A Deep Dive on Prompts and Personas in Advertising and Marketing Research On November 20, the ARF held a workshop exploring prompts, personas and how to use AI responsibly. This dynamic event, designed for advertising and marketing professionals looking to explore the evolving landscape of AI-powered research, provided insights into prompt crafting. Participants also gained […]

As the shopper marketing landscape continues to evolve rapidly, the ARF’s Shopper Insights Council held a half-day event that offered two unique opportunities: 1) To hear from knowledgeable speakers about Retail Media Networks and omnichannel shopper marketing; 2) To participate in focused workshops and share perspectives, concerns and best practices with others in the industry […]

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On November 7, the ARF Creative Council held an immersive event exploring the powerful role of sound in branding. Experts delved into the fundamentals of sonic branding, explaining why it matters, how it works at a neurological level, and how leading brands have successfully used sound to reinforce brand memories. Plus, the Council unveiled key […]

Attendees joined the ARF Organizational Council on October 30 for the unveiling of the 2024 Organizational Benchmark Survey results, which explores the evolving structure and function of research and analytics departments. Attendees got a better sense of where our industries are headed and gained insights into key metrics including department size, outsourcing, budget, research methods, […]

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On October 23, the ARF Women in Analytics hosted a special breakfast session in Los Angeles to explore the current state of women and sports. Brand, agency, sports league leaders and top athletes discussed the ROI of investing in women’s sports and shared insights on audience engagement, generational trends, and brand-building opportunities. ACCESS EVENT CONTENT […]

Despite massive growth driven by significant investments, retail media performance measurement still falls short in many areas. On October 15, OptiMine and Best Buy dove deep into the use of incrementality measurement for retail media, how it works and why it is so unique in the RMN space. Attendees explored why (and how) some of […]

Going beyond demographics, planning, buying and selling TV with advanced audiences enables a greater bang for the advertising buck and enables sellers to optimize inventory allocation. On October 9, attendees learned about the opportunities and challenges associated with this increasingly used capability. Pete Doe of Nielsen discussed how to apply data-driven insights to enhance the […]

Attendees joined us on September 18 for a Town Hall on what ‘premium content’ is and whether it is the right construct for trying to assign values to media. We delved into the following questions and more: Who gets to define premium? Publishers want to claim the mantle of being “premium” and “quality” to justify […]