Selected webcast recordings are available upon registration at My ARF. Recordings are free for ARF members and $199 for non-members. After registering for a webcast, you will receive an email with a link and password to view the recorded event.
Note: ARF Webcasts On Demand are available 2 weeks after the recorded live webcast.
The Millennial generation is often viewed by marketers as one of the most valuable segments of the population, mainly due to the powerful combination of the group's massive size and strong purchasing power, estimated to be $170 billion per year. It is no wonder why marketers are keenly interested in better understanding this group and how to effectively reach them. The unique characteristics of this generation present both challenges and opportunities for marketers looking to target this segment. This webinar will include groundbreaking new research from comScore, revealing the most effective strategies brands can undertake to reach Millennial consumers.
Presenter: Doug Crang - Director, comScore, Inc.
Android is now the most popular smartphone platform in the US & Nielsen has new, metered data showing exactly how Android consumers use their mobile phones.
Come learn everything you need to know about Android consumers in the US:
- What kinds of consumers are drawn to the Android platform? How do the demographics of Android owners compare to those of other smartphone platforms?
- How do they actually use their Android phones? How much time do they spend engaging with content? Do they prefer the mobile web or mobile apps?
- What are some of the most popular and mobile web sites? How does usage vary by time of day?
Presenter: Monica Bannan, VP Product Leadership, Mobile Media
The video advertising industry evolved fast in 2011, but it will move even more quickly in 2012. Everyone has theories about what 2012 will bring for the industry, but what does the data say? In this webcast prepared exclusively for the ARF, Visible Measures Chief Analytics Officer Seraj Bharwani will dig into the company's industry-leading video dataset to reveal what worked and what didn't in video advertising in 2011. You'll learn about the key metrics that predict virality, the psychology of influencers, and new data-driven strategies that help advertisers and agencies get the most bang for their buck. This webcast will make sense of a messy media landscape with disparate datasets, metrics, and key indicators for success and show the way for 2012.
Presenter: Seraj Bharwani, Chief Analytics Officer, Visible Measures
*ESOMAR Excellence Award for the Best Paper*
The jury said: "The paper tackles one of the most crucial pain points today providing the industry with a context and a framework to approach the problem / take action."
The market research industry seems under attack from all quarters. The current turmoil is a symptom of a more fundamental, underlying change in the industry-a change that reflects a shift in the way value is created and delivered. In other words, the industry is at a strategic inflection point. The companies that are first to recognize this underlying change and respond with new business models will be most likely to ride the value shift to future success.
Presenter: David G. Bakken, Chief Operating Officer - KJT Group, LLC
FREE Webcast for Members and Non-Members!
How can you win an Ogilvy Award? Subaru and International Delight tell us how.
The submission period for the 2012 David Ogilvy Awards is now open! Entries are due December 12, 2011. Ogilvy Award winners Subaru and International Delights know what works!
TUESDAY, DECEMBER 6, 2011 • 12:00-1:00PM ET
Learning from Winners: 2011 Automotive Ogilvy Award Winner
“Owner Love” – Subaru of America
In 2007, Subaru of America was at a crossroads: sales were stagnant, loyalty was declining, and expansion beyond a small cadre of niche audiences in limited geographies seemed an impossible nut to crack.
Yet, the company was convinced that if it could “bottle” the unique connection between a Subaru and its owner, and activate that connection in more like-minded people, the brand could leapfrog its challenges and even position itself for growth.
The research program was less a program than it was an iterative, collaborative process of asking the right questions to uncover, activate and measure the impact of owner love. Join us to learn how a unity of purpose among all stakeholders, a laser-like focus on a single objective, and research trained solely on reaching that objective helped Subaru to outperform the US market and become one of only two brands to report consecutive annual sales gains during the worst years of the automotive downturn.
PRESENTED BY:
Learning from Winners: 2011 Beverages Ogilvy Award Winner
International Delight “CoffeeHouse Inspirations Skinny” – Vizu Corporation
What if brand advertisers could boost the return on their advertising investment by hundreds of thousands of dollars by making in-market adjustments to their digital advertising campaigns?
Horizon Media and International Delight did just that, leveraging real-time Brand Lift metrics provided by Vizu Corporation to measure and optimize the brand impact of their digital awareness campaign. When International Delight was launching their new line of CoffeeHouse Inspirations Skinny coffee creamers, they turned to Horizon to help them create and execute an effective awareness campaign online. Horizon Media turned to Vizu for the technology needed to ensure the brand-building effectiveness of the initiative by measuring and optimizing the campaign's performance against its primary marketing objective - building awareness for a new product line - in real-time.
Leveraging real-time Brand Lift metrics from Vizu, Horizon compared Brand Lift performance across all exposure frequencies, creative units, targeting segments, and site placements, and in so doing identified in-campaign optimization opportunities that increased Brand Lift against the awareness objective by 34.4% and the campaign's effective media spend by over $100,000.
Join us to learn how to use real-time brand metrics to make your online brand campaigns more effective.
PRESENTED BY:
With data from over 19 million set top boxes, Rentrak is providing the TV ad industry with ratings that provide stability, granularity, and enhanced targeting. Learn how the marketplace is shifting towards an accountable database currency that provides deep insight from research, to planning, to execution.
Presenter: Bruce Goerlich, Chief Research Officer, Rentrak
Brand Staying Power: Understanding Advertising Decay and the Impact of Cookie Deletion
Today's online advertising performance models are primarily founded on immediate measures of success, like the click-through. However, most brand marketers are interested in the long view, looking instead to build and sustain brand measures over time. This kind of patience has not always been easy since, historically, online advertising effectiveness efforts have only measured the immediate impact on brand metrics. Now, thanks to some recent and exciting developments in this space, advertising decay and the effects of cookie deletion can be more effectively assessed over time.
Presented by:
As one of the world's most iconic and well-loved brands, Sesame Street continually faces the challenge of staying fresh and relevant to a fan base that is increasingly more diverse, particularly in terms of age and technological savvy. Recently celebrating its 40th anniversary, Sesame Street enthusiasts span the gamut from adults who prefer the original TV characters to young children who prefer new characters and online interaction. To best ensure the company evolves & remains appealing, Sesame Street relies on research and continuous learning to guide its creative development processes.
Join OnResearch, Inc's VP of Research Operations, Zach Vetter, as he shares how OnResearch & Sesame Street combined traditional & new research techniques, including focus groups, quantitative surveys & social media analysis, to uncover consumer insights & drive core creative and strategic decisions.
Presented by: Zach Vetter - Vice President of Research Operations, OnResearch
GRP ratings are the standard currency of offline media buying but have yet to take hold in digital. While important and necessary in that they create a bridge to traditional media, GRPs are simply not sufficient for effectively managing the dynamics of how advertising works in the digital environment. With comScore’s recently announced definitive agreement to acquire AdXpose®, the market-leading advertising verification and optimization company, we will explore how a Validated GRP metric can finally be the right bridge between the on and offline world.
Join comScore VP of Advertising Effectiveness Anne Hunter as she provides a review of what this acquisition means for the industry and how the combination of data from comScore’s AdEffx Campaign Essentials™ and the AdXpose suite will allow for the development of a Validated GRP metric, based on whether or not an ad was actually seen by the target consumer and in a brand safe environment. This availability of this metric provides more accurate campaign validation and actionable insights, and it is consistent with the proposed guidelines established by the ANA, AAAA, and IAB as part of the Making Measurement Make Sense initiative.
Presented by:
Just like many predicted the death of radio with the advent of the television, many have been predicting the demise of printed circulars as newspaper readership continues to decline and more and more readership occurs in digital mode. However, with 60% to 70% of a retailer’s marketing budget devoted to printed circulars, and a diverse shopper base, many who scream when retailers move assortment from one aisle to another, retailers will need to carefully manage the transition from print to digital. And as we will demonstrate, U.S. shoppers are not yet ready to give up their paper options. Nevertheless, the benefits of digital circulars and digital engagement are numerous. We will use this session to talk about the benefits of both print versus digital circulars; share new research about who, when, how and why shoppers use traditional versus digital retailer ads; discuss steps required to optimize both print and digital; share examples of existing digital engagements in practice; and wrap up with our view of the future.
Presented by:
The webcast is a state-of-the-industry package on trends in pharma marketing. It's been about 15 years since DTC advertising restrictions were loosened and the marketing of prescription drugs went from $0 to a $4 billion industry. We'll look at the advertising and marketing trends over the past few years, where are we now, and what the future might hold, including:
Presented by:
As digital devices explode as new communication platforms, marketers are grappling to follow consumers into this unchartered territory. But how do consumers interact with these platforms? And how are their digital behaviors measured? Hear GfK MRI discuss 10 things you need to know about consumers & digital.
Presenter: Risa Becker, VP-Research Operations, GfK MRI
Successful strategies aren’t led by someone’s good ideas but by consumers’ realities, values, and emotions. Barriers stand between what brand managers need to know to make decisions and how their consumers behave and think – consciously and subconsciously. Mobile video opens a new world of opportunity to how you connect with consumers’ internal and external worlds and gain deep insight into their emotional drivers and values. Attend this webcast to learn how you can leverage mobile video to bring new levels of depth to your marketing research.
Presented by:
Advertising has evolved tremendously with the advent of new digital technologies, but its goal today is much the same as it has always been-to elicit feelings, emotions, perceptions & actions that ultimately build brand loyalty & increase sales. It is essential that marketers find ways to do this in the most efficient manner while being able to quantify a return on marketing investment.
Today, marketers have an advantage that was not available to pioneering digital marketers: a history of digital marketing to reveal best practices and strategies for digital media plans. Join us as we highlights five key lessons learned, based on an array of comScore advertising effectiveness studies conducted on behalf of some of the world's biggest CPG brands.
We will also address the current state of the digital advertising industry, helping to guide CPG marketers & their agencies down a path toward more effective planning, stronger evaluation & overall improved results.
Learn how TRA client Mars raised TV ROI 25-35% - what every TV advertiser needs to know. ARF is also sharing their validation of the TRA methodology. Attend this conference to transform your media spend investment from lackluster to blockbuster! Join us on Tuesday August 30th as ARF's Bill Cook and TRA's Bill Harvey share these important findings.
Presenter: Bill Harvey, Vice Chairman and Chief Research Officer - TRA, Inc. & Bill Cook, EVP Research & Standards - The ARF
What Consumers Want: How mobile video brings the face and voice of the consumer to the center of your marketing strategy
Successful strategies aren't led by someone's good ideas but by consumers' realities, values, and emotions. Barriers stand between what brand managers need to know to make decisions and how their consumers behave and think - consciously and subconsciously. Mobile video opens a new world of opportunity to how you connect with consumers' internal and external worlds and gain deep insight into their emotional drivers and values. Attend this webinar to learn how you can leverage mobile video to bring new levels of depth to your marketing research.
Presenter: John Williamson, our CEO & Founder - Qualvu
What works in print advertising? GfK MRI Starch, the most trusted source for market intelligence about print advertising effectiveness, takes you through ten principles for effective advertising. Starch’s Ten Principles are a widely applicable and actionable guide for advertisers to create more effective print advertisements.
Presented by:
Once-upon-a-laugh-track, many brands kept the humor strictly off camera. Today, in our message-saturated world, it's hard to find a category where brands are not using humor to grab a laugh and a customer, especially when it can mean the difference between being watched or not being noticed at all. But, once you get 'em, do these funny ads actually do the job that brands hire them to do, and move consumers closer to the brand?
Presented By: Amy Shea, EVP, Director of Brand Development - Brand Keys, Inc.
s a marketer, how do you ensure your online campaign optimizes your ability to influence brand affinity and increase revenue? Join this ARF Webcast as Luth Research shares “paths to success” findings from a ZQ Digital Tribe ™ study. By examining consumers’ actual online behaviors, Luth uncovers how social media websites and ecommerce websites differ in driving sales and branding strategies. Learn how your online campaigns may need to change in order to foster a positive brand image and connect consumers to your brand.
Presented by:
As China continues its trajectory to become one of the largest consumer markets in the world, advertisers are looking for ways to connect with these consumers and forge brand loyalty. Previously, Ameritest identified that consumer perceptions of style contribute to the attention-getting and motivational power of creative. But what does style really mean to Chinese consumers? And what factors have lead to its increasing importance during purchase consideration?
Join Sharon Evans and Ratna Tandavan of Ameritest as we take an exploratory dive into data and theories that help us begin to understand both what style means and the underlying forces leading to its importance in the People's Republic of China.
Presented by: Sharon Evans, Senior Research Analyst & Ratna Tandavan, Research Director- Ameritest
According to the National Health Interview Survey (NHIS), nearly 30% of US households are now cell phone only. In addition, one in six American homes receives all or almost all calls on a cell—even if they have a landline. The growth of wireless is not just a US phenomenon. Around the world, more people own cell phones than landlines.
The more you dig into specific targets, the more you see alarming holes in landline-only samples. The NHIS also reveals that more than half of 25 – 29 year olds live in cell--only households, as do 35% of Hispanic adult and 43% of renters. Clearly, a landline-only approach can introduce bias. And even a small bias can have a big consequence when you’re depending on your research to drive critical decisions.
How you can “cut the cord” and get a representative sample in today’s wireless world? Find out at a new FREE Webinar, Cutting the Cord on Telephone Sample, presented by Jessica Smith, SSI’s Vice President, Offline Services. You’ll learn:
Presented by:
Television viewing is continuing to fragment across programs, networks, dayparts and devices. Measurement and media tools have not been able to keep pace, leaving marketers and their agencies with declining reach and worsening frequency imbalances in their most powerful, large-scale branding medium. Data management and analysis techniques pioneered on Wall Street and in Internet marketing are beginning to be applied to large scale sets of directly-measured viewing data to solve these problems.
Simulmedia has assembled the largest set of directly-measured, anonymous television viewing data in the world to re-aggregate and package audiences in ways that were not possible as recently as 3 years ago. In this webinar, Simulmedia will present its early lessons learned in using anonymous, directly measured television viewing data. You learn:
While most brand marketers today are intensely focused on their social media efforts, many express frustration at the inability to quantify its value or incorporate it into their marketing mix. comScore Social Essentials™ is a breakthrough social measurement product that helps marketers do just that. If you’re interested in learning how to quantify your social media marketing efforts by providing insight into the demographic and behavioral composition of your social media audience, then this is a webinar not to be missed.
Presented by:
David Burgos and Ola Mobolade, authors of the just-released book Marketing to the New Majority, will provide new guidelines and provocative implications for marketers and agencies hoping to tap into today's general market. Leveraging new research, case studies and thoughtful analysis from the book, the authors will address such topics as understanding diversity within diversity, moving from ethnic targeting to intelligent targeting, and the agency model of the future. They will also share a sneak peek of a segmentation developed for the book, highlighting where most companies are today and where they ought to be in order to stay relevant to the new majority.
Presented by:
Michele Madansky, PhD, will present findings detailed in a whitepaper she co-authored with Kathryn Koegel for CIMM on Best Practices in Cross-Platform Ad Effectiveness Research. Michele and Kathryn interviewed advertisers, media buying agencies, media companies and research vendors to better understand the strengths and limitations of a variety of methods used to measure the impact of cross-media campaigns. The whitepaper also highlights some of the innovative work currently being done in this area and identifies further opportunities for innovation for CIMM to pursue.
Presented by:
With the proliferation of Internet enabled devices and number of websites visited each day, the digital landscape is more complex and competitive than ever. Media companies and advertisers require more accurate audience measurement data in order to make sound planning decisions. Join Nielsen's John Brauer and Mainak Mazumdar who will address the prevailing approaches to hybrid measurement and their effectiveness in addressing the growing challenges facing Internet audience measurement.
Presented by:
Millward Brown and Kantar Media will unveil the findings of a new study that explores the roles ad creative and media placement play in triggering a TV viewer to change channels away from an ad, a practice commonly known as “tuneaway.” By combining their datasets and expertise, Millward Brown and Kantar Media will offer new insight into specific creative elements and media strategies that can help combat tuneaway and enhance advertising ROI.
Presented by:
Ad effectiveness research today has its limitations:
InsightExpress' Ignite Network revolutionizes the way media, advertising and research companies gather data and analyze digital marketing success. The Ignite Network is a research platform that strategically aggregates several of the industry's most recognized and largest sample providers to create a scalable and robust model for measurement and advanced analytics. Participants will learn how to utilize the Ignite Network to address existing challenges in digital brand measurement, how to measure true ROI, and integrate new forms of marketing accountability data.
Presented by:
Moms online are among the most conversational, targetable and simultaneously widespread demographics segment on the web today. They are also usually the decision-makers when it comes to food purchases for their families and they influence each other as well.
Cymfony business analyst Cathy Buena will discuss the drivers behind why families purchase the food products they do, distilled from the authentic conversations of the moms themselves on the social web.
What you’ll learn:
We’re excited to be joined by the team from Mom Central Consulting who will add their insight and expertise to the discussion.
Imagine having near instant access to customer feedback at little cost, at all hours of the day and night. Forward thinking companies are now launching online “communities” to provide ROI for respondents, by enabling them to interact with each other in real-time, online, and in a social atmosphere. Brands are benefiting from this new ability to contact respondents on an ongoing basis and gain the opportunity to “listen” to on-site chatter. While communities can provide highly valuable data, it is critical that companies consider the benefits that can be derived by 'listening' and ensure that they can accommodate customer feedback into their marketing approaches. The last thing customers want to do is provide feedback that is not valued.
Toluna presents a webinar that provides a number of case studies from clients that have succeeded in building and implementing communities that work for them, and generate real value from “listening”. The presentation will help attendees understand the process for creating a purpose for their community (market research, brand advocacy, etc) and what makes a "good" community. Further, we will help define the steps needed to formulate a market research plan, respondent recruitment plan, technical evaluation of tools, and services needed to manage communities.
The attendee will leave this webinar with a better understanding of the “community” provider landscape, the ability to generate ROI, and more.
Presented by:
Today's advertisers are looking for an accurate and comparable way to determine the true value of their online and cross platform effectiveness metrics. Nielsen has created a breakthrough service that helps advertisers better grasp the value of their online media investment. Nielsen Online Campaign Ratings leverages an innovative, new Nielsen methodology that is:
Presented by:
Join Ameritest and Sands Research Inc. as they show the insights found by testing one ad in both a neuroscience (Sands Research Inc.) and quantitative environment (Ameritest). The recent, successful commercial produced by Volkswagen, "The Force" is used as the stimulus for identifying where the real differences/similarities exist between research systems and how we can extrapolate the appropriate insights from the each.
Presented by:
Mobile consumption is growing to the extent that it may constitute more than half of your streaming listeners. In this webinar, Robert Favre Triton Digital's, CCO and General Manager will take a look at the role of mobile across five markets, and look into which mobile platform is really dominating.
Presented by:
In the past, agencies didn't have the benefit of social data. Results were "buy/no buy." Now, agencies can understand "buy/no buy + why" - providing the ability to quickly make changes and provide more informed strategic counsel to their clients.
This webcast explores the fundamentals of successful conversation architecture, using analytically driven business decisions to support the diverse needs of agencies, including:
Crafting and executing a profitable social strategy is no accident. Through the right mix of creative design, campaign execution, and media planning for earned and paid placements, you can become the conversation architect that delivers more profitable social outcomes. This webcast will explore best practices and case studies to demonstrate effective conversation architecture.
Presented by:
Many brands have managed to accumulate large numbers of social media fans and followers. The challenge now is what to do with them, and how to successfully marry fan expectations and marketing objectives. This session will share extensive quantitative learning about what works in social media, addressing questions such as which page attributes and content are most likely to generate the strongest engagement and brand response. The session will also include case study examples and time for questions and debate.
Presented by:
Presented by Stephen Rappaport, ARF Knowledge Solutions Director, Author of Listen First! Turning Social Media Conversations into Business Advantage
Proudly sponsored by Converseon and Harris Interactive
Listening. Everyone's talking about it. Through this comprehensive 10-part webcast series, presented by Stephen Rappaport, author of Listen First! Turning Social Media Conversations into Business Advantage, you've learned about listening's potential, what is it, how it's done, how it's used. But there is a final question: where listening going? Hear from thought leaders Steve and Jeni Chapman (EVP, Harris Interactive) as they combine objective, unbiased research and knowledge from The Advertising Research Foundation and case studies from Harris Interactive to share tips and predictions that will equip you to use listening better or become its champion in your company.
Consumers are talking about brands more than ever before online. Social Media captures these conversations in various forms and if tapped right can uncover a vast array of information that can impact your media investments. Applying this knowledge to optimize your ad spend can generate incredible efficiencies. Join ARF and Networked Insights for a free webinar and dig deeper into Social Media data and get past GRPs & TRPs to uncover what consumers are talking about and where.
In this webinar you will learn:
Presented by:
For far too long researchers have claimed the "attitude changes slowly" when faced with significant in-market changes in behavior that did not result in noticeable changes in ratings. The authors believe that the use of ratings to measure images was simply not sensitive enough. Come see our proof!
Presented by:
The notion that developing markets drive growth is not news. Yet, international expansion continues to be one of the most challenging issues for many companies - and with good reason: growing global business is complex and risky.
Rapid changes in global economic and geopolitical landscape require firms to constantly track and re-assess opportunity. Window of opportunity is often narrow - some markets open and consolidate in as little as two-three years. Many approaches rely primarily on economic growth to serve as opportunity indicator, yet drivers are far more complex, vary from category to category and often from market to market. Additionally, market opportunity needs to be assessed and balanced against entry risks. 4i Global Opportunity Finder provides an integrated approach assessing future opportunity against risks to identify optimal growth path and inform international strategy. We will demonstrate the methodology, provide key elements of the solution and show concrete examples.
Presented by:
When it comes to the kid, tween and teen advertising space, many myths abound. It's easy to reduce this group to simple clichés and hyperbolized headlines, but to really understand today's youth, marketers need to hurdle over the hype and uncover their authentic needs and beliefs. Informed by fresh, from-the-field research on youth culture - including their relationship to advertising - this presentation will shatter stereotypes and offer practical advice for conducting research that truly taps into their desires and creating ideas that will resonate with them.
Presented by:
Presented by:
Samantha Moore - Research Director, Ameritest
On April 1st, Ameritest will present its 3rd annual assessment of the QSR category's advertising efforts. The story centers on an increasingly competitive category within the context of an (obviously) tough economic climate, resulting in contenders providing valuable insights on what to keep doing and what not to do in these challenging times.
The presentation results from 30,000 20-minute interviews across 300+ ads. Just some of the high-level info covered:
Presented by:
Ratna Ralkowski - Research Director, Ameritest
Sharon Evans - Senior Research Analyst, Ameritest
Estimates that China will be the world’s third largest consumer market within the next decade has many brands eager to tap into the country’s consumer potential. But who are these consumers? And what are the rational and emotional dimensions that creatives should focus on in order to be effective in the Chinese market? Join Ameritest’s Ratna Ralkowski and Sharon Evans as they share the results and insights of an in-depth study analyzing 5,000 interviews spanning 50 CPG television commercials in the food and beverage category. The report will cover many important topics for international brands wanting to make their presence known in China, including:
Presented by: Andrew Lipsman - Senior Director, Industry Analysis - comScore
An in-depth look at comScore's annual report, the Digital Year in Review, which highlights the industry's leading stories of the year and their implications for the future. The report looks across the digital landscape to focus on important issues that shaped the year in digital, including:
Presented by:
Amy Shea, Global Director - Brand Keys
Larisa Drake, VP Brand Communications - Discover Financial Services
Kevin Ragland, VP Creative Director - The Martin Agency
James Crolley, Director of Advertising - Progressive Insurance
David Register, Creative Director - Arnold Advertising
What can a look at the brands consumers hold close in their hearts as we begin 2011 tell us about what will matter in the coming year? Join Brand Keys Global Director, Amy Shea, as she shares the story found in the results of the 15th annual Brand Keys Customer Loyalty Engagement Index: a national study of 80 categories and 600 brands that examines what is driving loyalty and engagement, according to the emotional and rational point-of-view of the consumer. Amy will be joined by guests of two of the winning brands to add their story to the one the consumer has to tell about what really creates the brand engagement that will create winners in the marketplace.
Larisa Drake, VP Brand Communications for Discover Financial Services and Kevin Ragland, VP Creative Director from The Martin Agency, will talk about the brilliant "Peggy" campaign; and James Crolley, Director of Advertising for Progressive Insurance and David Register, Creative Director from Arnold Advertising, will speak to the continuing success of Flo, now one of the most recognizable and well-liked brand spokespeople in the country. Don’t miss this opportunity to hear directly from these top brand-advertising teams on the story behind the strategic storytelling of these great campaigns!
For more information:
Contact us about package pricing. Send an email to webcasts@thearf.org or call 646.465.5757
