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…

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.…

This Insights Studio featured 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 2020. Attendees heard details of their impressive work: Mahima Hada (CUNY/Baruch College) shared insights from her paper on ad spend in digital video vs. television. Eun Sook Kwon (Rochester Institute of Technology) discussed findings on context effects in advertising. The presentations were followed by a Q&A panel discussion where…

Several simultaneous forces are disrupting and uprooting marketing measurement. From the pandemic, to technology industry changes, emerging consumer data privacy regulations to loss of identity data & tracking, marketing measurement is under incredible pressure. At this Insights Studio, OptiMine CEO, Matt Voda, reviewed each of these forces in detail and shared success stories from leading brands that have adapted their marketing measurement approaches to successfully navigate this complex environment. OptiMine also discussed strategies to future-proof marketing performance measurement for the…

OptiMine provided attendees with real-world findings and success stories from large brands. Experts detailed how they’ve navigated rapid budget adjustments, huge channel shifts, optimal timing of spend changes and outlined how to remain invested in marketing during budget pressure. OptiMine also shared insights on key pitfalls to avoid, techniques to exploit and how to adapt during what is likely to be a very bumpy “recovery”. Attendees learned: Key tips to rapid cycle spend adjustments for agile adaptation & success How…

With each issue of the JAR, the range of topics grows richer and more complicated, with bourgeoning platforms steeped in evolving algorithms and artificial intelligence. Its goal: to inform advertising scholars and practitioners with evidence-based papers that keep track of the dynamics in marketing. A global panel of experts synthesized their work, which was selected from the September edition. The timely and relevant topics connected with a number of touchpoints: Audio advertising: How speech rates influence cognitive and physiological outcomes…

Researchers from three continents presented work published in the June issue of the Journal of Advertising Research, Gender & Diversity. The event began with an announcement honoring winners of the Great Mind Awards for Best JAR Paper and Best Reviewer. The featured speakers – Steve Bellman, Hojoon Choi, Justine Rapp Farrell and Jaywant Singh – each have decades of expertise in areas of research that include gender and feminism, consumer behavior and psychology, television and media, brand alliances and corporate…

The ARF, in collaboration with 605, Central Control and Bill Harvey Consulting, is championing a research initiative designed to establish methods for applying randomized control testing (RCT) to cross-platform advertising impact analysis. The proof-of-concept study, named RCT21, applies experimentation methods to measure incremental ROI of large ad campaigns run across multiple media channels at once, including addressable linear TV and multiple major digital media platforms. Randomized control testing is a scientific method that looks to eliminate sources of bias in…