Until recently, measures of ad attention relied mostly on retrospective recall or on verbalized reactions to ad creative. As such, measures of ad attention were rarely incorporated into campaign planning. This is no longer the case. Advances in neuroscience, biometrics, eye tracking “in the wild,” and AI-fueled diagnostics of responses to digital media have kindled a growing interest in the use of attention metrics—both for creative development and media placement valuation. The market for such metrics continues to grow and…

Being courageous is part of being human. Courage gives you the ability to do something difficult even when there’s risk. Courage enables you to rise above the fear of rejection and engage your stakeholders. Courageous people trust their gut despite opposition. Having courage in the workplace requires confidence and tenacity – no easy feats – that often take time to build. How do you enable courage to trump comfort at work? When do you know to trust your gut? What…

How can we conduct fast-paced, global qualitative research on topics like race, gender, sexuality, and ability, given the ongoing discourse on social justice? How will the Metaverse and AI change qualitative research as we know it? On Wednesday, June 14, join us to explore the future of qualitative research in the post-pandemic era, as the landscape for “qual” undergoes significant transformations. The ARF Cultural Effectiveness Council will address these pressing questions and more. Hear key insights from expert interviews with…

Sharpen your understanding of the advertising landscape as a global cast of speakers share hands-on, actionable insights that address today’s most pressing industry needs. Drawing from rigorously peer-reviewed, academic research, speakers across three continents will give presentations of their cutting-edge work and participate in a stimulating Q&A panel led by ARF Chief Research Officer, Paul Donato, to conclude the event. Join us as we also honor excellence and showcase achievements in our field with announcements of the Best Paper and…

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There is an innate tension to business forecasting: We can plan for but can’t control the future. The best we can do is have a disciplined approach to understanding our business environment, the drivers of change and the optimal levers for responding to changes. Managing business risk involves having a rational, data-driven view of the future while at the same time, being as prepared as possible for external shocks. Recently those shocks have been of severe: a global pandemic, supply-chain…

In last November’s Insights Studio, Implications of Changing Privacy Frameworks on Measurement and Marketing, industry experts were brought together to debate questions raised around the consequences of recent privacy changes related to new regulatory and platform policies. In this next one-hour Insights Studio event, the focus will be shifting to ways that measurement practitioners should adapt to this new era of privacy with the tools they use to measure ad performance effectiveness. The speakers will explore new considerations for existing…

Join us for the second annual Creative Effectiveness event featuring presentations and content, closing with the ARF David Ogilvy Awards dinner and reception. Getting your creative right sets you up for media and measurement optimization. We are in a period of innovation in advertising creative and finding ways to measure it: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. At ARF’s Creative Effectiveness event, visionaries and experts will…

Save the date for this upcoming OTT Conference. We will add more information to this page – including speakers – soon. REGISTER NOW REGISTER NOW ACCESS 2022 EVENT CONTENT Directions to Warner Bros. Discovery Studio Lot and OTT event SPONSORS HOST