Insights from ARF Councils
ARF Councils have issued reports that provide unique insights on important issues, such as optimal terminology for how to reach diverse audiences and cross-platform measurement. Read more »
ARF Councils have issued reports that provide unique insights on important issues, such as optimal terminology for how to reach diverse audiences and cross-platform measurement. Read more »
During a panel on measurement issues at the recent ARF OTT 2023 conference, the importance of content measurement and how it differs from ad measurement was highlighted.
The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.
Member Only AccessAlthough firms invest much in targeted advertising, little is known about when it is most effective. A new Marketing Science Institute (MSI) working paper now shows that such advertising helps facilitate the purchase journey along different stages. While targeting on social media is found effective for consumers during the early stages of that journey, retargeting is best served for consumers who are closer along the line to making that purchase. Another important finding was that cross-platform targeting does not motivate consumers who are unfamiliar with the product or brand.
Member Only AccessThe media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.
Member Only AccessWe sometimes overlook the profound impact of technology on media use. New data show how smart TV technology continues to impact how consumers access content. Read more »
The ARF Analytics Council has explored the use of Virtual IDs (VIDs) for cross-media measurement and offered a non-technical approach during our virtual event, “A Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs.” Read more »
On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.
The researchers reported on new insights from their on-going series of surveys on trends in consumer’s viewing behaviors with regard to ad-supported versus ad-free content.