media mix selection

Evaluating the Drivers of Attention Across Media and Creative

  • Posted: June 13, 2023

According to Britt Cushing of OMD, we need to make sure that creative and media “sit hand in glove” as everyone battles for attention in a sea of clutter that is diluting effectiveness. Sixty-five percent of media impact actually comes from the creative. OMD has been looking at attention for planning through years of empirical testing (across 25 brands, 10 categories and seven different markets). They found that attention drives mental availability and is fundamental for brand growth. In this presentation Britt discussed OMD’s approach to leveraging attention from planning to activation to garner competitive advantages for brands.

Defining Attention and Measurement Standards

  • Posted: June 13, 2023

ARF President & CEO, Scott McDonald hosted a lively and provocative discussion on attention metrics, how valid they are and if they do in fact measure “attention” and predict outcomes. Marc Guldimann of Adelaide called these metrics fit for purpose. Dr. Duane Varan of MediaScience, however, noted that attention metrics do not measure what vendors are saying they do.

Marketing Measurement in the Pandemic Era–Navigating to Success

  • Posted: June 8, 2023

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.

Audi Switzerland Integrates Attention Metrics & AI into Programmatic Bidding to Drive Business Outcomes

  • Posted: June 5, 2023

Zach Kubin of Adelaide began the session by explaining how reach has become increasingly fragmented. Digital, viewability and ACR tell an incomplete story, which makes it difficult to assess the quality of the media brands are buying. Adelaide combines all the available metrics into their own algorithm, which they call the Attention Metric (AU). Filip Pujic of Audi gave details from the car company’s use case, where it integrated AU using Adelaide’s algorithm into programmatic bidding, driving positive business outcomes. Audi will conduct a follow-up study to validate the results they have received.

The Rise of Retail Media: Latest Trends, Opportunities and Challenges for Retailers and Brands

  • Posted: June 2, 2023

In providing an overview of retail media’s latest trends, opportunities and challenges for retailers and brands, Michael Ellgass (Circana) shared results from analyses of over 100 CPG studies that looked at channel performance in retail media networks and the halo impact outside those networks. Finding that the total incremental sales impact is often larger than what the retail media can see in their own outlets and that most shoppers are influenced by a variety of channels, Michael presented the nuanced data that supported a combined approach for maximum impact.

Media Professionals’ Opinions

  • Posted: April 26, 2023

The ARF participated in an “All Things Insights Media Insights” survey of media professionals about the state of media research, as well as their investments in research and data sciences. A report is now available.

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How Changing Privacy Frameworks Are Affecting Marketing & Measurement

How Changing Privacy Frameworks Are Affecting Marketing & Measurement

  • ARF Research Initiatives

A growing number of privacy regulations and data deprecations are creating a highly complicated landscape for marketers to maneuver through. To help us better understand how these forces affect marketing and marketing effectiveness measurement, the ARF recently gathered a group of experts on privacy-related topics from both practitioner and academic backgrounds, to discuss the key issues and outline ways forward. This report is the result of that effort. It includes an overview of the latest privacy-related macro-trends, implications for marketing and measurement and actionable recommendations.

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Attribution & Analytics Accelerator 2022

Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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