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…

At this Insights Studio, a global line-up of speakers from the U.S., Europe and Australia presented their research on the impact of halting advertising; methods to improve data analysis into TV ad effectiveness; gender-role signaling in ads; and the process for creating emotional advertising. The event offered hands-on, actionable insights into a broad range of topics, with new methodologies that advance knowledge in existing research. Topics discussed: Going dark: What happens to sales when brands stop advertising for 12 months…

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…

Much has been written about AI and its use in research and creativity, and every day, researchers field questions about AI. Within the industry, there is hope for what AI can bring but also skepticism about it. This special ARF Creative Council event was designed to better understand the value, future potential, and limitations of AI in research. Attendees heard from a group of speakers and embark on a discussion intended to demystify the way AI can and can’t be…

ARF Young Pros Meet-Ups are a networking opportunity in a virtual world, designed to build your network with meaningful, professional relationships. This is a trimester program with four monthly Meet-Ups, each uniquely curated for the Young Pros. We will introduce you to fellow research professionals in an environment built for networking. In addition, an industry leader will give us a glimpse into their career, talk successes and challenges and share tips specifically for Young Pros. How Meet-Ups work: 60-minute sessions;…

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…

Do social values, such as appeals to altruism, social justice, and sustainability in an ad impact consumers’ perception of the brand? If so, how and through which cognitive pathways, and for which population segments? Conversely, do ads that appear within potentially divisive content affect brand-related behaviors? Brand safety continues to be a major concern for advertisers in 2021 as news events and public comments on social platforms continue to ignite concern and controversy. In 2020, the Cognition Council hosted an…

Marketers currently face a daunting paradox: 91% of US consumers say they are more likely to shop with brands that provide personalized offers and recommendations; meanwhile, 81% of respondents say the potential risks of data collection by companies outweigh the benefits. This leaves Marketers to thread a delicate balance – provide customers with a personalized experience and ensure that their data is secure and being used responsibly. During this Insights Studio event, HawkPartners shared a blueprint for brands to follow…

The ARF David Ogilvy Awards took place virtually on October 7, 2021, and was hosted by Angela Yee, co-host of The Breakfast Club – the most-listened-to Hip-Hop and R&B morning show in America; and creator of “Angela Yee’s Lip Service” podcast. Congratulations to the 2021 Grand Ogilvy Award winner, 2020 Census and VMLY&R! ABOUT The ARF David Ogilvy Awards is the premier awards program that honors research- and insights-driven advertising. With these awards, we celebrate the late David Ogilvy’s forward-thinking…

Matt Voda, CEO of OptiMine, returned to the Insights Studio, on Oct. 5 to revisit the topic of Apple’s ATT changes and the impact they’re having on the measurement ecosystem. Matt provided an overview of Apple’s ATT changes from May 2021, with a focus on what changed, why and when. Given Apple’s impact—tracking going dark, rising CPMs and measurement holes—what are brands seeing? With tracking and privacy changing expected to move forward, how likely are they to impact brands even…