Opening Remarks
Scott McDonald, Ph.D. – President & CEO, ARF
Creative Codes: Optimize Advertising Hooks to Keep Viewers Watching
Communicating the value proposition of your ad early and keeping your audience’s attention will drive view time and, ultimately, impact. Engaging your audience early is paramount, but there is little knowledge about what makes an effective hook and how brands could use commercially valuable assets to hook. Discover how brands can use creative elements to hook the audience in those first few seconds to drive the most impact for business.
Vita Molis, Head of Research & Insights, NA & Global at TikTok
Rachael Ryan, Global Research & Insights Manager at TikTok
Using Theory to Understand AI Emotion Models
Deep learning models often prove to have good predictive accuracy. However, these models are often also viewed as opaque black boxes. Learn how incorporating theory about emotions involving images, music, speech, and text into AI can help alleviate concerns of generalizability by making machine learning models more explainable while still maintaining good predictive accuracy.
Hortense Fong, Assistant Professor of Marketing at Columbia Business School
How Understanding Your Brand Drives the Best Creative
Jesse Epstein, Partner, HawkPartners
DraftKings
It’s Not Man Versus Machine: How Human Responses Make AI Better
When it comes to pre-campaign measurement, real human responses, augmented by AI predictive models, and assessed by creative experts, provide the best route to real world success. Explore how context and culture, which drive advertising relevance and empathy, can still only be reliably assessed by real people. Sharing a case example where AI was used to both create and measure assets, uncover how integrating human perception is critical to quality.
Jillian Rice, Vice President, Ipsos Creative Excellence
Conducting Research with Generative AI: ARF David Ogilvy Awards Predictions
Presented by the ARF Creative Council
The ARF Creative Council explored the ability of AI to predict the Grand winner of this year’s David Ogilvy Awards based only on written applications from 2022-2015. As a member of the Council, Ipsos volunteered to develop the model. A panel of experts will discuss the development of the model, what it predicted, and how well it succeeded in addition to how generative AI can be used to conduct research and provide insights on successful creative.
Pedr Howard, Head of Creative Excellence, Ipsos US
PROGRAM PRICING
CREATIVE EFFECTIVENESS AND OGILVY AWARDS IN-PERSON PRICING
| Full Day Content & Awards (10am – 8pm) | Content Only (10am-4pm) | Awards Reception Only (4pm-8pm) | |
| MEMBER | $699 | $599 | $599 |
| NON-MEMBER | $799 | $699 | $699 |
LIVE-STREAM PRICING CREATIVE EFFECTIVENESS CONTENT
| Content Only | |
| MEMBER | $299 |
| NON-MEMBER | $399 |
Contact the ARF Registration team to learn more and register: registration@thearf.org