In this presentation, Pinkney illustrated several examples of ways in which missing data can be imputed when measuring audiences across platforms through analysis of “data dependencies.” Those dependencies in one known set of data can be leveraged through a model to generate estimates of unknown data.
Helen Katz (Publicis Media) moderated this track discussion for Television Disrupted. She asked the speakers about practical, actionable takeaways for TV advertisers as well as emerging trends and opportunities.
The presenter reviewed the current challenges of optimizing and reporting brand campaigns mid-flight. Specifically, stat sig was never intended for midflight optimization and reporting, and is misapplied, causing errors. The question marketers ask mid-flight is “how much confidence can I have that a tactic is helping the campaign, given the other campaign tactics”? Stat sig cannot accurately answer this question.
NBCU’s Kelly Abcarian marshalled the call for revolutionizing opportunities in the measurement space and challenged attendees to drive change by questioning how they consume content, how they connect with that content, and ultimately, why, with current technology’s available options, is measurement still the same.
Does direct persuasion still work in advertising? Two seasoned advertising research academics don’t think so. In an essay backed by empirical evidence, they argue—given the major changes in the ways consumers interact with brands today, such as online and through social media—that advertisers should shift from a direct persuasive strategy, to providing experiences that blend entertainment with more indirect persuasion.
Member Only AccessOn August 17, Young Pros across the industry reunited in-person for the first time in two years at the VMLY&R offices in New York City for an evening of knowledge sharing, thoughtful discussion, and networking. “Inclusive Innovation: Transformative Insights for a New Era” inspired attendees to bring meaningful change back to their organizations. Carrie Patterson Reed, Executive Director of VMLY&R’s Research Studio, Jessica Kukreti, Managing Director VMLY&R and Amber Chenevert, PhD Managing Director Strategy & Insights and Culture Studio Lead, VMLY&R shared how designing inclusive research, thinking critically by considering bias and allowing ourselves to be uncomfortable all have the power to transform and drive solutions for the good of business and society. One key takeaway – always ask questions. Young pros then turned insight into action by participating in a workshop that asked teams to rethink how each phase of an ad campaign can incorporate diversity, equity, and inclusion.
On November 1, 2022, the ARF Cultural Effectiveness Council hosted a discussion on ways that brands have gained an edge by focusing their insights and subsequent marketing on traditionally under-represented communities. Speakers from General Mills, Vevo, and muliti-cultural agency Alma shed light on the kinds of research they find helpful in uncovering valuable inclusive insights and the potential rewards of this strategy. They cited examples of those insights and discussed the societal trends that underlie them. The session was moderated by Council Co-Chair Janelle James of Ipsos.
This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions. Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.
This panel built on research and discussions at two ARF Town Halls about the quality of ad impressions on different platforms. Two issues were highlighted: measurement challenges and assessing the value of time spent with and of attention to advertising.
This discussion showed how research and innovation in measurement can increase the impact of advertising and help marketers develop better strategies.