At this happy hour event, the ARF Creative Council hosted Rory Sutherland, a leading behavioral scientist, Vice Chairman of Ogilvy UK, and author of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. Rory shared his thinking about how to leverage behavioral economics in advertising creative and reviewed specific pieces of creative through the lens of behavioral science. Specifically, he addressed: How researchers incorporate behavioral economics in their work What behavioral economics tells us…

In early 2021, Google announced they plan to stop individual ad tracking. Apple is also altering the landscape of the advertising ecosystem with its iOS 14 IDFA (Identifier for Advertisers) update. Ad targeting, personalization, measurement and fraud detection are predicted to be negatively impacted and the implications — and potential revenue loss — for brands, ad networks, publishers are huge. At this Insights Studio: Member Broadcast, OptiMine, Havas Media and CIMM discussed: Exactly how Google and Apple’s changes will impact…

This event, the first hosted by the Pharma Council, explored the evolution of the patient journey to vaccination, the public conversation about COVID vaccination, and research on how vaccination hesitancy can be addressed across distinct segments of the U.S. population. Speakers also discussed what behavioral science has taught us about this vaccine rollout and overcoming vaccine hesitancy. Topics covered: Setting the Context: The Patient Journey to Vaccination The Current Environment: Public Acceptance of the COVID-19 Vaccines and How it Differs…

The second installment of the ARF Cultural Effectiveness Council’s Navigating the Messy Middle series — which focused on the workplace experiences and strategies of mid-career professionals from diverse communities — hosted two successful executives who have developed their careers in the advertising and media industries. Learn about the challenges they have faced, how they overcame them and their advice for navigating your own “messy middle.” As we enter 2021, conversations about diversity, equity and inclusion are front and center for…

A global lineup of speakers from the U.S. and Australia presented their research featured in the most recent Journal of Advertising Research. They shared their latest insights on TV ad effectiveness, radio advertising avoidance, creative strategies for 6-second ads and insights into ad sharing from facial coding analysis. This ARF Insights Studio offered empirical, peer-reviewed research by collaborations of academic and industry experts, offering actionable, hands-on insight. The event provided: Actionable, creative strategies for making 6-second online video ads more…

To boost business outcomes, brands understand that influencing and amplifying conversations is key. Yet quantifying the value of paid media to drive incremental conversation can prove challenging. In this one-hour focused Insights Studio, two analytics leaders from Twitter shared how they developed a way for brands to analyze conversational patterns. They also discussed a brand equity study that Twitter performed on itself, and the business outcomes. Hear how Mondelēz International described how they utilize conversation to further understand campaign effectiveness.…

The first 2021 event presented by the LA Media Research Council addressed whether the current discussions about the failures of many polls to accurately predict election outcomes will affect trust in consumer research — specifically, surveys on media use and attitudes. A panel of top experts in media and consumer research explored what research suppliers are doing to ensure accurate measurements of attitudes and behavior intentions. We discussed: Strategies to achieve representative samples, ensure reliably predictive data and more Examples…

In its ground-breaking white paper, the ARF Creative Council identified the importance of a collaborative insights-led process in the development of great creative. For its second virtual happy hour event, the Council brought the process described in the white paper to life by focusing on one of the most highly-recognized creative campaigns of 2020 – the Grand Ogilvy-winning, “Not A Gun” by the team at Goodby, Silverstein & Partners The campaign highlighted an issue that garnered unprecedented attention in the…

The ARF Cognition Council presented an in-depth event focused on both advertising within news content and context effects in programmatic buying. The first panel presented research on the effectiveness of advertising within news content in general and within news content about the pandemic specifically. Attendees participated in discussion among the panelists about the reasons that news as a context may be more or less effective than other contexts, drawing from available qualitative, quantitative, and neuroscience evidence. The second panel delved into the…

According to Business Insider, Influencer marketing is a fast-growing business, projected to reach $15 billion worldwide in 2022. During the 2020 AUDIENCExSCIENCE conference, the ARF Social Council hosted a workshop that, in part, focused on social media influencer measurement. This virtual event built on that workshop to provide a deeper understanding of best practices for leveraging data and research to produce effective influencer campaigns. The Council presented perspectives and methodologies of a research company, media company and agency. Attendees received…