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.
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Metrics for planning, buying and evaluating buys have been in great flux, especially over the last five years. New channels have emerged, some have changed, and a multiplicity of data sources have sprouted up. To gain a better understanding of the way advertisers are navigating this complex landscape, the Online-Offline Working Group of the ARF Cross-Platform Measurement Council interviewed representatives from major advertisers and put out a report about what they learned. This report provides the advertising industry with a glimpse into how major marketers are approaching audience measurement in all the different environments.
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Over the last dozen years, marketers have seen numerous analytical models surface to help guide data driven decision-making. Yet, many remain unsure of how trustworthy such models are. That’s why the Attribution Working Group of the ARF Cross-Platform Measurement Council put together this guidebook to help arm all stakeholders with a basic understanding of marketing performance model validation issues. This paper includes a set of considerations and questions that encourage and facilitate dialog between end clients and model providers about the performance of marketing performance models.
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Lockdowns and other widespread Covid-19 disruptions caused significant changes in buyer behaviors. For instance, it was a major catalyst in shifting buying behavior from in-store to online. With the pandemic receding, how can we know which trends may persist and for which categories, and which might drop off? Since all consumers were affected, no untreated experiment control group exists. However, one strategy could prove fruitful, age-period-cohort (APC) analyses. APCs offer an alternative way to analyze changes in consumer behavior before and after the pandemic.
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