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rethink

Understanding and Countering Ad Avoidance

Duane Varan, Ph.D., CEO of MediaScience presented the Ad Receptivity framework.  He emphasized that the need to understand ad receptivity is increasing in importance. Environmental factors that impact how consumers experience an ad require more attention. Read more »

Winning World Cup 2014 Engagement

Gabriel Aleixo, Managing Director at BrainJuicer, Latin America, and Flavio Marcondes, Knowledge & Insights Team Lead at Coca-Cola, Brazil, described how Coca-Cola was able achieve the highest level of emotional engagement and become the top brand associated with the FIFA World Cup.   Read more »

Stop Targeting a Screen — Start Targeting a Journey

Neha Bhargava, Manager of Advertising Research at Facebook, and Dan Chapsky, Data Scientist at Facebook, discussed consumer online purchasing behavior.  Cross-device behavior frequently occurred, which underscored the importance of understanding such behavior when creating and measuring marketing campaigns.   Read more »

Who Doesn’t Need a Good CPA?

David Poltrack, Chief Research Officer at CBS Corporation, President of CBS Vision and ARF Board Chair presented the Campaign Performance Audit (CPA) program, which is built around the elements of an ad campaign: Read more »

What People Buy and Why: Connecting Data for ROI and ROR

Nick Nyhan, Chief Digital Officer at Kantar and CEO of WPP’s Data Alliance, and Renee Smith, Chief Research Officer at Kantar emphasized the need for ‘coopetition’. No one has all the data – we need to share data and not be afraid to lose business. Read more »