recency

• Article

Concurrent Track Panel Discussion: Frontiers of Measuring Media Behaviors

This discussion showed how research and innovation in measurement can increase the impact of advertising and help marketers develop better strategies.

• Article

Not All Frequency is Created Equal

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.

CMO Briefs: Optimal Frequency Planning: Research, Guidelines & Recommendations

• Posted: October 11, 2021

Despite 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.

• Audience & Media Measurement
• Article

Optimal Frequency Planning: Research, Guidelines & Recommendations

• Knowledge at Hand; CMO Brief

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.

• Research & Data Quality
• Article

Conversations with Great Minds (Event Summary)

• GREAT MINDS AWARDS

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.

NYCU: Why Advertising Doesn’t Work More Often

• Posted: January 8, 2021

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• Ad Effectiveness & ROI
• Article

Announcing: WOW! The Wit & Wisdom of Erwin Ephron

Erwin Ephron was a luminary in our industry and his words and writings still ring true today on so many pertinent topics. These include media planning, research, targeting, budgeting, data quality, engagement, reach and recency, digital marketing and so much more. The ARF is honored to announce that we have been bequeathed an enormous cache of Ephron’s writings. This windfall includes Ephron’s newsletters from 1992 to 2010.

• Research & Data Quality
• Article

Conversations with Great Minds (Event Summary)

• GREAT MINDS AWARDS

A Covid-era approach to celebrating the Great Minds Awards, Conversations with Great Minds afforded stimulating interviews with the individual winners of the 2020 Erwin Ephron Demystification Award, Josh Chasin, and the first-ever Chief Marketing Officer Award, Greg Lyons. Introduced by ARF President & CEO, Scott McDonald, Ph.D., the festive virtual discussions spotlighted the award winners as great examples of marketers synthesizing data with human intelligence, “sparking” innovation and creativity. Editor’s Note: The full summary is available to members only.