On November 20, the ARF held a workshop exploring prompts, personas and how to use AI responsibly. This dynamic event, designed for advertising and marketing professionals looking to explore the evolving landscape of AI-powered research, provided insights into prompt crafting. Participants also gained a deeper understanding of the promises and pitfalls of using personas in AI-powered advertising and marketing research.
Member Only Access
The Marketing Analytics Accelerator – the only event focused exclusively on attribution, marketing mix models and the science of marketing performance measurement – returned for its ninth year on November 13. The industry’s boldest and brightest minds joined us in NYC to share their latest innovations and case studies that will improve your business outcomes.
Member Only Access
On November 7, the ARF Creative Council held an immersive event exploring the powerful role of sound in branding. At this event, the Council unveiled its thoroughly-researched white paper on sonic branding. Members of the Council provided a preview of the white paper. They covered what sonic branding is, how it has evolved, how it works at a neurological level, how leading brands have successfully used sound to build and reinforce brand memories, and how brands can get started on their sonic branding. Practitioners of sonic branding revealed how they go about creating sonic signatures and even played a possible sonic signature of the ARF. The event began with a quiz in which 10 audio clips were played and the audience was asked to identify the brand associated with each sound.
Member Only Access
On October 30th, the ARF’s Organizational Council presented the results of the 2024 Organizational Benchmark Survey. This 3rd wave of the Benchmark Survey followed the 1st and the 2nd waves, which took place in 2019 and 2021, respectively. Council Chair Susan Pizzaro’s presentation touched on trends in research department structures, budgets and resources; changes in valued skills and tools used; and satisfaction with the value brought by insights and analytics teams. Afterward, Becky Bach of Pernod Ricard USA and Jim Spaeth of Sequent Partners joined Susan in a discussion moderated by ARF’s Chief Research Officer Paul Donato.
Member Only Access
Attendees joined us on October 23 for our annual OTT conference, offering the latest research on shifts in the TV and video landscape, viewer behavior, and cross-platform measurement. Industry experts discussed trends in viewing habits, advertising innovations, and predictions for 2025. Attendees also had the opportunity to participate in discussions and network with industry peers over breakfast, lunch, and the cocktail reception.
Member Only Access
On October 23, the ARF Women in Analytics hosted a special breakfast session in Los Angeles to explore the current state of women and sports. Brand, agency, sports league leaders and top athletes discussed the ROI of investing in women’s sports and shared insights on audience engagement, generational trends, and brand-building opportunities.
Member Only Access
On October 22nd, the ARF Young Pros gathered at SiriusXM for an engaging panel discussion featuring Caroline Hewett (Ipsos), Jeremy Randol (SiriusXM), Laura Pestana Hormilla (Ipsos), and Melissa Paris (SiriusXM). The conversation was moderated by Mallika Acharya (Ipsos) and Rachel Margolin (SiriusXM), both members of the ARF Young Pros Advisory Board. These senior leaders shared their career journeys and offered practical advice on navigating challenges in the evolving fields of advertising, research, and marketing. Attendees left with actionable insights on building meaningful careers, fostering strong relationships, and embracing innovation. Below are the key takeaways from the discussion:
Despite massive growth driven by significant investments, retail media performance measurement still falls short in many areas. On October 15, OptiMine and Best Buy dove deep into the use of incrementality measurement for retail media, how it works and why it is so unique in the RMN space. Attendees explored why (and how) some of the world’s largest brands have embraced it for improved success.
Member Only Access