This Town Hall will present a collaboration between several of the industry’s leading organizations — the ARF, the 4A’s, 9th Decimal, Ad-ID, CIMM, Comscore, IAB/Tech Lab, Innovid, IRI, iSpot, Kantar, LiveRamp, Nielsen, SMI and others — to create a standardized file format for ad metadata and the use of Ad-ID as the primary identifier for ads across both the TV and digital ecosystem. Current processes lack standardization and create a lot of “make work” to clean and standardize data, as…

With each issue of the JAR, the range of topics grows richer and more complicated, with bourgeoning platforms steeped in evolving algorithms and artificial intelligence. Its goal: to inform advertising scholars and practitioners with evidence-based papers that keep track of the dynamics in marketing. Come join our global panel of experts who will synthesize their work, which was selected from the September edition. The timely and relevant topics connect with a number of touchpoints: Audio advertising: How speech rates influence…

Since the onset of COVID-19, viewing patterns have changed dramatically. The biggest shift, however, has been an accelerated trend towards streaming. Shelter at home policies and health concerns about gathering in large public places, such as movie theaters, are the driving forces. The ARF’s OTT virtual event is dedicated to exploring recent trends as well as identifying the drivers of viewing behavior and the business of OTT in the “new normal”: How are viewing patterns and preferences evolving? What strategies…

According to Business Insider, Influencer marketing is a fast-growing business, projected to reach $15 billion worldwide in 2022. During the 2020 AUDIENCExSCIENCE conference, the ARF Social Council hosted a workshop that, in part, focused on social media influencer measurement. This virtual event builds on that workshop to provide a deeper understanding of best practices for leveraging data and research to produce effective influencer campaigns. The Council will present perspectives and methodologies of a research company, media company and agency. Attendees…

Has your marketing measurement adjusted to the “new normal”?Join OptiMine as they provide attendees with real-world findings and success stories from large brands. Experts will detail how they’ve navigated rapid budget adjustments, huge channel shifts, optimal timing of spend changes and outline how to remain invested in marketing during budget pressure. OptiMine will also share insights on key pitfalls to avoid, techniques to exploit and how to adapt during what is likely to be a very bumpy “recovery”. You will…

The ARF Cognition Council will present an in-depth event focused on both advertising within news content and context effects in programmatic buying. The first panel will present research on the effectiveness of advertising within news content in general and within news content about the pandemic specifically. Participate in discussion among the panelists about the reasons that news as a context may be more or less effective than other contexts, drawing from available qualitative, quantitative, and neuroscience evidence. The second panel will delve…

How are Brands Successfully Engaging with Influencers? From stars with massive followings to micro and nano influencers, companies are allocating large parts of their budgets towards influencer marketing. According to Mediakix, the estimated total ad spend on influencer marketing is expected to increase to $5-$10 billion dollars in 2020. To stay competitive and broaden their digital media strategies, marketers need to consider the following: how to determine the right Influencers with whom to align their brand and the pitfalls of…

The Attribution & Analytics Accelerator© is a rigorous forum focused exclusively on attribution, marketing mix models and the science of marketing performance measurement. The boldest and brightest minds will take the stage and share the latest industry innovations – real case studies will be supplemented with in-depth discussions led by moderators who know what to ask. The Accelerator will feature high-profile experts and marketers on the front lines who will debate new solutions and address unmet technical needs. This gathering…

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. In…

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