ARF Reveals Its Plans for 2020

The ARF recently revealed its plans for 2020 which includes strengthening amp8220all of the industry C39s amp8211 content credibility creativity consumer and communityamp8221 said Deborah Kim director of sponsorship and business development The meeting held in its New York offices showcased the full range of ARF39s 2020 initiatives including new and expanded ways of funding research projects clarifying and prioritizing initiatives and detailing upcoming projects as well as revealing a full roster of upcoming events for 2020With 400 corporate members ranging from advertisers agencies media and research companies the expectation is that the ARF must be amp8220the standard bearer for unbiased quality in researchamp8221 stated Michael Heitner executive vice president member needs and valueARF39s Focus for 2020McDonald explained that based on feedback from ARF39s members the focus in 2020 revolves around content how it is consumed tracked measured made more effective and valued in the consumer journeyOne of the most important improvements from 2019 is the increased financial effort to support such an allencompassing initiative amp8220We are here to help members make smarter decisions and to let us know how they want the funds to be allocatedamp8221 McDonald said To that end he established a memberdriven agenda to drive thought leadership Now 10 percent of the larger corporate membership dues in 2020 will be committed to funding original research up from 8 percent in 2019 In addition smaller companies once priced out of participation can now also affordably contribute to the effortBut how does one start to map out the priorities amp8220We asked what kept people up at nightamp8221 McDonald said They uncovered the following seven areas of needamp216 Leveraging data for insightsamp216 Ad creativeamp216 Media measurementamp216 Marketing measurement and ROIamp216 Future methods and the evolution of technologyamp216 Teams talent training and organization including how to blend small and big data and how to hire and train new talentamp216 Consumer science and the issues of privacyOverseeing these priorities is a Leadership Committee composed of a dozen member companies from across the media spectrum from networks to brands to research firms The committee amp8220reflects the diversity of stakeholders in the ARFamp8221 and McDonald said amp8220will have a direct hand in setting the research agendaamp8221ARF Research Priorities for 2020ARF39s chief research officer Paul Donato will work with seven councils to help focus and drive the overall research agenda Each council relates specifically to one of the ARFidentified seven areas of need They includeamp216 Analytics amp8211 The emerging issues related to integrating and analyzing big dataamp216 Cognition amp8211 How advertising works from both neurological and surveybased perspectivesamp216 Creative amp8211 Tools for creative and researchamp216 Crossplatform measurement amp8211 Supporting better crossplatform planning and MRC effortsamp216 Cultural effectiveness amp8211 Marketing strategies that effectively target diverse multicultural and generational groupsamp216 LA CouncilTV and Video Content amp8211 Better measurement to track viewers39 changing video consumption plus promoting content and program restingamp216 Social amp8211 A guide for social metrics and a better understanding of measurement and effectivenessARF Outreach for 2020But all of these efforts would have limited reach were it not for the many conferences webinars salons and outreach efforts ARF uses to encourage participation solicit feedback and showcase their resultsThe ARF offers a range of events throughout the year including one of my favorites AudiencexScience April 1921 2020 in Jersey City There are also more targeted conferences planned including ShopperxScience SportsMarketingxScience OTTxScience and DataxScience The ARF also hosts content within other conferences such as ARFatAWNY and SXSW The organization celebrates success too by awarding exceptional research and researchers with the Great Minds Awards the Erwin Ephron Demystification Award and the David Ogilvy Award Kim noted that in 2020 the ARF is introducing Ogilvy 360 a yearlong effort to highlight the findings of the award winners with a Young Pros Event ARF Salons webcasts regional events and website case studies amp8220There are benefits of partnerships with the ARFamp8221 Kim said rattling off an extensive listamp183 Raising the presence among influential thinkersamp183 Enabling members to differentiate themselves as a forwardthinking companyamp183 Building trust by supporting an organization that is appreciated for unbiased qualityamp183 Enforcing rigorous standards methodology and transparencyamp183 Fostering connections and communityIt looks like the ARF will be very busy in 2020Click the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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ARF Reveals Its Plans for 2020

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Charlene Weisler

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ARF Reveals Its Plans for 2020

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