If Leslie Wood had taken the same professional path as her parents, she would have been an artist -- a musician like her father or a dancer like her mother. Instead, Wood is an artist of data and analytics. She is currently the Chief Research Officer of Nielsen Catalina where she has established a strong reputation in branding and connecting consumer viewing behavior with purchasing activity. Her out-of-the-box conceptual thinking has led to industry recognition as an ARF award recipient. Wood (pictured above) is the first female to receive the prestigious Erwin Ephron Demystification Award, which was first established by the Advertising Research Foundation six years ago.
Advertisers are finding that the context in which an ad is viewed -- not only within the commercial pod surrounded by other ads, but also the specific media platform, brand, device and time and place -- impacts the ad effect, both positively and negatively. With the proliferation of devices and platforms and the fragmentation of the media environment, brand safety is becoming a bigger issue.
The ARF on Tuesday announced that it had acquired CIMM. For researchers and data analysts, this is huge. According to the press release, CIMM will become a subsidiary of the ARF and will focus on the advancement of media measurement. The new division, which retains the CIMM name and logo, will be headed by current CIMM CEO and Managing Director Jane Clarke. ARF President and CEO Scott McDonald (pictured above) spoke with MediaVillage about the acquisition and what lies ahead.