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By Bill Harvey April 28, 2016

Epochal Changes Reported at ARF and PeopleFront

In Terms of ROI Archive
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In our prior post we reported some of the decision changing findings revealed by the Advertising Research Foundation (ARF) at the 2016 Re:THINK Conference. SMI data had already shown a bounce back to TV by brands who had seen ROI declines from switching over too fast to too much digital, and the consilience between ARF's 5000 cases ROI meta-analysis and the Turner/A&E/TiVo Research study nailed the truth that TV is still the king of the ROI hill and that brands need to create new budgets for digital/mobile/social/native rather than depleting TV to add these media. Yet it was also proven that each of these new media -- as well as traditional media -- adds to ROI built on a strong TV base.

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Bill Harvey

Bill Harvey has spent over 35 years leading the way in media research with pioneer thinking in New Media, set top box data, optimizers, measurement standards, privacy standards, the ARF Model; and inventions such as ADI/DMA, addressable commercials, passiv... read more

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