Advertising Effectiveness Council

<h2 style="color:#da7925">Upcoming Meetings</h2> <h5 class="program" style="margin-top: .4em;">JJUNE 24, 2010 • 2:30–4:30PM EST</h5>  <p>Details soon to be posted. Please check back.</p> <h2 style="color:#da7925">Previous Meetings</h2> <h5 class="program" style="margin-top: .4em;">JANUARY 21, 2010</h5> <h3>Determining the Value of Digital Advertising Beyond the Click</h3> <p>What is the impact of brand advertising in the digital space as click rates steadily decline?  Join Lynn Bolger, EVP, Advertising Solutions of comScore, Andy Fisher, VP of Analytics at Razorfish as they provide some interesting insight into the value of advertising beyond the click. Learn that value exists beyond the last touch point so you can make better informed decisions in your marketing and media plans.  </p> <p>Then join Bob Pares, VP Audience Research and Advertising Sales and Mark Risis, Advertising Director, Interactive Ad Sales, both from Tivo as they share with us the revolutionary concept of interactive TV advertising.  Examine opportunities where advertisers can interact with your brand in ways you’ve never imagined – all clearly and accurately measured. Understand how this concept yields unprecedented levels of engagement, giving a true meaning of advertising effectiveness. </p> <h6>PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF </h6> <p><a href="https://my.thearf.org/User/MyDownloads.aspx#ad-effectiveness">Combined Presentations:<br />Measuring Beyond the Click<br />Planning in Pixels – A Digital Approach to Getting More Business for Every MediaDollar<br />Interactivity on TV, Measurement and Effectiveness</a><a href="https://my.thearf.org/User/MyDownloads.aspx#ad-effectiveness"></a></p> <h5 class="program">JULY 14, 2009</h5> <h3>Decoding Advertising Effectiveness through the New Media Frontier</h3> <p>New technology allows consumers to change the way they interact with brands and products. Today, DVRs, mobile and social media networks allow the consumer to engage with a brand more than ever. It’s therefore important that all potential touch points be considered when accounting for their role in influencing the consumer.</p> <p>Wes Nichols from Marketshare Partners discussed how companies of all sizes can best reach the 21st Century consumer in this era of increased media fragmentation. This understanding is even more critical in today’s turbulent economy as companies demand more accountability in their marketing spend and its impact on the bottom line. More specifically, he discussed MSP’s approach to understanding proper resource allocation and how to make it actionable. Wes also demonstrated how to best measure and evaluate all marketing media including offline – TV and print, and online – search, display and social media with attention to their direct and indirect effects on one another.  <br /> <br />Joy Liuzzo, Director of Marketing & Mobile Research at InsightExpress helped answer the question: Does Mobile Advertising work? If it does, how can we measure it? With the technology to provide brands with multiple touch points to interact with consumers, mobile is a natural advertising platform. Joy has been measuring the effectiveness of mobile campaigns (display, text, video, IVR, & applications) for the past two years and discussed the best ways to measure them, presenting data from mobile campaign norms built from 50+ studies and best practices from the top performing campaigns.</p> <h6>PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF </h6> <p><a href="https://my.thearf.org/User/MyDownloads.aspx#ad-effectiveness">Behavioral Targeting Breakdown: Exploring the world of behavioral targeting advertising, past, present and future</a><br /> <a href="https://my.thearf.org/User/MyDownloads.aspx#ad-effectiveness">Mobile Advertising: It's Easier Than you Think (And Works Too!)</a></p> <h5 class="program">APRIL 30, 2009</h5> <h3>Identifying New Techniques in Brand Measurement</h3> <p>New council chair Jason Levin from Razorfish and Maury Giles discussed New Techniques in Brand Measurement.</p> <p>Jay Luttrell from Luttrell Associates LLC discussed new and fully measurable dimensions of brand advertising impact that add to advertising's short-term effect on consumer behavior in fast moving consumer goods categories and beyond. He provided the theoretical basis for these effects, which works in tandem to the short-term advertising effects commonly measured, and described conditions when these effects are most likely to occur. Jay shard case examples that bring the new levels of short-term advertising effect to life and how these effects have the potential to positively alter calculations of Advertising ROI.</p> <p>Maury Giles from Pursuit (formerly of GSD&M Advertising) shared thoughts on reframing the effectiveness conversation:</p> <ul> <li>New Thinking on gathering customer insights that simultaneously explore brand and decision making drivers/influencers, aligned to media-lifestyle connections</li> <li>Transforming this insight into detailed communications objectives and a holistic ROI framework</li> <li>Providing ample room for marketing partners to create breakthrough, engagement-oriented campaigns</li> <li>Using agent-based simulation tools to forecast how media and message tactics will influence how people think, feel or act.</li> </ul> <h6>PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF </h6> <p><a href="https://my.thearf.org/User/MyDownloads.aspx#ad-effectiveness">Combined Presentations: New Perspectives on the Short-Term Effectiveness of Brand Advertising / Chasing the Wrong Dream?</a></p> <h5 class="program">NOVEMBER 6, 2008</h5> <h3>Style, Substance & Advertising Strategy in ’08 US Presidential Election – And The Winner Is …</h3> <p>With the mortgage crisis still roiling, uneasiness in the global financial markets and the passage of an unprecedented federal bailout package, the economy from Wall Street to Main Street has taken center stage as the pivotal issue in the minds of the U.S. electorate. By the date of this council meeting, we (should) know who will occupy the Oval Office as the 44th President of the United States and how they intend to address the raft of domestic and international issues they will confront upon taking office in January of 2009.</p> <p>In this session, we examined the role that advertising played in shaping people’s perceptions of the candidates on the economy and other key issues, as well as its overall influence on the outcome of this contentious and historic race for the White House. We also explored how leading-edge neurobiological research techniques and learnings from the ’08 election can be applied to the commercial advertising landscape generally in what, by all accounts, will remain a challenging economic environment for some time to come. </p> <p>Specifically, we explored:</p> <ul> <li>McCain vs. Obama – Who spent how much and where? How did the new media landscape factor into their respective strategies and, ultimately, the outcome of this election?</li> <li>What strategic and tactical roles did advertising play in the campaign? What were the costs and/or benefits of going ‘negative’?</li> <li>What general lessons can be gleaned and how can they be applied to commercial marketers’ advertising strategies in this challenging and uncertain socio-economic climate?</li> </ul> <h6>PRESENTATIONS</h6> <p> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/ad-effectiveness/2008-11-06_ARF_AE_NeuroFocus.pdf">Head to Head: Forecast the Most Effective Debate Strategies for McCain and Obama</a> (PDF, 3.3mb) <br /> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/ad-effectiveness/2008-11-06_ARF_AE_TNS.pdf">Role of Advertising in the 2008 US Presidential Campaigns</a> (PDF, 1.4mb) <br /> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/ad-effectiveness/2008-11-06_ARF_AE_Laboratory&Co.pdf">Integration: How Brain Waves Relate to Brands, Sales... and Politics?</a> (PDF, 7.3mb) </p> <h5 class="program">MAY 13, 2008 • 1:30–3:30PM CDT (2:30–4:30PM EDT)</h5> <h3>From Single-Source to ‘Mingle-Source’: How Multiple Sources of Ad Effectiveness Data Can Inform the Media Planning and Evaluation Process </h3> <p><strong>In Chicago</strong><br /></p> <p>We’re lucky, right? We’re in an unprecedented era of abundance in terms of the measurement options and data sources available to us as marketers and media/research professionals. We all know advertisers want accountability from their media partners, but it can be a challenge to reconcile the various research products that measure the relative effectiveness of different ad environments including; Nielsen, IAG, and Simmons among others. We explored the following:</p> <ul> <li>How various sources and their metrics relate to one another</li> <li>What do those relationships say about an effective ad environment?</li> <li>How can these measures be used to enhance our currency?</li> </ul> <p><a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/ad-effectiveness/2008-05-13_ARF_AE_Agenda.pdf">Download agenda »</a></p> <h6>PRESENTATIONS</h6> <p> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/ad-effectiveness/2008-05-13_ARF_AE_Dixon_Shapiro.pdf">New Techniques for Measuring the Behavioral Impact of Media and Marketing</a> (PDF, 755kb) <br /> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/ad-effectiveness/2008-05-13_ARF_AE_Shimmel.pdf">The Nielsen Perspective on Applications of Data "Fusion' in Advertising Effectiveness</a> (PDF, 1.4mb) <br /> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/ad-effectiveness/2008-05-13_ARF_AE_Pardee_Garfield.pdf">Understanding Ad Effectiveness through Mingle-Source Measurement</a> (PDF, 456kb) </p> <h5 class="program">FEBRUARY 5, 2008 </h5> <h3>Brave New World: Trends in Consumer-Centric MarCom and Implications for Practical Measurement</h3> <p> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf"/> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/ad-effectiveness/2008-02-05_ARF_AE_Agenda.pdf">Download agenda</a> (PDF, 19kb)<br /> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf"/> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/ad-effectiveness/2008-02-05_ARF_AdEffectiveness_Notes.pdf">Download meeting notes</a> (PDF, 25kb)</p> <p>Hope springs eternal in the New Year, but unanswered questions around how the tools and constructs of advertising effectiveness measurement need to evolve to reflect our new reality still persist like a bad hangover.  While there are certainly exceptions, conventional wisdom holds that we are still largely mired in the morass of the disruptive changes to the consumer marketing and media landscape that we’ve all been witness to over the past few years.  While answers are still few, the opportunity is enormous and the challenge is clear: Confront the realities of this ‘brave new world’, embrace change and new ideas to adapt accordingly - or risk being left behind.</p> <p> Join us on the in this first meeting of the ARF Ad Effectiveness Council in 2008 for a fresh perspective from some leading industry voices on the current state of the advertising landscape, in general, and the practical implications  for us in the research community, in particular.  This session will touch on the hot-button issues of engagement, new measurement frameworks, and new metrics – but more importantly, it will cast the issues anew and hopefully catalyze a dialog about how we learn together to help advance the field of Advertising Effectiveness research and measurement over the course of the pivotal year ahead.</p> <p>"<em>The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked…{sic} Traditional advertising players, broadcasters, distributors and advertising agencies – may get squeezed unless they can successfully implement consumer, business model and business design innovation</em>."<br /> – Excerpt from a recent IBM Global Media & Entertainment Business Services paper titled, "The End of Advertising as We Know It"</p> <h6>PRESENTATIONS</h6> <p> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/ad-effectiveness/2008-02-05_ARF_AE_EKnutson.pdf">The End of Advertising as We Know it</a> (PDF, 1.1mb) </p> <p> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/ad-effectiveness/2008-02-05_ARF_AE_GWilson.pdf">How Much Involvement Will $1 Million Buy Me</a> (PDF, 84kb) </p> <h5 class="program">May 22, 2007 </h5> <h3>Marketing Mix Modeling in the New Media Age – Shining the Light Inside the Black Box</h3> <p>Regression-based time-series, mean absolute percentage error {MAPE}, r², t-value, co-linearity…for those of us without advanced degrees in statistics the terminology of mix modeling can sound like a foreign language.  The intent of this session is to provide an overview of the ‘basics’ of econometric modeling and its applications to marketing science and the issues of marketing and advertising accountability, in particular. </p> <p>We also want to explore the extent to which modeling-based analytics can help address the challenges posed by the ever-evolving media landscape.  Can modeling-based analytics shed light on the branding/sales impact of the explosion of touch-points and changing media consumption behaviors of today’s consumer?</p> <p>The agenda will include:</p> <p>1.  A simple explanation from Dr. Ray Pettit (a leading U.S. research thinker and practitioner, and author) of what Marketing/Media Mix Modeling is, where it came from, how it works, and what its basic strengths and weaknesses are.</p> <p>2.  A panel of experts from leading modeling firms, moderated by Dr. Pettit, deliberating on contemporary marketing questions, such as:</p> <ul> <li>How is mix modeling addressing the increased focus on the customer?</li> <li>How is it addressing the explosion in number of media channels?</li> <li>How are models addressing dynamic change in the marketplace (e.g.: competitive reactions; socio/economic/political factors; and new forms of media)?</li> <li>How are models grappling with engagement and other forms of qualitative data about the ‘quality’ of creative content?</li> </ul> <h6>PRESENTATIONS</h6> <p> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/ad-effectiveness/2007-05-22_ARF_AE_Modeling.pdf">Market Mix Models: Shining the Light Inside the Black Box</a> (PDF, 344kb)</p> <h5 class="program">January 17, 2007 </h5> <h3>Is My Ad Engaging?  The Value of Biological and Cognitive Copy Testing Methods</h3> <p>Measuring the effectiveness of new ads before millions of dollars are spent airing them is one of the most critical – and contentious – areas of advertising research.  To help ARF members better navigate the copy testing space, the Advertising Effectiveness council will educate members about one of the biggest distinctions in copy testing methodologies:  cognitive and biological measures.</p> <p>Cognitive methods ask consumers to answer a list of carefully written questions that assist them in rating their response to the ad on key measures such as attention, recall, enjoyment and persuasion.  Biological measures track changes in response to an ad on key physiological measures such as brainwaves, heart rate, skin conductance, facial muscle movements, and eye movements.</p> <p>To clarify the differences – and similarities – between these two types of measures, the Advertising Effectiveness council has pulled together a panel of experts from leading copy testing firms including <strong>Millward Brown</strong>, <strong>NeuroFocus</strong>, <strong>PreTesting</strong> and <strong>TNS</strong>.  Panel members will briefly explain which approach they use and why, and then answer questions from our council chairs and ARF members.  Questions we plan to explore in this session include:</p> <ul> <li>What evidence exists to validate that each approach can predict advertising effectiveness?</li> <li>What are the key measures used by each approach?</li> <li>Are cognitive and biological methods measuring different aspects of how consumers respond to ads, or are they measuring the same responses in different ways?</li> <li>How does each method facilitate the creative process and the optimization of ad effectiveness?</li> <li>How does each method measure consumer engagement with the creative concept and brand idea?</li> </ul> <p>Please join us to learn about the value of cognitive and biological copy testing methods from our distinguished panel of experts:</p> <ul> <li>Jaweed Metz, NeuroFocus:  VP, Business Development</li> <li>Graham Page, Millward Brown:  Global Director of Innovation</li> <li>Lee Weinblatt, PreTesting:  CEO</li> <li>Kirsten Zapiec, TNS:  VP, Advertising and Brand Performance</li> </ul> <h5 class="program">October 3, 2006</h5> <h3>Learning “What Sticks” in Advertising </h3> <p>Marketing accountability is a critical issue for our industry, and yet there is little consensus on the methodological standards for measuring advertising effectiveness and ROI. With the publication of their new book, “What Sticks: Why Most Advertising Fails and How To Guarantee Yours Succeeds,” Rex Briggs and Greg Stuart throw down the gauntlet. They propose a methodological standard for measuring and improving marketing performance that they guarantee will enhance the results of your marketing!</p> <p class="tight">Join Rex Briggs as he discusses the methodology developed through the largest-ever global marketing research project analyzing more than $1 billion in spend from over 30 world-class marketers, including P&G, Kraft, J&J, McDonalds, Unilever, and Ford. Sharing some of the conclusions contained in his book, he’ll answer key questions such as:</p> <ul> <li>How to immediately fix your advertising?</li> <li>Why one-third of advertising dollars are wasted?</li> <li>What marketers don’t understand about how advertising really works?</li> </ul> <h2 style="color:#da7925">Council Chairs</h2> <h3 id="hegener">Mike Hegener – Assistant Director, Brand Research, GM </h3> <p class="board-img"> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/people/80x100/hegener.jpg" alt="Hegener" width="80" height="100" /></p> <p>Mike is an accomplished market research professional with General Motors Company, where he is Assistant Director – Brand Research. He and his staff are consumer insights consultants and research designers for a wide variety of functions including Advertising, Digital Marketing, Media Operations, Market & Industry Analysis, CRM, Communications and Retail Sales/Service/Parts Operations. Areas of expertise include segmentation, copy testing, projective techniques and custom research design.</p> <p>Prior to Mike’s 13 years of consumer insights experience, he spent 6 years in a variety of Sales roles including Sales Promotions, Auto Shows, District Sales Management and Consumer Relations. Mike holds a B.S. in General Management and MBA in Marketing from Wayne State University in Detroit. We’re pleased to welcome Mike as co-chair of the Advertising Effectiveness Council for 2010.</p> <p>Mike lives near Ann Arbor with his wife Valerie and children Michael and Ashley. </p> <p><a href="#container">Top »</a></p> <h3 id="houldsworth">Duncan Houldsworth – Global Head of Marketing Analytics, Hall & Partners USA</h3> <p class="board-img"> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/people/80x100/houldsworth.jpg" alt="Houldsworth" /></p> <p>Duncan has spent his career solving brand and marketing challenges using research and marketing analytics. Today, Duncan is Global Head of Hall & Partners Marketing Analytics Practice. Duncan works directly with some of the biggest brands in the world on using research and marketing analytics to optimize business and advertising performance, over the years he is proud to have worked with brands like Kraft, Campbell’s, General Mills, Microsoft, Samsung, Barclays Bank, HSBC, Citi and many others. Hall & Partners is a custom research agency and part of the Omnicom Group. Prior to Hall & Partners, Duncan held leadership positions with Information Resources, Simmons and Experian. </p> <p>Duncan’s fields of specialism and interest include econometric modeling, choice based analysis of consumer behavior, brand equity research, database fusion, custom research and consumer segmentation. He’s spent his work life surrounded by data of all sorts and is particularly interested in the fusion of behavioral data with deep attitudinal understanding of consumer perceptions and beliefs towards brands. </p> <p>Academically, Duncan graduated from the University of Warwick, UK with a BA in Political Science, he followed that with a Masters in Marketing from Nottingham Business School, UK. Duncan is also a graduate of the Executive MBA program at The Kellogg School of Management at Northwestern University. </p> <p>Originally from the UK, Duncan moved to the US in 2000 and has settled in Orange County, CA with his wife Stefana and two children, George and Annabelle. </p> <p><a href="#container">Top »</a></p> <h3 id="levin">Jason Levin – VP Director of Data Analytics, Carat</h3> <p class="board-img"> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/people/80x100/levin.jpg" alt="Levin" /></p> <p>Jason is an accomplished Internet marketing and media professional currently employed by Carat as their VP, Director of Data Analytics. His responsibilities include providing data driven strategic insights to top tier clients to optimize online media and search campaigns as well as validate customer segmentation. Additional areas of expertise include brand equity research, retention, lifetime value, and site utilization analyses as well as persona development.<br /> <br /> Jason holds a BA in Economics and an MBA in Marketing from Clark University in Worcester, MA, and currently serves as the Chair of the ARF’s Advertising Effectiveness Council as well as a member of its 360 Media & Marketing Council.</p> <p>He comes to Carat after spending nearly 5 years at Razorfish as a Principal Consultant on their Customer Insight Team. Prior to that, he spent 5 years with Nielsen Netratings where he helped evolve @Plan, the industry’s leading target-marketing platform for Internet media planning, buying and selling.</p> <p>Jason has a traditional background working at other leading agencies like Ammirati Lowe Lintas, now Lowe Worldwide, as well as Grey Advertising.</p> <p>He lives in New York with his wife Leslie, and three children, Nathaniel, Audrey and Joshua.</p> <p><a href="#container">Top »</a></p> 2008-03-26T00:00:00-05:00

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