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  • August 5 @ 1:00 pm - 2:00 pm EDT

Marketing Through Change

Marketers today are facing unprecedented changes – the third-party cookie is nearing its end, the pandemic has significantly disrupted behavior and consumption, and consumers continue to express concern with how companies use their data. With all of this change, marketing teams need a new approach for media planning and measurement, as well as an understanding of how such changes will impact the marketing ecosystem. At this event, the ARF and Neustar discussed and explored the future of marketing and how…
  • July 29 @ 1:00 pm - 2:00 pm EDT

Precision Marketing for Precision Medicine

Advertising in health care has not kept pace with advances in science and medicine. Many new therapies are designed for very specific patient populations, based on differing genetic, environmental and lifestyle factors. The emerging approach for disease treatment and prevention that takes into account individual variability is known as precision medicine. Most audience planning and targeting in healthcare advertising focuses on broad patient audiences, regardless of whether they are eligible for or good candidates for a type of treatment. This…
  • July 22 @ 1:00 pm - 2:00 pm EDT

The Impact of COVID on Social Advertising

As media and product consumption patterns have changed since the COVID-19 pandemic, the same is true for social media advertising. This webcast presented by the ARF Social Council gave an update on changes in the popularity of different types of influencers, how brands have shifted their social media strategies to maintain brand loyalty as consumption patterns have been disrupted by the pandemic, and how usage of social media has changed. Attendees gained a better understanding of where the influencer market…
  • July 15 @ 1:00 pm - 2:00 pm EDT

Experience Debt: How to Avoid Customer Experience (CX) Compromises That Hike up Costs

MESH Experience presented the fifth installment of their webcast series focused on how marketers can grow their business and succeed in the new age of customer experience (CX). CX continues to evolve. This is especially true now, while we come to grips with the immense impact of the coronavirus pandemic on nearly all aspects of life – the global economy, public emotion and consumer behavior. Industry experts shared insights on how to build a CX roadmap in the current consumer…
  • July 1 @ 1:00 pm - 2:00 pm EDT

Building Brand Loyalty with Today’s 21st Century Audience: Music as a Cultural Connector 

The third installment of the ARF Cultural Effectiveness Council’s webcast series, Building Brand Loyalty with Today’s 21st Century Audience focused on the power of music as a universal language. This event was part of a larger ARF Cultural Effectiveness Council white paper exploring a number of “ways in” for connecting with the increasingly diverse American audience including social causes, language and music. Drawing on research conducted by the Council and some of its individual members, this webcast covered: The impact…
  • March 4 @ 1:00 pm - 2:00 pm EDT

Webcast: Customer Experience (CX) Series – Protect Your CX from the Dark Web

In recognition of marketers’ increased interest in creating strong customer experience (CX) programs, the ARF and MESH Experience hosted the third webcast in their CX-focused series on Wednesday, March 4. This CX Series is meant to enable brands, agencies, and those who work with them to improve CX programs’ ability to drive business success. This webcast focused on a volatile side of today’s customer experience – data privacy issues. A big concern for both businesses and customers, this webcast explores…
  • February 26 @ 1:00 pm - 2:00 pm EDT

Webcast: Qual-Tech, The Next Frontier in Neuro and Emotional Measurement

Qualitative research—usually at the forefront of evaluation for advertising, media, and innovation concepts—has largely been under-utilized in the sophisticated measurement of emotion and engagement. This webcast will discuss recent advancements in data processing and neurotechnology, which have led to capturing consumer response in real-time and delve into major changes that have been made in the way qualitative research is conducted, giving instant feedback on a myriad of non-conscious measures, including: Real-time audience biometrics (heart rate and galvanic skin response) Facial…
  • February 5 @ 1:00 pm - 2:00 pm EDT

Webcast: Building Brand Loyalty with Today’s 21st Century Audience - Leveraging the Power of Language

The second installment of the ARF Cultural Effectiveness Council’s webcast series on Building Brand Loyalty with Today’s 21st Century Audience focused on an approach identified by the Council for building relationships with the emerging 21st Century audience – leveraging the Power of Language. Log-in to view presentation and video. The goal of this second Webcast was to help marketers identify different ways language can be used to build connections with diverse audiences. Language is often thought of in very binary,…
  • December 11 @ 1:00 pm - 2:00 pm EDT

Webcast: Improving the Accuracy of Marketing Survey Data with New Statistical Approaches

Advertisers, media companies, and market researchers are seeking cost-effective consumer survey approaches that can take advantage of the scientific rigor of probability sampling while leveraging the scale of inexpensive non-probability, opt-in online samples. This webinar addressed how traditional probability and non-probability samples can be combined to upgrade the accuracy of information collected from opt-in online surveys. TrueNorth®, an innovative statistical approach developed by NORC at the University of Chicago has been successfully applied to high-profile projects such as AP VoteCast,…
  • December 4 @ 1:00 pm - 2:00 pm EDT

Webcast: A Holistic View of Customer Experience

Following up on ARF’s Advertising Week EXPERIENCExSCIENCE conference we ran a series of webcasts, created by the Advertising Research Foundation (ARF) and MESH Experience, to help marketers grow their business and learn what it takes to succeed in the new age of customer experience. Each webinar featured a guest speaker and focused on how to activate a specific element within CX that makes a business difference. Log-in to download the presentation and view the video. The second episode, on 4…