from an ARF Attention Survey, as well as providing his feedback on the issues and challenges relating to attention metrics. The ensuing discussion focused on the use of attention as a major currency metric and the business implications of the latest time-duration research. Cesar Brea, Partner, Bain & Company, served as the moderator and introduced the Town Hall by discussing the reasons why the industry is very interested in an attention-based currency as a basis for investment.

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