On December 1, 2021, CIMM (Coalition for Innovative Media Measurement) hosted a special update webinar on the four main building blocks of converged TV measurement that are needed to advance new solutions for complete cross-platform video measurement. The session, featuring Jane Clarke, CEO and Managing Director at CIMM, Alan Wolk, Co-Founder and Lead Analyst at TVREV, and Jon Watts, Executive Director at Project X Institute, provided an overview on the development of: 1. TV “Census-Like” Data: Second-by-second, standardized Smart TV…

Brand safety has been a major issue for advertisers in 2021 as news events and public comments on social platforms continue to ignite concern and controversy. At the same time, in the wake of COVID-19 and the flowering of social activism in 2020, brands became more interested in aligning with social causes. This event expanded on previous ARF Cognition Council research on these issues, building on the presentations and discussion at the October Cognition Council event. On December 1, experts…

In November 2021, the ARF and Sequent Partners presented the sixth annual Attribution & Analytics Accelerator, the industry’s only event focused exclusively on attribution, marketing mix models and the science of marketing performance. The

With roughly 40% of employees considering leaving their jobs in the next year and a record 4.3 million people quitting their jobs in August 2021, many teams have faced capacity issues and many Diversity, Equity, and Inclusion efforts (DEI) have been threatened. It’s critical to understand how this trend has impacted media, marketing, and research, particularly given lower levels of industry diversity and the now higher demand for underrepresented workers. At this event, the ARF Cultural Effectiveness Council’s Janelle James…

Building successful brands require a deep understanding of why consumers behave the way they do and the associated media drivers. Over two days, the ARF and IPA partnered to present the best new thinking and empirical research for marketing effectiveness. Sessions were curated from our two 2021 flagship events — AUDIENCExSCIENCE and EffWorks Global — and designed to help you boost your business performance. Event content — including videos and presentations — is available to event registrants on-demand. The agenda…

At this Insights Studio, a global line-up of speakers from the U.S., Europe and Australia presented their research on the impact of halting advertising; methods to improve data analysis into TV ad effectiveness; gender-role signaling in ads; and the process for creating emotional advertising. The event offered hands-on, actionable insights into a broad range of topics, with new methodologies that advance knowledge in existing research. Topics discussed: Going dark: What happens to sales when brands stop advertising for 12 months…

What a difference a year can make: Fueled by the pandemic, more consumers turned to digital viewing options available to them at home and on mobile devices. This accelerated the trend towards streaming and led to a dramatic increase in the number of streaming services — and in ad dollars going to OTT and CTV. As a result, the market has become saturated and the push — and battle — for subscriptions and advertisers, is heating up in the US…

Much has been written about AI and its use in research and creativity, and every day, researchers field questions about AI. Within the industry, there is hope for what AI can bring but also skepticism about it. This special ARF Creative Council event was designed to better understand the value, future potential, and limitations of AI in research. Attendees heard from a group of speakers and embark on a discussion intended to demystify the way AI can and can’t be…

Consumers watch what they want, when they want, which has led to a rise in OTT and other platform options. So how are networks creating content for an evolving audience? Is content platform-specific? Data is the key to unlocking what talent works best on what platform. Today’s data-driven environment is complex, and that extends to maximizing success by platform. Some rules apply across all great shows: compelling characters, strong narrative arcs and great talent. Within the premium video space, differences…

Do social values, such as appeals to altruism, social justice, and sustainability in an ad impact consumers’ perception of the brand? If so, how and through which cognitive pathways, and for which population segments? Conversely, do ads that appear within potentially divisive content affect brand-related behaviors? Brand safety continues to be a major concern for advertisers in 2021 as news events and public comments on social platforms continue to ignite concern and controversy. In 2020, the Cognition Council hosted an…