The ARF is using AI to summarize all 152 of Erwin Ephron’s newsletters and opining on how Erwin’s thoughts would relate to the media environment of today. Look for WOW! The Wit and Wisdom of Erwin Ephron, in mid-October. The following was contributed by ARF CRO Paul Donato, who describes this project in greater detail.
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This discussion showed how research and innovation in measurement can increase the impact of advertising and help marketers develop better strategies.
The presenters shared new insights from their research on effective frequency which they find to be so valuable to the industry that NCS decided to offer a free license to their patent.
The winner of the 2023 Erwin Ephron Demystification Award is Artie Bulgrin, veteran ESPN researcher, and a friend and mentee of Erwin Ephron himself. This lifetime achievement award is part of the overall ARF Great Mind Awards program, which celebrates those in media or advertising research who demonstrate outstanding business acumen. Duane Varan, the 2022 award winner, CEO, MediaScience, introduced Artie. Duane hailed his colleague’s unparalleled approach to collaboration, saying Artie was instrumental in the creation of Project Blueprint, the Disney Media & Advertising Lab, research on new ad formats and even mobile when it was new. Over the years, he has also mentored several research professionals, many who are operating in the industry today.
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.
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This discussion showed how research and innovation in measurement can increase the impact of advertising and help marketers develop better strategies.
Member Only Access
The presenters shared new insights from their research on effective frequency which they find to be so valuable to the industry that NCS decided to offer a free license to their patent.
Member Only AccessDespite a significant amount of research focusing on optimal frequency and recency, stemming back to the 1960’s, there is very little consensus on how many exposures/impressions are “too many” across platforms. Indeed, a blank frequency cap is likely to lead to inefficiencies. The bottom line, there is no simple “rule of thumb” for optimal frequency planning. Read more.
Despite a significant amount of research focusing on optimal frequency and recency, going back decades, little consensus exists on how many exposures/impressions are “too many” across platforms. Indeed, a blank frequency cap is likely to lead to inefficiencies. The bottom line, there is no simple “rule of thumb” for optimal frequency planning.
Member Only Access
Conversations with Great Minds virtually celebrated the 2021 Great Mind Awards with interviews of the individual winners of the Chief Marketing Officer(CMO) Award, Alvaro Luque, and the Erwin Ephron Demystification Award, Alice K. Sylvester.
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