This Town Hall presented findings from the past nine months of a collaborative Task Force of media industry associations, ad tech firms and measurement companies to standardize ad metadata fields, ad names and file formats across the converging TV and digital ecosystems. Editor’s Note: The full summary is available to members only.
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Our first, annual benchmark survey looked into the dramatic changes that occurred in advertising and marketing research organizations from 2018-2019. We have delivered a series of reports: the advertiser, agency, research, media & entertainment and consultancy report. Now, the ARF has released the interactive access via a searchable database. Members can interrogate the data and findings themselves and query segmentations such as job title, category, structure, size and investment trends.
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The ARF, in collaboration with 605, Central Control and Bill Harvey Consulting, is championing a research initiative designed to establish methods for applying randomized control testing (RCT) to cross-platform advertising impact analysis. The proof-of-concept study, named RCT21, applies experimentation methods to measure incremental ROI of large ad campaigns run across multiple media channels at once, including addressable linear TV and multiple major digital media platforms. Editor’s Note: The full summary is available to members only.
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A key planning tool that is widely used by advertising professionals for strategic and creative guidance, is seriously out of date, according to a forthcoming Journal of Advertising Research study available online on the JAR’s Digital First platform. Researchers in Japan and South Korea propose a refresh to the Foote, Cone & Belding (FCB) grid, created in 1980, to reflect current-day products and consumers’ online purchase decisions.
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A Covid-era approach to celebrating the Great Minds Awards, Conversations with Great Minds afforded stimulating interviews with the individual winners of the 2020 Erwin Ephron Demystification Award, Josh Chasin, and the first-ever Chief Marketing Officer Award, Greg Lyons. Introduced by ARF President & CEO, Scott McDonald, Ph.D., the festive virtual discussions spotlighted the award winners as great examples of marketers synthesizing data with human intelligence, “sparking” innovation and creativity. Editor’s Note: The full summary is available to members only.
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The ARF’s Cross-Platform Measurement Council Attribution Working Group, chaired by Helen Katz of Publicis, issued invitations to many marketing mix and attribution modelers to share blinded case studies involving unified measurement. The goal was to see unified measurement in action, to see the scope of the analyses and the business results associated with the tool.
The Cross-Platform group reviewed submissions and selected six companies to present their case studies.
Editor’s Note: The full report is available to members only.
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COVID-19 is challenging the role of marketing mix models (MMM) and casting doubt on models developed before consumption patterns were impacted by the pandemic. This Insights Studio featured marketers on the front lines who are solving unprecedented challenges in real time.
Editor’s Note: The full summary is available to members only.
All three of the companies represented in the session conduct continuous market research and monitor how the COVID-19 pandemic has affected recent respondent behavior, introduced biases or required wholesale changes in data collection methods. For the most part, they reported sufficient continuity providing reassurance that market research has remained resilient and continues to provide insights for marketer decision making. Editor’s Note: The full report is available to members only.
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