Here's the Scoop on the ARF's Annual Conference

New LeadershipScott McDonald has held senior research positions at Time Inc Time Warner and Conde Nast working closely with all five of the ARF39s constituent groups media advertisers agencies research companies and ad tech In a meeting with the press this past week he explained that he comes to the ARF at amp8220a critically important time for the media industry partly because technological change has introduced at least a doubling of the number of consumer touchpoints available to marketers many of which donamp8217t involve media at allamp160 This has fundamentally changed how we think of amp8216audienceamp8217 and has made the term more ambiguous and confusing than it was 10 years agoamp8221He sees the ARF as focused on a range of issues from amp8220methods for message development and understanding the consumer to highly technical problems of cross platform measurement advertising effectiveness attribution and ways of integrating big data These technical topics are very wonky but consume us because they remain unresolved problems for the industryamp8221We are entering a complicated world where there are many challenges to the adsupported media business model amp160amp8220Going into the Internet of Things you are going to have more and more marketing opportunities to connect with consumers in conditions that are devoid of media like on the Fitbit driving in your car etcamp8221 McDonald noted amp8220The nature of advertising is changing in response to changes in technology and consumer behavior Getting a clear view of consumer behavior and advertising impact has never been more important more difficult or more complexamp8221ARF Research InitiativesAs the industry gets more complicated it is a great time for research The ARF is continuing on some major research initiatives as well as introducing new groundbreaking work from member companies and suppliers amp8220One of the studies that will be talked about at the annual meetingamp160 is an effort by the ARF Research team in collaboration with several of the member companies to try to quantify the value of specific media contextamp8221 McDonald saidamp160 amp8220How is the performance of an ad affected for better or worse by its media environment amp160How is it affected by the other ads around itamp8221Jasper Snyder Executive Vice President Research and Innovation at the ARF outlined the continuation of three major research initiatives by noting that amp8220We have studies on creating effective mobile advertising optimizing mobile research quality through the impact of emojis in mobile surveys and exploring the ROI impact of different types of context effectsamp8221 Previous How Advertising Works studies by the ARF have focused on the ROI of crossplatform advertising and using neuroscience to understand how brands are built in the brain amp8220These studies not only quantified the impact of crossplatform advertising for the first time but also established through neuroscience the ways in which advertisers can optimize creative to take advantage of crossplatform effectsquot he continuedamp8220Biometric and neuroscience measurement has proven that optimizing creative to a specific platform provides a great opportunity to boost ad effectivenessamp8221 noted Dr Manuel GarciaGarcia the ARFamp8217s Senior Vice President Research and Innovation amp8220The challenge we face now is how to improve mobile ad creative so they are perceives as valuable and nondisruptive by the usersamp8221amp8220One of the jobs of the ARF is to lead with quality research that is pivotal to the industryamp8221 concluded McDonald amp8220Not only in providing quality research but also trying to provide conceptual clarity that makes it easier for all participants media companies ad agencies advertisers and research companies to be clear about where they are operating and which questions are being addressedamp8221The ARF conference will be held March 20 and 21 at the New York Hilton Midtown in New York Cityamp160Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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Here's the Scoop on the ARF's Annual Conference

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Charlene Weisler

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Here's the Scoop on the ARF's Annual Conference

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