Advertising Effectiveness Council

Council Chair »

Upcoming Meetings

NOVEMBER 6, 2008 • 2:30–4:30PM Eastern

Style, Substance & Advertising Strategy in ’08 US Presidential Election – And The Winner Is …

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.

In this session, we’ll examine 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’ll also explore 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.

Specifically, we’ll explore:

• 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?
• What strategic and tactical roles did advertising play in the campaign? What were the costs and/or benefits of going ‘negative’?
• 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?

Agenda

2:30–2:35PM

Welcome
Marc Nightingale – The ARF

2:35–2:45PM

Introductions
Corey Jeffery – VP Advertising Solutions, The Nielsen Company

2:45–3:15PM

Spending, Strategies & Results – An Expert Analysis of the Role of Advertising in the 2008 U.S. Presidential Campaigns
Evan Tracey – President, TNS MI Campaign Media Analysis Group

3:15–3:45PM

The ‘Issue Response Framework’: Revealing Subconscious Responses to Candidates' Communications Techniques
Dr. A.K. Pradeep – CEO, NeuroFocus

3:45–4:15PM

How brain waves relate to brands, sales, and politics:
Key findings from various private & public-sector European case studies
Dr. Rafal Ohme – CEO, LABoratory

4:15–4:25PM

Discussion and Q & A

4:25–4:30PM

Next Steps & Wrap Up
Corey Jeffery – VP Advertising Solutions, The Nielsen Company

Registration

To attend in person or virtually, register via My ARF »
If you have any questions, please contact Zena Pagan at councils@thearf.org.

Previous Meetings

MAY 13, 2008 • 1:30–3:30PM CDT (2:30–4:30PM EDT)

From Single-Source to ‘Mingle-Source’: How Multiple Sources of Ad Effectiveness Data Can Inform the Media Planning and Evaluation Process

In Chicago

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:

• How various sources and their metrics relate to one another
• What do those relationships say about an effective ad environment?
• How can these measures be used to enhance our currency?

Download agenda »

PRESENTATIONS

New Techniques for Measuring the Behavioral Impact of Media and Marketing (PDF, 755kb)
The Nielsen Perspective on Applications of Data "Fusion' in Advertising Effectiveness (PDF, 1.4mb)
Understanding Ad Effectiveness through Mingle-Source Measurement (PDF, 456kb)

FEBRUARY 5, 2008

Brave New World: Trends in Consumer-Centric MarCom and Implications for Practical Measurement

Download agenda (PDF, 19kb)
Download meeting notes (PDF, 25kb)

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.

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.

"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."
– Excerpt from a recent IBM Global Media & Entertainment Business Services paper titled, "The End of Advertising as We Know It"

PRESENTATIONS

The End of Advertising as We Know it (PDF, 1.1mb)

How Much Involvement Will $1 Million Buy Me (PDF, 84kb)

May 22, 2007

Marketing Mix Modeling in the New Media Age – Shining the Light Inside the Black Box

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.

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?

The agenda will include:

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.

2.  A panel of experts from leading modeling firms, moderated by Dr. Pettit, deliberating on contemporary marketing questions, such as:

• How is mix modeling addressing the increased focus on the customer?
• How is it addressing the explosion in number of media channels?
• How are models addressing dynamic change in the marketplace (e.g.: competitive reactions; socio/economic/political factors; and new forms of media)?
• How are models grappling with engagement and other forms of qualitative data about the ‘quality’ of creative content?

PRESENTATIONS

Market Mix Models: Shining the Light Inside the Black Box (PDF, 344kb)

January 17, 2007

Is My Ad Engaging?  The Value of Biological and Cognitive Copy Testing Methods

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.

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.

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 Millward Brown, NeuroFocus, PreTesting and TNS.  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:

• What evidence exists to validate that each approach can predict advertising effectiveness?
• What are the key measures used by each approach?
• Are cognitive and biological methods measuring different aspects of how consumers respond to ads, or are they measuring the same responses in different ways?
• How does each method facilitate the creative process and the optimization of ad effectiveness?
• How does each method measure consumer engagement with the creative concept and brand idea?

Please join us to learn about the value of cognitive and biological copy testing methods from our distinguished panel of experts:

• Jaweed Metz, NeuroFocus:  VP, Business Development
• Graham Page, Millward Brown:  Global Director of Innovation
• Lee Weinblatt, PreTesting:  CEO
• Kirsten Zapiec, TNS:  VP, Advertising and Brand Performance

October 3, 2006

Learning “What Sticks” in Advertising

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!

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:

• How to immediately fix your advertising?
• Why one-third of advertising dollars are wasted?
• What marketers don’t understand about how advertising really works?

Council Chair

Corey Jeffery – VP, Advertising Solutions, Nielsen Online

At Nielsen Online, Corey is charged with driving the global strategy and development of their suite of custom advertising measurement solutions.

Prior to Nielsen, he led the Digital Ad Sales Research group at MTV Networks and had previously worked in a similar capacity in Microsoft’s Digital Advertising Solutions group in New York. Consistent throughout his career in digital media, his primary focus has been on driving the development and execution of innovative measurement solutions to quantify the attitudinal and behavioral effects of digital advertising. His blend of experience on both the research provider and advertising buyer/seller sides of the media marketplace lends him a unique perspective on the ever-evolving consumer marketing, media and measurement landscape.

Mr. Jeffery holds a B.A. from Williams College lives with his wife, Meredith, and son, Sam, in Westport, CT.
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