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.
Member Only AccessThis discussion showed how research and innovation in measurement can increase the impact of advertising and help marketers develop better strategies.
Member Only AccessThe 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 AccessConversations 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.
Member Only AccessErwin 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.
Member Only AccessA 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.
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