Is the Ad a Success? The Brain Waves Tell All
The curiosity about neuroscientific ways to determine how ads work - or fail to work - will be on display this week at the 54th-annual convention and exposition of the Advertising Research Foundation in New York. The agenda for the conference is filled with presentations and panels on better methods to determine how consumers engage with ads (and vice versa).
Tapping The Minds of Consumers
The curiosity about neuroscientific ways to determine how ads work - or fail to work - will be on display this week at the 54th-annual convention and exposition of the Advertising Research Foundation in New York. The agenda for the conference is filled with presentations and panels on better methods to determine how consumers engage with ads (and vice versa).
Neuromarketing Could Make Mind Reading The Ad-Man's Ultimate Tool
A new group of high-tech consulting firms, with names like NeuroFocus and Neuroconsult, have sprung up to help companies deploy neuromarketing. The neuromarketers are playing a prominent role at Re:think, the Advertising Research Foundation's annual convention, held in New York this week. The New York Times reports its agenda is "filled with presentations" on the new scientific approaches to marketing.
March Madness Gets Huge Bounce From New Ratings Method
In the first data shared publicly from its new service for tracking out-of-home viewership, Nielsen, in a presentation at the Re:Think Advertising Research Foundation Convention in New York today, said last month's NCAA basketball tournament broadcasts on CBS showed substantial ratings gains when viewers in bars and restaurants included.
Google Aims to Gain More Packaged Good Ads
Kevin Kells, the web giant's national industry director-consumer packaged goods, shared a study conducted with Harris Interactive yesterday at the Advertising Research Foundation's Re:Think Conference in New York that looked at how the location of an ad affects how consumers react to it.
Mean Ol' Wal-Mart Ad Wins An Award
Wal-Mart won a David Ogilvy award for research excellence from the Advertising Research Foundation Tuesday night as the best example of research behind a brand re-positioning for the past year in its "Save Money. Live Better" campaign.
"Adages" Column - Those 'Misleading' Wal-Mart Ads? Pure Genius
Perhaps only in the ad industry can an advertiser have its wrist slapped for making misleading ads one day by one industry group and be lauded for the effectiveness of those ads by another the next. Wal-Mart won a David Ogilvy award for research excellence from the Advertising Research Foundation last week as the best example of research behind a brand repositioning in the past year for its "Save Money. Live Better" campaign ...
From Confusion to Clarity
Alan Wurtzel is president of research for NBC Universal. This is an excerpt from a speech he delivered at the ARF conference last week.
Google Study Finds Packaged Goods Spots Perform at "Parity" vs. TV
That was Digitas Chairman and CEO David Kenny's central message to brand marketers and advertising agencies in a presentation on digital advertising at the Advertising Research Foundation's Re:think 2008 conference in New York on Tuesday.
Kenny: Agencies Can Discover Affirmations Via Social Media
BE CONFIDENT. DON'T FEEL THREATENED. Step back and let consumers build your brand.That was Digitas Chairman and CEO David Kenny's central message to brand marketers and advertising agencies in a presentation on digital advertising at the Advertising Research Foundation's Re:think 2008 conference in New York on Tuesday.
Universal McCann: U.S. Trails World In Social Media Growth
We tend to think of ourselves (in the U.S.) as leaders, but we're just catching up with the rest of the world," said Graeme Hutton, senior vice president and director of consumer insights at Universal McCann, in a presentation Wednesday at the Advertising Research Foundation's Re:think 2008 conference in New York.
ARF Announces 2008 Ogilvy Winners
The Advertising Research Foundation Tuesday presented its 2008 ARF David Ogilvy Awards for outstanding ad research initiatives as part of its annual Re:think Conference.
Building the Obama Brand
Barack Obama's message of change has resonated with a nonpartisan audience: advertising researchers.Obama pollster and market researcher Joel Benenson, speaking at the Advertising Research Foundation's (ARF's) annual meeting this week, equated challenges during Obama's early campaign to those encountered by advertising research professionals in other sectors. ... Most important, consumers are in charge. "We are in an era where marketers realize they can no longer take product-centric viewpoints," said Joel Rubinson, the ARF's new chief research officer. Advertising researchers, he said, must embrace innovation and develop a tolerance for risk – characteristics that have run counter to the conservative sector.
The Store Is The Medium
At a session at last week's Advertising Research Foundations's (ARF) Re:think Conference and Expo in New York City, industry executives discussed the many promising developments of the P.R.I.S.M. in-store marketing project as well as the challenges in its successful implementation.
Advertising's Digital Disconnect
If the Internet accounts for 17 percent of U.S. media consumption, then why does the Internet account for just 7 percent of companies' ad budgets? Offering more questions than answers here at the Advertising Research Foundation (ARF) conference, the panelists generally concurred with ComScore Chairman Gian Fulgoni when he described an "emerging media lag."
Will UGC and Marketing Mix?
The US trails emerging markets such as China, Brazil and Russia in the adoption of activities including blogging, social networking and video-sharing, according to new Universal McCann data presented at the Advertising Research Foundation's Re:think 2008 conference.
Ameriprise, TD Ameritrade Win Ad Awards
Financial services companies were big winners at the New York-based Advertising Research Foundation’s Ogilvy Awards, held last night in that city. Ameriprise Financial Inc. of Minneapolis won the Grand Ogilvy Award for Excellence in Advertising Research for its Dreams Don't Retire campaign, while Jersey City, N.J.-based TD Ameritrade Institutional won a silver award for its The Independent Spirit advertisements. The ARF Ogilvy Awards honor advertising research initiatives that were instrumental in developing outstanding marketing and advertising campaigns and achieved marketplace success.
Ameriprise "Dreams Don't Retire" Campaign Win Grand Ogilvy Award
The Advertising Research Foundation awarded both its top-place Grand Ogilvy Award and the Gold Award for Financial Services to Ameriprise Financial at an awards ceremony here last Tuesday for its multimedia national 'Dreams Don't Retire' campaign. The campaign, created under the auspices of Saatchi & Saatchi, touts the importance of planning for retirement and is meant to further cement the cause and Ameriprise's solutions in the national consciousness.
Media Notes
Nielsen Media Research, in a presentation at the Re:Think Advertising Research Foundation Convention Tuesday in N.Y., said that CBS' NCAA men's basketball tournament broadcasts "showed substantial ratings gains when viewers in bars and restaurants are included," marking the first data …
"Money & Politics "Show
John Zogby Interview mentions the Advertising Research Foundation conference.
Measuring Ratings on the Run
The findings were first reported by Advertising Age after they were shared at the Re:Think Advertising Research Foundation Convention conference in New York. Nielsen confirmed the data yesterday...
Are TV Networks Measuring What Counts?
Alan Wurtzel, NBC's president of research and media development, is presenting research at the ARF Re:Think conference essentially in defense of network TV. He's claiming TV viewing hasn't decreased as a resut of the Web, rather that people are absorbing more media simultaneously as they multitask.
Art Imitates Life
When creating an ad campaign for Miller Brewing's Sparks caffeinated beer, Digitas got inspiration from its customers. Turns out, people who drink this brew end up with orange tongues. And many have a proclivity to stick their tongues out, pose for a camera, and then post the photo on Facebook, Flickr, or elsewhere. "These people aren't watching a lot of television. You cannot reach them in traditional media," Digitas chief executive David Kenny told the audience gathered at the Advertising Research Foundation's annual meeting.
Extensive coverage ...
Forrester's Marketing Blog
Digital Agencies at ARF Re:think
The second panel of the day at ARF's re:think conference was "The Agency of the Future" including R/GA, Avenue A|Razorfish, Nitro and Digitas...
Re:think 2008
Event announcement
The Strategy Paradox - Panel Discussion Q&A
Video clip
I Know Just How You Feel
Video clip
comScore Executive Chairman Moderating Session
Posted comScore press release
GMI Exhibits at ARF Re:think
GMI will exhibit at the ARF 2008 Re:Think! conference, where brand and research leaders, global innovators and change agents will discuss and learn more about research best practices. Topics will include how to use research to accelerate sales and build brand advantage, the role new technology plays in research, and how emerging media, research and multi-cultural marketing gurus are using research to tackle real-world issues.
Research Agency CEOs at Re:think
The second day of the ARF's re:think conference opened with a panels research agency executives, called "The Research Agency of the Future" with the CEOs of GfK, Kantar, TNS and Nielsen. Moderator Jim Figura of Colgate-Palmolive said it should have been called "Insights Agency of the Future."
Re:think 2008
Empowered consumers. Diverse and diffused media choices. Competing metrics. Compressed time. Greater accountability for greater returns. This is today's demanding world of advertising and marketing. Re:think 2008 will showcase global companies who are reinventing marketing for the digitized age, morphing business models, building multi-platform/multi-channel/multi-media strategies and creating the future in real time.
Mindworld at Re:think 2008
The 2008 ARF Annual Re:think puts every aspect of research to the quality test in an intense, expanded three day program packed with useful content from brand leaders, research leaders, global innovators and change agents intent on redefining the entire research landscape.
Al Gore 60 Minutes
Maybe I’m just not into brands as much as the next person. At the Advertising Research Foundation’s Re:Think conference today, ESPN sales dude Sean Bratches proudly trotted out the fact that 31 children have been named “ESPN,” or some derivation thereof, in recent years. I shuddered. Seriously, how does that baby-naming conversation start?
Networks Measuring What Counts?
Alan Wurtzel, NBC’s president of research and media development, is presenting research at the ARF Re:Think conference essentially in defense of network TV. He’s claiming TV viewing hasn’t decreased as a resut of the Web, rather that people are absorbing more media simultaneously as they multitask.
Norms Live in the Past
Over the next few weeks I'll share some of the insights I gained at the ARF Conference this week in talking to colleagues, watching presentations and reading what other companies are up to...
Great Ideas from Research CEOs
One of the sessions I attended at the ARF Conference was a panel discussion that included the CEOs from Kantar, GFK, Nielsen, and TNS. Here is a sampling of responses wehn asked about what they could do better to drive data quality and increase the usefulness of research deliverables.
What's new in advertising and marketing
Something else I read on MediaPost this morning also had some interesting points. The post was inspired by Digitas Chairman and CEO David Kenny’s presentation at the recent Advertising Research Foundation’s Re:think 2008 conference in NY.
My Brain on Re:think
The Advertising Research Foundation Annual Conference is one of those events I love to hate. I look forward to catching up with old friends and acquaintances, hopefully making some new ones, and maybe, just maybe, learning something new. The trouble is, it is not easy to focus on the content when parallel presentations are spread across numerous different rooms and alcoholic beverages are readily on hand...
Engineering Ads Based On EEG Responses
The article mentions a firm, NeuroFocus, we have not discussed in this blog before and points out there are many presentations at the upcoming 54th annual convention of the Advertising Research Foundation that cover the use of neuroscience to drive the effectiveness of ads.
