Past Event Highlights

What is the Value of Time in Advertising? (Part II: Implications of Value Research for Industry)

What is the Value of Time in Advertising? (Part II: Implications of Value Research for Industry)

  • TOWN HALL

The ARF’s Town Hall, Part 2, on the value of time in advertising highlighted the thinking of buy-side leaders, Denise Campbell, Chief Marketing Officer, AbbVie, Joanne Leong, VP, Director, Global Media Partnerships, Dentsu Aegis Network, and Christina (Chrissie) Hanson, Global Chief Strategy Officer, OMD Worldwide on the ideas presented at last week's Town Hall. Additionally, Scott McDonald, Ph.D., President & CEO, ARF, shared findings from an ARF Attention Survey, as well as providing his feedback on the issues and challenges relating to attention metrics. The ensuing discussion focused on the use of attention as a major currency metric and the business implications of the latest time-duration research. Cesar Brea, Partner, Bain & Company, served as the moderator and introduced the Town Hall by discussing the reasons why the industry is very interested in an attention-based currency as a basis for investment.

Member Only Access
What is the Value of Time in Advertising? (Part I: How Value is Created)

What is the Value of Time in Advertising? (Part I: How Value is Created)

  • TOWN HALL

Fairly measuring the quality of an ad impression is challenging, and it differs across platforms. In this first part of a two-part discussion, about ad time duration, a panel of researchers explored whether or not ad time duration provides a signal to advertisers of the value of an ad impression. Different platforms have different strengths, and understanding the logistics of a platform is one key aspect in understanding how viewers will interact with an ad. Aside from the length of time an ad is viewed, and what platform it is viewed on, creative implications can also play a role in garnering up viewer enthusiasm and interest, during key moments of an ad. This ARF Town hall examined three studies regarding different aspects of ad time duration. Studies were presented by the ARF’s Chief Research Officer Paul Donato, Meta's Ads Research Lead of Marketing Science Sophie Macintyre, and TVision's SVP of Product, Data & Analytics Tristan Webster. These studies were presented in efforts to understand the similarities and differences regarding measurement across a variety of platforms on the value of time. In closing, challenges and opportunities for each platform were discussed by the panel, led by Cesar Brea of Bain & Company.

Media 101 — A Guide to Buying and Selling (Event Summary)

Media 101 — A Guide to Buying and Selling (Event Summary)

  • Bruna Isensee, Univision
  • YOUNG PROS

At our February Young Pros event, Meghan McGuirk, VP Group Director, Investments at Havas Media, Cristina Schlobohm, Director of Communications Strategy at Havas Media, and Kara Donahue, Account Executive at Roku, walked attendees through the media buying and selling process. They explained the five main media planning milestones: briefing, defining a strategy, tactical work, activating a campaign and reporting after it’s complete. Each speaker elaborated by using real life examples and showed the perspective and impact that all teams involved in the process have—both on the client or vendor side.

Member Only Access
Mentoring Meet-up — Three Leaders, Three Stories (Event Summary)

Mentoring Meet-up — Three Leaders, Three Stories (Event Summary)

  • WOMEN IN ANALYTICS

At our first ARF Women in Analytics Mentoring Meet-Up of the year, we heard from three industry trailblazers on the “what”, “why” and “how” of their careers. Colleen Funkey of The Estée Lauder Companies, Gloria Cox of The Cambridge Group and Renata Policicio of WarnerMedia reflected on their unique journeys and shared the steps they took and lessons they learned. From what inspired them to originally go into market research to how they now navigate their careers at a senior level, speakers gave attendees advice on what they can do to ensure their careers are satisfying and successful. Attendees also participated in small breakout groups with the speakers to connect, ask questions and share their own personal reflections.

Member Only Access
Big Data and Converging TV — What Role Can Deterministic Panels Play in Unlocking Opportunity? (Event Summary)

Big Data and Converging TV — What Role Can Deterministic Panels Play in Unlocking Opportunity? (Event Summary)

  • SPONSORED BY NIELSEN
  • INSIGHTS STUDIO

Return Path Data. Set Top Box Data. Millions of Consumer Devices. Server Logs. In an era where big data is being tapped for decision making, and each source has a limited and often unrepresentative view, what is the role of a representative panel? What will and should panels look like in the future? After all, TV is converging with digital, the rise of CTV has ushered in content and marketing opportunities for businesses, and consumers have decision-making power unlike ever before. At this ARF Insights Studio, industry leaders Jane Clarke (CIMM), Pete Doe (Xandr), Mainak Mazumdar (Nielsen) and Paul Donato (ARF), discussed where single source panels may fit in the media measurement landscape of the future and how they can work alongside big data to benefit both.

Member Only Access
Consumer Behavioral Shifts: Why Your Marketing Measurement Must Adapt in 2022 and Beyond (Event Summary)

Consumer Behavioral Shifts: Why Your Marketing Measurement Must Adapt in 2022 and Beyond (Event Summary)

  • Insights Studio

Consumer behaviors have changed dramatically creating new challenges for brands and their marketing measurement. During this Insights Studio, we explored the measurement challenges brands have faced in the wake of significant consumer changes. We also discussed best practices brands should be using to ensure their marketing measurement is set up for future success as consumers continue to react to major societal change. Executives from OptiMine, an agile marketing analytics provider, Kepler, a global digital agency, and Beachbody, an innovative health and fitness company, shared their observations on how changes in consumer shopping and media consumption behaviors have been reflected in marketing measurement.

Member Only Access
« Prev Next »