On January 17 the ARF’s LA Media Research Council presented a webinar titled “2023 Media Insights and 2024 Priorities”. The event featured presentations and discussions on changes in viewer behavior and attitudes and on representing diversity in content and ads in an effective way.
Member Only Access
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.
Member Only Access
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.
Member Only Access
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.
Member Only Access
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.
Member Only Access
The ARF Young Pros led an exploration of a new and increasingly prominent discipline of research: Foresight, used by leading global brands to future-proof success and relevance. Panelists from McDonald’s shared insights, best practices and examples of how to embed principles of Foresight into day-to-day work to ensure long-term sustainability and relevance for brands.
Member Only Access
During this ARF Creative Council event, the Council further explored the results of the AI model experiment to predict the winners of the 2023 ARF David Ogilvy awards, building on the initial presentation of these results at the Creative Effectiveness Event. Council Member Pedr Howard (Ipsos) presented additional results now that the actual winners are known. Lynnete Wong (Oglivy) of the 2023 Grand Ogilvy Award winning team talked about the kinds of research her agency undertook to develop the winning campaign for Samsung. The two of them then joined a panel with Council member Belle Frank (VMLY&R) to discuss the implications of the experiment and the growing role of AI in advertising and advertising research. Council Member Bill Day (Magid) moderated the panel.
Member Only Access
At this Insights Studio, JAR authors in Australia, China and the U.S. presented their recently published research on topics that some in industry may consider controversial. One found evidence of brand safety risks in programmatic advertising when ads were placed in negative news environments, contradicting some industry research. Another discovered social targeting spillover effects that suggest advertisers rethink conventional targeting methods. Other work came with unexpected findings: that highly creative advertising—although important for attracting attention—can have harmful effects on familiar brands, while benefiting unfamiliar brands. In the concluding Q&A, panelists explored aspects of brand recall relevant to their research, and whether brand size and other media channels would affect their results.
Member Only Access