research quality

• Research & Data Quality
• Article

Navigating the Evolving Media Landscape

• OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications. This content is currently available for event attendees only until 11/30/23.

• Research & Data Quality
• Article

The Other Thread: The Debate About Cross-Media Deduplication

On June 28, media research pioneer and journalist Bill Harvey sent excerpts of his latest Media Village article to several of the industry’s leading media researchers. That article was entitled: Cross-Media Duplication Must Be Rigorously and Empirically Determined. What followed was a robust intellectual debate that outlines where the lines are drawn in the industry as far as whether virtual IDs (VIDs) can overcome issues of privacy and still provide an accurate account of campaign cross-platform duplication. We now share this jaunty and insightful exchange with our members.

ATTENTION 2023

• Posted: July 11, 2023

On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.

Inclusion by Design in Pharma Research and Marketing

• Posted: July 11, 2023

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.

Conversations with Great Minds: Great Mind Awards 2022

• Posted: June 21, 2023

Conversations with Great Minds gathered two of the 2022 Great Mind Award winners, Martin Renaud, winner of the Chief Marketing Officer (CMO) Award, and Dr. Duane Varan, winner of the Erwin Ephron Demystification Award, for one-on-one interviews that profile their individual approaches to effective research in advertising.

Inclusive Innovation: Transformative Insights for a New Era

• Posted: June 21, 2023

On 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.

Inclusion by Design in Pharma Research and Marketing

• Posted: June 21, 2023

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.

• Research & Data Quality
• Article

ATTENTION 2023

On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.

Let’s Face It: Facial Coding Isn’t Up to the Task

• Posted: June 2, 2023

There are limitations in terms of measuring the emotional impact of video. Facial expressions are powerful. Neuroscience has proved that special parts of our brain is dedicated to faces. Development psychology also demonstrates the power of facial expressions. Consumer neuroscience also demonstrates the importance of faces. The question is whether Facial Action Coding System (FACS) is the best tool to measure consumers emotional response when viewing ads?

Using Attention AI to Predict Real-World Outcomes

• Posted: June 1, 2023

Mars and Realeyes prove connection between creative attention and sales performance. Mars’ Agile Creative Expertise (ACE) tool tracks visual attention and emotion responses to digital video ads. Visual attention AI and facial coding measures how long participants watch a video and how their attention changes as they watch. Proven this model to work—optimizing content, lifting sales up to 18% in 19 markets, $30 million in ad optimizations in 18 months.