Imagine a world in which advertisers and publishers will be able to transact using a single metric across linear and digital that is trusted, independent, and standardized across the industry. With this single, deduplicated number, marketers will have visibility into total video consumption regardless of platform or device. They will also be able to benefit from a better understanding of unique audiences, the ability to better understand the frequency, and reduce double counting, inflated metrics, and advertising waste. To help…

At ARF’s March 24 Insights Studio, OptiMine’s Matt Voda presented an overview about how Google and Apple’s tracking changes are impacting brands and why it matters, how brands should think about future-proofing their advertising measurement in an environment of increased data privacy, and strategies for future success. On June 3, Matt Voda returned to give an update about the implications for the entire advertising ecosystem — brands, ad networks, publishers and Walled Gardens. Leaders from Novus Media and Spotify joined…

In the wake of the Great Recession over a decade ago, millennials — the first generation of digital natives — started coming of age. At the same time, social media activity and access to information flourished. The result? A significant realignment in the consumer/brand relationship. Younger consumers were paying closer attention and sharing their opinions about whether brands were delivering on their values. Beyond dollars, consumers (soon enough older cohorts as well) began to vote with their social media attention,…

Despite the complexity and uncertainty encircling digital advertising now, there is reason to be bullish. Brands and publishers have a unique opportunity to influence the development of identity and consumer relationships as well as create a better environment. Yet companies face a media targeting challenge: how can they leverage first-party authenticated data and enriching with third party data while fostering a privacy-friendly partnership that benefits both consumers and marketers? Will CTV prove a greater strategic component for brands as a…

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…