In November 2021, the ARF and Sequent Partners presented the sixth annual Attribution & Analytics Accelerator, the industry’s only event focused exclusively on attribution, marketing mix models and the science of marketing performance. The

Building successful brands require a deep understanding of why consumers behave the way they do and the associated media drivers. Over two days, the ARF and IPA partnered to present the best new thinking and empirical research for marketing effectiveness. Sessions were curated from our two 2021 flagship events — AUDIENCExSCIENCE and EffWorks Global — and designed to help you boost your business performance. Event content — including videos and presentations — is available to event registrants on-demand. The agenda…

What a difference a year can make: Fueled by the pandemic, more consumers turned to digital viewing options available to them at home and on mobile devices. This accelerated the trend towards streaming and led to a dramatic increase in the number of streaming services — and in ad dollars going to OTT and CTV. As a result, the market has become saturated and the push — and battle — for subscriptions and advertisers, is heating up in the US…

Consumers watch what they want, when they want, which has led to a rise in OTT and other platform options. So how are networks creating content for an evolving audience? Is content platform-specific? Data is the key to unlocking what talent works best on what platform. Today’s data-driven environment is complex, and that extends to maximizing success by platform. Some rules apply across all great shows: compelling characters, strong narrative arcs and great talent. Within the premium video space, differences…

AUDIENCExSCIENCE 2021, the ARF’s biggest annual event where industry leaders and innovators gather to address the most critical audience measurement issues, took place virtually from September 20-22. VIEW VIDEOS & KEY TAKEAWAYS Speakers hailing from brands, agencies, media and research companies shared their work and perspectives on the future of addressable TV, which cross-platform measurement methods hold the most promise and why, and how companies are building audiences and developing trust among data deprecation and privacy concerns. Keynotes & Featured…

At this special interactive session, Young Pros were invited to share their opinions and discuss findings from this year’s DATAxSCIENCE. The discussion focused primarily on the post-pandemic business recovery. Young Pros came away with an understanding of key issues relating to forecasting post-pandemic business recovery — which changes in consumer purchasing and viewing behavior will remain post-COVID-19, and how models need to be adjusted. Featured Speaker Jay MattlinVice President, Research and Director, ARF Council Program ARF AGENDA Sponsors

On June 23-24, DATAxSCIENCE presented a series of case studies about the ways and means brands are forecasting their post-pandemic business recoveries. With the introduction of vaccines and the coronavirus’s wider diffusion, forecasting attention is turning to scenarios for the pandemic’s end, and the timing and shape of recovery. Yet forecasting recovery can be more challenging than dealing with the immediate crisis. During the emergency, the sense of purpose was clear – act now and safeguard the business. During the…

While more people, globally, are becoming more willing to take the COVID-19 vaccination compared to its initial rollout in December 2020, intent remains relatively low in certain countries and among distinct U.S. population segments. The ARF presented at SxSW to discuss what research about messaging to different audiences about vaccination can tell us about points of hesitation, the kinds of persuasive influencers needed and their sources of information. The session also touched on which types of message are most effective…

We are seeing radical changes in retail that will revolutionize shopping in every way. Customers expect superior brands, enhanced and frictionless experiences and low prices. Large retailers such as Amazon, Walmart and Costco, are succeeding on all fronts. What strategies have they employed and how can companies compete? At this two-day event, experts presented a framework to use to create a competitive retail environment. Be privy to the latest research and insights to effectively maneuver the changing shopping landscape to…

In 2017, the ARF organized a conference, hosted at Google, to consider the predictive accuracy of different methods of business and political forecasting. Given that pre-election polls had been widely blamed for failing to predict the outcome of the 2016 Presidential election, half of the ARF program was devoted to a post-mortem assessment of the polling methodologies — comparing the canonical methods with newer methods based on social media monitoring, betting markets, momentum analysis and modeling of social indicators. One…