Congratulations to Artie Bulgrin
Artie is the winner of this year’s Erwin Ephron Demystification Award. Read more »
teams & talent
Courageous Career Moments: Overcome Fears and Bet on Yourself
On April 26, 2023, members of the Women in Analytics Community and attendees from various industries joined the ARF for an inspirational Women in Analytics breakfast about Courageous Career Moments: Overcome fears and Bet on yourself.
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- Past Event Highlights
- Article
AUDIENCExSCIENCE 2023
The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.
Member Only AccessSurvey Fatigue Impacts Business
An analysis by Bloomberg concludes that declining response rates on surveys conducted by government agencies could have significant implications for financial markets.
Key Issues for Marketers Today and Tomorrow
The Marketing Science Institute (MSI) conducted a summit that addressed key issues for marketers, for today and the foreseeable future. Read more »
- Research & Data Quality
- Article
What Does AI Mean for Advertising Research?
We’ve all heard about the growing use of artificial intelligence in advertising research and doom and gloom predictions that it will knock out jobs, but is this really the case? Agency leaders joined us for an ARF Town Hall to discuss the upsides and possible downsides of generative AI, as well as how they’re utilizing it in their businesses to boost efficiency. Attendees heard predictions on how AI will change the business model of advertising and what it could mean for media agencies.
- Past Event Highlights
- Article
A Peek Behind the Curtain – Preventing a Fumble: The Research POV on Super Bowl Advertising
The ARF Creative Council hosted its seventh Happy Hour event on Super Bowl advertising and what to watch for in the commercial breaks during this year’s big game. Council member Belle Frank of VMLY&R moderated a discussion with four creative experts – three of them from the Creative Council -- to discuss Super Bowl ad insights and trends, giving marketers important ideas to consider and advertising fans something to look for on Sunday night.
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- Creative & Branded Content
- Article
This Strategy Sharpens the Creative Process at Ad Agencies
Data-driven marketing presents opportunities but also many challenges for managing creativity and creative teams. A new study offers a roadmap for managers at agencies to be more strategic in the creative integrated marketing communications process by rethinking the distribution and valuation of creativity.
Member Only AccessIncreased Workloads for Marketers & Market Researchers
Workers in the advertising and advertising research industries are reporting increasing workloads – more than those in other industries.
- Past Event Highlights
- Article
A Peek Behind the Curtain: The Magic and Misery of Creative Briefs
During this ARF Creative Council event, Council member Ann Green moderated a conversation with agency creative and strategy executives to unpack the best practices for researchers to approach creative briefs that will inspire and achieve clients’ business goals.
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