THE ARF MEMBER COUNCILS
Addressing today’s biggest issues facing our members … by our members.
The ARF Councils focus on important industry issues that allow members a deeper opportunity to engage, learn, and discuss the topics that matter most to them. Key to the Councils is the ability to keep the conversation going throughout the year through meetings, emails, communities, and networking.
Each Council is run by a Council Steering Committee which determines the direction and the types of activities to address the issues and needs of the members. ARF members can participate by either taking a committee leadership role or just by attending Council activities and participating in the Councils’ Community Discussion Boards.
The ARF Councils offer opportunities to share thoughts, discuss issues, learn, and network with industry peers.
The ARF Councils are listed below.
Cross-Platform Measurement Council
The Cross-Platform Measurement Council was created to support successful consumer-centric advertising, marketing, and media research in an increasingly fragmented media landscape.
The Council surveys providers of cross-platform and attribution research and capabilities and methods and will publish among other reports an industry review of available data. It will also host showcase events where cross-platform research providers can present their approaches. Its work product will include a series of industry best practice publications, based on a review of existing published research, compatible with the Cognition with the Connected World Program.
The Creative Council addresses the research around creative best practices and tools that help develop and improve creative.
The cluttered world we live in requires creative executions that are effective in capturing the user’s attention, elicit an emotional reaction, and speak to them. This Council seeks to develop guidelines for using research to optimize effective advertising creative by exploring new language, new theories, new tools, and rules for understanding how advertising creative works in a connected world.
Cultural Effectiveness Council
The Cultural Effectiveness Council shares cutting-edge knowledge and develops a research agenda about the evolving marketplace and the total market strategies that nest translate into growth.
For advertisers today, embedding a multicultural perspective into their marketing efforts is not a choice, it’s a necessity. Brands that lead with multicultural insights and an inclusive strategic approach reap very strong ROIs. With a focus on multicultural, including LGBT and generational groups, we identify insights and marketing, media and advertising decisions that drive business growth.
Ad-tech and Mar-tech have created huge opportunities for efficiency but have brought their own set of problems. Examples include identity, fraud and brand safety. Leading tech companies attack these problems through deep learning and other advanced analytical techniques. There is still tremendous opportunity to explore and develop new methods. This council will focus on the technical ways to approach these challenges. Its work product will yield a series of best practice publications and events. These will cover deep learning techniques, use of scripting platforms and analytic hubs, identity, AI in actual practice, PII compliant methods, data co-ops, unstructured data, integrating first party and third-party data, and modeling RPD data, cookies and device ID’s.
Over the last several years, much work has been done in understanding consumers’ physiological and neurological responses to advertising and the ways that our brains process individual advertising stimuli. This council will assemble a compendium of published studies identifying the current state of knowledge about how advertising works from both the perspectives of neurological research and traditional measures like brand recall and intent. Specifically, the council will explore the way consumers’ attention, emotional response and memory are affected by simultaneous usage of multiple media platforms. What is our level of conscious or sub-conscious receptivity to media or messages to which we are exposed for very brief time spans in a media-saturated environment? The Cognition Council will develop efforts to expand on the ARF research team’s primary research in the Cognition in a Connected World Program. The Council’s work will yield a series of publications on best practice for effective advertising.
As companies continue to invest in social media, their impact on brands’ performance is just beginning to be understood. This council will explore and seek out best practices in natural language processing, sentiment analysis, and social marketing. It will examine the characteristics of highly successful and less successful social media campaigns, the role of influencers in raising brand performance, the impact of online and offline word of mouth in driving both upper and lower funnel brand metrics – and the extent to which these effects vary by population segment. The work product will include a series of best practice publications on the use of unstructured data on social media and execution of social media and word-of-mouth campaigns.
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