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Past Event Highlights

How to Win an ARF David Ogilvy Award: Best Practices & Tips (2024)

On April 16, the ARF hosted a best practices panel discussion about how to win ARF David Ogilvy Award. The panel hosted a mix of Category and Grand Jurors moderated by Lindsay Franke, Group President at Ipsos, alongside Alissa Coronna, EVP and Head of Data Intelligence at Leo Burnett, Rachael Ryan, Head of Global Research & Insights at TikTok and Nicole Whitlow, Head of Consumer Insights at KitchenAid. They discussed the critical elements to a winning campaign, specifically focusing on research methods, business impact, the brand story, and uncovering a true consumer insight.

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A Peek Behind the Curtain at Out-of-Home Advertising

  • Creative Council
  • By Zoe Reiter (Nielsen), Young Pros Officer

On April 4, industry experts explored where out-of-home (OOH) advertising stands today, its current capabilities and its potential in the future. Attendees heard data-backed insights on how OOH has changed in the past decade, where it fits in a multi-channel campaign or media plan, and brands’ objectives in using it.

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AUDIENCEXSCIENCE 2024

The ARF’s annual AUDIENCExSCIENCE conference highlighted the most critical audience measurement issues. Through keynotes, panels, debates and rigorously peer-reviewed research presentations, attendees learned about a wide array of new and evergreen industry topics, endemic to our industry changes. World-class thinkers joined us in NYC to share their perspectives on the future of advertising research and measurement, and how tomorrow’s technologies and data trends will impact advertising and media.

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Next Generation Artificial Intelligence

  • TOWN HALL

Professor Russ Newman of New York University does not believe that AI will cause humanity’s extinction. Instead, it should help enhance human intelligence and productivity and our quality of life. After putting the AI revolution into historical context, Prof. Newman discussed aligning AI with human values. At our current stage, he believes the regulatory mechanisms in place are sufficient. He explained how large language models work, what allowed them to come into existence and their future impact, describing the effect on marketing and advertising, as well as what the individual user experience will be like. A democratizing, hyper-personalized experience could take place where AI agents advocate on their owner’s behalf and negotiate each transaction with their owner’s preferences in mind. Over time, he sees a great diversification of models coming into being. Historically speaking, each groundbreaking technology that changed the world has been a net gain for humanity. What makes AI different is that if applied correctly, it could make us smarter. The question is, if AI gives us exceptional advice, will we take it?

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AI Unveiled: The Future of Advertising

  • Author: Bruna Isensee, Univision, Young Pros Advisory Board Member

On February 28th, the ARF Young Pros gathered, both in person and virtually, to learn about the utilization of AI tools and their capabilities by companies like Comscore and LinkedIn. Paul Donato, representing the ARF, began with an overview of the recently published ARF Handbook on AI in advertising research. Following that, Danan Ren and Tiffany Terilli from Comscore shared insights on how the company currently leverages AI and how we can all benefit from this technology. Virtually, Rogier Verhulst and Kendra Speed from LinkedIn presented how they use ChatGPT to understand brand association, with Kendra providing a practical example of integrating AI tools into our daily work. Finally, attendees practiced creating surveys using AI tools such as ChatGPT, Gemini, and Bard.

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Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

  • JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, researchers in Europe, the U.K. and the U.S. presented work in relatively new fields that have high-impact potential for the advertising industry. Starting with a forthcoming paper on sonic branding, the authors described their ground-breaking framework for measuring the implicit effects of sonic branding using music to manipulate visual scenes in video, film and TV. Next, a deep dive into autonomous sensory meridian response (ASMR)—a sensory-inducing device in ads—included strategies for helping brands collaborate with successful ASMR influencers. Lastly, a preview of an article to be published in the March Prosocial Advertising Special Issue showed how brand activism influences attitudes and purchase intentions, revealing a credibility gap between established activist brands and brands emerging in that space. Taking questions from Paul and from attendees, panelists in the concluding Q&A explored links between sonic branding and ASMR, the demographics of ASMR followers, ways for emergent activist brands to close the credibility gap with established activist brands, and future research possibilities.

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