This comprehensive model accurately predicts sponsorship retention in marketing. Researchers utilized a dataset of over 5,800 sponsorships to identify the key factors that influence sponsor loyalty and longevity.
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Current existing methods used to calculate reach and frequency of a campaign or media schedule are known to have deficiencies in measuring cross-device ad exposure. Restrictions to protect digital privacy complicate cross-platform exposure measurement even further. Multiple global research organizations have turned to a concept known as “virtual people,” to overcome these limitations in order to produce aggregate reach and frequency estimates. This report by the ARF Analytics Council provides a foundational overview of VIDs for a broad audience, providing ARF members with a stronger understanding of this vital topic.
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Audience measurement is changing at an unprecedented rate. Concurrently, identifiers such as cookies are fading, and traditional models and incumbent suppliers are being questioned. In reaction to all these happenings, new measurement initiatives and a new Joint Industry Committee (JIC) have risen to establish a path toward a new video measurement framework. In 2023, the Online-Offline Metrics Working Group, within the ARF Cross-Platform Measurement Council, conducted anonymous, in-depth-interviews (IDIs) with eight key decision-makers from major agency holding companies. The IDIs focused on three major issues involving the metric situation confronting the advertising industry. This report summarizes the learnings from those interviews.
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On February 6, Analytics Council Organizational Working Group members Shelley Yang (Director, Insights Activation at Ipsos Creative Excellence) and John Baro (Manager, Market Research & Insights at Spectrum Reach) shared a summary of their learnings from a set of 21 in-depth interviews (IDIs) conducted with ARF members to understand what insights and analytics departments should do to future-proof themselves. Then, a panel of senior researchers -- Helen Katz (EVP, Research at Publicis Media), Michelle Gibb (Vice President, Global Insights & Analytics at Mondelez International), and Jed Meyer (SVP, Media Solutions Leader of Kantar) -- and an industry observer, Simon Chadwick (Managing Partner at Cambiar LLC) joined Shelley to share their perspectives on the topic. Their conversation was moderated by Steven Millman, Global Head of Research & Data Science at Dynata. The presentations and panel touched on AI, outsourcing, skill sets, and mindsets.
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