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Analytics & Data Science

A Peek Behind the Curtain at How AI Judged the David Ogilvy Awards

  • Summary by Alexander Cammy, Creative Council Young Pros Officer

During this ARF Creative Council event, the Council further explored the results of the AI model experiment to predict the winners of the 2023 ARF David Ogilvy awards, building on the initial presentation of these results at the Creative Effectiveness Event.  Council Member Pedr Howard (Ipsos) presented additional results now that the actual winners are known.  Lynnete Wong (Oglivy) of the 2023 Grand Ogilvy Award winning team talked about the kinds of research her agency undertook to develop the winning campaign for Samsung.  The two of them then joined a panel with Council member Belle Frank (VMLY&R) to discuss the implications of the experiment and the growing role of AI in advertising and advertising research.  Council Member Bill Day (Magid) moderated the panel.

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How to Leverage the Video Game Ecosystem for Marketing Analytics

  • MSI

Online video gaming is a channel that has grown significantly in popularity in the last decade and the trend is likely to continue. Due to a massive group of highly engaged gamers, marketers can use this channel to understand this segment and their needs much better. However, this ecosystem, along with providing unique opportunities, also comes with unique challenges. This Marketing Science Institute (MSI) working paper offers a roadmap.

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MSI Blue Ribbon Report Preview Charts the Future of MMM

  • MSI

The practice of marketing mixed modeling (MMM) is increasing, research finds, partially because of the implementation of privacy restrictions. Today, finding appropriate providers to optimize marketing investments remains challenging. This was the impetus behind the Marketing Science Institute (MSI)’s Blue Ribbon Report on MMM. This free preview of the full white paper outlines what best practices to employ in a rapidly changing landscape. It identifies challenges for MMM veterans and ways to meet them. It also introduces executives to the opportunities that exist when introducing MMM into their firm. The report preview provides a brief overview of the top-level findings found in the full report, which is only available to MSI members.

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Data Pooling could Reinvigorate Online Display Ads

  • MSI

Buying online display ads in bulk through online exchanges makes it difficult to ascertain the effectiveness of such ads, a situation that’s less than ideal. This is especially true for new websites. One proposed solution is to pool data across advertisers and publishers. Doing so while running matching simulations can substantially improve the welfare of such ads for advertisers, publishers and networks, too.

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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.

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Here Are Some Unintended Consequences of Privacy Regulations

  • MSI

The intention behind recent privacy regulations is to protect consumers from unauthorized use of their data. However, this Marketing Research Institute (MSI) working paper finds unintended consequences that are not good for the consumer or the marketplace. Researchers found such regulations reduce satisfaction with search results and increase search costs. The personalization in products and services is thus degraded, as many smaller and midsize firms are no longer able to provide the level of efficiency and personalization they once could. Larger firms, however, benefit from increased search activity which leads to increased purchase activity. As a result, such regulation leads to unintended market concentration.

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How Do You Stimulate Great Creative and Measure It?

  • CREATIVE EFFECTIVENESS 2023

At our second annual Creative Effectiveness event, industry visionaries discussed the perspectives, theories, and resources they employ to develop and measure great creative. Attendees joined us in New York City or via livestream to hear fresh insights on the advertising landscape: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. Immediately after, we honored the teams behind insights-driven advertising with the ARF David Ogilvy Awards ceremony and dinner. The Gold, Silver and Bronze winners were announced, as well as the reveal of this year’s prestigious Grand Ogilvy Award recipient.

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The ARF Attention Measurement Validation Initiative: Phase 1 Report

  • ARF ORIGINAL RESEARCH

Attention metrics have drawn a high degree of energy in the last few years, for many reasons, including the loss of behavioral signals due to privacy restrictions, growing frustration with ad viewability and its perceived limitations, attention metrics’ impact on the cross-platform measurement debate and that biometric technologies can now be applied “in the wild,” rather than just in labs. The ARF’s Attention Measurement Validation Initiative aims to describe the attention measurement space in detail, illuminating this nascent sector. The Phase One findings include a comprehensive literature review and a report that maps out the vendor landscape in this increasingly diverse specialty. The report includes two sections. The first section describes what methods are being used, what these companies report and how and what they measure, be it ad creative or the media environment. The second section includes in-depth overviews of the 26 participating attention measurement companies. The Phase One Report is a must-read for anyone interested in attention metrics or what companies are operating in the space.  

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