Building successful brands require a deep understanding of why consumers behave the way they do and the associated media drivers. The Advertising Research Foundation and the IPA /EffWorks Global 2020 partnered to share our most relevant research, case studies and keynotes from Marketing Effectiveness leaders.
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From stars with massive followings to micro and nano influencers, companies are allocating large parts of their budgets towards influencer marketing. According to Mediakix, the estimated total ad spend on influencer marketing is expected to increase to $5-$10 billion dollars in 2020. Industry experts and content creators discussed how to determine the right Influencers with whom to align their brand and the pitfalls of influencer fraud (and how to avoid them).
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All ARF members now have access to key takeaways, videos and presentation slides from AUDIENCExSCIENCE 2020. At your own pace, view timely and thought-provoking sessions from some of the biggest names and brightest minds across our sector about ad effectiveness, targeting, privacy and more.
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During the 2020 AUDIENCExSCIENCE conference, the ARF Social Council hosted a workshop that, in part, focused on social media influencer measurement. This virtual event built on that workshop to provide a deeper understanding of best practices for leveraging data and research to produce effective influencer campaigns. The Council presented perspectives and methodologies of a research company, media company and agency. Note: The full summary is available to members only.
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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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At this ARF Insights Studio, OptiMine provided attendees with real-world findings and success stories from large brands. Matt Voda, CEO, and Dr. Robert Cooley, Ph.D., CTO & Chief Data Scientist, detailed how they’ve navigated rapid budget adjustments, huge channel shifts, optimal timing of spend changes and outlined how to remain invested in marketing during budget pressure. Insights on key pitfalls to avoid, techniques to exploit and how to adapt during what is likely to be a very bumpy “recovery” were also shared. Note: The full summary is available to members only.
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The ARF’s OTT virtual event was dedicated to exploring recent trends as well as identifying the drivers of viewing behavior and the business of OTT in the “new normal”. Editor’s Note: The full summary is available to members only.
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The ARF Cognition Council presented an event focused on advertising within news content and context effects in programmatic buying.
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