In 2017, the ARF organized a conference, hosted at Google, to consider the predictive accuracy of different methods of business and political forecasting. Given that pre-election polls had been widely blamed for failing to predict the outcome of the 2016 Presidential election, half of the ARF program was devoted to a post-mortem assessment of the polling methodologies — comparing the canonical methods with newer methods based on social media monitoring, betting markets, momentum analysis and modeling of social indicators. In…

2020 has been a year like no other. As we look back at evolving consumer behavior brought about by a global pandemic and the social justice movement, what predictions can be made about the year ahead? In this interactive hour-long panel session, top leaders from some of the industry’s top companies will share their 2021 predictions. Explore the cultural trends that must be accounted for by the advertising industry as we try to make sense of the past year and…

This Insights Studio features the winners of the Journal of Advertising Research’s Best Academic Paper and Best Practitioner Paper, which were announced during the ARF’s Great Mind Awards Month in August. Join us to hear details of their impressive work: Mahima Hada (CUNY/Baruch College) will share insights from her paper on ad spend in digital video vs. television. Eun Sook Kwon (Rochester Institute of Technology) will discuss findings on context effects in advertising. The presentations will be followed by a…