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This Insights Studio features the winners of the Journal of Advertising Research’s Best Academic Paper and Best Practitioner Paper, which were announced during the ARF’s Great Mind Awards Month in August. Join us to hear details of their impressive work: Mahima Hada (CUNY/Baruch College) will share insights from her paper on ad spend in digital video vs. television. Eun Sook Kwon (Rochester Institute of Technology) will discuss findings on context effects in advertising. The presentations will be followed by a…

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…

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…

Several simultaneous forces are disrupting and uprooting marketing measurement. From the pandemic, to technology industry changes, emerging consumer data privacy regulations to loss of identity data & tracking, marketing measurement is now under more pressure than ever before. At this Insights Studio, OptiMine will review each of these forces in detail and share success stories from leading brands that have adapted their marketing measurement approaches to successfully navigate this complex environment. OptiMine will also discuss strategies to future-proof marketing performance…

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…

Young Professionals in the advertising, research, and media industries in the USA and UK are invited to a very special Virtual Share Group to meet their counterparts across the pond. Preceding small-group breakouts, attendees heard from both a NYC and London-based Planner-Creative-Account team from the prestigious advertising agency Ogilvy. Experts discussed what a client-centric approach looks like in each city, how each team works together, and how office culture varies between cities. About the ARF Young Pros: The ARF Young…

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…

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…

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…