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Members: Miss a meeting?
Click here to download past presentations via your My ARF account!
During this council meeting, we will be exploring ground breaking research demonstrating the direct link between creating emotional attachment from advertising and both consumers brands and media properties, allowing both brands and media to define and find lucrative prospects. We also will be exploring an innovative way to engage consumers online with a brand that will create brand awareness and preference, by replacing the often used “Captcha” which require us to replicate a series of letter and numbers before we can proceed to a website with a “branded type-in.” several innovative examples of how organizations have used its multi-channel advertising to engage consumers in enhanced relationships. First, we will review how a large service organization aligned its messaging and its media mix to drive an enhanced brand position and customer engagement. Second, a national non-profit organization will demonstrate how it used a variety of methods to significantly lift the engagement in the cause and convert prospects to participants.
Ari Jacoby – CEO/co-Founder, Solve Media
Denise Larson – President/CEO, New Media Metrics
Gary Reisman – Principal, New Media Metrics
In partnership with
Biometric and neurological methods—like fMRI, EEG, and facial coding— have become increasingly popular in media and marketing research, but to date, no major validation studies have been conducted to properly assess neuroscience as it applies to media and advertising response. Different vendors use different techniques, and sometimes it’s unclear what science is being used, whether science is being applied soundly, and whether biometric measures are even appropriate to the problem being addressed.
Engagement 3: NeuroStandards Collaboration provides an opportunity to add competitive transparency to the growing landscape of ‘neuro-suppliers.’ The project presents an open invitation to all vendors in the neuroscience space to submit their work for critical peer scrutiny. Comparisons will be drawn across methods with the intention of identifying emerging consensus and moving toward establishing standards for biometric research.
The ARF’s NeuroStandards Advertising Week launch event will kick-off this ground-breaking initiative. Attendees will get an exclusive preview of the study, and participating neuro-suppliers will be on-hand to explain their methods and field questions.
Participating Neuro-Suppliers: Innerscope, Mindlab International, MSW/LAB, NeuroCompass, Neuro Insight, Neurosense, Sands Research, and Sensory Logic.
During this council meeting, we will be exploring several innovative examples of how organizations have used its multi-channel advertising to engage consumers in enhanced relationships. First, we will review how a large service organization aligned its messaging and its media mix to drive an enhanced brand position and customer engagement. Second, a national non-profit organization will demonstrate how it used a variety of methods to significantly lift the engagement in the cause and convert prospects to participants.
Arthur Mitchell – Group Solution Planning Director for Kaiser Permanente, C-E Advertising
Curtis Munk – VP, Strategic Planning Director for Adopt-a-Pet, DraftFCB
Belle Frank, EVP of Young & Rubicam, showcased new work and solutions regarding engagement. Bill Siegel, CEO of Longwoods International, presented dramatic evidence of engagement at work in television and print advertisements. Anne Manning, Founding Partner of Drumcircle and Barbara Basney, Global Advertising, Marketing & Communications from Xerox Corporation discussed how to engage a B-to-B audience.
Join Greg Whiteman and Bob Woodard on June 25th for the ARF’s summer Engagement session.
The U.S. Navy must recruit individuals with a wide range of skills and interests, from SEALs to chaplains, from pilots to linguists, from nurses to nuclear engineers. This presentation will take a look at how the Navy engages numerous and diverse targets using a wide range of media vehicles in an integrated fashion. We'll review what and how Navy's recruiting communications efforts are measured and the results we've attained."
Wunderman will be featuring a case study from Burger King that will demonstrate how an immersive digital experience can create engagement and drive brand loyalty among moms and kids. Building from the results of research around moms and kids, Club BK took shape as a fully immersive digital world to give mom tools to manage and maximize quality family time, while creating an online space for children and tweens to be entertained. The session will also address the topic of measuring engagement. New and emerging methodologies and measurement technologies will be illustrated through additional Wunderman client case studies.
Dr. Joseph Plummer from Olson Zaltman Associates will share their recent ZMET case study that led to engaging creative in collaboration with Cisco.
John Kenny from DraftFCB Chicago presented the launch of Alli; the first, FDA approved over-the counter weight loss medication. He discussed how Alli executed a very innovative and integrated retail program to engage consumers and drive sales.
Dr. Joel Weinberger from Thinkscan presented a new case study using Neuroscience-based methodologies. Josh Chasin discussed comScore’s development of an advanced method to measure online engagement.
How have organizations used Engagement to drive improved market performance? How are they rethinking the ways to integrate media to increase their connections with their consumers? Where is the emerging field of marketing neuroscience headed in its efforts to help us understand what Engagement is and how best to drive it? Two organizations provided perspectives on these issues: Valassis and Innerscope Research.
Much progress is being made to establish Engagement as a key metric of success for advertising. Focusing attention on driving customers’ behaviors and influencing bottom line results is critical to enhancing the performance of advertising.
During this council meeting, we explored such topics as the direct correlation of consumers’ engagement with content and consumers’ engagement with advertising and the impact on product purchasing and Engagement Mapping to allow advertisers to determine the impact across all marketing touchpoints.
The new Engagement Council is spearheading the effort to:
The definition of Engagement developed by an intra-industry committee, representing advertisers and suppliers, clearly focused on the consumer:
It shifted the focus of the objective and measurement of advertising from reach/frequency and awareness/attitudes to behaviors. While this definition opened a diverse dialogue around the value of developing and measuring from this new context, it also raised questions about what specifically was “consumer engagement.” To respond to this challenge, it was proposed that a practical statement of “consumer engagement” would be.
During this council meeting, two leaders in the advertising field presented their perspectives and experiences on the actual application of engagement in developing advertising campaigns. We explored the potential value of engagement as a way to enhance your advertising and make it more consumer and results focused.
The March 20th Engagement Council Meeting agenda included a joint presentation by MTV Network’s Colleen Fahey Rush and Todd Cunningham on their Multi-screen Cross-Platform Engagement Study.
"The ARF has become invaluable in social media research, and this knowledge helps guide better media and marketing decisions."
Frank Cotignola – Consumer Insights Manager, CIS Center of Excellence, Knowledge Management, Kraft Foods
"At the ARF, you can find the most advanced thinking in the power of social media, and I encourage anyone to join this group to grasp their in their relentless quest for truth."
Marc Gobé – Creator & Co-Founder, Emotional Branding Alliance