Past Event Highlights

Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

  • JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, researchers in Europe, the U.K. and the U.S. presented work in relatively new fields that have high-impact potential for the advertising industry. Starting with a forthcoming paper on sonic branding, the authors described their ground-breaking framework for measuring the implicit effects of sonic branding using music to manipulate visual scenes in video, film and TV. Next, a deep dive into autonomous sensory meridian response (ASMR)—a sensory-inducing device in ads—included strategies for helping brands collaborate with successful ASMR influencers. Lastly, a preview of an article to be published in the March Prosocial Advertising Special Issue showed how brand activism influences attitudes and purchase intentions, revealing a credibility gap between established activist brands and brands emerging in that space. Taking questions from Paul and from attendees, panelists in the concluding Q&A explored links between sonic branding and ASMR, the demographics of ASMR followers, ways for emergent activist brands to close the credibility gap with established activist brands, and future research possibilities.

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Future-Proofing the Analytics and Insights Function

  • By Chenyu Wang
  • ANALYTICS COUNCIL

On February 6, Analytics Council Organizational Working Group members Shelley Yang (Director, Insights Activation at Ipsos Creative Excellence) and John Baro (Manager, Market Research & Insights at Spectrum Reach) shared a summary of their learnings from a set of 21 in-depth interviews (IDIs) conducted with ARF members to understand what insights and analytics departments should do to future-proof themselves. Then, a panel of senior researchers -- Helen Katz (EVP, Research at Publicis Media), Michelle Gibb (Vice President, Global Insights & Analytics at Mondelez International), and Jed Meyer (SVP, Media Solutions Leader of Kantar) -- and an industry observer, Simon Chadwick (Managing Partner at Cambiar LLC) joined Shelley to share their perspectives on the topic.  Their conversation was moderated by Steven Millman, Global Head of Research & Data Science at Dynata.  The presentations and panel touched on AI, outsourcing, skill sets, and mindsets.

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ARF Young Pros Meet-Up

  • Author, Danielle Zito, Ipsos
  • YOUNG PROS

On January 24, young professionals in advertising, marketing, media, and research came together for a unique opportunity for networking, learning, and inspiration. Meghan Brogan of A+E Networks led a conversation with Byron Valverde of 605. As a former ARF Young Pro, Byron walked us through his career journey and revealed the challenges and triumphs that helped him grow and get to where he is now. Attendees both virtually and in-person gained inspiration and applicable advice and had the chance to connect with like-minded peers in breakout sessions.

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The Seven Answers Every CMO Should Demand

On January 23, Ken Roberts, Founder and President of Forethought™, Mary Wilson Avant, Senior Consultant of Forethought™ and Elizabeth Windram, EVP, Marketing & Communications of CLEAR discussed the seven answers every CMO should demand, ranging from predicting change in market share, creating internal alignment between marketing and the rest of the organization, how generative AI can be leveraged, and more. Currently this content is only available to event attendees.

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Ageism & Inclusivity in Advertising

  • WOMEN IN ANALYTICS

On December 5, 2023, marketing, agency and media leaders who contend with ageism in advertising, joined us to share how they are actively working on solutions to create a more inclusive landscape. Attendees learned about the economic power of consumers over 40, strategies for brands to connect with them, ways to leverage the subconscious associations of aging to pave an inclusive path forward, and the significance of TikTok as a hub for communities in the mature market.

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2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.

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