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…

Many ads now feature diverse casting but casting alone does not confer true representation.This ARF Cultural Effectiveness Council event will provide insights on culture, values and identification that need to be considered in order to achieve meaningful representation of the 21st century US population in advertising. Attendees learned why representation is important, how to succeed in achieving it and how the industry’s understanding of representation has changed over the last few years. Experts also touched on representation of communities that…

In late 2019, the ARF Creative Council issued a ground-breaking white paper on an industry survey and a set of in-depth interviews they conducted. The survey and interviews uncovered gaps between researchers, strategists, and creatives in their beliefs about the role of research in the creative process. The white paper recommended ways of bridging those gaps. In this unique, virtual happy hour event, the Council brought those recommendations to life. In addition to an overview of the survey’s key findings,…

Marketers today are facing unprecedented changes – the third-party cookie is nearing its end, the pandemic has significantly disrupted behavior and consumption, and consumers continue to express concern with how companies use their data. With all of this change, marketing teams need a new approach for media planning and measurement, as well as an understanding of how such changes will impact the marketing ecosystem. At this event, the ARF and Neustar discussed and explored the future of marketing and how…

Advertising in health care has not kept pace with advances in science and medicine. Many new therapies are designed for very specific patient populations, based on differing genetic, environmental and lifestyle factors. The emerging approach for disease treatment and prevention that takes into account individual variability is known as precision medicine. Most audience planning and targeting in healthcare advertising focuses on broad patient audiences, regardless of whether they are eligible for or good candidates for a type of treatment. This…

As media and product consumption patterns have changed since the COVID-19 pandemic, the same is true for social media advertising. This webcast presented by the ARF Social Council gave an update on changes in the popularity of different types of influencers, how brands have shifted their social media strategies to maintain brand loyalty as consumption patterns have been disrupted by the pandemic, and how usage of social media has changed. Attendees gained a better understanding of where the influencer market…

MESH Experience presented the fifth installment of their webcast series focused on how marketers can grow their business and succeed in the new age of customer experience (CX). CX continues to evolve. This is especially true now, while we come to grips with the immense impact of the coronavirus pandemic on nearly all aspects of life – the global economy, public emotion and consumer behavior. Industry experts shared insights on how to build a CX roadmap in the current consumer…

The third installment of the ARF Cultural Effectiveness Council’s webcast series, Building Brand Loyalty with Today’s 21st Century Audience focused on the power of music as a universal language. This event was part of a larger ARF Cultural Effectiveness Council white paper exploring a number of “ways in” for connecting with the increasingly diverse American audience including social causes, language and music. Drawing on research conducted by the Council and some of its individual members, this webcast covered: The impact…