2023 ACCEPTED PAPERS
After rigorous review from the Board of Curators, the most pivotal work has been chosen for presentation over two days at AUDIENCExSCIENCE 2023.
Your event registration grants you exclusive access to event content, including these winning papers.
ATTENTION METRICS: Validity, Reliability & Predictive Powers
Decode Digital Video Attention by Environments in the Wild
Consumer behaviors vary widely across media environments, and give insight into how each creates value.
Consumer behaviors vary widely across media environments, and give insight into how each creates value.
In-Home Psychophysiological Television Measurement
How NBCU leverages psychophysiological measures collected in scale to prove the value of its IP.
How NBCU leverages psychophysiological measures collected in scale to prove the value of its IP.
Let’s Face It: Facial Coding Isn’t Up to the Task
We find little to no evidence that emotional reaction to advertising can be reliably and continuously captured through facial coding.
We find little to no evidence that emotional reaction to advertising can be reliably and continuously captured through facial coding.
Moving Beyond Measurement: How Coca-Cola Uses Attention Metrics to Reduce Waste & Increase ROAS
Coca-Cola uses AU Attention metric from Adelaide to drive brand lift and identify opportunities to reduce advertising waste.
Coca-Cola uses AU Attention metric from Adelaide to drive brand lift and identify opportunities to reduce advertising waste.
 Greg PharoSr. Global Director, Holistic Communications & Marketing Effectiveness The Coca-Cola Company |
Putting Cinema in the Frame: Benchmarking Attention to Cinema Ads vs All Other Media
How attention data to cinema ads reframes our understanding of all other media.
How attention data to cinema ads reframes our understanding of all other media.
Using Attention AI To Predict Real-World Outcomes
ACE demonstrates there is a connection between behavioral and sales data.
ACE demonstrates there is a connection between behavioral and sales data.
Why Visual Attention Is a Flawed Measure of Attention: Alternatives That Scale
Visual attention is a limited measure of attention; heart rate is better and scales.
Visual attention is a limited measure of attention; heart rate is better and scales.
AUDIENCE BEHAVIOR: Changes, Challenges & Consumption Patterns
Audio Rituals: Seismic Shifts in the Media Landscape
Audio Rituals: How to find the moments when audiences are open to brand messaging and boost ad effectiveness with audio.
Audio Rituals: How to find the moments when audiences are open to brand messaging and boost ad effectiveness with audio.
Contribution of Media vs. Creative vs. Brand on Incremental Sales due to Advertising
2023 report on the contribution of media (targeting, reach, frequency/recency) vs. creative vs. brand (purchase cycle, price, penetration) on the incremental sales from advertising.
2023 report on the contribution of media (targeting, reach, frequency/recency) vs. creative vs. brand (purchase cycle, price, penetration) on the incremental sales from advertising.
Unlocking Reach in Premium Content
Brand Suitability AI will re-enable publishers’ ability to scale reach in premium content.
Brand Suitability AI will re-enable publishers’ ability to scale reach in premium content.
When Brands Go Dark, Extending the Evidence
When brands stop advertising, market share decline becomes more common and significant as time increases.
When brands stop advertising, market share decline becomes more common and significant as time increases.
DIVERSE AUDIENCES: Appealing to the 21st Century Audience
Black Voices Matter: The Impact of Racialized Listening on US Ad Favorability and Effectiveness
Large scale study demonstrating benefits of more sonically diverse voice casting in mass market advertising.
Large scale study demonstrating benefits of more sonically diverse voice casting in mass market advertising.
Getting LGBTQ+ Representation Right in Advertising
Research examines consumer attitudes towards LGBTQ+ representation in advertising and provides best practices for marketers.
Research examines consumer attitudes towards LGBTQ+ representation in advertising and provides best practices for marketers.
Expanding Spanish Language Audiences Through a Custom Lookalike Modeling Architecture
A lookalike modeling architecture for scaling under-represented Spanish language audiences in marketers’/brands 1p datasets.
A lookalike modeling architecture for scaling under-represented Spanish language audiences in marketers’/brands 1p datasets.
CROSS-PLATFORM IMPACT: Planning & Benchmarking
Going Steady: How Long Will (My Cross-Media Campaign) Last?
What is the impact of frequency and latency in cross platform advertising effectiveness?
What is the impact of frequency and latency in cross platform advertising effectiveness?
A Two-Pronged Approach to Measuring Full-Funnel Impact Across Traditional TV and Streaming Video
When tested at equal weight, streaming ads deliver results at comparable scale to linear TV.
When tested at equal weight, streaming ads deliver results at comparable scale to linear TV.
Demystifying Cross-Media Ad Impact
Breaking through siloed platforms and media channels to benchmark ad impact with consented, single-source data.
Breaking through siloed platforms and media channels to benchmark ad impact with consented, single-source data.
CROSS-PLATFORM MEASUREMENT: Experimentation, Forecasting & Standardization
Holistic Cross-Media Measurement: Using Experiments to strengthen Marketing Mix Models
The study explores the ways in which experiments may be used to enhance traditional MMMs.
The study explores the ways in which experiments may be used to enhance traditional MMMs.
Standardizing and Scaling Cross-Platform Measurement
A standardized, scalable process for cross-platform reporting.
A standardized, scalable process for cross-platform reporting.
Unlocking the Value of Alternative Linear TV Currencies with Universal Forecasting
Exploring how one forecasting model can power any linear measurement provider, enabling new deal-making capabilities.
Exploring how one forecasting model can power any linear measurement provider, enabling new deal-making capabilities.
IMPRESSION QUALITY: ARE ALL IMPRESSIONS EQUAL OR DOES QUALITY REALLY COUNT?
$3 Trillion Sales Study Shows TV Has Highest Quality Impressions
A number of different approaches are being taken to comparing media type impression value, each approach focusing on a different ARF Model stage.
A number of different approaches are being taken to comparing media type impression value, each approach focusing on a different ARF Model stage.
Harnessing the Superpower of Personalization in a Privacy-Safe World
First-party data enrichment and expansion plus cleanroom tech unlocks privacy-safe, superior impression quality.
First-party data enrichment and expansion plus cleanroom tech unlocks privacy-safe, superior impression quality.
The Quality Media Framework
Incorporating new variables to measure quality and effectiveness of impressions, not just quantity and efficiency.
Incorporating new variables to measure quality and effectiveness of impressions, not just quantity and efficiency.
NEW AD FORMATS: Impact of Advertising
Creators Drive Commerce
Creators are the new era of entertainment and do in fact drive commerce.
Creators are the new era of entertainment and do in fact drive commerce.
The Augmented Reality Playbook
AR ads need to be an integral part of advertiser’s marketing playbook along with video to build deeper brand connections.
AR ads need to be an integral part of advertiser’s marketing playbook along with video to build deeper brand connections.
What makes a Podcast Ad Effective? Best Practices for Maximizing Brand Impact and Understanding Your Audience
A look at key podcast advertising effectiveness study results that deliver best practices for brands and agencies.
A look at key podcast advertising effectiveness study results that deliver best practices for brands and agencies.
STATE OF THE UNION: Broad Changes in Audience Behavior
Complexities of Integrating Big Data and Probability Sample People Meter Data
ACR data contains errors and omissions necessitating meticulous correctives (requiring panel) before use in currency.
ACR data contains errors and omissions necessitating meticulous correctives (requiring panel) before use in currency.
![Presenter](https://staging.thearf.org/wp-content/uploads/2023/03/doe-pete.jpg") Pete DoeChief Research Officer Nielsen |
NEW STATE OF TV: New Insights & Measurement Solutions
Context Matters! Understanding Adjacency and Suitability Effects for Premium Content
Lab research testing the impact of category priming and ‘unsuitable’ TV content.
Lab research testing the impact of category priming and ‘unsuitable’ TV content.
If an Ad Plays When the TV is Off, Did Anyone See It?
On average, about 10% of all CTV ads appear when the TVs are turned off, representing as much as $1.9 billion waste (US market).
On average, about 10% of all CTV ads appear when the TVs are turned off, representing as much as $1.9 billion waste (US market).
Know Your Meme – Sensory Memetics & Audience Engagement
Effective Sensory Memetics connects consumers to brand and products experience through engagement 2.0.
Effective Sensory Memetics connects consumers to brand and products experience through engagement 2.0.
 Michelle Niedziela, Ph.D. VP of Research & Innovation HCD Research |
The Challenge of Churn: Defining the Risk and Predicting the Rate of Subscriber Churn – And Optimizing Subscriber Value
Data derived insights and predictive analytics that provide a roadmap to navigate the challenge of churn and optimizing subscriber value.
Data derived insights and predictive analytics that provide a roadmap to navigate the challenge of churn and optimizing subscriber value.
![Presenter](https://staging.thearf.org/wp-content/uploads/2021/01/bloxham-mike.jpg") Mike Bloxham EVP, Global Media & Entertainment Magid |
Tune In, Out of the Box: Developing Attribution Measurement that Drives Strategy
A look at the challenges, goals, and decision-making power of NBCU’s tune-in effectiveness across myriad platforms.
A look at the challenges, goals, and decision-making power of NBCU’s tune-in effectiveness across myriad platforms.
![Presenter](https://staging.thearf.org/wp-content/uploads/2023/01/west-brian.jpg") Brian WestSVP, Data and Measurement Strategy NBCU TV & Streaming |