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Ad Effectiveness & ROI

Marketing Through Change (Event Summary)

  • WEDNESDAY WEBCAST

Presented by Neustar, this webcast presented information on the future of marketing and how measurement, media, and identity will need to adjust to changes brought on by the end of cookies and the COVID-19 pandemic. We shared real-life examples of how to build sustainable measurement practices that will persist despite the imminent changes to the marketing world.

Member Only Access

Where Has All the Advertising Gone? (Event Summary)

  • ARF INSIGHTS STUDIO SERIES

This Insights Studio hosted one of the industry’s brightest minds, Orlando Wood, Chief Innovation Officer at System1 Group and author of the best-selling book Lemon (IPA, 2019). Wood presented a unique combination of neuroscience, cultural history and advertising research to describe a change in advertising style that has occurred over the last 15 years and link this to falling advertising effectiveness. The event also featured a moderated discussion with Janet Hull OBE, Director of Marketing Strategy at IPA and Scott McDonald, Ph.D., CEO and President of the ARF.

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Precision Marketing for Precision Medicine (Event Summary)

  • WEDNESDAY WEBCAST

This webcast presented by W2O Group brought together experts from Swoop and IPM.ai, Takeda and Twitter Client Solutions – Health to discuss some of the new methods and technologies that are making precision marketing possible for health care companies—especially the use of clinical and claims data to identify and target both HCPs and consumers with relevant marketing while protecting patient privacy and HIPAA compliance.  Editor’s Note: The full summary is available to members only.

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Consumer Behavior and Brand Loyalty

  • SHOPPERxSCIENCE 2020

As the Covid-19 pandemic continues, long-held marketing beliefs about shopping habits and brand purchases are being called into question as consumers face life disruptions on a magnitude previously unimagined. Shopping has become an essential activity, but overwhelming demand has limited usual access to favorite brands and driven substitute experimentation. Marketing strategies had to pivot quickly to adapt as e-commerce came to the forefront, shouldering the brunt of new customers ordering online. At SHOPPERxSCIENCE 2020, the ARF delved into consumer behavior in the “new normal”, speaking to notable marketers and researchers about their experiences and which new habits will persist moving forward.  Editor’s Note: The full summary is available to members only.

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Virtual Reality Demystified: How Effective Are Panoramic Tours?

  • JOURNAL OF ADVERTISING RESEARCH

For companies that advertise using virtual self-guided panoramic tours, there hasn’t been much insight into how this form of virtual reality influences consumer behavior. But a forthcoming study in the Journal of Advertising Research, available online via JAR’s Digital First platform, shows that such tours can attract customers, increase authenticity and decrease perceptions that they are being manipulated.

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The Best Tools & Apps for Making Social Media Ads

  • ARF

Are you getting the most out of your advertising campaigns on social media? This helpful report offers an easy, step-by-step guide on how to create an ad on the four most popular platforms: Facebook, Twitter, LinkedIn and Instagram. It covers the ads manager feature for each, too. This can help you get the most out of your dashboard. And it discusses the best tools and apps available for each page.

Young Pros Presents: Coming of Age in a Crisis – The Millennial Perspective

Millennials have lived through a number of tragedies, including the 9/11 terrorist attacks, the Great Recession and now the COVID-19 pandemic. How did these events shape millennials? And what do marketers, advertisers, brands and researchers need to know about this generation and their unique perspectives, in order to market to them effectively? Editor’s Note: The full summary is available to members only.

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