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…

Building successful brands require a deep understanding of why consumers behave the way they do and the associated media drivers.The Advertising Research Foundation and the IPA /EffWorks Global 2020 are pleased to partner and share our most relevant research, case studies and keynotes from Marketing Effectiveness leaders. Join us on November 10-11, 12:00 – 1:30pm ET each day, to hear about: The science of influencing choice and what that means for brands The revelation about search: a holistic view and…

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…

Amid, and in response to, the convergence of health, economic and social crises in 2020, diversity and inclusion initiatives are finding their rightful spot at companies globally. How are advertising research leaders actually delivering on diversity? In our final WIA event of the year, leaders on diversity’s front lines share challenges and specific steps we can all take to build a better workplace (and world). What does it take to deliver on diversity and inclusion? This event sets out 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. In…

2020 has been a year like no other. As we look back at evolving consumer behavior brought about by a global pandemic and the social justice movement, what predictions can be made about the year ahead? In this interactive hour-long panel session, top leaders from some of the industry’s top companies will share their 2021 predictions. Explore the cultural trends that must be accounted for by the advertising industry as we try to make sense of the past year and…