On April 4, industry experts explored where out-of-home (OOH) advertising stands today, its current capabilities and its potential in the future. Attendees heard data-backed insights on how OOH has changed in the past decade, where it fits in a multi-channel campaign or media plan, and brands’ objectives in using it. ACCESS EVENT CONTENT Featured Speakers Lexi CappalliSr. Dir., Creative Solutions Delivery Team Lead Kantar Creative Council Member View Bio Rachael RyanGlobal Research & Insights TikTok Creative Council Member View Bio…

Recent research indicates that media content and advertising now represent diverse segments of the U.S. population more than ever before. However, audiences are increasingly looking for authentic representations of their experiences and communities — rather than merely their presence. On March 7, the Cultural Effectiveness Council led a discussion on perceptions of authentic representation and revealed how it can be improved with available cognitive testing tools and changes in processes and structures. ACCESS EVENT CONTENT Featured Speakers Mallory NewallVP Public…

On February 6, the ARF Analytics Council revealed how insights and analytics professionals believe they can future-proof their departments. Industry veterans shared which functions they believe will be replaced by automation, machine learning and artificial intelligence, based on anonymous interviews conducted by the Organizational Working Group with senior ARF members. ACCESS EVENT CONTENT Featured Speakers Helen KatzEVP, Research Publicis Media View Bio John BaroMarket Research & Insights Spectrum Reach View Bio Simon ChadwickManaging Partner Cambiar LLC View Bio Michelle GibbVice…

On January 17, the L.A. Media Research Council discussed new insights from recent studies on the issues the council has identified as priorities: changes in viewer behavior and attitudes, how to portray diversity in content and ads, and on measurement. Attendees learned more about the trends and challenges that will be most important to media and advertising businesses in 2024, such as increasing viewer satisfaction and optimizing diversity. ACCESS EVENT CONTENT Featured Speakers James Ambalathunkal Magid View Bio Carolyn Bisson…

Gain a deeper understanding of what duties AI can fulfill in the advertising industry. The ARF Creative Council elaborated on the AI model designed by Ipsos to predict the winners of the ARF David Ogilvy Awards. They revealed the AI modeling process, the results, the implications of this experiment and the growing role of AI in advertising and advertising research. ACCESS EVENT CONTENT Featured Speakers Bill DaySVP Magid View Bio Belle FrankChief Strategy Officer, Global Health Practice VMLY&R View Bio…

On September 20, the Cognition Council’s Long-Term Effects Working Group explored the value and role of branding in evoking meaningful attention. Panelists presented research on the effects of brand characteristics on consumer motivation and cognitive load. Attendees gained a deeper understanding of neurological measurement techniques and terms, as well as the value of certain brand attributes and creative elements. ACCESS EVENT CONTENT Featured Speakers Vas BakopoulosSVP – Global Head of Measurement, Insights & Strategy MMA View Bio Janet GallentAssistant Clinical…

Marketing performance measurement is an ever-evolving space, with new platforms, a deluge of information to sort through and various models and systems to work with and understand. On July 12, measurement vendors and clients shared their perspectives on privacy technology, which KPIs to focus on, reconciling multiple measurement tools and much more. ACCESS EVENT CONTENT Featured Speakers Emily WeishauptCommunications Insights Manager Nestle Purina North America View Bio Sophie McIntyreAds Research Lead Marketing Science at Meta View Bio Karen ChisholmDirector, Analytics…

On June 14, 2023, the ARF Cultural Effectiveness Council explored the future of qualitative research in the post-pandemic era, as the landscape for “qual” undergoes significant transformations. Experts discussed how qualitative research is evolving and overcoming its pitfalls—particularly those related to diversity and cultural understanding—and shared best practices for conducting it moving forward. ACCESS EVENT CONTENT Featured Speakers Tony D’AndreaMulticultural Marketing Manager – North America General Mills Speaker Bio Kendra ClarkeFormerly Senior Director, Head of Experience Research and Design, Core…

On May 17, the ARF Analytics Council explored the groundbreaking concept of Virtual IDs (VIDs) and their potential to revolutionize cross-media measurement. The essential mechanics of VIDs were explained in a non-technical manner to help professionals across media and advertising understand it better. Panelists shared how VIDs could overcome barriers in calculating cross-media and device reach and frequency. ACCESS EVENT CONTENT Featured Speakers Jackson BazleyEVP, Measurement for Marketers, Data & Analytics ANA View Bio Jukka RantaVP, Data Science and Statistics…

On May 3, panelists across the pharma and health care industries came together to discuss the role of inclusion in advertising. Attendees learned what steps should be taken to ensure that market research and ads represent their full range of consumers, challenges in designing research for difficult-to-reach populations, and how representation affects ad creative. ACCESS EVENT CONTENT Featured Speakers Marjorie ReedyTeam Lead, Experience Design and Research Strategy Merck Moderator Co-Chair, Pharma Council View Bio Jillian RiceVice President Ipsos Creative Excellence…